Baheya Hospital's next step : surviving the NGOs' battle for donations / Maha Mourad.

Format:

Book

Author/Creator:

Mourad, Maha, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Target marketing--Egypt--Case studies.

Target marketing.

Women's health services--Egypt--Case studies.

Women's health services.

Non-governmental organizations--Egypt--Case studies.

Non-governmental organizations.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : El Khazindar Business Research and Case Center, The American University in Cairo School of Business, 2022.

Summary:

The case explores the use of market segmentation, target market selection, and positioning, in addition to developing an effective marketing communication plan, especially how these marketing tools can be developed with the Baheya Hospital Foundation. Although Baheya succeeded in sustaining its brand uniqueness among the many NGOs that are currently spreading in Egypt, it still faces fierce competition from these NGOs, which are working hard to lobby for the cause they support. Baheya is currently facing a great challenge when it comes to the services it provides to women. These services are of high cost, which creates a long waiting list, although the capacity of the hospital is able to receive three times the current number of patients. While Baheya's marketing strategy has worked for the last four years, its marketing team is currently exploring if more could be done to pave the way for the organization's sustainable future and for it to scale up more effectively.

Notes:

Originally Published InMourad. M. (2022). Baheya Hospital's Next Step: Surviving the NGOs' Battle for Donations. Cairo, Egypt: The American University in Cairo, School of Business.

Includes bibliographical references and index.

Description based on XML content.

ISBN:

1-5296-0507-5

9781529605075

OCLC:

1312014854