The Sunset Senior Citizens Daycare's Mission - Case Study Example

Topic: Sunset Day Care Mission ment And Company Introduction The Sunset Senior Citizens Daycares mission is to provide a program of social, recreational, and health activities and services in a group setting that will keep our clients as comfortable as possible and at the same time caring for their immediate individual needs. It aims to make its clients as comfortable as possible in an environment where they are able to relax and feel at home while they are being taken care of. It’s will is to give a purpose to the life of its clients while at the same time trying to make sure that they are as independent as they can possibly be so that their self-esteem can be raised. The senior citizens day care will aim at meeting the client’s goals through employing people that are able bodied that will be tasked with providing the care that the elderly citizens will need. This people will be hired after careful scrutiny and vetting. This service will also try to overcome social isolation and the effects that motivate it. This means that isolation which sometimes makes the clients lose and have low self-esteem will be overcome and eventually this will promote a good and sound physical and mental health. The clients will also be trained in a variety of things that will make them feel as independent as possible so that they do not feel pity on themselves. There have been various forms of senior citizens day care Centre’s since the 1970s which are defined as community-based programs that are designed to meet the needs of minimally impaired adults through an individualized plan of care for part of the 24-hour day. According to the 2000 census, there are 3,407 senior citizens day care centers operating in the United States, serving primarily people with dementia (including Alzheimers disease) and the frail elderly who do not have dementia though experts suggest that this number is fast going to rise as more and more people require and seek these services, (Lakdawalla, Bhattacharya, Goldman, & National Bureau of Economic Research, 2001). The Sunset Adult Daycare Center can into existence so that it could address this situation that was arising. Its idea was to make sure that aging was not something that would become a burden to the society. The day care center employs staff that is highly qualified to give the best service to the clients no matter their background. It works towards taking the adult day care industry to a whole new levels by setting standards that are not equaled by any other daycare establishment in the region yet. We rise to the challenge of competition from other adult daycare services by making sure that we are always improving the facility and how we offer services according to the feedback that we get from our clients and also the dynamic market. Company’s branding, pricing, and distribution plan In the recent past, the demand for senior citizens day care centres has considerably grown. The lifestyles of the population has changed making the people need care at significantly early age thus the need to have more of this centres. This makes a venture such as opening this centre economically viable. The age at which people need adult day care services has considerably become lower as a result of the lifestyle diseases among other things. Therefore it seems that people age faster they did before. Family structures are also evolving and people prefer to have their aging loved ones cared for in these centres so that they get a chance to go make a living, (Kane, 1986). It is as a result of this that the Sunset Daycare Center will base its business. The name Sunset came into being as a result of considering the services that will be offered at the establishment that are supposed to be serene and calming like the sunset in the evening is. This is supposed to keep the clients comfortable and also give them an environment that is as homely as possible. The amount that the people that will be admitted to the day care centre will pay shall be calculated according to how much attention they require. It will be the day cares main objective to make sure that the services are as manageable as possible while providing quality service at the same time. The pricing will not be too low since this will only show that that the centre offers services that are of low quality. They will not also be too high to make them unaffordable because the main aim is to have all the classes of people cared for properly. To make the Sunset Day Care Centre know to clients, the centre will employ the use of flyers and brochures that will be distributed in places that the clients and their families are likely to frequent. They will be taken to hospitals and healthcare centres in the vicinity of the area of interest.in the initial stages there will be adverts in the print media to further sale it to the targeted market. The scope of these advertisements will be widened as time goes by and as growth strategies for the Centre are pursued. Major Competitors The centers major competition comes from within the same sector of service. This from other senior citizens day care centers that were established before the Sunset Adult Care Center came into being. They have more financial capability and are more established in terms of them being known in the market. This though will be countered by the center applying for a grant from the state with time. There is also competition from healthcare institutions that are expanding to include care center but this are mainly residential. These ones though are not too much competition since they don’t concentrate a lot on this line of business as their main business is in healthcare. Differentiation Strategy The differentiation strategy that will be applied will include the Sunset Daycare Center collaborating with the local healthcare centers and hospitals to get more clients from these places. The healthcare centers will refer the clients to the Sunset Day Care center when the visit the hospitals. The partnership with the hospitals will also include patients from the Sunset Day Care going to the hospitals that will be in collaboration in case they need to be seen by a doctor. This will assist in eradicating and decreasing the rivalry in the business to the lowest. ( Ireland, Hoskisson & Hitt, 2006). Future Company Intentions Since the Sunset Day Care Center will ultimately strive to become a leader in the industry, its main focus will be to grow and open other branches in other areas. This will be a progressive venture that will depend on how the inaugural center will feature. The number of clients will be grown through the ventures of advertisement and promotions so that in the future it will be the first choice among the potential clients that need this service. Salient Macro-Environmental Issues Legally, there are not a lot of issues that will affect this business venture since the regulations that govern the industry are not very stringent. This will not limit the centers operations and they will run smoothly without any hitches. The technology that will be needed in this venture is mainly needed in the filing and documentation department so that the clients files are not mixed up and to maintain efficiency. New ways to keep the clients occupied through technology will also be employed through the use of computers to engage them. The center will aim to educate the people about the significance of the services offered and how they can benefit from them. This will eventually empower the people to appreciate the social repercussions of the programs presented. To make the center attractive, the fees to be paid will be affordable to the people but at the same time enough to make the center economically sustainable and record positive income. Trend To Impact The Business This industry is considerably young and the Sunset day care is a new entrant in this field. As a result of this, the everyday person may not have firsthand knowledge of what an Adult Day Care is and how it carries out its business and responsibilities. Sunset will have to employ an aggressive community outreach programme and a venture that will include referral relationships that will have to be very professional so that the company develops awareness and make the people more interested. The center will also strive to make the society develop trust and confidence in it by giving trial services that will be free and also conducting free clinics that will also double up as outreach programs. Sunset will struggle and strive to maintain all the customers that come to the center and make then always come back over and over again by serving them well and effectively. Implementation Strategy The Sunset Adult Day Care Center will employ a management that will make the achieving of its main aims and objectives come to reality by employing strategies that will market it and push its cause further. Through promotion and improvement of the facility constantly, while progressively expanding its capabilities, the center will continue to increase its control of the Adult Day Care industry in the area around it. Expansion Plan Over the next five years, the Sunset Day Care Center will improve expand and diversify its business into including services like rehabilitation for the clients that will be enrolled. The center is also expecting a grant that will help it renovate the facility while conducting an expansion at the same time. The Sunset Day Care Center will also incorporate a program that will enable the clients that come from far off areas to board at the premises until when they would want to back home. This is because the center aims at expanding and enrolling clients that will be from all over the country. The center will also be able to provide long term care to the people that will need it and make those that need 24 hours care get it with ease. Media Tools To Develop the Plan Sunset Senior Citizens Daycare will use social media to further its cause by operating a page that will always be updated with what will be happening in the daycare in real-time. The page will clearly show and explain the mission statement of the center while showing the people accessing it where the center is and the services that they can be able to get there. Print media will also be used to place adverts that will make the Sunset Day Care more familiar with the people and the potential clients. This advertisements will be carried out frequently and will be clear enough to enable them be viewed and identified as easily as possible. The adverts will show the people that are able to get the print media the new changes and improvements that will be happening in the center and also any new branches that will be established. Performance Standards and Monitory Methods Sunset Senior Citizens Day care will employ performance standards that will be aimed at making it better. It will make reservations into the center take as little time as possible while also making sure that the filing for these reservations is done correctly. Payment methods will also be streamlined so that there will not be cases of confusion. The full names and their addresses will also be recorded for convenience and accountability. (Chan, 2010). Areas that can be improved in the marketing plan for the Sunset Daycare center should be identified to help the center get better. As time goes by, both the business and the market will go through changes that will need to be adjusted to and therefore the plan will need to be reassessed to enable the center adapt it according to the current situation. Simple steps can be applied to achieve this and they include a regular monitoring the marketing activities and comparing the current performance against the original marketing aims. The gaps in the performance should also be identified and eliminated to facilitate smooth working. And finally the opportunities to improve and take measures that are corrective or modify the targets should be sought. Potential for Sunset Daycare Center Overall Performance The Sunset Day Care Center has the potential to meet all these objectives and plans that it has promised itself to achieve and in the time frame that is required. Through its own funds and the funding that it will apply for and the commitment that its management and staff will input, these objectives will easily become a reality. Constant growth and improvement in the way that the center is run will also further this cause and help to make the center better and more efficient at serving the people that will come to it. Integrated Marketing Communications The Sunsets Daycare Center’s management concept will be made in a way that will make all attributes of marketing communication that will encompass advertisements; sales promotion, public relations, and direct marketing come together as a unified force, instead of letting them operate each on its own. To make this strategy successful, the Sunset Senior Citizens day care center will have plans that are built on a holistic view of the targeted consumer and aim to understand how they think, make decisions, and act. (Percy, 2008) References Chan, C. C. (2010). Optical performance monitoring: Advanced techniques for next-generation photonic networks. Burlington, MA: Academic Press/Elsevier. Ireland, R. D., Hoskisson, R. E., & Hitt, M. A. (2006). Understanding business strategy: Concepts and cases. Mason, OH: Thomson Higher Education. Kane, R. L. (1986). Medical Care for the Elderly in Other Western Countries. Home Health Care Services Quarterly 7 (3–4): 307. Lakdawalla, D., Bhattacharya, J., Goldman, D. P., & National Bureau of Economic Research, (2001). Are the young becoming more disabled?. Cambridge, Mass: National Bureau of Economic Research Percy, L. (2008). Strategic integrated marketing communication: Theory and practice. Amsterdam: Butterworth-Heinemann. Read More