My Company’s Competition:
Our company has a competitive advantage. Being that there are no other agencies in the western New York area that provides this service, we are officially a monopoly. The only other agency that house foster children diagnosed with HIV/AIDS is the Incarnation Children's Center (ICC). It is a residence for 24 HIV-positive children located in Harlem New York (Stephen and Abrams, 2002).
Features
To link Residence to services with in community to that they can receive
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Physical Health Education: where they can be thought how to improve physical health(exercise, nutrition) and also thought preventive practices
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Medical Care: Clinics/Hospitals/ Private Doctors: where they can receive overall health assessments, and prescriptions on a continual basis.
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Education/Goal Attainment: express goals and decide on steps necessary to achieve them.
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Supportive Relationships: Help them to create strong relationships, where they feel supported and have a supportive place to turn/go to(peer groups).
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Emotional Health: counseling to those who need to overcome emotional turmoil from previous living situations.
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Decision Making: prepare them in smart decision- making process.
Core Strategy
Hope Vale Homes are different because it will account for all the need of each foster child. More importantly each person living there will have a permanent residence, while working with linked services within the community to help them deal and over come personals issues. In addition giving these children permanent residences helps to reduce the stigma often brought on by a case workers’ inability to place. We will service 16-21 years old foster children. Given the special need of each foster child and being that our agency has the monopoly in this particular service area, competition is not currently an issue.
Our services will be marketed to all foster care agencies through out western New York. Each agency will receive our service packages and in addition we will do presentations to each agency about this new service. There will also be a web site available with the list of our services features and information about our homes.
We want agencies to see that this benefits their organization, as well as cater to the special need of foster children diagnosed with HIV/AIDS. It will be emphasize that not only will they receive permanent residence but they will also receive services that they may not ordinarily receive if placed in a home for a few days and then have to move. Using our competitive advantage agencies will be able to see how innovative this service will be and most importantly will see the benefits to the all residence.
Differentiation
We are beginning this service with six homes within the community. Each home will house six children. Our homes are unique; they are the first of its kind here in Western New York, and the second of its type in New York State. Unlike other foster homes, where children are placed and removed continuously, Hope Vales Homes are permanent residences. Each Foster Child entering our homes will receive his or her own room. Foster children often lack stability and here at Hope Vale Homes we will create stability, while providing them with the necessary skills to take them in adulthood. They will be staffing present 24hrs to manage/supervise the daily living skills of each foster child.
Marketing Mix
Advertising- In the case of Hope Vale Homes, we will develop brochure that will outline our program and the services that will be provided. Here our customers will be able to see on the front of our brochure a picture of what out homes will look like, and inside there will be information about our features listed inside, along with telephone numbers that will allow the foster care agencies get in touch with our agencies. In addition to print as we will also develop a web site that will be accessible to all. It will outline all the features listed in our brochure. We live in a technological world and it is the belief of our agency that the internet will be the fastest way to promote out service and it will always be accessible to the foster care workers who can use it to reference eligibility. The website will be easy to use, readily available, and a great source of information, should a potential client is unable to get in touch with a representative form our agency. The website will be our voice in our absence.
Personal selling-- This will give us an advantage of meeting foster care agencies representatives and case workers in person. Well will be able to present out service, with the necessary emotion that can drive our message home. During our presentation we will define our mission and objectives. Our presenter will be able to explain in detail how we will link the foster children to the necessary services, how one becomes eligible to be a resident of Hope Vale Homes.
Publicity and public relation- This will help us reach foster care workers that we may not have had a chance to meet. It could help us to have interested agencies to call our agency asking for presentation and more information regarding our service. Local magazine will also run a print ad about our service. This is essential because many residences read the local magazine to find social activities, so constant posting will help individuals remember our service while building our brand.
PRICING
Vital to a great marketing strategy is a good pricing policy. For the prices you charge for your goods and services will significantly effect your sales volume, profit margin, and among other things your business image.
Hope Vale Homes were designed to permanently house foster children diagnosed with HIV/AIDS. This Service will be provided through People Incorporated a non-profit organization. Our Service will be limited to foster children living in Western New York. In order to carry out our mission of serving our targeted population we are reliant on grants from federal , State, local, and private agencies as well as donations for various charities and organization. There are no fee charged to our residences all the necessary expenses will be coved by the agencies and organization mentioned here-in. In addition this will also include the rate of pay staff members will receive.
To clearly pinpoint a pricing strategy for our organization will prove to be difficult because we are grant funded and will have to abide by the terms of each grants. There fore if I had to choose a pricing policy to introduce our service, penetration pricing would be of benefit to the success of this innovative service.
Penetration pricing entails the establishing of lower, instead of higher prices in order to attain a considerable, if not dominant market share. This strategy is most often used organizations hoping to gain access to a new market. As with Hope Vale Homes, the demand for our service is high and our cost will be relatively inexpensive due to the fact that there are no competitors for us to compete with. A triumphant penetration pricing strategy may lead to large volumes of applicants and therefore lower costs per child.
Distribution Channels
While individuals can learn about out service through our marketing mix strategy, our services will be provided to those children who are in the care of foster care agencies. Hence, with contract with these agencies to provide our target age group to our home. In addition Matching will play a vital role to out targeted age group. It will be essential that we are able to provide each child the particular service/s that he or she needs to lead productive lives when they leave Hope Vale H omes at twenty-one.
Product Policy
Providing superiority service is very crucial. Our industry and individual clients will judge our competency based on how they are treated at Hope Vale Homes. This is their primary - and in many cases their only - measurement of our capabilities. Hope Vale Home will serve as permanent residence for foster children with HIV/AIDS. It is our differentiation parameter. Our services will be bundled as one to provide a combination of new and conventional human services to our clients. We will provide total solutions to them right from the time they enter our home until they leave. We will provide following services:
- Physical Health Education:
- Medical Care: Clinics/Hospitals/ Private Doctors
- Education
- Goal Attainment
- Supportive Relationships
- Emotional Health
- Decision Making
We are holding ourselves and staff the highest standards possible, given the nature of our service. Confidentially will be strictly maintain, and clients and outsiders will come to know about this unique service and all that it has to offer.
Customer Relationship Management
Conclusion
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References
Stephen. N, & Abrams, (2002). Border Babies with AIDS in Harlem: Lesson in Applied Public Health
Winer, R.S. (2007) Marketing Management 3rd Ed. Upper Saddle River, NJ: Pearson, Pearson Prentice Hall, Pearson Education, Inc
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Conclusion
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