Moreton's
Executive Summary
The increasing aging population in western cultures, accompanied
by the rapid development in modern technology has created
a need for resorts and accomodation suitable for all age groups.
Tangalooma and Moreton Island's sample survey of 500 persons
over 60 found that 90% felt that they had enough time and
patience to learn how to use various modern technologies if
there was someone willing to kindly and patiently educate
them on this. The “Moreton Island” agency provide affordable
in-house, one on one training sessions in any modern technological
area, in order to educate the elderly community, give them
a voice through new media and bridge the social gaps between
younger generations.
Moreton Agency Financial Objectives
- To produce a net marketing contribution of approx. $119,000
in 2007 and continue increasing this amount until 2010
- To create a sales revenue of $374,000 per year in 2007 and
for each consecutive year in each major city by 2010
- To produce a net operating profit (before interest and taxes)
of approx. $340,000 by 2010
Non-Financial Objectives
- To foster friendly and close relationships with clients
on the island.
- To distinguish the company’s services as being different
from the competition in the areas of friendly service, diverse
and client-driven training, safe and convenient environments,
addressing social issues such as generation gaps.
- To promote a sense within the public that the company is
contributing greatly to society
- To promote sponsor’s accessibility products
Moreton Island Agency Objectives
- To establish an office in the major city of each state
of Australia by 2010.
- To cultivate at least 7280 client visitation hours per year
for each major city by 2010.
- To introduce at least 1800 new customers each year for each
major city by 2010.
- To obtain a 80% market share of all elderly education and
a 95% market share of all in-house one-on-one elderly training
by 2010
Within the timeframe of the business it plans to grow into
a nationally renowned company for kindness, expertise and
social responsibility.
Introduction
The strategy of Moreton Island Agency will be to target retirement
villages (including private circuit television channels),
public transport and hospitals, emphasising the ways that
computer literacy improves the quality of life and communication
with family and friends. It will position the education as
friendly, one-on-one specialist training that is affordable
at $35/hour due to government subsidisation. This is expected
to be more appealing than competitors who provide group training
at institutions, because of the following reasons:
- It can be inconvenient for the elderly and disabled to
make trips to institutions
- One-on-one training is paced at the individual’s rate
- One-on-one training affords the individual to choose exactly
what they want to be trained on and the individual can use
his/her own equipment.
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