...Case Brief: SaskTel-LifeStat™ 1. Problem Statement: LifeStat, developed by SaskTel, is a device that serves the purpose of fulfilling the communication gap between patients and their caregivers. It allows SaskTel’s clients to examine their own blood pressure, glucose levels, and heart rate levels without having to physically go to the hospital. The information gathered by the client is then transmitted to SaskTel’s data center where a professional caregiver or physician is able to monitor the client’s personal health at anytime of the day. SaskTel’s executive committee recently approved a proposal to launch LifeStat into the Canadian healthcare market place. Pat Tulloch, senior director of marketing for SaskTel, was given the task of developing a marketing plan for this new health-monitoring device. Tulloch was presented with a difficult challenge. She had to develop this plan within two weeks after the proposal was approved and then present her marketing plan it to the executive committee for review. The overall problem she is faced with is to decided on how SaskTel will manage its distribution and promotional decisions as well as conducting financial analysis to visualize the product’s profit potential. 2. Situational Analysis a. Strengths: Expertise in Communication: SaskTel has been operating for roughly 100 years specializing in the telecommunications industry, providing their customers with voice, data and dial-up high-speed Internet, web hosting,...
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...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...
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...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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...SASKTEL Pada Januari 2007, Pat Tulloch, direktur senior bagian penjualan di SaskTel, sedang berada di kantornya di Regina, Saskatchewan untuk mengulas informasi produk untuk sistem pemantau kesehatan untuk LifeState. Komite eksekutif SaskTel sebelumnya telah menyetujui sebuah proposal untuk meluncurkan sistem ini ke pasar Kanada. Dalam persiapan peluncuran produk ini yang direncanakan pada tanggal 1 Juli 1997, Tulloch ditugaskan untuk mengembangkan rencana pemasaran yang harus dipresentasikannya pada Komite Eksekutif dalam waktu dua minggu. Untuk menciptakan rencana ini, Tulloch harus cepat membuat keputusan tentang pendistribusian dan promosi serta melakukan analisa keuangan atas potensi profitabilitas produk tersebut. Sistem Fasilitas Perawatan Kesehatan Kanada Sejarah Sistem Fasilitas Perawatan Kesehatan Kanada yang telah diperkenalkan lebih dari 40 tahun lalu menyediakan layanan rumah sakit untuk pengobatan yang dibutuhkan dan dokter secara luas dan global. Berbagai layanan ini disediakan dengan berdasarkan kebutuhan dibanding dengan kemampuan pasien untuk membayar. Program asuransi kesehatan yang oleh orang Kanada dikenal dengan nama “Medicare” digambarkan sebagai suatu rangkaian 10 rencana asuransi kesehatan tingkat provinsi dan 3 rencana asuransi tingkat daerah yang satu sama lainnya saling berkaitan, dan kesemuanya punya ciri umum dan standar dasar pencakupan yang sama. Sistem fasilitas perawatan kesehatan universal ini didanai terutama melalui pendapatan pajak...
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...S w 9B09A009 SASKTEL Marsha Watson prepared this case under the supervision of Elizabeth M.A. Grasby solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2009, Ivey Management Services Version: (A) 2009-04-22 It was January 2007. Pat Tulloch, senior director of marketing at SaskTel, was in her Regina, Saskatchewan, office reviewing product information for the LifeStateTM health monitoring system. SaskTel’s executive committee had recently approved a proposal to launch this system into the Canadian marketplace. In preparation for the proposed July 1, 2007, product launch, Tulloch had been given the task of developing a marketing plan, which she would have to present to the executive committee in two weeks’ time. To create this plan, Tulloch...
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