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Sasktel Case Study

In: Business and Management

Submitted By fio1989
Words 3712
Pages 15
Executive Summary Rising healthcare costs have presented great challenges and opportunities in countries with socialized or private healthcare. In Canada, provincial governments are grappling with ways to fulfill their obligation to provide medical services to the citizenry and maintain a healthy fiscal state. Approaching this problem from a prevention perspective has given rise to business opportunity.
In the following, a one year marketing plan for SaskTel’s LifeStat service has been conducted to conclude that the firm first ought to target a niche market within the Province. That is, Saskatchewanians who suffer from diabetes. These citizens are often rurally located and without the correct level of caregiver monitoring, they may end up in emergency rooms with complications that are not only personally dangerous, but costly to the Province.
The fast growing medical IT market, in which SaskTel wants to compete, has drawn the attention of telemedicine and technology giants. In order to survive, SaskTel must focus its resources on establishing itself firmly in the target market so the firm may compete in the long term.
SaskTel should distribute its LifeStat system through Shoppers Drug Mart, London Drug, and Safeway pharmacies. It is vital that marketing dollars be spent wisely to not only make those with diabetes aware of the system, but also their doctors, nurses, friends, and family as well.
With a goal of 6500 unit sales, SaskTel can maintain or slightly improve overall profit margins of 7.2% in the first year - even while expanding into a new technology field. Once established, SaskTel can continue to leverage partnerships with the Province and the Canadian Diabetes Association to further expand into market segments with good product fit.

Marketing Situation Analysis

Company
SaskTel is a Canadian Provincial telecommunications company based in

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