Adult Day Care Facility

Order Description
In Assignment 2, using the same company from Assignment 1, you will focus on the company’s mission, introduction, and branding.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write a four to five (4-5) page paper in which you:

1.Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
2.Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response.
3.Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position. For example, “Our product is the fastest in its class for half the price. You may use Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map.
4.Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.
5.Develop your company’s mission statement and company introduction.
6.Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:

•Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:

•Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
•Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
•Evaluate the basis for market segmentation and approaches to segmentation.
•Evaluate target customer segments and positioning products within these segments.
•Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
•Develop branding strategies for existing and new products.
•Use technology and information resources to research issues in marketing management.
•Write clearly and concisely about marketing management using proper writing mechanics.

Introduction
The Azure Adult Daycare Centre will be an innovative center that combines both the elements of a senior and adult day care center that will incorporate a health and wellness program. The center will strive on offering a safe and caring environment for Adult in need of constant care and supervision. In addition the center will not just be offering care to its consumers it will also offer recreational activities that will include; entertainment, music, socialization functions and activities that are deemed to be improving the quality of life. In terms of health and wellness, the center will have spa, massage parlor, therapy pool and a gym to cater for the exercising needs of its consumers. The adults and senior will be offered with good nutrition according to the prescription of their individual doctors and institution doctors and the staff will be highly qualified. Azure will be located in London and will be operating from 0730hrs-1830hrs.
Environmental Analysis
Political
The political element is one factor that is going to greatly influence this business, regulation of the business based on the kind of service it will be offering it is a highly regulated business. Dealing with adults who need special attention and the seniors in society, there is a possibility that they could be taken advantage of and hence the strictness in licensing such businesses. Azure Adult Daycare Center will need to strictly follow the rules and regulations that have been set for it to continue being in business.
Economic Analysis
The business environment is greatly affected by the prevailing economic activity; the world is still trying to get back on its feet due the global financial crisis that affected the world from 2008. This means that everyone in society is trying to cut back on spending as they try to get back to the same financial position they were before the recession. This will mean that every decision of spending will based on needs and wants, anything that has an alternative will be given a second thought rather a first significantly affecting the business. Zhu & Sano posit that the cost for caring for patients with alzheimers disease has increase affecting the quality of life for both patient and caregivers.
Sociological Analysis
Changes in lifestyle will be working for Azure Adult Daycare Center, society is fast becoming very busy and people with special needs are being ignored by the families. According to Curren (1995) posits that daycare has become the main cornerstone in the care of the elderly and mentally disable individual living at home. Families are finding caring for such individuals as tiresome and time consuming. Further, there is a sense of selfishness and total disregard of people with special needs. This will mean that more and more adults and senior will be looking for centers where they can feel wanted and never lonely. Families are also looking for centers where they can take these individuals to get them out of their hands.
Technological Analysis
Technology will affect the business on various aspects; this will include advertising and promotion. The company will have various avenues that they can use to reach the potential market. In addition, Azure will have the opportunity of employing various technologies available to increase its competitive advantage and also increase value for its potential consumers.
Environmental Analysis
Azure will need to incorporate various activities that will embrace the green element of society. The increase in ‘green consumers’ means that the business will need use these elements to ensure that the processes used will be environmentally friendly. Sustainable use of the environment ensures that resources are made available for the future generations.
Legal Analysis
Azure will need to be very careful as this is a factor that will affect the business greatly, owing to sensitivity of the individual that the business will be caring for means that they have a lot of power in their hands considering they are ‘disadvantaged in society’ and any slight issues could expose the company to lawsuits which could spell doom for the company and its overall future business.
Target Market Analysis
The main target market for Azure will be adults in need of special care owing to disability, and diseases and the seniors of society needing special care. The secondary targets for Azure will include adults that are in recovery from surgery and those requiring palliative care for a short period of time. Adults requiring special care due to Disability and Diseases
Demographic
Age: 18-45 years
Gender: Male and Female
Marital Status: Single. Married, or Divorced
Psychographic
The individuals that the business will be targeting will be individuals who the families do not have the time to take care of them or those that do not have anyone to take care of them.
Individuals who feel they are not in a position to care for themselves with their current condition
Market Targeting
The increase in number of individuals that are being affected by disability and diseases are on the increase around the globe and the UK is not different. There are over 850,000 individuals being affected by diseases such as dementia and it is estimated that by 2025 the UK will over a million people affected by dementia alone. This shows the potential of the market size for dementia alone being enough to sustain the business and yet the business will also be depending on Alzheimer’s and disability as well. Baumgarten et al. (2002) posit there is a positive perception of the day care centers in seniors, making this a perfect target market due to their acceptance of day care centers.
Positioning
Azure will position itself as a top notch institution that will be suitable to care for the varied needs of this age group. Form the equipment, facilities and activities that will be offered by Azure to its consumers and potential consumers.
Seniors
Age: 45- and Above
Gender: Male and Female
Marital Status: Single. Married, or Divorced
Psychographic
Seniors neglected by family and want to have company to take away the loneliness.
Seniors who need specialized care that cannot be offered in the current setting they are living.
Senior living on their own and unable to cope with pressure of being aged and living alone.
Market Targeting
There is an increase in the number of individuals who over the 50 years and the number keeps on increasing. From the population the age bracket being targeted represent 29% of the total population of the UK. The 55-64 age bracket is 11.5% and 65 years and above are 17.5% and this shows that the market size is good enough for the business to target as it consumers. Spijker & Maclnnes (2013) posit that the old age population is becoming a concern in all developed countries.
Goals and Objectives
Short Term Goals
Ensure that the company has a market share of 5 % within the first year of operations.
Ensure that the company maintains 90 % profit margins with the 1st three years of operations.
Long terms Goals
Be the market leader in adult care business in the UK within 3 years.
Ensure that the company is operating within 100 % profit margins after the 1st three years.
SWOT Analysis
Strengths
Azure will be positioned as an innovative care center that will incorporate the use of technology to cater for the various needs of the consumers. Azure has also targeted a very good market segment which will ensure that the company has a constant stream of clients for its services. The increasing needs for the care for these individuals in society.
Weaknesses
The greatest weakness for the business is the fact that the economy is still not as stable as it should be and this will mean the institution looking for ways in which it could value to match the cost that it will be charging for its service.
Opportunities
Azure has various other target markets that it could target with its services. More to that it has the possibility to innovate its products to further create value for its consumers. Dealing with a variety of target markets offers Azure the opportunity to experiment and it could also target the same consumers in the lower age bracket to be potential consumers after the reach the senior’s age and require the same services being offered to them.
Threats
Competition is the greatest threat the company is currently facing and this could have significant impact on the company’s profit. However, owing to the quality of service that the company will be offering it will be highly unlikely that the company will highly susceptible to completion in the market.

References
Baumgarten et al.(2002). Adult Day Care for the Frail Elderly: Outcomes, Satisfaction, and Cost, Journal of Aging and Health, 14(2): 237-259.
Curren, SM.J. (1995). Current Provision and Effectiveness of Day Care Services for People with Dementia, Reviews in Clinical Gerontology 5:313-320.
Spijker, J & Maclnnes (2013). Population Ageing: The Timebomb That Isnt? BMJ: 347
Zhu, W.C & Sano, M.(2006). Economic Consideration in the Management of Alzheimer ’s disease, Clinic Interventions in Aging, 1(2): 143-154.