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How to make Cuf better serve is silver segment
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| 12.84 MB | Adobe PDF |
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Considering Portugal's healthcare environment, this master's thesis explores potential strategic
improvements for CUF to better serve the silver segment. By integrating both primary and
secondary research comprehensively, the study explores customised strategies, emphasizing the
integrated marketing communications strategy.
The main objective is to provide creative, workable solutions that speak to the unique
requirements and expectations of the silver segment and guarantee continued involvement.
In addition to offering useful information that is essential for CUF's strategic planning, the
development of the new health plan and the personalization of the service will improve senior
individuals' healthcare experiences and build enduring relationships. Lastly, the project is
analysed and complemented by the theoretical implications of the STP process, brand
positioning, the service mix element "people" and the 4 Pillars of Service Excellence
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Segmentation Targeting Positioning Marketing mix People