How do I suggest two marketing goals for the facility that MissRemedios could implement? How do I also discuss which of the four types of market targeting strategies (single-offer, mass-market coverage,single-segment concentration, or selective specialization) would work best for this start-up. Provide a rationale for your position? Please view Case study below.

Blissful Gardens is a new long-term care (LTC) and independent living facility set to open its doors to the first residents in approximately a year. The facility is located in the outskirts of St. Louis, Missouri, a major metropolitan area. In the state of Missouri, an LTC facility could not be licensed without certificate of need (CON) approval. Necessary permissions have been obtained, and construction has begun.

Building and Facility Plans

Blissful Gardens will have two separate buildings that will be joined by a central atrium and a section that will house administrative offices, a dining room, a piano lounge adjoining the dining room, and an arts and crafts room. One of the buildings will have three stories with 12 one-bedroom apartments for independent living. Each apartment will have its own private bathroom and a kitchenette. The building will be constructed as a "green facility," making use of many recycled materials for construction and also many energy conservation and efficiency devices. At least some of the trash will be recycled. Each apartment will have security features, including pull cords to summon help when needed. At an additional fee, the residents will have the choice of having two or three daily meals in the main dining room. Residents will need to furnish the apartments with their own furniture, linens, and other furnishings. High-speed Internet connections and TV cable will be available for an additional fee in the individual apartments. There will also be a lounge area with a big-screen TV with full cable access and comfortable seating for group TV viewings. A separate common room will have four computers with printers provided by the facility for the residents' use. Once-a-week housekeeping services will be included in the monthly rent. Laundry service will be available for an added fee, or the residents will have the option to do their own washing and drying in an on-premise laundry.

Blissful Gardens will have a 20-seat bus to provide shuttle service once a week to the grocery store, Wal-Mart or Target, the movie theatre, and some local restaurants. Other local entertainment outings at various local attractions will also be scheduled. Residents will reserve their seats for these outings in advance.

The second building will be singlestory with the capability to house 24 residents who require substantial assistance with ADLs and clinical interventions. The facility has a nested single-room design with four "neighborhoods." Two of these neighborhoods will be used for Alzheimer's care. In the Alzheimer's unit, the decorations will be brightly colored and cheery. The rooms will all be painted a light tan with white ceilings and baseboards. The curtains will be either bright blue or green, and the tiled floor will be tan and blue. The residents and their families will be encouraged to hang pictures on the walls and bring other artwork of their choice. Each room will be furnished with a bed, a lift chair, a small table, and two straight-back chairs. The hallways will be decorated with black and white pictures of many historical places and events in the St. Louis area.