Marketing Strategy

Situation Analysis

Safe Harbor Adult Day Care Center is preparing to enter the market of senior services. There are a demanding range of senior services that are being offered in today’s market.

Market Summary

The nationally representative sample 60 adult day care centers to describe the state of the evolving care modality after a decade's growth. Results indicate that day care centers can be categorized into three models of care, each of which serves a distinctive subpopulation. Model appropriateness was tested with analysis of variance of differences in participant characteristics. Services, staffing, costs, and other program features are contrasted among the three models. This shows an increasing need for adult day care centers for participants who also have an opportunity to interact socially with peers, share in stimulating activities, receive physical or speech therapy if needed, and receive assistance with the activities of daily living with dignity.

There are 22 Adult day care centers found in Keller, Texas area. It is the mission of Safe Harbor to provide superior personalized adult day care to promote better primary care and wellness.

SWOT ANALYSIS

Strengths

* Multi-line of care services

* Location

* A state-of-the-art facility/large acreage

* Expanded hours

* Licensed professional(s)

Weakness

* The price of the building, land and personnel will be expensive

* New entry to the market causes the need to establish identity

Opportunities

* Multiple locations

* Employee expansion

Threats

Sluggish economy

Competitors

* Local/Residential adult day care services already have loyal customers

* The adult day care services offers some of the same services and have brand loyal customers

COMPETITION

Direct competitor: Other local area adult day care center businesses such as Encore Adult Daily Enrichment Center. A majority of the type of business are having a strong customer base in their local...