Marketing In South Africa Essay

3316 words - 13 pages

1.1

The service business I have chosen is a drug and alcohol detoxification and rehabilitation entity called Cresthill Manor. The business is based in Botha's Hill west of Durban and houses 14 beds; 4 for detoxification and 10 for rehabilitation.

The Service Characteristics of Cresthill Manor are in keeping with the key service elements. Their service is firstly, Inseparable in that a patient is admitted and taken through a programme of treatment that is based on the "12-Step" programme, where each experience and the progress of the patient in the recovery process is based on the successful accomplishment of the previous step.

It is Intangible as each patient will experience the processes very much at their own pace and volition, based on their desire for recovery and their strength of character. The recovery service offered at Cresthill Manor is Perishable as it cannot be repeated after first being experienced. The "12 Step" model is a sequential and progressive model that takes the patient through the recovery process on an experiential basis, making each day and each step a new and different experience. It offers Variability in that each person's experience of the service offering is different. Some patients will recover faster than others and some will relapse, whilst others will not. The service offered by Cresthill Manor is not exclusively their own and incorporates the Alcoholics Anonymous' "12 Step" Programme and the Minnesota Model of Recovery - which dictates abstinence in the recovery process. These are tried and tested models that have been incorporated In the Cresthill Manor service offering, making the Right of Ownership not exclusively theirs.

The personnel involved in Cresthill Manor have a wide range of skills and service offerings. Briefly the company is headed by a Board of Directors which is made up of five shareholders each with a specific skill to bring to the table. The Chairman is the main shareholder and has provided the equity capital necessary to run the business. A qualified General Practitioner, with additional qualifications in addiction management also serves on the board, offering the medical input, whilst the other members offer treatment advice, financial acumen and marketing input.

The full time staff complement of Cresthill Manor is headed up by a Chief Operating Officer who is a qualified senior psychiatric nurse and she runs all aspects of the business. She is supported by the administrative clerk who manages all the medical aid authorisations and claims and the daily patient bed state and the petty cash and flow of medication and sundry requirements. There are a total of four nurses who are on duty 24-hours; two from 6am to 6pm and the other two who work the nightshift. This ensures that...

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