Business Design

Kuei-Wan, Chang / Teresa

Yung-Wen, Cheng / Vivian
Yi-Wen, Wang / Eva
Ming-Qian, Xue / Mickey
Jorge Peignand
JORGE
Operation chart
Competitors
CONTEN
Average standard T
Price Strategy
Bombox P&L
REFERENCE
 Target Market
Segmentation

• Market segmentation is to
divide a market into smaller
groups of buyers with
distinct needs,
characteristics, or behaviors
who might require separate
products or marketing
mixes.”
(Charles W. Lamb 2003).
Geographic
Demographic
Segmentation
Psychographic
Segmentation
 Behavioral
Segmentation

• Loyalty Driven : Lack of

loyalty because they
always explore the new
experience
 DISTRIBUTION
CHANNELS
•Distribution encompasses a system of all
activities that are related to the transfer of
economic goods between manufacturers
and consumers. It includes such a
coordinated preparation of manufactured
goods according to their type and volume,
space and time, so that supply deadlines
can be met (order fulfilment) or estimated
demand can be efficiently satisfied (when
producing for an anonymous
market)”(Domschke & Schield, 1994).
Distribution Channels is the path or
route decided by the company to
deliver its good or service to the
customers. In this case would be
what communication route will be
using to attract our target market
BABY BOOMERS

• The baby boomer generation makes

up a substantial portion of the
world's population, especially in
developed nations. Combined with
the Generation X It represents
nearly 40% of the population of
Taiwan.

• Baby boomers make up one of the

largest sectors of consumers, so
every marketer should be paying
attention to effective marketing
strategies for baby boomers.
Generation X

• Gen X was born between

1965 - 1979 and are
currently between 40-54
years old
DISTRIBUTION CHANNELS
Distribution GDS; OTA’s; Facebook ;Internet presence
Strategy
OPERATION CHART

The first floor

 The -1 floor

The second floor

 The third floor

The outside park

Emergency
 Restaurant

buffet

the second floor—tea room

ROOMS
 NEED
Provide necessary health monitoring
equipment and professional medical
escorts
Provide barrier-free design into daily
life to reduce accident rate
Add more full-time caregivers, social
workers and pets to accompany the
elderly
 WANT
Extensive indoor activities, including gym, chess
room and video hall
Abundant outdoor activities, including regular
Tours, outdoor walks
Enough company, any activity is built on the basis of
company, whether it is other old people, young people,
or pets
Proper sharing, sharing experiences with others, is
the way that most old people like to communicate
 How to match?
NEED
 Inside activities — Activity
Center
 Outside activities — Park
 Communication — Ground
Hall or Park
 Psychological Counselors —
Medicine Center
 WANT
 Health monitor — Emergency Center &24h doctor and nurse
 Barrier Free — capacious corridor and barrier-free facilities
in the whole environment
 Accompany — Family discount and pet care service
 COMPETITORS
Canaan Disability Home NPO

Green Tavern – TianYuan Senior long-term care center

 COMPETITOR
Wu liang shou Senior long-term care center

Taikang Nursing Care Home

 COMPETITORS
Kaohsiung City Government All Rights Reserved

Ankang Long Term Care Group

 COMPETITORS
Cheng Qing Hu Nursing Care Home

Cheng Tian Nursing Care Home

Each bed shall have a nightstand and a pager for
the nursing station.
Each bed shall have a bar and height adjusting
device. Nursing service
Each bed has a central gas supply system
facilities meet the
(including oxygen and suction equipment) or a
average standard
mobile oxygen and suction equipment for each bed.
The use of mobile oxygen tanks shall have
independent storage space and safety protection
equipment.
Each bed is equipped with breathing apparatus.
Cardiopulmonary blood pressure monitor.
 Bathroom facilities
Sanitary
Marketing Funnel
specially designed for
equipment meets
A Marketing Funnel maps your company’s
marketing activities at each stage of the patients wheelchair.
the average
customer journey. The goal is to create a
system, which is measurable at every level of
Handrails and
standard
the journey. Use the blank framework on the
next page to start filling out your own
emergency call system.
marketing funnel.
 Design structure and equipment of buildings meets the
average standard

The main walkway steps should have special ramps for

pushing beds or wheelchairs.
Bathroom, aisle, public telephone and other public facilities
shall be specially designed for the physically and mentally
handicapped
The power switch of the central air conditioning system shall
have the function of automatically cutting off the fire
detection equipment.
All compartment walls, walkways, walls, floors and ceilings
 Place of daily activity is higher than average standard
Standard: for entertainment, each bed has more than 4 square
meters for activity
Our home: for entertainment, 10 square meters for each bed
Standard: each bed should average more than 12 square
meters
Our home: each bed should average more than 40 square
meters
Standard: multi-functional video room
Our home: Activity hall with huge film screen
Standard: No spa required
Our home: wonderful spa in -1st floor
 COMPETITORS
Local Ones
Kanan Sanatorium Ours

 Health Service (daily check, diet, ✔️

emergency, psychology) ✔️
 Life care Service (activities) 🚫
 Cure Service (medicine, cure) ✔️
 Family Support ✔️
 Activities ✔️
 Consult (community, volunteer)
Immeasurable Life Ours
Sanatorium ✔️
Outside Park ✔️
Inside Activities ✔️
Service Facilities
Pastoralism Sanatorium Ours
Body check ( X-ray, virus ✔️
infection) 🚫
Pay by Government 🚫
Inpatient Area
 Surrounding
Longvity Sanatorium Ours Competitors
 Daily Care (daily life, balance diet, leisure time,✔️
activities)
🚫
 Medical Care (stomach tube, ureter, colostomy care)
🚫
 Custody business

Chengtian Sanatorium Ours

 Focus on disabled elders 🚫
 X-ray check ✔️
 Nursing class ✔️
Ankang Long Term Care Ours
Group
✔️
 24h care center
 At home service
🚫
 Daily care service ✔️
 Temporary custody service ✔️
 Recovery Service 🚫
Gaoxiong Kindheartedness Sanatorium
Ours
 Medical Service ✔️
 Balance Diet ✔️
 Nursing Care ✔️
 Daily Life ✔️
 Community Activities ✔️
 Recovery Service 🚫
 Price Strategy
Category NT$ USD
SIngel 8,200 $273.33
Room
Double 7,600 $253.33
Dinner 300 $10.00
Food
Lunch 300 $10.00
Transfer fee x 100 $3.33
x 600 $20.00
Spa
Spa Products 1,280 $42.67
Excursion Ferry ticket 380 $12.67
Swimmimg Class Tue & Thus 3000 for 8 classes 　
Parking fee x 100 $3.33
Uniform x 400 $13.33
Security x 2,000 $66.67
Utilities x 4,950 $165.00
General Manger x 58,859 $1,961.97
Exclusive mengement x 40,000 $1,333.33
Middle mangement x 30,000 $1,000.00
Junior x 23,100 $770.00
Trainer x 1,000 $33.33
Buy land (6611.60 square
meter) x 130,000,000 $4,333,333.33
Construction fee x 86,000,000 $2,866,666.67
Business tax x Revenu*20% per two month 　
Telephone expense x 295 $9.83
Internet expense x 250 $8.33
land fee tax x 1,300,000 $43,333.33
Bank service charges x 1,000 $33.33
BoMBaX P&L
 REFERENCE
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 My References

Domschke & Schield, 1994. IMPORTANCE OF DISTRIBUTION CHANNELS. [Online]

Available at: https://bib.irb.hr/datoteka/529824.Segetlija_Dujak_Mesaric.pdf
Lamb, C. W., 2003. Marketing. s.l.:South-Western College.
Tama, K., 2017. forbes.com. [Online]
Available at:
https://www.forbes.com/sites/forbescommunicationscouncil/2017/09/26/five-
things-you-need-to-know-about-marketing-to-baby-boomers/#4ff9047a7d18
Tow, H., 2019. The 4 Main Types of Market Segmentation. [Online]
Available at: https://learn.g2.com/market-segmentation
worldometers.com, 2020. worldometers. [Online]
Available at: https://www.worldometers.info/world-population/taiwan-population/
Wrigth, A., 2017. Social Media Today. [Online]
Available at: https://www.socialmediatoday.com/news/what-is-a-buyer-persona-and-
why-is-it-important/507404/