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Mayo 02, 2005

Caso de estudio: Beijing Toronto International Hospital

El caso de este mes trata sobre el primer hospital privado en China, con capital extranjero. El caso tiene su utilidad a la hora de trabajar con los principales conceptos de marketing.


Beijing Toronto International Hospital.jpg


Aquí os dejo el resumen del mismo...

Beijing Toronto International Hospital was a new private facility being built in Beijing that would offer a full range of general and specialized Western-quality medical services to a very specific market segment: expatriates and wealthy Chinese families.

Membership cards were sold that entitled each member to a distinct level of hospital service. The chief executive officer found that as the building neared completion, only a few memberships had been sold which resulted in a cash shortage. He did not know why sales failed to materialize as expected, but felt that he must redirect and revitalize the marketing campaign. He considered several options and had to determine what would work best in the Chinese market.

In this case, we will discuss the remarkable story of an entrepreneur building the first Western style hospital in Beijing. The case covers several marketing decision concepts with a variety of interesting choices. We like this case because it is a pioneering idea and allows for some creative thinking.

This case dealt with a new hospital facility in Beijing that offers a full range of Western-quality medical services at a membership rate to a specific market niche: expatriates and wealthy Chinese families. As the construction of the hospital neared completion, membership sales were much less than projected and it was necessary that a marketing campaign be conducted to find out why sales failed to meet the target.

Topics covered:

1) 5Cs – Company, Competitors, Customers, Collaborators, Context
2) 4Ps – Product, Place, Price, & Promotion
3) Segmentation, Targeting, Positioning strategies
4) Consumer needs hierarchy
5) Buying behavior and process analysis
6) Marketing math: sunk costs, break even, variable cost, etc
7) Price elasticity
8) Product development process

El caso puede ser adquirido en esta página.

Jorge Fernández | Comentarios (0) | Categoría: Casos de estudio
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