Running Head: MARKETING 1

Marketing Plan

Student’s Name

Institutional Affiliation
MARKETING 2

Table of Contents

Marketing Plan............................................................................................................................................3

Executive Summary.....................................................................................................................................3

Situation Analysis........................................................................................................................................4

Market Summary.....................................................................................................................................4

Market Needs..........................................................................................................................................4

Competition.............................................................................................................................................5

Market Trends.........................................................................................................................................5

SWOT Analysis.......................................................................................................................................6

Strengths..............................................................................................................................................6

Weaknesses.........................................................................................................................................6

Opportunities.......................................................................................................................................7

Threats.................................................................................................................................................7

Marketing Strategy......................................................................................................................................8

Marketing Objectives..............................................................................................................................8

Marketing Strategies................................................................................................................................8

Marketing Tactics....................................................................................................................................9

Demographics..........................................................................................................................................9

Psychographics........................................................................................................................................9

Product Positioning (USP).....................................................................................................................10

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Marketing Mix.......................................................................................................................................10

Pricing...................................................................................................................................................11

Quantity.................................................................................................................................................11

Product Review.....................................................................................................................................11

Features, benefits...................................................................................................................................11

Points of Difference...............................................................................................................................12

Promotion..............................................................................................................................................12

IMC...........................................................................................................................................................12

Message.................................................................................................................................................12

Media.....................................................................................................................................................12

Advertisement.......................................................................................................................................13

Sale Promotion......................................................................................................................................13

Distribution...............................................................................................................................................13

Types.....................................................................................................................................................13

Implementation Milestones.......................................................................................................................13

Annotated Bibliography............................................................................................................................15
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Marketing Plan

Executive Summary

Minority Care Group is a startup company aimed at provisioning the physically disabled

with Modern-Electronic wheelchairs. The company aims at supplying the products to the US

hospitals and appropriate organizations to enhance the comfort of the disabled that utilizes

wheelchairs. The Minority Care Group, which has been in existence from 2019, see it wise to

introduce Modern-Electronic wheelchairs due to the awful experience detected and reported by

the disabled while using the regular wheelchairs. The business has always dealt with disabled

challenges, including the provision of hearing and vision impairment aids. Still, for this

marketing plan, the company focuses on the Modern-Electronic wheelchair product. The goal of

this plan is to reach out to the US public to inform on the quality and reliable machines courtesy

of the Artificial Intelligence (AI) technology. The Modern-Electronic wheelchairs work under

automatic control due to the programmed chips that need instructions from users to operate

effectively. The disabled need to feel the positive impact of the advanced technology that

reduces the levels of stress experienced, primarily due to the standard equipment. The

recommendations by Minority Care Group include proper utilization of the Modern-Electronic

wheelchair since it operates smoothly in all-weather roads. It requires less effort from the client

in terms of managing it and offers an excellent user experience. The Minority Care Group once

again steps to boost wheelchair propelling courtesy of AI technology.

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Situation Analysis

Market Summary

The wheelchair market in 2015 was valued at $1,597 million, and statistics indicate a

possible increase by “CAGR of 17.1% to reach $4,846 by 2022” (Allied Market Research,

2014). The motor wheelchairs have explicitly prevailed in the market due to the ease of

movement and reliability hence the increased demand worldwide. The market is on the rise with

the application of the chairs in sporting activities for the disabled. The measure is not only

experienced in American and European continents but also extends to the African nations such as

Nigeria, South Africa, Kenya, among other countries. The Modern-Electric wheelchair, despite

the launch in the US, there are plans to market the products to the outside world due to the

increased demand for electric compelled rather than manual wheelchairs.

Market Needs

The Minority Care Group steps in to identify the market needs, such as the increase in

demand to fulfill the disabled requirements. The increase in the elderly population creates a quest

to manufacture more Modern-Electronic wheelchairs. Additionally, the high costs of purchasing

the electric wheelchairs due to the current demand create a gap, especially with Minority Care

Group stepping up to provided affordable equipment. The large-scale production for the broader

market maximizes the profit returns with low production costs. Lack of awareness, especially in

the resort areas, is another market niche. Since disabled who happen to be either the elderly of

the physically tormented, they part of the minority groups and happens to originate from both

urban and remote areas. Mostly, the urban-centered minority groups are at vantage positions to

access the equipment when compared with those in rural areas. The Minority Care Group aims at

extending the supplies into the aboriginal regions.

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Competition

The Minority Care Group faces competition from giant manufactures of electric

wheelchairs in the United States and globally to some extent. Competitors include the “21st

Century Scientific Inc, Invacare Corp, Ottobock Healthcare GnmH, Permoil AB, Pride Mobility

Products Corp, Sunrise Medical Inc, GF Health Products Inc, and Hoveround Corp” among other

shareholders in the wheelchair manufacturing and distribution industry (RESEARCH AND

MARKETS, 2020). These companies have the advantage in terms of large-scale production and

experience in the market hence commands large shares of the wheelchair market. The

availability of machinery promotes the creation of the wheelchairs. Also, the ability to

accommodate enough labor and land for the implementation of the activities put the competitors

at a vantage position. Competition arises when large companies secure tenders from the

government as the significant suppliers of wheelchair products. It takes time to create the image

of bets supplier in the market, and a thorough campaign is needed to remain relevant in the

wheelchair field. The Minority Care Group aims at generating market strategies by checking on

the product, price, promotion, place, packaging, positioning, and people critically to compete

favorably in the market that has a high demand.

Market Trends

The Wheelchair market has experienced significant growth due to the application of

technology that has created the quest for increased demand. According to a report by Grand

View Research (2019), the wheelchair market got estimated at $2.3 million in 2018 and is likely

to develop at a “CAGR of 7.6%” till 2026. In the global view, the report indicates a 90%

guarantee in the increase of customer base due to the emerging geriatric population and an

increasing number of disorders requiring wheelchair support. Additionally, the improvement of

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healthcare equipment, which boosts the victim’s experience, opens the opportunity for Modern-

Electric wheelchair products that operate automatically through simple programs. The WHO also

reports similar cases of the disadvantaged population that needs to utilize the wheelchairs (Grand

View Research, 2019). The WHO approximates that 15% of the world population suffers from

various forms of disability (Grand View Research, 2019). The organization also reports a rise in

the aging population and a high prevalence of chronic disorders hence advancing the wheelchair

market.

SWOT Analysis

Strengths

The Minority Care Group Management composes of skilled staff that has vast experience

in the marketing field. A CEO who oversees the 25 employees appropriately heads the startup.

The management efficiently manages the small team with less stain as every docket performs

according to the business policies. The organization's culture if unity, transparency, good

customer relations, and equality, serves as its strength (Nemat, 2011). The skilled workers

always perform professionally with the good payment plans arising from the sales plans as

motivation. Twice in a week, the management organizes meetings with the whole staff, where it

addresses emerging issues from the employees and the external forces at large.

Weaknesses

The Minority Care Group cannot afford to supply a wheelchair daily due to the lack of

enough transport vehicles. Furthermore, the production of the wheelchairs is still done on a small

scale production as the company tries to dig into the market. The employee fraternity sometimes

reports cases of discrimination from fellow employees. The Disciplinary Committee handles
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such cases, and sometimes some employees quit due to stringent measures to curb

discrimination. For instance, an employee has to write a report on the situations leading to before

presenting the case to the disciplinary committee. The outcome of the meeting sometimes

involves terminating employment.

Opportunities

The high demand for a wheelchair gives hope in the execution of services by the

company. The opportunities include the increase in Spinal Cord Injuries in the United States

(Grand View Research, 2019). A research conducted in the US healthcare centers indicates the

statistics of acute spinal cord injury to have risen from “2659 in 1993 to 3,393 in 2012” (Grand

View Research, 2019). The population increase corresponds to a similar rise in the number of

patients form such disorders. Technological advancements promote the need to develop trade on

automated wheelchairs. The target market focuses on utilizing the Modern-Electric wheelchair

due to the potential user experience. The Aging population serves as a possible opportunity for

the Modern-Electric wheelchair product. The mobility limitations of the aged calls for the

application of the products with the increase of the target market from 40 million in 2010 to an

approximation of 87 million in 2050 (Grand View Research, 2019). Therefore, the Minority Care

Group works to exploit the available opportunities legally.

Threats

Unfair competition from already advanced companies, especially in the quest to reach out

to customers. The companies include “OttoBock Healthcare GmbH, Invacare Corporation, and

Pride Mobility Products Corp” that trades in the same commodity (Grand View Research, 2019).

The government policies on taxation threaten the dominance of the Modern-Electric wheelchair

products due to taxations on production, transportation, advertisement, and other legal

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procedures required to deliver the products thoroughly. The negative market trends entailing

price fluctuations limit the ability to sell Modern-Electric wheelchair products properly. Adverse

weather conditions may also restrict the proper delivery of the products, especially during the

winter season accompanied by extreme snow formations. Natural disasters such as fire outbreaks

may hinder the normal operations of the Modern-Electric wheelchair products supply as all the

focus directs toward solving the damages.

Marketing Strategy

Marketing Objectives

The objectives in response to marketing the Modern-Electronic products to the minority

groups, that is, the physically disabled and the aged includes; reduce the percentage of loss in the

sales, increase customer lifetime value, enhance awareness of the product, engage the target

groups in though product reviews, and finally increase profitability. All these recycles around

promoting the Minority Care Group brand in the wheelchair market.

Marketing Strategies

Modern-Electronic wheelchair products need the best market experience to reach the

target groups. The selling of the new product in the market is through; “direct sale, point-to-point

purchase, internet marketing, paid media advertising, and word of mouth advertising” (Medarac,

Vignali & Vignali, 2016). The main aim is to avail the product for the target groups whenever

they are on demand. The Modern-Electric wheelchair products sell through “Business-to-

Business (B2B), Business-to-Customer (B2C), or Business-to-Government (B2G) strategies”

(Medarac et al., 2016). By using all these forms, the market can quickly get a taste of the

Modern-Electric wheelchair products.

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Marketing Tactics

Modern-Electric wheelchair products are on-demand and just need perfect marketing

tactics to reach out to the target market. The marketing strategies are in place to serve as the

basing for trading, and with the addition of tactics, the marketing strategies become a success.

The Minority Care Group plans to utilize emails to target customers. The emails are majorly

available in the helpline sites. The company has a website "Minority Care Group" that is to

promote Modern-Electric wheelchair products trading. By organizing trade shows within the

states of the US, the company expects a significant turnout in its supplies. Another tactic

includes the application of shared media platforms including Twitter, Facebook, Instagram,

among other handles. Since most of the Americans, are busy on the streets, the company

employs adverts on billboards.

Demographics

Modern-Electric wheelchair products target aged the aged population from 75 years

onwards. The Minority Care Group serves all races without discrimination of either male or

female. According to Rural Hub Information Hub (RHIhub) (2020), the US elderly population

exceeding 65 years exceeds 46 million. With such a significant number, there emerges a need for

healthcare services such as Modern-Electric wheelchair products. Additionally, Xiang, Chany,

and Smith (2006) through the National Data estimate the range from 1.6 million to 2.2 million

Americans depend on wheelchairs to aid mobility impairments. The reports indicate that

wheelchair consumers are the most visible individuals of the disability (Xiang et al., 2006).

Psychographics

The disabled and elderly in society have to engage in daily activities, just like the rest of

the society members. For the disabled still working to earn a living, the Modern-Electric
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wheelchair products aim at increasing the speed and service delivery at work. With Modern-

Electric wheelchair products, movement challenges decline since the products are automatic.

Additionally, the products capture the use of less energy by the elderly and the disabled. The

feeling of belonging among the people with disability emerges courtesy of the Modern-Electric

wheelchair products that enhance timely interactions either inside the residential homes or even

outside.

Product Positioning (USP)

Modern-Electric wheelchair products are durable and reliable with the ability to save

energy for two days. After the user recharges the automated wheelchair, it might end up lasting

even three days, depending on the weather condition. During the summer season, the small solar

panels recharge the products using solar energy from the boards. The comfortable seats that can

be adjusted also enhance the uniqueness of the product.

Marketing Mix

Through reliable products, prices, place, and promotion, the market strategy can quickly

secure a broad base of customers. With the company’s central location in New York, it can easily

do the supplies, and the customer can reach it since the place is known. The affordable prices for

the quality products make the items relevant in the market. Through the various means of

advertising such as social media, street campaigns, and billboards, it is easy to single out the

unique Modern-Electric wheelchair products.

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Pricing

The wheelchairs vary depending on the size since the handicapped population composes

of both the adults and the children. The prices range from $300 to $2000 single Modern-Electric

wheelchair.

Quantity

There are over 2000 wheelchairs in stock, and the incoming orders vary from a single

wheelchair to multiple wheelchairs, depending on the demand.

Product Review

Modern-Electric wheelchair product offers best user experience due to its ultra-weight,

reduction of secondary complications, increase in levels of functions, long-lasting nature, and

cost practical purchase.

Features, benefits

The Modern-Electric wheelchair products have a variety of armrest styles including, full-

length armrest, swing away armrest, tubular, and space saver armrests. The armrests depend on

the comfort of the user. The products also entail footrests, and leg rests that help the user to

achieve the desired leg position. Additionally, the automatic wheelchairs apply conventional

joystick, compact joystick, and finger control to instruct the programmed device. The controllers

are convenient and allow the user to drive the Modern-Electric wheelchair in any direction. The

aluminum frames are lightweight and durable to enhance the best user experience. The products

also contain their clothing to protect that the user can regularly clean. The automated wheelchair

has a unique circuit that provides turning radius capability.

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Points of Difference

Improved mobility thought the application of AI technology. The users can accelerate

and decelerate the moving wheelchair using the gears. Comfort highly prevails with the Modern-

Electric wheelchair products since the consumer uses the controllers to direct the machine.

Promotion

Modern-Electric wheelchair products utilize promotion mechanisms such as advertising,

sales promotion, personal selling, and publicity. The advertising runs through media channels

such as newspapers, radio, television, and billboards. The sales team conducts sales promotions

in the streets by offering price incentives. The sales agents execute the personal selling strategy

through door-to-door movement seeking for customers. Finally, publicity emerges through the

representation of Modern-Electric wheelchair products in the trade fairs.

IMC

Message

The Modern-Electric wheelchair products are most suitable throughout the year with two

years warranty. The Minority Care Group offers these products at affordable prices, and its

employees' qualifications match the market demand. The organization conducts the delivery

services with a 100% guarantee of quality and on-time deliveries.

Media

Modern-Electric wheelchair products enjoy the presence of media channels in reaching

out to the minority groups directly or indirectly through third parties. The media include radio,

television, telephone, emails, social media, mobile marketing, and Search engine marketing.
MARKETING 14
Advertisement

Modern-Electric wheelchair products tend to advertise through Social Media and Email

marketing to alert on the product, priw3e2ce, place, and promotion marketing principles. Shared

media include handles including Twitter, Facebook, and WhatsApp groups that promote the sale

of the products. Running of referrals also applies since friends tag each other, especially when

they realize that a product is unique.

Sale Promotion

Modern-Electric wheelchair products opt for the option of organizing trade shows on the

street where price incentives prevail. For instance, purchasing two Modern-Electric wheelchair

products results in a 25% cut in the overall price during the trade. The trade fairs are also useful

in displaying the products through which the target market quickly absorbs the products.

Distribution

Types

Direct distribution emerges when Modern-Electric wheelchair products are purchased

online through the Minority Care Group website. Once customers place the orders, the sales

department organizes the delivery of the products. Indirect distribution steps in when

intermediaries such as hospitals deliver the Modern-Electric wheelchair products to the clients

instead of the company itself.

Implementation Milestones

The marketing plan for Modern-Electric wheelchair products aims at successfully fitting

into the wheelchair market by June 2020. After careful SWOT analysis, it emerges that the
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market is ready for the products, and the promotion strategies define a business in progress.

From 24 April, the Minority Care Group plans to start implementing its marketing plan.
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Annotated Bibliography

Allied Market Research. (2014). Electric Wheelchair Market by Product type (Centre

Wheel Drive, Front Wheel Drive, Rear Wheel Drive, Standing Electric Wheelchair)

– Global Opportunity Analysis and Industry Forecast, 2014 – 2022. Retrieved 24

April 2020, from https://www.alliedmarketresearch.com/electric-wheelchair-market

The article provides the current trends in the wheelchair market. It estimates from 2015

to 2022 is in line with the Modern-Electronic wheelchair products, which have just

gained entry into the market. The analysis provided aid in detecting the possible outcome

of the business.

Grand View Research. (2019). Wheelchair Market Size, Share, & Trends Analysis Report

By (Manual, Electric), By Category (Adults, Hospitals), By Region, Competitive

Insights, And Segment Forecasts, 2019 – 20126. Retrieved 24 April 2020, from

https://www.grandviewresearch.com/industry-analysis/wheelchair-market

The article is relevant as it provides an analysis of competitors in the wheelchair market.

The evaluation is essential as it enables the Minority Care Group to boost its market

strategy to outdo the current competitors in the industry. Additionally, the identifies

current market trends and policies, which are essential in the promotion of Modern-

Electric wheelchair products.

Medarac, H., Vignali, G., & Vignali, C. (2016). Improving relations between business

strategy and marketing tactics. International Journal of Business and

Globalisation, 16(1), 50-65.

The authors shed light on favorable marketing strategies intending to boost business

performance. This marketing plan borrows from the laid tactics to implement the selling
MARKETING 17
of Modern-Electric wheelchair products in a manner leading to better customer

satisfaction and profit maximization.

Nemat, R. (2011). Taking a look at different types of e-commerce. World Applied

Programming, 1(2), 100-104.

The author provides various types of commences prevailing in the market and mentions

the wheelchair market as one of them. Courtesy of is findings, he advises on the

application of SWOT analysis in the strategic marketing plan to remain relevant in the

competitive market. Through the study of SWOT, that is, Strength, Weakness,

Opportunities, and Threats, the Modern-Electric wheelchair products can successfully

sell in the market with lucrative profit returns and customer satisfaction.

RESEARCH AND MARKETS. (2020). Global Wheelchair Market Analysis 2013-2018 and

Forecast 2019 – 2024 – Promising Opportunities in Homecare and Health

Institutions. GlobeNewswire. Retrieved 24 April 2020, from

https://www.globenewswire.com/news-release/2020/01/24/1974776/0/en/Global-

Wheelchair-Market-Analysis-2013-2018-and-Forecast-2109-2024-Promising-

Opportunities-in-Homecare-and-Health-Institutions.html

The research article entails opportunities for in-home care and health institutions. It

signals the significant factors promoting the wheelchair market as increasing the elderly

segment, spinal cord grievances, and obesity rate. All these sources stimulate the wheel

market into demanding reliable products, just like Modern-Electric wheelchair products.

The opportunities availed give Minority Care Group a chance to strategize on how to

reach out to the segments.

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RHIhub. (2020). Demographic Changes and Aging Population. Retrieved 24 April 2020,

from https://www.ruralhealthinfo.org/toolkits/aging/1/demographics

The source provides demographic changes and aging population statistics in the United

States. The information provided propels the need to trade in Modern-Electric wheelchair

products. It reveals that 46 million Americans are over 65 years of age. The rural areas

also emerge to require wheelchair services hence avails excellent opportunities for the

sale of Modern-Electric wheelchair products.

Xiang, H., Chany, A. & Smith, G. (2006). Wheelchair related injuries treated in US

emergency departments. BMJ. Retrieved 24 April 2020, from

https://www.ncbi.nlm.nih.gov/articles/PMC2563507/#!po=1.56250

The US-based research article provides the trend of wheelchair related injuries and acts

as a source of information for the target market. This marketing plan borrows efforts such

as the provision of automated wheelchairs to enhance the experience of people with

relevant disabilities. The research indicates a possible increase in the number of people

requiring wheelchair market services in the United States and worldwide. The marketing

plan benefits from the article by learning how to increase the comfort of the target

market.