Marketing of Cyber-Health Company - Essay Example

I am sending this e-mail in relation to your request. My chat with Ms. Lucy Vision has furnished me with adequate knowledge about the business structure and marketing activities of Cyber Health.

Basically, Cyber Health is an online medical school leveraging technological advancement to bring quality education with the utmost convenience of the student in mind. As a traditional business organization, the company also identifies a specific target market to cater to. However, as opposed to brick and mortar educational institutions, Cyber Health is unbounded by the place because it operates in a market space. Thus, in identifying its target market, geographic segmentation is not applicable. Thus, market segmentation is solely based on psychographics and behavioral factors specifically computer and internet literacy and the customers’ need for more convenient and high-quality education. Through the help of technology, the company is able to learn more about the interests and lifestyles of prospective customers. For instance, the company analyzes the online behavior of customers, finds out which affiliates send the most visitors, and tracks response to online promotion. The company also looks at the demographic factors of their previous and current students in order to know more about their prospective customers and employ effective marketing strategies to target them.

As with any other business organization, Cyber Health has formulated its own marketing mix using the 4Ps-product, price, promotion, and place. Looking at the company’s marketing strategy, it can be seen that they are utilizing 4Ps that closely complement each other. On the surface, the company’s product is high-quality medical education through the use of advanced technology. However, it can also be seen that the company is also selling convenience for students who are also preoccupied with other responsibilities. It should be noted that as opposed to the traditional educational system which handles thirty or more students in a class, Cyber Health gives a more customized product by letting the student study at his or her own pace and by giving exercises to the areas that each student needs most. In terms of pricing strategy, Cyber Health can afford to price more competitively due to the lower operational and administrative costs.