Export Marketing Plan

MKTG 480
International Marketing/Export Marketing Plan

Willow Creek Development & Management     Export Marketing Plan

MKTG 480
International Marketing/Export Marketing Plan

Executive Summary

Willow Creek Development and Management, a privately held company providing assisted living accommodations and services for seniors, is an industry leader in the Pacific Northwest.   Catering to the upper-end, private pay market, the company offers high-quality rental accommodations, outstanding client care, and personalized service to residents and their families.   This combination of facilities, care, and services give Willow Creek a competitive advantage over other facilities in the region and has enabled the company to grow from one facility in 1996 to six facilities today, maintaining an impressive 97% average occupancy rate.

“The fundamentals driving the assisted living industry – including the aging of populations in advanced economies and the drive to better manage health care costs—will continue to provide exceptional demand for assisted living services.   Given the industry’s fundamentals, a company with access to capital, strategic focus, and commitment to operational excellence should be well positioned to be a leader in the market” (Wade and Anthony, 1998: 1). Willow Creek is perfectly poised to become such a leader in Canada.   Canada, specifically Vancouver, British Columbia, offers a growing senior population and less competition, particularly for facilities serving the mid- to upper-income target market.   Targeting mid-range and high-end customers fills a nice in an upscale retirement community that currently caters predominantly to low-income seniors in need of governmentally subsidized “affordable” assisted living options.

The proposed 80-unit facility will be built in suburban Vancouver to Willow Creek’s exacting standards. In addition to Willow Creek’s hallmark high quality, personalized service, the facility will offer a variety of rental... [continues]

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