International Marketing Communications Plan: The Phoenix Partnership - Case Study Example

International Marketing Communications Plan 03063 Executive Summary Context analysis plays an important role in having adequate information in relation to internal as well as external conditions for an organisation. In this regard, The Phoenix Partnership (TPP) conducting context analysis has been able to provide important information about business context, internal context, customer context and external context. The information obtained would assist the company in determining its growth prospects and developing marketing communication plan for generating awareness as well as improve sustainability. Table of Contents Executive Summary 2 Table of Contents 3 Introduction 4 Context Analysis 4 Business Context 5 Internal Context 9 Customer Context 11 External Context 14 Conclusion 15 References 16 Introduction In the present day business, the market scenario has intensified with competition due to the advent of technology and globalisation. In this regard, organisations are needed to be strategic in their approaches with the intention of ensuring that business operations are conducted in a sustainable and appropriate manner. Marketing communication plan also plays an important role towards enhancing brand image on a global context. Organisations conduct context analysis with the aim of having adequate information in relation to different aspects that include customer context, business context, environment context, organisational context and stakeholder context. These contexts are significant for management of organisations to develop an integrated market communication plan (Vitale, 2012; Sisodia and Telrandhe, 2010). In this context, the report focuses on conducting context analysis of the Indian market, for the appropriateness of TPP to enter. Correspondingly, based on the analysis, an effective marketing communication plan is to be developed with the assistance of which the company will be able to perform competitively and meet the changing requirement of customers. Context Analysis Context analysis is a procedure based on which an organisation is able to have important information in relation to both internal as well as external conditions. The analysis is also a significant process in accordance with which assessment is conducted in different areas relating to business, customers and environment. Thus, conducting context analysis facilitates an organisation is gaining overall information based on which communication plan and objectives can be formulated efficiently. Contextually, the management of organisations are required to frame effective communication plan based on which awareness about products and/or services can be generated in an effective manner (Hanrahan, 2008). The Phoenix Partnership (TPP) is a company associated with IT sector. The company operates in the UK. The objective of the company is to provide quality healthcare software based on innovative products that include SystmConnect, SystmOnline, SystmOne and SystmOnline. In addition, the company provides services and products with the aim of enhancing clinical data access as well as authorise patients to have their desired care services along with treatment. In this respect, the company in order to diversify business in different market segments is needed to formulate appropriate marketing communication plan (The Phoenix Partnership (TPP), 2015; Laitinen, 2009; Elsevier, 2005). Respectively, TPP has been conducting context analysis because of certain factors that include customer context, organisation context, internal context and external context. The analysis of the aforementioned factors has been an effective mechanism in accordance with which communication plan is needed to be devised. In this respect, in order to develop an effective communication plan, the company is required to follow a systematic process, so that communication along with corporate objectives is accomplished to a large extent (Decker, n.d.). A detailed evaluation of context analysis has been performed hereunder. Business Context Business context is a process based on which the company i.e. TPP is required to formulate policies and strategies for performing operations effectively in the market segments of India. TPP is an IT company providing healthcare software in the UK. The company has been performing effectively in the UK market segments by managing patient records in excess of 36 million. It is providing services in around 5000 NHS organisations. Moreover, the company is identified to be encompassing 142 prisons as well as 2,500 General Practitioner practices. The different software provided by the company comprises SystmOnline, SystmOne, SystmInsight and Systm Connect. This different software has been playing an effective role towards managing records, research studies and patients supervising their individual care requirements. Subsequently, the products as well as services are significant in managing the operations of primary along with secondary healthcare settings. In this regard, the company is effective in meeting the healthcare needs with utmost appropriateness and convenience (The Phoenix Partnership (TPP), 2015). Corporate Mission The objective of the company is to offer training and development, building social economy and consultancy services on the basis of certain quality standards. The company aids in providing an in-depth understanding about change processes in relation to an organisation and individual for clients as well as staff members. In this respect, the corporate mission of the company is to offer best quality clinical software and integrate operations with NHS vision in terms of social, primary and secondary care (Best Companies, 2015; The Phoenix Partnership, 2010). Correspondingly, the company entering the market segments of India in the domain of healthcare services will be effective in developing the care services of the country to a large extent. Marketing Strategies and Plans Competitive Advantage Competitive Scope Lower Cost Differentiation Broad Target High cost leadership Medium differentiation Narrow Target Low cost focus High differentiation Porter’s Generic Strategies Porter’s generic strategies is a framework based on which TPP will be able to perform operations with better competitive advantages. In this regard, the company will be focussing on cost and differentiation of products for business sustainability (KPMG, 2011). Existing Products New Products Existing Markets High market penetration High product development New Markets Low market development High diversification Ansoff Matrix Ansoff matrix is a framework based on which TPP can be able to devise future strategy based on the combination of existing and new products in existing and new market (KPMG, 2011). TPP is formulating as well as implementing marketing strategies based on certain standards or models that include Porter’s generic strategies and Ansoff matrix. The company plans to develop effective marketing strategies with the intention of ensuring that better awareness about products and/or services are generated amid healthcare settings. In this respect, the company has been formulating marketing strategies based on certain criteria that include business, lifestyle as well as consumer. The company develops growth-focused strategies for promotion in terms of communication, sales and marketing campaigns. In addition, the company implements media technologies with the aim of promoting products and services in the market segments. The use of innovative media technologies is effective for the company for better publicity. The company using celebrity for promotional activities will be effective in creating better awareness. The company with the use of marketing strategy based on lifestyle and consumer is able to differentiate its brand from others by targeting specific customer segment as well as integrating new along with tradition media technologies for meeting the needs of the clients in an effective manner (Finne and Gronroos, 2009). The company is requires to adopt business marketing strategy with the aim of developing a significant reputation and position in relation to its brand. In this respect, the company implementing these marketing strategies will benefit in developing a better strategic position for enhanced performance in the Indian market segments. In this respect, the company plans to develop the marketing strategies on the basis of the above-mentioned criteria and is ensuring to build an integrated marketing concept for clarity and consistency of the advertisement message (The Phoenix Partnership, 2014; Social Enterprise London, n.d.). Brand Analysis The company since inception has focused on building an effective brand image in the market segment. Contextually, the company with the aim of developing its brand image has been providing quality software to the healthcare units, so that care services are managed in an efficient manner. The company with the provision of quality software and systematic services has been facilitated with the opportunity of developing an effective brand image in the market segments in India. Moreover, the company with the aim of developing its brand has been engaged with different charitable as well as environmental activities for the growth of the society as a whole (The Phoenix Partnership (TPP), 2015). Competitor Analysis TPP with the provision of quality services and products has been able to perform operations in a competitive manner. The company entering the Indian market segment may face certain challenges for the existence of foreign as well as local companies providing consultancy services in the healthcare segment. The company may face competition from competitors that include Accutest Research Laboratories (I), AUSA Technical Solutions and Cal-Info Systems among others (Calsoftlabs, n.d.). AUSA Technical Solutions has huge market share in India due to its dynamic marketing strategies. In this context, based on ‘competitive rivalry among existing competitors, the company is needed to identified the products and/or services offered by the rivals and in this respect, the company with the provision of quality services and products in a social responsible manner will be facilitated in conducting operations sustainably in the Indian market. Respectively, the company developing marketing strategies based on awareness, availability and acceptability will have better expansion opportunity (UNDP, 2012; KPMG, 2011). Internal Context Organisation Identity TPP is a renowned consultancy services provider in the healthcare sector. The company provides different services in relation to training as well as development services and clinical software. These services and software are offered based on effective quality standards, which are needed by healthcare units for managing operations efficiently. The company has been managing records of millions of patients and has been operating for a large number of NHS organisations. In this regard, the company has been able to develop an effective identity in the market segments in terms of quality services and renowned healthcare software. Subsequently, the company with a renowned organisational identity in the healthcare sector will be able to conduct operations sustainably and competitively. Additionally, the company with the provision of quality services and software will be facilitated in performing services successfully in the Indian market segments. The internal ability of the organisation can also be ascertained from certain facts that include leadership and employee wellbeing as well as growth. The CEO of the company develops plans or strategies with the engagement of employees for making effective decisions. The employees are facilitated with the opportunity of efficient training. In addition, the employees are ensured with a better work-life balance structure in accordance with which level of stress is minimised. Correspondingly, the company is able to build an effective workplace culture for greater effectiveness (Best Companies, 2015). Financial Constraints In terms of economic contribution, the company has been identified to be developing and growing in different business segments in an accelerated manner. In the year 2014 in terms of financial performance, it has been estimated that the company has cash and value of net worth of around £8,412,592 and £20,830,772 respectively. Assets and liabilities of the company have been valued to be around £18,362,575 and £5,938,681 respectively in the year 2014 (Company Check Ltd, 2015). Marketing Expertise Head of commercial department of the company has implemented updated strategies by discussing with general manager as well as board. The commercial priorities are developed with the assistance of different media technologies for making a comprehensive approach in the market segments. Marketing experts devise marketing strategies on the basis of requirements and needs of the Indian market, so that the products and/or services offered are promoted in an enhanced manner. In this respect, the company with the assistance of marketing experts is able to generate better awareness amid customers (The Phoenix Partnership, 2014). Communication Audit In addition, the company has developed efficient communication with clients with the intention of developing an effective relationship and providing superior services to customers. The marketing team is developed based on certain criteria that include campaigns, organising events and strategic counsel. Additionally, marketing expertise of the company is to communicate information based on knowledge sharing, consistency and creativity. Subsequently, communications audit is performed in terms of influence on brand image (The Phoenix Partnership, 2014). In this regard, from the analysis of internal context, it can be ascertained that the company implements innovation in promotion activities, which is a positive aspect for generating better awareness in the Indian market segments. Customer Context Demographic Characteristics An analysis of the demographic characteristic in the UK relating to healthcare services is identified to be met to a large extent for the existence of different healthcare consulting companies assisting in managing the operations of healthcare units. In the market segments of India, the company investment in relation to healthcare has been identified to be comparatively low as compared to the spending made on a global context (Fill & Jamieson, 2011). The spending made in healthcare segment in India has been provided hereunder. Source: (KPMG, 2011) Based on the above graphical representation, it can be identified that the demographic characteristic of the Indian healthcare sector is identified to be less developed. In addition, due to low investment, healthcare consulting companies are recognised to have minimum or services offered are limited to a certain extent. In this regard, the company in order to enter the Indian market may face challenges to develop and perform operations sustainably. However, the healthcare industry has been identified to be developing and growing for certain demographic factors such as growth in population, increase in disposal income, rise in literacy rate, demographic alteration and lifestyle-related diseases (ABC Consultants, 2015; KPMG, 2011). Awareness, Perception and Attitudes towards the Brand TPP is a renowned brand in the UK for quality services and innovative healthcare software. TPP may face challenge in the Indian market due to lack of awareness towards the brand, which may significantly affect the performance and sustainability of the company in the initial stage. In the UK, the company has been able to possess large customer base owing to its quality services. In this regard, the company with the aim of entering the Indian market is required to adopt effective strategies in accordance with which the company will be able to develop a better brand image in terms of attitudes, perceptions and awareness amid the customers (Gupta, 2010). Level of Involvement TPP has been involving different stakeholders at the time of decision making and formulating plans with the intention of ascertaining that operations are conducted in an effective manner. The clients are also involved with the company with the aim of managing the operations of healthcare units in an effective manner. In India, the development of healthcare sector has been observed in the private sector to a large extent. This signifies that the involvement of private healthcare units has increased in terms of ensuring quality care. In this regard, the company with the involvement of different stakeholders will be facilitated in conducting operations successfully and sustainably (Gupta, 2010). Type of Decision-Making TPP is needed to formulate plans as well as strategies in accordance with the viewpoints of the stakeholders in the Indian for better expansion of the business. Additionally, the company formulating strategies based on demands in the Indian market will be facilitated with the opportunity of ensuring that products and/or services are provided on the basis of requirement for better accomplishment of organisational goals. In this regard, the company entering the Indian market segments will be facilitated by opportunity of providing quality decision making based on which healthcare services can be provided effectively with enlarged involvement of clients Gupta, 2010). External Context A PESTEL analysis of the Indian economy will provide important knowledge as well as understanding about healthcare sector and related aspects. The political scenario of the country has been identified to be stable. In this respect, the country is determined to be appropriate for investment. The Indian government is also identified to be devising appropriate policies based on which foreign investment is encouraged (Mukherji, 2010). Economically, the country is also recognised to be stabilising to a large extent due to the availability of natural resources that include bauxite, chromite, coal and iron ore in abundance. In terms of foreign exchange reserves, the country holds a strong position (Anukriti and Kumler, 2014; Ezell & Atkinson, 2014; Lucintel, 2014). In the social landscape, the country has been facing disputes for military activities as well as social unrest in certain states such as Jammu and Kashmir. In addition, the major concerns of the country are related to the development of healthcare as well as education system. The environment landscape of the country is determined to be progressing in an extensive manner due to wide-ranging policies. However, the environmental condition lacked improvement due to negligence in implementation and enforcement. Moreover, the country is depended on thermal energy, which is responsible for raising pollution level (Bertsch and et al., 2013). The legal system in India is identified to be comprehensive due to different taxation policies towards attracting Foreign Direct Investment (FDI). The design of the judicial system is equitable, transparent and fair to a large extent. In the technological sphere, the country adopts innovation and it is identified as an important factor accountable for growth as well as development. In this respect, huge investment has been made in the Research and Development (R&D) (Thejaswi and et al., 2014; Bertsch and et al., 2013; Singh, 2006). Based on the PESTEL analysis and other stakeholders, it can be ascertained that India is an appropriate market for TPP to expand its operations for increased investment opportunity and current development of healthcare segment. Conclusion From the above context analysis, it can be comprehended that TPP is a renowned IT company providing healthcare software and services for the healthcare units with the aim of managing care services effectively. The company acts as a consult service provider for healthcare units and accordingly, it is identified to be providing quality products and/or services to clients. The company has planned to expand operation in the Indian market. In this respect, context analysis comprising certain factors that include internal context, business context, external context and customer context has been adopted, which has assisted in having adequate understating about the company and market condition of India. It has been identified that India is an appropriate market for the company to expand operation. In addition, the company developing an effective market communication plan based on context analysis will be facilitated in performing operations sustainably and competitively. References ABC Consultants. (2015) Pharmaceuticals, healthcare & life-sciences. [online]. India: Home. 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