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LungsodngBatangas
ColegiongLungsodngBatangas
Contact No. (043) 402-1450

Chapter II

Market Analysis

Batangas City, officially the City of Batangas , is a 1st class component city
and capital of the Province of Batangas, Philippines. According to the 2020 census, it
has a population of 351,437 people politically subdivided into 106 barangays.

Batangas City lies in the southernmost part of Batangas, facing Batangas Bay.
It is bordered by San Jose to the north, Verde Island Passage to the south, Ibaan,
Taysan, and Lobo to the east, and San Pascual to the west. The Calumpang River
crosses the city from northeast to southwest. The area west of Calumpang River is
generally plains while the eastern area is mostly foothills and mountains.

Batangas City is classified as one of the fastest urbanizing cities of the

Philippines, and is known as the "Industrial Port City of Calabarzon". It is home to the
Batangas International Port, one of the busiest passenger and container terminals in
the Philippines. It also hosts one of the largest oil refineries in the country, three
natural gas power plants, and several other major industries. In addition, the city also
serves as the educational, industrial and the transportation center of the province.

According to the Philippine Health System in Transition, Filipinos tend to live

longer now than in previous decades, with life expectancy at birth increasing from
62.2 years in 1980 to 69.1 years in 2016. This is attributed mainly to improvements in
living conditions, better access to health services, and improved management and
treatment of infectious diseases like pneumonia and tuberculosis (TB). However,
Filipinos now bear a triple burden of disease. First, there is the increasing health
impact of globalization and escalating climate change, with the Philippines ranking
third in the world in terms of exposure to disaster risks due to strong typhoons
occurring with high regularity. Second, changes in lifestyle and the increasing
prevalence of risk factors related to diet, tobacco smoke and high systolic blood
pressure contribute to a rising incidence of diseases of the cardiovascular system,
malignant neoplasms, diabetes and road traffic accidents, which are cases of non-
communicable diseases (NCDs) in the country. Third, despite advances in the
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LungsodngBatangas
ColegiongLungsodngBatangas
Contact No. (043) 402-1450

management and treatment of infectious diseases, many Filipinos continue to suffer

from diseases for which effective interventions are available. These include human
immunodeficiency virus (HIV) infection, TB and vaccine-preventable diseases
(VPDs) such as measles and diphtheria

With proper marketing, continuous improvement and innovation in the

operations, QMS, and customer satisfaction, we strongly believe that FAMCARES
will emerge to be an established medical service with complete medical diagnostic
services in the next 5-10 years in the whole province of Batangas.

Target Market

Determining your target market isn’t as simple as guessing who your

customers are, or hoping for a certain demographic. Instead, it requires an in-depth
review of your products and services, the marketplace, your potential, current
customers, and more. These are the people that might be the most suited to a service
or products, as it is essential to understand the target market.

Current Market

Doctors are also requesting that patients get regular check-ups to help stay on
top of their health. They are highlighting the importance of prevention, as a means to
reduce the number of patients requiring medical treatment or surgery. Most of our
clients are elderly and some patients with medical issues and always need to have a
medical check –up to seek their conditions. In addition, some of our clients strictly
need to have a health maintenance or long process of treatment to further extend their
lifespan.

Potential Market

Pre-employment medical examinations are done after a conditional job offer

has been made. It basically shows if the prospect has any underlying medical
conditions that may hamper their performance on the job or restrict them from
delivering efficient performance in their workplace. While minding the other pertinent

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LungsodngBatangas
ColegiongLungsodngBatangas
Contact No. (043) 402-1450

documents for the new start of employment, the incoming employees will not fall in a
long line for medical health examination.

Prospective Market

While our prospective customers are those patients who are far from the Clinic
or Hospital they preferred to visit. We all know that having a long trip from home
before getting cured or treated is really exhausting. Our online appointment could be
the things that will make your day relax during your hospital or clinic visit. Some
hospitals and clinics cannot accommodate walk-ins especially during this pandemic.
Our service is to save patients from back and forth travels and long waiting queues.

Table 2.1 Target Market

Target Market Age Group Current Potential Market Prospective Market

Market

CURRENT 50-65 years old 

Patient who needs to

visit the clinic
regularly for health
check-up

POTENTIAL 0-30 years old 

Employees, ladies,
kids

PROSPECTIVE 18-50 years old 

Those who and

residing far from
preferred clinics or
hospitals

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LungsodngBatangas
ColegiongLungsodngBatangas
Contact No. (043) 402-1450

Marketing Strategy
A clear marketing strategy should revolve around the company's value
proposition, which communicates to consumers what the company stands for, how it
operates, and why it deserves their business. This provides marketing teams with a
template that should inform their initiatives across all of the company's services. A
marketing strategy will detail the advertising, outreach and campaigns to be carried
out by a firm, including how the company will measure the effect of these initiatives.
They will typically follow the "four P's". Through this, the proponents can easily
adopt to the needs of the target customers.

Marketing Mix
1.1. Product Strategy
Product refers to a good or service a company offers its customers.
Ideally, the Famcares medical services should meet a certain customer demand
or be so compelling that consumers believe that they need it. To be successful,
our marketers should understand how the services are provided to customers
and the business executives should be equipped with knowledge on making it
happen.

1.2. Place Strategy

FAMCARES Medical Services has a very strong distribution channel
which plays a vital role to make the service available to the customers. Since
most people nowadays are engaged in using devices and the internet, the
company adopts cost effective channels to reach out to the customers quickly
and efficiently. The company uses its website or its app wherein people can
conveniently place their bookings and inquire about what specific service they
want. Or if they need assistance on placing their schedules, an active contact
number is visible on the app or the website where clients can directly call our
customer service representative to help them place their bookings. We are also
connected to different hospitals wherein the facility can collect specimens

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from their patients but we are the ones who will do the procedure of
examining it and send them the result. We are also going to negotiate with
different private and government doctors for referral.

1.3. Promotional Strategy

FAMCARES Medical Services is going to explore all available means
to promote its services offered and to intensify its publicity. The publicity and
advertising strategy are not solely for offering the services but also for
effectively communicating it with the consumers.
Here are the platforms to promote and advertise the services we offer:
·Place advertisements on social media platforms
·Distribute flyers in populated areas
· Encourage the use of word-of-mouth marketing like referrals.
· Enable a review section on the company page and website

1.4. Pricing Strategy

Pricing strategy plays an important aspect in the marketing mix. In
order to achieve the company's objective, pricing should be done strategically
to sustain the existence of the business. FAMCARES Medical Services takes
care of its customers and makes sure that they are getting more value than
what they are paying. The proponents made sure that the prices of each service
include a high quality standard. FAMCARES will apply competitive pricing,
not much different from penetration pricing, but instead of targeting the
market. Our services aim to keep our competitors away from your customers,
so we do price your services at a competitive level with your competitors and
keep an eye o their reaction so that you can move the price based on their
movements. You will keep price sensitive customers loyal to your brand for
reliably helping them stay within budget.

Product Quality

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Our medical service includes booking of nursing homes, consultation, dental,

therapy, laboratory and diagnostic care, transportation and home medical services. In
our nursing home, we can provide patients with particular caregivers for a certain
period of time. On consultations, we can give them the service of booking their check-
ups wherein clients can personally or virtually be examined and interviewed by the
doctor. In dental, we can provide patients or clients home service wherein dentists can
go to their houses for checking the dental status of the patients like prophylaxis, tooth
extraction. When it comes to laboratory and diagnostic care, patients can be scheduled
for a home service laboratory examination or provide transportation for those patients
that are unable to travel.

FAMCARES opportunities for the total customer satisfaction, documentation

and implementation. This is being made up of determining and addressing risks
associated with our context and objectives. Analysis and evaluation of risks with
provision of control mechanism for effective management activities, appropriate
allocation of resources, service realization, measurements analysis and maintaining
the systems conformity for the continual improvement.

Company Name and Logo

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ColegiongLungsodngBatangas
Contact No. (043) 402-1450

Figure 2.1

Our logo symbolizes the essential commitments in building a safe home that cares
for every well-being in the community. The Home image represents the grounding
start of the security and safety and belongingness of every family. The Cross
symbolizes protection and a sign that help is always present for everyone who needs
the care of the family in the community. The Wifi icon represents a stair-wide step
that will help everyone in the community to stay connected and share the caring of
well-being. And the family with a heart symbolizes togetherness. The family is the
heart of every home and we can provide that feeling to our clients. We chose the color
blue for our company logo because it is typically associated with credibility, trust,
knowledge, professionalism, cleanliness, calm and focus which our company acquires
and will definitely provide our clients with. Light blue symbolizes health, healing,
tranquility, understanding, and softness which shows how the company will serve
their clients. The white color represents purity, cleanliness, life and simplicity which
is directly related to the services we are offering. The red-colored name symbolizes
passion, love and courage which represents the feeling we have for our customers.
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ColegiongLungsodngBatangas
Contact No. (043) 402-1450

And the Black color symbolizes strength and stability which the company will possess
along its journey.

Distribution

The area or distribution of FAMCARES can be explained in terms of two

aspects. The first is the location of our office and its channels used for the distribution
of services and the second aspect includes service partners such as clinics, which
deliver hospital and pharmacy health services located in neighboring cities with its
capacity and specializations, clinical laboratories and community outreach programs.
FAMCARES is located in Brgy, GulodLabac, Batangas City which is easily
accessible, spread over 300 square meter. FARMCARES is utilizing different
channels like the internet wherein many people can easily access the company for
delivery of health services to the needy. The customer can get laboratories, go to
hospitals, and clinics through the use of online booking and scheduling without
hassle. The company also used online advertisements to gather and provide
information for target customers. Being able to provide better service and reach closer
to those in need that’s the company’s first priority.

In order to provide better service and reach those in need, FAMCARES can
provide good transportation from all corners of the city especially in remote areas.

Customer Service

Customers are the king because they keep every business afloat. Whether an
organization offers a product or service, it cannot remain in business if it cannot find a
group of people willing to become its customers. Taking care of a customer’s needs
and solving their problems is called customer service. Customer service begins the
moment you connect with the customer to fulfill their needs and continues even after
the requirements are met. Our business gives satisfying services for our clients. We
booking and scheduling for Home services treatment is willing to do our best for our

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customers to be a good service provider for them. Here are some characteristics that
we must show to our loyal and new customers:

•Being Professional- Showing professionalism to our customer is a good thing

because as a Home service provider of a clinic/laboratory we must show our
professional thing. Showing empathy for our customer’s problems while respecting
them is a must. We never make them feel demeaned because they have a problem
they cannot solve by themselves.

•Listening Attentively-We never interrupt the customer when they are

explaining their requirement because we know that they had a hard time. We make a
note of salient points and request for clarifications later or they can email that to us so
we will know what is the true condition of them.

•Asking the right questions − So as a Service provider

we ask the right questions for our customer because if we
don't ask them properly there's a tendency that we and the
client can't understand each other, and it will cause
problems. So if we have listened to the customer
requirements attentively and have thorough knowledge of our
service, we should be able to ask the right questions that will
help them.

•Taking responsibility − As a home service provider we

are responsible for some problems of our clients, we are the
ones who should understand them because we are the
providers who will help them with their health problems. We
should feel personally responsible for solving the customer’s
queries. We never assume that they are just a representative
of a client but a customer who needs our help.

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