SLP

Organizational Name/Type

The organization selected is the Kingshire Manor Assisted Living, which provides assisted living services to the senior citizens living in Rockville, Maryland. The organization also provides specialized health care services to their residents if the situation arises and the average monthly cost of residing in the facility is $4220 ("Kingshire Manor Assisted Living | Rockville, MD", 2019).

Geographical Location

Kingshire Manor Assisted Living is located at 9701 Medical Center Drive in Rockville, Maryland. Based on the US demographics, the population of Rockville is estimated to be about 66,000 residents making it the 572nd largest city in the area. Males account for almost 47% of the population females account for almost 53%. The total median household income in the area is $101,000 while the median age has been documented to be 39 years. Whites in the area take the bulk of the population at 49%, while Hispanics account for 15.3%. Asians account for 21% of the population with blacks accounting for 9% of the population. Other populations such as Native Americans and mixed races account for 4.6% of the total population. Of these population, 58% of the total population members are married. 7.1% of the city residents have been shown to live in poverty while people living in assisted and nursing homes number close to 700 individuals ("Rockville, MD", 2019). In addition, the number of people above the age of 55 are estimated to be between 2500-300 individuals.

Historical Background

Kingshire Manor Assisted Living was founded in the year 2000 and has a maximum capacity of 160 individuals. The founders of the organization sought to provide excellent care by ensuring that the residents in their care feel a sense of belonging and they feel that they are appreciated ("Kingshire Manor Assisted Living | Rockville, MD", 2019). Consequently, since the Manor only holds 160 individuals and more than 700 people in the area have been shown to require the services of a nursing home coupled with an aging population, Kingshire Manor can tap these opportunities in order to expand their mandate and be able to serve a larger number of people (Matthews, Peters & Lawson, 2017). Furthermore, since the facility provides long term care while making a tidy profit, expanding their services and capacity will enable the firm to be able to increase their profit margins by expanding the organizations revenue base.

Marketing Goals and Objectives:

Kingshire Manor Assisted Living mission statement is “To provide a safe, nurturing and caring environment to its residents in a community-style setting that is similar to being in the comfort of their own home”

Thus, in line with the company’s mission statement, it will be crucial to create strategies that are aligned with the company’s mission and vision. As such, since key concerns that have been raised by pundits and the older generation members pertain to the cost of living in nursing and assisted facilities that has been shown to be very high, one of the key challenge that the facility will have to address is how to deal with the issue of rising costs of assisted living taking into account that economic growth in the US has slowed and that most people have not saved enough funds to enable them fully afford assisted living services (Matthews, Peters & Lawson, 2017). Another major problem that the industry faces pertains to economic shocks in the market which sometimes might degrade the net worth of individuals in their care as shown in the 2008 financial economic crises whereby the wealth of most of the senior citizens was wiped out and hence most of them could no longer afford these services. Hence, the facility will have to address the above issues that are prevalent among the baby boomers (Han, Trinkoff, Storr, Lerner & Yang, 2017).

As such, in order to address the above key issues and be able to attract new customers, the facility will have to offer the best rates in the market compared to their competitors. However, the rates offered should still allow the company to be able to turn a tidy profit and should not in any way compromise the quality of services offered by the organization (Erol, Amin, Zhou & Zhang, 2016). Hence, the company should endeavor to meet the following goals;

· Improve its rating on service quality, which stands at 3.9/5 based on web scores to more than 4.5 in the next one years.

· Identify areas where there are weaknesses based on the most cited complaints among customers and seek to address these areas in order to improve customer satisfaction.

· The facility should set up a website in order to be able to allow their customers to be aware of their rates and also allow the facility to take into account any customer feedback that might be given over the site on how the facility can improve or expand on its range of services to accommodate a bigger population.

References

Erol, B., Amin, M., Zhou, Z., & Zhang, J. (2016, May). Range Information for reducing Fall False Alarms in Assisted Living. In 2016 IEEE Radar Conference (RadarConf) (pp. 1-6). IEEE.

Han, K., Trinkoff, A. M., Storr, C. L., Lerner, N., & Yang, B. K. (2017). Variation across US Assisted Living Facilities: Admissions, Resident Care Needs, and Staffing. Journal of Nursing Scholarship, 49(1), 24-32.