Final Project

Service: Caretaker

Group # 09
Nadia Younus 31205
Shahab Ahmed 31394
Akse Mah Inaam 31012
Arslan Zafar 31368
Afaq Nasir 31352
Muhammad Usman 31273

Submitted to: Ma’am Mahwish Jamil Khan

Submission date: May 20th, 2022 (Thursday)

MARKETING MANAGEMENT
TABLE OF CONTENTS

Vision:..............................................................................................................................................6

Mission:...........................................................................................................................................6

Company’s Logo:............................................................................................................................6

Goals and objectives:.......................................................................................................................7

Offering............................................................................................................................................7

Platforms..........................................................................................................................................9

Marketing Mix.................................................................................................................................9

Product.........................................................................................................................................9

Place.............................................................................................................................................9

Promotions.................................................................................................................................10

Prices..........................................................................................................................................10

Physical Evidence......................................................................................................................10

People........................................................................................................................................10

Process.......................................................................................................................................10

Micro Analysis:.............................................................................................................................11

Strength:.....................................................................................................................................11

Weakness:..................................................................................................................................11

Opportunities:............................................................................................................................11

Threat:........................................................................................................................................11

Macro Analysis..............................................................................................................................11

PESTEL Analysis......................................................................................................................11

Political Factors that Impact WeCare Corporation:...................................................................12

Economic Crisis that Impact WeCare Corporation:..................................................................12

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 Social Factors:...........................................................................................................................12

Technological Factors:...............................................................................................................13

Environmental Factors:..............................................................................................................13

Legal Factors:............................................................................................................................13

Segmentation and Targeting..........................................................................................................13

Customer experience:....................................................................................................................13

Customer interaction across all touch points and all moments of contact:...................................14

Social media :............................................................................................................................14

Online advertisement:................................................................................................................14

Digital marketing contact:.........................................................................................................14

Product catalogs:........................................................................................................................14

Company event:.........................................................................................................................15

Point of sale :.............................................................................................................................15

Value capture:................................................................................................................................15

Get more clients.........................................................................................................................15

Referrals.....................................................................................................................................15

Elevate your brand and charge more.........................................................................................15

By selling skin care products.....................................................................................................16

Online counselling.....................................................................................................................16

Daycare services........................................................................................................................16

Organizational change...................................................................................................................16

The need for organizational change...........................................................................................16

Why do we need organizational change?..................................................................................16

Supply Chain.................................................................................................................................17

Customer Relationship Management (CRM):...............................................................................18

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 Groceries:...................................................................................................................................18

Medication:................................................................................................................................18

Housekeeping material:.............................................................................................................18

Networking:...................................................................................................................................19

Friends and Family:...................................................................................................................19

Religious Organizations:...........................................................................................................19

Professional Caregivers and associates:....................................................................................19

Local Services:...........................................................................................................................20

Brand:............................................................................................................................................20

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VISION:

Our promise to our customers, employees, stakeholders, and communities is that we serve
Humanity, Assistance, Esteem and Excellence. We focus on attaining the finest wellness and the
highest capacity for all our stakeholders. We are genuine to our word, and we adhere to the
highest expert standards.

MISSION:

WeCare provides assistance, supportive care, and companionship offerings to assist

independence, freedom, and quality of life for people that want to remain in the consolation of
their own home.

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COMPANY’S LOGO:

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GOALS AND OBJECTIVES:

 To increase recognition and expertise of aging problems and help prepare Arizona for
an aging population.
 To Increase know-how and awareness of retirement planning, aging and caregiving
problems centered to Human Resources and Employee Assistance Programs in
corporations.
 Create a complete advertising approach to inform older adults and caregivers about the
programs and offerings provided by the WeCare.
 Identify unmet instructional desires of ageing services specialists and develop a training
plan.
 Increase the capacity of older and disabled adults to stay active, healthy, and dwelling
independently in their communities.
 Promote a Healthy Aging Initiative through imparting instructional series at non-
conventional places and by searching for new and revolutionary programs.
 Develop centered programming for unique populations which include holocaust
survivors, LGBTQ, underserved ethnic minorities and homeless older adults.
 Enhance Agency volunteer recruitment and retention techniques to deal with social aid
needs of older adults and caregivers.
 Increase the protection and wellness of older Arizonans.
 Provide legal records and recommendation via legal clinics and network partnerships.
 To Create a curriculum on courting violence to teach older adults.
 Help older adults keep monetary balance by promoting packages which includes rent
and application assistance, SNAP and Elderly Property Assistance Fund.
 Advocate on troubles affecting customers served by the Agency at the federal, country
and nearby levels.

OFFERING

When you require home care, the most important thing is to find a fantastic caregiver. Families
want to know that their loved ones are being cared for by a wonderful person who will love and

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soothe them in the greatest way possible. Tribute makes this happen on a regular basis. It is our
first focus.

WeCare Home Helpers are backed by a nationally recognized leader in home care for the
elderly and disabled. Our Caregivers use all their knowledge to deliver the best possible care to
your loved ones. One thing is always guaranteed: our devotion to your family’s comfort and
pleasure, whether it’s simply an hour a few times a week or round-the-clock live-in care. We’re
a family-owned and operated business that provides high-quality, caring senior care.

Our team understands the complexities of aging-related concerns. As a result, WeCare is happy
to provide accessible, individualized care. You can get started right away by calling our local
office, where a member of our team will listen to you and explain our in-home health care
alternatives. We make it simple to arrange your calls and appointments, giving you and your
loved one’s dignity by providing a flexible, uncomplicated care procedure from beginning to
end. We assist you and your family in making life easier and more pleasurable.

We tailor our home care to your specific needs for a cost-effective solution that keeps your
ageing loved one where they belong: at home.

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PLATFORMS

 Caretakers for elderly

 Caretakers for disabled
 Caretakers for children
 Assist in Personal Hygiene.
 Prepare Meals & Feed.
 Oral Medicine as per guidance.
 Massage & Exercise.
 Assistance with Wheelchair and Walkers.
 Monitoring BP, Temperature, Sugar (Electronic)
 Doctor’s Appointments.
 NG Feed
 Fall prevention

MARKETING MIX

PRODUCT
WeCare is involved in providing services for elderly and disabled people care. They also take
care of the children. Taking care of hygiene of children and elders to prevent them from any
kind of infection or disease.

The caretaker staff provided by WeCare is known for the expertise in their respective fields. As
per the requirement of the client, they are available for 24 hours. They feed the elders and
children, give them bath, make them take medicine on time and make them sleep. Each step
they handle with patience and soft manner. Due to all this, we have gained a high level of
appreciation by the clients.

PLACE
WeCare will start their distribution process in New York City, as it is highly populated city of
America. So, we get more client from populated city. Later, we will be giving our services in
other cities of USA.

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PROMOTIONS
WeCare will do their promotions through social media and Brochures will be delivered at
doorsteps at initial stages, but later Ad will also advertise on TV and YouTube. There would be
Facebook page of the company. Company’s website would also be useful in promotions. We
will visit to Day care centers.

PRICES
Our prices will be low in start as compared to market prices. We will penetrate in the market
with $10 per hour.

PHYSICAL EVIDENCE
Cleanliness and well-dressed staff members.

PEOPLE
Staff with extensive experience. They take each step with patience and a gentle touch. Workers
are more engaging and have improved communication abilities. There would be a highly
professional caretaker, and clients may assess those employees based on the level of service
they provide. There will be a Customer Service Support Center where customers can submit
their questions.

PROCESS
Customers use mobile application and a website for booking. Customer book their service on
website or App then we will call them for queries and confirmation. The service booked 12
hours before.

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MICRO ANALYSIS:

STRENGTH:
Our power is that we've a crew of quite qualified people operating in numerous positions inside
our firm. They are some of the exceptional hands in the whole city of New York. Our place, the
business model we’ll be using, which incorporates commencing 24 hours a day, seven days a
week, numerous fee choices, a well-prepared medical call center, and a remarkable customer
support culture, will all be strong factors for us.

WEAKNESS:
Our apparent weak point is that we're just getting started, and we won't have the essential
finances to hold the extent of publicity we intend to offer the organization, as well as the budget
required for the project.

OPPORTUNITIES:
Given the increasing aging population in the United States, the possibilities available to home
healthcare service vendors are limitless, and we intend to place our company to take benefit of
the opportunities that will be available to us.

THREAT:
Economic downturn and unfavorable government policies, like any other business, are possibly
to be one of the key dangers we can encounter (healthcare reform). Economic downturns do
influence purchasing power. Another risk that we may face is the doorway of a new, larger, and
more established home healthcare brand in the identical location as our enterprise.

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MACRO ANALYSIS

PESTEL ANALYSIS
WeCare corporation PESTEL analysis is a strategic method to analyze the macro surroundings
of the company. PESTEL stands for - Political, Economic, Social, Technological,
Environmental & Legal factors that affect the macro surroundings of WeCare.

POLITICAL FACTORS THAT IMPACT WECARE CORPORATION:

Political factors play a significant role in determining the factors that can impact WeCare
Corporation's long-term profitability in a US market.

 WeCare Corporation can closely analyze the following factors before entering or
investing in a US market.
 Covid19 is the biggest political crisis which totally effected the market of not only US
but globally.
 Pandemics have a serious impact for old age people because they have weak immune
system.
 Old age houses in US have a Political un-stability and importance of Home Health Care
sector in the country's economy.
 Economic crises for the company and WeCare employees (downsizing).

ECONOMIC CRISIS THAT IMPACT WECARE CORPORATION:

 Inflation rate due to Covid and global shipping crisis.
 Due to Covid19 economic growth rate also effected.
 Skill level of workforce at WeCare.
 Financial market( most people pay by pension funds).

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SOCIAL FACTORS:
 Currently the biggest factor that any old age home faces is covid19.As family meetings
has been limited to online platforms or through glass.
 Demographic Trend - Given the today's trends including Brexit and Immigrant detention
on Southern border of United States of America. Attitude in the direction of immigration
has come below sharp attention. Elder’s affiliation must have abilities to navigate under
these hypersensitive surroundings.
 Gender discrimination is also a factor in mixed culture nation like America.
 America is all about different nationalities, so cultural factor is listed in our list.

TECHNOLOGICAL FACTORS:
 Technology transfer and licensing issues for Elders Association – laws and culture of
licensing of IPR and other digital assets should be analyzed carefully so that Elders
Association can avoid shakedowns and IPR thefts.

ENVIRONMENTAL FACTORS:
 Recycle Policies –The recycle policies in prospective market and how Elders association
can adhere to those regulations.
 Waste Management – Policies for handling waste material in proper way that can cause
no harm to our aged peoples.

LEGAL FACTORS:
 When you enter to any business market, we have to study the laws of that business.
 Elder age home organization needs to know everything about consumer protection law.
 Securities law – We must study on what level we have to list our company on national or
regional stock exchange.
 Government policies.
 Health and safety laws are very important especially in elder homes.

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SEGMENTATION AND TARGETING

Segmentation will be based on demographics such as age brackets. We will also do geographic
segmentation that would include USA.

Target groups would be children and aged people those need our services.

CUSTOMER EXPERIENCE:

Customer experience is the result of every interaction a customer has with our business, we
navigate the website to talking to USA market customer service and providing the services they
bought from our company. Everything we do impacts our customers’ perception and their
decision to keep coming back or not, so a great customer experience is our key to success.

We can Deliver a great customer experience because it is important in USA market because in
USA aged people have demand a care service for their own self and for their children . The
better experience customers have, the more repeat custom and positive reviews we will receive.

When we deliver a great customer experience in USA market we can increase customer loyalty,
increased customer satisfaction or positive reviews and recommendations.

CUSTOMER INTERACTION ACROSS ALL TOUCH POINTS AND ALL MOMENTS OF

CONTACT:

SOCIAL MEDIA :
Social media could be covered each segment of the listing of our services that we provide in
USA .It is really because social media is a cost-effective manner of accomplishing a huge
portion of our company audience. We may use it to promote our services according to the USA
market demand , build relationship with customer, beautify the general recognition of our brand.

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ONLINE ADVERTISEMENT:
We make banner for commercial displayed at the webpage for USA market. Those are contact
points that take possibilities again for our company .It is an effective way to draw traffic to our
company USA websites.

DIGITAL MARKETING CONTACT:

Aside from commercial, virtual advertising and marketing content materials refers to our
services that we provided in WeCare company in USA market that publishes online
advertisement in which we explain that our services for children and old people are provided in
a good way according to the demand of USA market. Those substances may be promotional
videos, infographics, or attractive weblog posts.

PRODUCT CATALOGS:
Our company Contains all information in catalog that enables the services to define and map
new services offerings for aged and children in USA market.

COMPANY EVENT:
We can train our marketing or sales team for company event , then we may have attended a
conference in a year where we promote our company. These events are an excellent way to
introduce our brand to customers who may not be aware of it .In this event we can explain in
good way to build a relationship with aged or children to gain the most customer by describe
that how and where we provide our services in USA market.

POINT OF SALE :
This is the last touch point in which our customers will reach before making a purchase. That's
because this is where our sales rep makes their case for why the customer needs our services . In
this point we can answer each customer that we provide our services for make our company
better than other in USA market.

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VALUE CAPTURE:

GET MORE CLIENTS

Growing your revenue is critical to make more profits. To do this, we want to bring in greater
revenue by using obtaining greater clients at a low value. Meaning we shouldn’t spend lots on
purchaser acquisition.

REFERRALS
According to report, friends and repeated customers remain the most popular source of trust in
brands. We Provide excellent service and offer incentives to our customers to refer our services
to their friends and family.

ELEVATE YOUR BRAND AND CHARGE MORE

We should focus on making our brand the leader in the caretaker’s market. This thing is only
possible by showing the reviews of our happy customers on social media and on websites.

87% of buyers read online reviews before making a purchase. And when it comes to providing
caretaker service to children and older people being trustworthy is their priority.

Once you establish your brand, you’ll be able to charge more per hour and hence, increase your
profit margin.

BY SELLING SKIN CARE PRODUCTS

When it comes to elderly people their physical care is very important. we can collaborate with
different skin care hygiene care companies and sell their products directly to our clients while
keeping a little portion to ourselves

ONLINE COUNSELLING
online counselling is one aspect which is cost effective .by providing online counselling we will
be able to target more clients whilst bearing less cost

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DAYCARE SERVICES
In today’s world where both the partners/parents must earn to survive there is huge market for
daycares where they can leave their children in trustworthy hands who can take care of their
child.by doing this we will be able to create income stream for our business

ORGANIZATIONAL CHANGE

Organizational change refers to the actions in which a company or business alters a major
component of its organization, such as its culture, the underlying technologies or infrastructure
it uses to operate, or its internal processes.

THE NEED FOR ORGANIZATIONAL CHANGE

There are two opposing schools of thought about the change.

The first school of thought points that the need for change comes from within an organization.
The second school of thought positions changes as a response to the external environment.

WHY DO WE NEED ORGANIZATIONAL CHANGE?

Firms operate in a dynamic environment like our firm we care. If you do not change
organization environment, you will lack behind your competitors.

1. New technologies make changes necessary. As we are providing the service of caretaker in
the USA market so in technology, we need to digitalize our firm. The digitalization of
organizations has an important cause of change in the past two decades. As a company’s
manger we need to adapt the new technologies They helped improve the caregiver
experience by using technology to: Improve the process for activating and using patient
portals. Make scheduling appointments faster and easier with standardized appointment and
automated reminders.
2. As we are launching our firm, WeCare in a USA market that provides a service of caretaker
as we are new in the USA market now, we need to change our organization culture and
environment to perform well according to USA market to compete with our competitors and
to achieve the satisfaction.

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3. Leadership style: Most leaders of caretaker organizations are specialists in their profession
with authority. Hence, the unchallengeable leadership style does not allow caretaker
professionals to accept the opinions of their subordinates. So, we need to change the
leadership style according to USA market and culture USA management style can be
described as individualistic in approach in so far as managers are accountable for the
decisions made within their areas of responsibility.
4. Organizational culture: The health care organizational structure and leadership style create
a highly hierarchical and authoritarian culture which conflict with the idea of empowerment
of subordinates. So, in U.S. business culture is typically less formal and less hierarchical
than other countries', reflecting the American belief in equality. Employees often address
one another by first name, have greater access to superiors, and exhibit a relaxed approach to
dress and communication and they empower the subordinates.

SUPPLY CHAIN

Your supply chain must power financial savings and client pleasure at the equal time.

Your deliver chain ought to assist your employer supply the products that clients want (when
clients want them) and accomplish these items while enhancing value-effectiveness.

As WeCare is a service-based corporation in the USA, so the deliver chain of a service primarily
based organization can be one-of-a-kind from a product-based company. In an organization
inclusive of this, there may be a technique of obtaining components, but the components are
normally software program and house responsibilities cloth like groceries, medicinal drug and
so on.

WeCare is a service company, this means that the deliver chain focuses specially on human
interaction rather than huge bodily merchandise the usage of numerous providers. The
production gadget is based totally on a pull method in which the client initiates the call for.
Logistically, the services are customized depending at the want of every individual client (just
like the metallic fabricator’s exceptional clients have distinct demands). client family members
are important to fulfillment and have to be one of the principal priorities. The materials for a

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WeCare firm are crafted from a mixture of software, hardware, and meals cloth, which means
the inventory will continue to be low.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM):

To be successful, a satisfied customer is a definite necessity. Thanks to globalization, customers

are scattered across the globe and companies face the challenge of ensuring that they are well
served and retained.

WeCare will maintain its software to get the feedbacks from its customer and to provide the
positive image of our firm to whole US market.

GROCERIES:
WeCare’s stock room consist of the grocery objects consisting of meal associated things which
will be delivered to our customers on time.

MEDICATION:
All our patrons are average above 60 age so clinical materials ought to be our exquisite
precedence from a reputed pharmacy.

HOUSEKEEPING MATERIAL:
Our inventory room must consist of all the cleanliness equipment which will not cause any
breakages regarding the cleaning our business.

NETWORKING:

Fearing becoming a burden or losing their freedom, older people try to hide their mistakes or
downplay their requirements. Family caregivers devote their entire attention and effort to their
loved ones, ignoring their own health and well-being. All the caregivers have various roles, but
they never communicate or coordinate with one another. Everyone has a role to play, and the
entire symphony sounds better when everyone is in tune.

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To that reason, seeing caregiving as a team activity may be beneficial. Remember that you are
not alone, and that a variety of people may contribute to your loved one's individualized care.
You can tap into a variety of individuals, organizations, and services to assist you better care for
your ageing loved one while also providing yourself the time and support you require.

WeCare will work with several organizations to improve the way our organization operates:

FRIENDS AND FAMILY:

Our organization will reach out to local families to raise awareness of our brand's vision and
services. By doing so, we will be able to reach out to the community's senior citizens and urge
them to use our services. We will make certain that they are well looked after.

Using personal PR and our employees' friend circles to spread the word about our services will
result in the creation of a network to promote our services and attract additional clients.

RELIGIOUS ORGANIZATIONS:
Many churches, institutions, and temples provide vital support to caregivers and senior citizens.
Many senior citizens look to their religious communities for socialization and fellowship. For
older folks, belonging to a religious group can provide structure and emotional support.
Simultaneously, many local churches and temples serve as community hubs, providing
amenities such as transportation, food delivery, and support and discussion groups.

PROFESSIONAL CAREGIVERS AND ASSOCIATES:

Older people require a little more help and support. WeCare will Bring on a professional
companion or caretaker for the older citizens. Associates are available on a part-time or full-
time basis to assist the elderly family member with activities of daily living, such as moving
around, taken care of, meal preparation, and much more. At the same time, these compassionate
and professional individuals can provide a welcoming face and excellent company to the loved
one of our organizations when they require social connection, safe and comfortable atmosphere
at WeCare.

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LOCAL SERVICES:
Our organization will assist your loved one live more comfortably and healthily by partnering
with local businesses for daily needs such as groceries, meals, cleaners, laundry, dry cleaners,
and medical supplies.

BRAND:

To adapt and overcome the challenges in a dynamic business environment, WeCare could use
brand leveraging as an effective strategy that would help foster growth of the business. Using
this strategy to launch additional services to the existing ones will be less challenging and risky
for the business as it is already an existing brand in the market, has a customer base and
consumers are familiar with the business and the services it provides.

WeCare would provide personalized services in the form of a nursing home for those who
require services at home. Whether they choose to be treated at their home or the nursing home
we have established, choice is theirs. WeCare aims to provide personalized services by
specialized nursing staff. This strategy could be useful in promoting growth of the business –
WeCare, in a way that existing customers are already familiar with the brand and its existing
line of services, this will be another addition to the services WeCare provides.

The demand for old age homes and such facilities is never ending, and if basic facilities are
being provided as per requirements, customers are satisfied therefore, it won’t be as challenging
for the brand to gel in its newly introduced service with existing services it already provides. All
in all, existing brand image and name will provide the brand with a competitive edge to bring in
innovation and growth strategies that are less risky and less challenging.

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