business

business




Generic Dialysis Company
1000 Laguna Canyon Road
Irvine, CA (949) 222-2222









Jerry Roger Batchelor II
November 8, 2015
Student ID # 436936
Marketing C212


Table of Contents
Executive Summary 3
Mission, Goals, and Objectives 6
General Description of the Business 6
Mission Statement 6
Goals and Objectives 6
Market Research and History 8
Organizational Overview 11
Marketing Strategy 12
Mission Statement 13
Supply Chain 14
Objectives 14
Situation Analysis 14
Marketing Strategies 16
Marketing Mix 18
Competitive Advantage 18
Product and Public Relations 19
Distribution 20
Promotional Activities 21
Pricing 21-23
Financials 23
Executive Summary
Generic Dialysis Company (GDC) is a multinational company with a net worth over $24 billion. GDC specializes in the delivery of both inpatient and chronic renal dialysis. GDC provides several types of dialysis: hemodialysis, peritoneal dialysis, and home hemodialysis. GDC is attempting to increase its inpatient dialysis business. GDC will accomplish this goal by extending its current service line to include both plasmapheresis and stem cell apheresis. GDC will enter this market utilizing current registered nursing staff by cross-training, and will lease equipment for the first 12 months.
Currently, acute health care systems are increasing utilization of plasmapheresis and stem cell apheresis with...

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