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Major Project: Developing Marketing Strategy and Plan/Program for Attracting the Senior (Retirement) Living market/segments to Turkey.

Project Description: I was recently contacted by my good friend, Dr. Sinan Ibis, who is an entrepreneur and medical doctor in Ankara, Turkey. Dr. Ibis holds a belief that with the aging population in developing countries and increasing costs of senior living management, the developed nations would be interested in finding alternative, cost-effective solutions to provide quality services for their growing senior/retired population This presents a valid option for both the United States and western Europe. Considering the trends of aging population and the rising costs of senior living management, it seems the U.S. and Western European countries are exploring options to provide high-quality services for senior living in the most economically efficient manner. Dr. Sinan Ibis believes Turkey could provide high-quality senior living services at an affordable, economical cost. Therefore, he suggests involving students in my MBA course, who are future executives, to serve as consultants to explore and assess the feasibility and viability of Turkey as a potential location for senior living and develop marketing strategy and make recommendations for implementing the proposed plan. The Turkish government is also very much interested in offering a senior living management in Turkey. Dr. Sinan Ibis firmly believes that southwestern Turkey, with its excellent climate, cost-effectiveness, and access to exceptional medical facilities offers a great opportunity for the success of this initiative, a senior living management.

1. Your charge for this project is to conduct a comprehensive situation analysis, identify and examine the major factors relevant for the possibility of offering a senior living management position in Turkey. Additionally, you will develop a marketing strategy and program for the viability and feasibility of a senior living management in Turkey for attracting the senior living management to Turkey. To accomplish this goal, you will serve as consultants and are expected to: Conduct a comprehensive situational analysis to identify all the factors relevant for this opportunity.

2. Identify the major parties involved in providing senior living management in a different country, i.e., senior people, families, insurance companies, doctors, senior living managers in Turkey, and potentially other counties. This allows you to establish a senior living management ecosystem and understand the relevant parties involved in this process.

3. Examine the major trends in the world for senior living management to determine how to offer high quality senior living most economically at affordable cost.

4. Identify the major requirements covering all areas of senior living, challenges, and opportunities for such a project.

5. Determine the potential market segment(s) among the aging/senior population that could be appropriate for receiving care in a different country, specifically in Turkey.

6. In your research, identify the best and most appropriate segment(s) for this opportunity. In doing so, determine if there is an unmet need and/or unserved market segment(s). Then, develop marketing objectives and strategies to appeal to these segments.

7. Design a marketing plan/program using the marketing mix or 4 Ps, or 7Ts as your textbook calls the, to differentiate and position the Turkish senior living management services from the potential competitors. Provide specific strategies for:

a. Identify the target segment(s) for senior living services.

b. Product or Offer Determine and spell out the requirements for high- quality senior living services that would appeal to identified segment(s).

Develop a value proposition based on the potential benefits of receiving the proposed senior living services for differentiation and positioning. Specify the best and most appropriate place to offer the desired senior living services.

c. Price - Recommend pricing strategies and options, along with considerations of all relevant cost factors such as insurance and some other factors relevant for the cost and pricing strategy.

d. Promotion Develop advertising messages to communicate the benefits of receiving senior living services in Turkey and identify the communication channels to reach the target segment(s) aiming to inform, persuade and remind them.

e. Place Identify the most effective distribution channels to reach the target market and offer the services.

8. Indicate how to implement the above strategies and develop a control system to evaluate your proposed marketing strategy and plan.

Part - 1

Internal analysis

Describe the background of the company.

Describe the companys service area(s) geographics.

Describe the products and service that company offers.

Discuss changes that are planned for this business in the near future.

Describe the managerial structure.

External analysis.

Describe the social, economic, technological and any other trends that influence the companys business. that have occurred in this industry.

Explain how these trends apply to the companys current and future operations.

Explain the current market trends (size and growth of the market, and consumer trends)

Identify the competitors (size, market share, strategy and positioning).

Market analysis

Discuss the current segmentation and targeting strategy.

Describe the local target market (needs and wants)

Provide your thoughts and criticism regarding the existing segmentation and targeting strategy. Outline the changes that you can offer.

Describe the necessary details regarding the consumers

Discuss the attitudes and lifestyles of your consumers. Provide a clear understanding of the current positioning strategy and add your insights.

Describe the existing point of difference and add your criticism.

SWOT Analysis

Clearly explain all factors. Reflect the current condition of the market/organization in the analysis.

Organization and writing

Necessary references are given. Citations are properly used. No sloppy mistakes. Please provide Citations also

Part 2

Marketing Mix Product	Discuss the product strategies. Describe the product/service categories you offer. Explain how the product satisfies current needs/wants of the consumers. Compare your offerings with primary competition. Identify the problem solved with your product.
Marketing Mix Promotion	Explain the chosen promotion strategies. Identify the key problems by considering the target market and external changes. Explain how your chosen promotion strategy differs from the primary competition.
Marketing Mix Distribution	Discuss the distribution strategies. Channels of distribution used by this firm. Effectiveness of channels used. Identify the problems. Explain how your chosen distribution channel(s) differ from the primary competition.
Marketing Mix Price	Discuss the pricing strategies used. Identify the problems. Explain how your chosen pricing strategy differs from the primary competition.
Recommendations and future opportunities	The key recommendations based on Part1, SWOT analysis and Marketing Mix Best way to implement the recommended strategies Suggestions for future opportunities and potential threats.
Explanation	Fill out your Buyer Utility Map for your product or service. Identify at least two competing products or services and identify where they fall on the Buyer Utility Map. Explain why your product or service will fill an unmet need to the customer through the Buyer Utility Map.
Organization and writing	Necessary references are given. Citations are properly used. No sloppy mistakes.
Final Report	Revised final report, edited and spell checked

You can utilize this outline as a guide to cover the relevant concepts for your project, not everything given on the outline. Also, remember that your submitted report will be in a report format, complete with appropriate headings and subheadings.