Daniel Marketing Firm Analysis

Topics: Quality of service, Customer, Customer service Pages: 11 (3509 words) Published: July 26, 2011
Marketing 5805
Firm Analysis Project

Firm: Daniel Memorial, Inc.
Description: Daniel is a nonprofit organization serving at-risk youth from the community through a wide variety of programs. Some of the services offered include: therapeutic foster homes, independent living skills and housing for homeless youth, juvenile dependency intervention, residential treatment, and community based treatment through the dependency court system which is contracted through the Department of Children and Families. The agency also provides counseling, medication management, and behaviorist services to the children it serves.

1. Create or describe a strategy for your firm, as operationalized by Collis and Rukstad.  Be sure to be comprehensive and specific when separately describing your objective/scope/advantage and the subcomponents of each one.  As a final portion of your answer, append and describe the activity-system map of your firm.  [Figure 1]

The strategy, or competitive game plan, for daniel will consist of three elements. It will consist of the objective (the ends), scope (domain), and advantage (means). The objective is to grow to become the leader in the state as a provider of licensed therapeutic foster care and residential treatment facility through engaging in new business partnerships and growth through positive reputation and responsible fiscal management. The scope of this objective consists of three dimensions: offering or customer, geographic location, and vertical integration. The offering specifically is mental health services to be provided to the customer (at-risk youth determined eligible for Medicaid mental health funding). The agency is not in the position to accept self-pay funding, nor to serve youth determined not to be eligible for Medicaid funding. The geographic location that services are available will be taken into consideration when admitting clients, and also growth and expansion of the agencies geographical locations will play a key part in the growth strategy. The vertical integration is defined in our business as a continuum of care, positioning the agency to be able to provide billable services to the client through their entire range of treatment levels and specific mental health needs. The advantage is the most vital piece of the agencies strategy. It consists of two parts, a statement of customer value proposition, and a statement of advantage. The customer value proposition in this case is that the agency is the oldest child-serving nonprofit in the state of Florida, who provides a necessary, high quality service to those clients identified as being in a significant time of need. The agency also makes access to the services available to the clients at no charge to the families through Medicaid billing. The statement of advantage is emphasized by again considering the continuum of care offered and level of wrap-around services that are provided by the agency. This creates an environment of excellent communication in treatment planning, and allows a client to receive all necessary services through one place, minimizing treatment errors or oversights. Daniel Memorial’s Strategy Statement: To grow revenues and census by 25% by 2015 through offering comprehensive, wrap-around mental health services to at-risk youth who are eligible for Medicaid funding, through a geographically expansive set of campuses designed to provide the highest quality of services compared to its competitors.  2. How would you evaluate the sustainability of your advantages and your competitors’ advantages in terms of the criteria of the resource-based view?  Be specific by describing all of the criteria and sub-criteria for each advantage.

Advantage: 126 year history of providing quality services. Criteria: imitability, sub-criteria: path dependency, the systems are already in place and policies and procedures have been developed over time. It would be difficult to...
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