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Unique Senior Services Essay

2468 words - 10 pages

IntroductionProblem StatementI need to determine whether Unique Senior Services (USS) will provide Carol with an annual net income of $50,000. My analysis will evaluate the feasibility of USS to generate a net annual profit of $50000, which will enable Carol to devote her attention to this business on a full-time basis.AnalysisMarket SegmentationA SWOT analysis (see Appendix: A1- Market Segmentation) was performed on the market and aimed to identify USS's potential market penetration. One of USS's great strengths is that there are no direct competitors in London, which provide the same services as USS, although, there exist several companies across Canada that provide similar services for seniors. Therefore, currently there is a great opportunity for USS to gain competitive advantage for itself in London by being the first to find a distinctive place in the target market's mind. USS can gain a perceived superiority in the London market versus any future potential competitors if it succeeds to identify and promote its target market's needs. Carol, USS's owner, has an extensive knowledge in resource management, which will prove beneficial in choosing the ideal service provider of contracted services such as snow plowing. Many seniors have medical needs, which can be easily assessed by USS as Carol has a RNA certification. Single point of contact will allow for fast and smooth information flow, speeding up client satisfaction and eliminating seniors' worries for every day responsibilities and at the same time enabling them to retain independence and control of their lives while remaining at their own homes. USS is able to respond quickly to any requests as there is no red tape and no need for higher management approval. Furthermore, USS has pricing structures that are comparatively better than other companies' prices such as the Complete Geriatric Care that charges a $600 for retainer and an ongoing fee of $90/hr.USS does not have any market presence and reputation in London at the moment. USS has to acknowledge and avoid marketing to seniors that are not able to afford its services because it will be a waste of time for USS. With only single employee USS is vulnerable because if Carol is sick or absent the business cannot continue.An opportunity facing USS is that the selected target sector is expanding at an approximate rate of 2-4% annually. There is a great potential to partner up with senior home services such as McCormick from where it can recruit potential clients. By providing excellent services and gaining the trust of its clients, USS can potential grow in the future through referrals.At the present moment there are not many threats to USS, but perhaps the awareness of government subsidies, competitors' shift of focus to providing the same services and inadequate initial stage cash flows may became USS's weakness and potentially prevent it from future growth.In summary, through strategic marketing USS has the potential to be the best fit...

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