ARNP Project Last Wk - Essay Example

School: ARNP PROJECT LAST WEEK Lecturer: ARNP PROJECT LAST WEEK Marketing remains a crucial way, by which theservices of ARNP can reach its target segment, especially the Generation Y (Gen Y) group. However, ARNP ought to realize that its marketing is in constant competition with what other service providers are also doing in-house by way of marketing. To ride above this challenge, using strategic marketing principles is the most recommended option for ARNP. By this, Berkowitz and Bartlett (2010) suggest the use of a strategic marketing plan.

Once the strategic marketing plan is used, ARNP will be expected to go through certain steps as exemplified in the diagram below.Source: Fuchsix Focus (2009).From the diagram, it would be noted that for ARNP to effectively market its services to Gen Y, it first has to review its goals and plans for the organization at large and the Gen Y to be specific. After this, the need to undertake external analysis on the Gen Y segment to come to terms with major demographic variables that pertains to the people.

After this, an internal analysis will be needed to be sure if the organization has adequately put its house in ready to accommodate new customers that will be coming in. the internal analysis is often translated by a SWOT assessment, based on which strategies and objectives for the Gen Y group will be developed. The final stage will require the development and implementation of an action plan. Because ARNP is in the health sector, its action plan must focus on how the organization can present differentiated services to the Gen Y so that members within the Gen Y population would choose ARNP over other competitors for the mere fact that ARNP has different services that the others cannot offer.

ReferencesBerkowitz E. N. and Bartlett J. (2010). Essentials of Health Care Marketing. New York: Ultimate Press Limited.Fuchsix Focus (2009). Strategic Marketing Planning. Accessed 24th February 2014 from http://www.fuchsiafocus.com/Strategic%20Marketing%20Planning%20Programs.pdf