Table of Contents

DECLARATION…………………………………………………………………………………………………… I

ACKNOWLEDGEMENTS……………………………………………………………………………………. II

EXECUTIVE SUMMARY……………………………………………………………………………………. III

CHAPTER 1: COMPANY, INDUSTRY ANALYSIS, AND EXTERNAL ANALYSIS…. 1

1. INTRODUCTION…………………………………………………………………………………………… 1
   1. RATIONALE FOR PROJECT………………………………………………………………………………………………………….. 1
   1. COMPANY ANALYSIS…………………………………………………………………………………… 1
      1. CORE SERVICE……………………………………………………………………………………………………………………………… 2
   1. SWOT ANALYSIS…………………………………………………………………………………………… 3
      1. STRENGTHS………………………………………………………………………………………………………………………………….. 4
      1. WEAKNESSES……………………………………………………………………………………………………………………………….. 4
      1. OPPORTUNITIES…………………………………………………………………………………………………………………………… 5
      1. THREATS………………………………………………………………………………………………………………………………………. 5
   1. INDUSTRY ANALYSIS…………………………………………………………………………………… 6
   1. GENERAL ECONOMIC OVERVIEW: PESTEL ANALYSIS…………………………….. 7
      1. POLITICAL FACTORS……………………………………………………………………………………………………………………. 7
      1. ECONOMIC FACTORS………………………………………………………………………………………………………………….. 8
      1. SOCIO-CULTURAL FACTORS………………………………………………………………………………………………………. 9
      1. TECHNOLOGICAL FACTORS……………………………………………………………………………………………………… 10
      1. ENVIRONMENTAL FACTORS…………………………………………………………………………………………………….. 11
      1. LEGAL FACTORS………………………………………………………………………………………………………………………… 11
   1. PORTER’S FIVE FORCES FRAMEWORK…………………………………………………….. 12
      1. THREATS OF NEW ENTRANTS…………………………………………………………………………………………………. 12
      1. BARGAINING POWER OF CUSTOMERS…………………………………………………………………………………… 13
      1. COMPETITIVE RIVALRY……………………………………………………………………………………………………………. 13
      1. BARGAINING POWER OF SUPPLIERS………………………………………………………………………………………. 13
      1. THREATS OF SUBSTITUTES………………………………………………………………………………………………………. 14

CHAPTER 2: PROJECT NEEDS ASSESSMENT………………………………………………….. 15

• NEEDS ASSESSMENT…………………………………………………………………………………… 15

2.1.2 PROBLEM STATEMENT…………………………………………………………………………………………………………….. 15

• METHODOLOGY…………………………………………………………………………………………. 16
  • PRIMARY RESEARCH APPROACH…………………………………………………………….. 18
    • STRUCTURED INTERVIEWS………………………………………………………………………………………………………. 18
    • SEMI-STRUCTURED INTERVIEW………………………………………………………………………………………………. 21
  • DATA ANALYSIS…………………………………………………………………………………………. 23
    • ISHIKAWA DIAGRAM FOR THE STRUCTURED INTERVIEW – FOUNDER………………………………. 23
    • A MIND MAP FOR THE SEMI-STRUCTURED INTERVIEW – VOLUNTEER……………………………. 24
  • JUSTIFICATION OF SELECTION………………………………………………………………… 24
  • CONCLUSION……………………………………………………………………………………………… 25

CHAPTER THREE: MASTERY OF SUBJECT MATTER…………………………………….. 26

1. INTRODUCTION………………………………………………………………………………………….. 26
   1. MARKETING……………………………………………………………………………………………….. 26

THE PRODUCTION CONCEPT…………………………………………………………………………………………………………….. 27

THE PRODUCT CONCEPT……………………………………………………………………………………………………………………. 27

THE SELLING CONCEPT……………………………………………………………………………………………………………………… 27

THE MARKETING CONCEPT………………………………………………………………………………………………………………. 27

THE SOCIETAL MARKETING CONCEPT…………………………………………………………………………………………….. 28

• MARKETING PROMOTIONAL PLAN: THE 7 PS OF A SERVICE…………………. 28
  • PRODUCT……………………………………………………………………………………………………………………………………. 29
  • PRICE…………………………………………………………………………………………………………………………………………… 29
  • PLACE………………………………………………………………………………………………………………………………………….. 30
  • PROMOTION……………………………………………………………………………………………………………………………….. 30

Advertising……………………………………………………………………………………………………. 31

Sales Promotion…………………………………………………………………………………………….. 31

Events and Experiences.…………………………………………………………………………………. 33

Public Relations and Publicity.………………………………………………………………………… 33

Direct Marketing…………………………………………………………………………………………… 34

Interactive Marketing…………………………………………………………………………………….. 36

Word-of-mouth………………………………………………………………………………………………. 37

Personal Selling…………………………………………………………………………………………….. 38

• PHYSICAL EVIDENCE………………………………………………………………………………………………………………… 38
  • PROCESS……………………………………………………………………………………………………………………………………… 38
  • PEOPLE………………………………………………………………………………………………………………………………………… 39
  • CONCEPTUAL FRAMEWORKS AND MODELS……………………………………………. 39
    • SOSTAC MODEL………………………………………………………………………………………………………………………. 39
    • THE AIDA MODEL……………………………………………………………………………………………………………………. 41

CHAPTER FOUR: SOLUTION AND IMPLEMENTATION………………………………….. 43

• CHAPTER OVERVIEW………………………………………………………………………………… 43
  • THE SOSTAC MODEL………………………………………………………………………………….. 43
    • SITUATIONAL ANALYSIS…………………………………………………………………………………………………………. 43
    • OBJECTIVES……………………………………………………………………………………………………………………………….. 44
    • STRATEGY………………………………………………………………………………………………………………………………….. 45
    • TACTICS: SOLUTION AND IMPLEMENTATION: THE 7 P’S…………………………………………………… 45

Product Strategy……………………………………………………………………………………………. 45

Pricing Strategy…………………………………………………………………………………………….. 47

Place Strategy……………………………………………………………………………………………….. 48

Promotion Strategy………………………………………………………………………………………… 49

Process Strategy……………………………………………………………………………………………. 51

Physical Evidence Strategy……………………………………………………………………………… 52

People Strategy……………………………………………………………………………………………… 53

1. ACTION: IMPLEMENTATION PLAN………………………………………………………………………………………….. 54
   1. CONTROL: MONITORING AND CONTROL………………………………………………………………………………. 56

CHAPTER 5: CONCLUSION, LIMITATION AND RECOMMENDATION…………… 58

• CHAPTER OVERVIEW………………………………………………………………………………… 58
  • LIMITATIONS AND CHALLENGES……………………………………………………………… 58
  • RECOMMENDATIONS…………………………………………………………………………………. 59
  • LESSONS LEARNT FROM THE PROJECT…………………………………………………… 60

REFERENCES…………………………………………………………………………………………………… 61

APPENDICES…………………………………………………………………………………………………….. 69

APPENDIX 1: FIGURES……………………………………………………………………………………………………………………….. 69

APPENDIX 2: INTERVIEW GUIDE………………………………………………………………………………………………………. 74

CHAPTER 1: COMPANY, INDUSTRY ANALYSIS, AND EXTERNAL ANALYSIS

1.             Introduction

The purpose of this project is to develop an effective and sustainable integrated service marketing plan for Care Unit Ghana. This plan is intended to create awareness for the organization’s brand to help attract, retain and develop the organization’s client base. Chapter 1 analyses the internal and external environmental factors that contribute significantly to the operations of Care Unit Ghana. It consists of; Company Analysis of Care Unit Ghana, SWOT Analysis, Industry analysis, and the general economic overview of the country, which includes, PESTEL Analysis, and Porter’s Five Forces Analysis.

1.1.1 Rationale for Project

The rationale behind choosing to work with Care Unit Ghana was to help improve the services of a small scale business. The needs of the organization also fell in line with my interest in marketing and eventually, my goal was to examine how effective the marketing mix studied in class is in developing an existing firm. This project is intended to help increase the brand awareness of Care Unit Ghana through the use of effective marketing communication tools. In doing this, healthcare services in Ghana will also be positively affected and improved.

•             Company analysis

Care Unit Ghana is a Non-Governmental Organization that was founded by Ebenezer Attoh in 2013. It seeks to promote the delivery of quick responses to healthcare issues in Ghana, through the use of well trained first aiders and first aid kits. The main objective of Care Unit Ghana is to preserve life and prevent avoidable deaths. The organization

achieves this objective by training individuals in communities and workplaces, on the necessary steps involved with administering care or first aid to an ill or injured person, using a first aid kit. The organization also provides first aid kits to be purchased by the client company as a whole or the individual employees of the company.

•                   Core Service

The core service of Care Unit Ghana is to hold first aid training sessions with its clients. Care Unit Ghana works with volunteers, who help in training clients on the lesson selected for the day. Some of the lessons taught by the organization includes; Principles of First Aid, Nervous System Problems, Environmental Injuries, Respiratory Problems and many others. The participants are taken through the various ways of administering first aid care based on the lesson for the day and how a first aid kit should be used. The sessions are organized at the premises of the client.

The organization mostly advertises its services by sending out a proposal to the company they would like to work with to seek permission to hold these training sessions. Once the company accepts the proposal, the date and time are set by both parties before the first aid kit training session is held. The organization also has a website that provides information about its service offerings. A form is also provided for interested companies that want to work with the organization to be filled. The organization also makes use of its social media platform, such as Facebook, to advertise and increase its brand awareness.

There are no other marketing communication tools employed by the organization as of now to help attract, retain and sustain its client base. The organization still struggles to

attract customers to patronize its services to help achieve its main objective of preserving life and preventing avoidable deaths. A thorough analysis of the organization’s marketing strategy will help to identify the right integrated service marketing promotional tools that can be used to increase the client base of Care Unit Ghana.

•             SWOT Analysis

It is an analytical tool used to examine both internal and external environmental factors of a firm or organization (Pickton & Wright, 1998). This framework is designed to analyze the internal factors and attributes within a company that influences its operations both negatively and positively. It also considers factors within the macro-environment that could be leveraged to improve productivity, while identifying factors that hinder the productivity of a company.

Table 1: SWOT Analysis

Strengths	Weaknesses
Quality in the first aid kits   Logo on its first aid kits	The organization only makes use of its proposals, website and social media platform (Facebook) to create awareness about its services.Few committed volunteers
Opportunities	Threats

In the constitution, every company with more than five workers is expected to have a first aid kit present at the workplaceIncrease in technological competence of Ghanaians

There is no law enforcement agency ensuring that this policy is adhered to by the companiesThe major competitors have been operating for a much longer time period

•                   Strengths

• Quality in the first aid kits distributed by Care Unit Ghana. The first aid kits used in the training sessions and sold to the companies are imported and sold at lower prices. Most clients have expressed that the kits provided by Care Unit Ghana are of a higher quality and more affordable than those provided by its competitors.
  • Care unit Ghana is currently the only first aid training organization that has its logo on its first aid kits. This helps clients and potential clients remember the organization.

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