There could be many possible reasons for a strategic marketing plan. The target market is one of the most important factors of all. The right target market can become a reason for success or failure, depending upon the nature of the project. However, in this case, the market analysis seemed to ignore the possible needs or to identify the right market. There are apparent reasons for the failure to complete a survey. Choosing the right medium in the marketing surveys is imperative. It could be possible that the survey was biased or somehow targeting the wrong Audience (Hanlon, 2017).
The strategic marketing plan requires an in-depth understanding of how things work regarding customers. The program might have ignored the basic principles of marketing and, more importantly, the outlining of marketing segmentation (AMOR Consulting, 2015). The clinicians might have been lacking certain skills for marketing. A market-driven plan requires a set of plans which includes comprehensive market research. Primarily the research about the market trends, customer needs, etc.
The needs of the customers vary from time to time. The clinicians might not have realized that. The new clients were certainly different than those of prior ones. The main difference would have been the underlying psychology of the customer (Fawzy, 2015). The existing customers were facilitated by the company based on their needs. The new target market was not the right fit for the organization. They were different people with different needs and attitudes towards the product. The stakeholders have an entirely different set of mind (Entrepreneur Media, 2017). They have different priorities. The stakeholders have planned differently to approach the new market. The new market has certainly backfired for the acute-care hospital (Stensberg, 2015). The product was just not for the new target market, or it lacked the current needs of the market. Customer needs are one of many reasons for failure in the marking plan, but it certainly is the most important one.
Reference
Hanlon, (2017). The Segmentation, Targeting and Positioning model. Retrieved July 2, 2017 fromhttp://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/
Entrepreneur Media, (2017). How to make a Marketing Plan. Retrieved July 2, 2017 from https://www.entrepreneur.com/article/43018
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