Your foundation just received a donation that specifically a

Your foundation just received a donation that specifically allocates funding to your department. The total amount is $10 million dollars. After allocating funds for debt and taxes, your company wants to discuss starting a health care enterprise in Florida. What business would you consider? Is it for profit or non-profit? What segments would you choose to serve? Describe the steps you would take to divide the broad market into your selected segments. Will you use a concentrated or differentiated targeting strategy? identify the key segmentation variables(demongraphic,geographic,psychgraphic,situational,behavioral) that you would use, and explain why. Ensure you answer the aforementioned questions and address the content as you were the project lead. This is an opportunity for you to show administration that you are ready to handle more responsibility, manage more personnel and larger budgets. Make sure you think through the process as comprehensively as possible!

Solution

After receiving the $10 million and because we want to start a healthcare enterprise in Florida I believe it should be non – profit.

We should look for the segment that are most needed, the one who do not have social security benefits but are part of the productive working class.

A clinic is the right business we should create with the 10 million USD, this will help our people that are not getting health care because they cannot afford it and this clinic should have low prices and also have the ability to take care of different kind of disease.

We will use concentrated marketing strategy because we want to focus on one specific audience which is people who does not have a job right now but can afford medical assistance if the price isn’t too high.

In order to get to the specific market we should make a campaign letting our audience know we are here to help them. We should use social networks, radio, T.V and even advertise through Google.

This is a team effort so we need to hire the correct employees to help us on this task. We need doctors who are willing to give back to the community, if they were born in Florida then even better, dentists, etc.

With the money we have we need to rent a facility big enough and purchase equipment, it does not need to be brand new but it has to work.

We also need a receptionist, security guard, someone on the warehouse to receive shipments and a couple of people for the office and general management who will report directly to me.

The people who we are focus to help as mentioned before are Florida residence, who are currently unemployed but need health care , we do not care about religion, race or gender, we just want to help this audience so they can get better and start looking for a job again and activate the economy of the country.