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Operating Strategy - Online Term Papers

Operating Strategy

Apollo Hospitals, India
Considering the elements of a strategic service vision, the following are the
factors applicable to the Apollo Hospitals of India. The service vision
framework are according to an exhibit from "Lessons in the Service Sector" by
James L. Heskett, Harvard Business Review, March/April 1987, p. 120.

1. Target Market segments

ˇ Population Statistics : Population above 920 mill. people with wide variety
of economic levels, social statuses, and cultures. Lowest per capita GNP $255,
population growth 2% p.a. Growth real GNP 4.5%. Middle class 270 mill. Wealthy
30 million people.

ˇ Target Market Segment : Upper middle class, the wealthy, and company
employees with ...

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ˇ Demography : urban, high income as dictated by upper middle class and elite
class, neighboring countries.

ˇ Psychography : Targeting people who can afford comprehensive high quality
service; who are ready to pay more money for the comfort and treatment by more
reputed doctors.

ˇ Market Growth (income + segments growth) : Sizable market of 30 million
(wealthy ) and 135 million upper middle class person.

ˇ Proposed Plan : Comprehensive hospital emphasizing on tertiary care --
advance therapy and surgery, complicated medical problems. Primary care is
stressed mainly through preventive measures. High quality medical care through
the latest medical technology and the best qualified staff.

2. Service Concept

ˇ The aim is to provide outstanding value to patient through superior medical
results, quick treatment, and a low total cost of care relative to competitors.
This can be achieved through the Five stars management philosophy : medical
personnel, ...

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PAPER DETAILS

Added: 1/13/2008 11:52:46 PM
Category: Economics
Type: Premium Paper
Words: 1068
Pages: 4

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