1. Explain ONE perceived risk that will influence a Jeta Care customer and how can he/she reduce it? What can Jeta Care management offer to assist in reducing the perceived risk? 2. Identify ONE market segment to be targeted by Jeta Care and describe its attributes based on suitable bases of segmentation of consumer market.

CASELET 3 First Jeta Care Aged Centre opens in JB 28-06-2012, KULAIJAYA: History was made recently when the first Jeta Care Aged Centre (Jeta Care) was officially declared open in Kulaijaya.Jeta Care prides itself as Malaysia's first aged care centre based on Australian concepts and Confucian values to provide professional senior care services with a range of compassionate and caring services to a multi-cultural community. It is the first centre to open in Malaysia after Jeta Gardens started in Queensland Australia as a senior lifestyle community that combines the best in Westem practices with Asian values. "This is my second dream that has come true," said Tan Choe Lam, founder of Jeta Care, Malaysia and Jeta Gardens, Australia, when recalling how his first was realised when Jeta Gardens opened in 2007. "My third dream is to set up a chain of Jeta centres throughout the Asia Pacific region," he added. lodie Journet, Senior Trade and Investment Commissioner from the Australian High Commission congratulated Jeta Care, who was present, commended Jeta Care for meeting the growing demands for aged care. With Australia and Malaysia sharing a long-standing relationship in various sectors, Journet reassured Jeta Care of the strong basis for their success in Malaysia. Kumpulan Perubatan Johor (KPJ) Healthcare has also became a major partner of Jeta Gardens with a development plan for the next 10 years that included a hospital dedicated to geriatric care and international nurses training college. "We share the vision that we must care for our elderly," KPJ managing director Datin Paduka Siti Sa'diah Sheikh Bakir said. Based on Jeta's track record in Australia, she is confident that residents of Jeta Care will be well taken care of in the tradition of Jeta Gardens. Also present at the event were Lukman Bakar, director of Johor Land Bhd, Dr Ho Loon Shin, director of Jeta Care and Jack Tan, co-founder and executive director of Jeta Care. Ageing in place Jeta Care offers both low-level care and high-level care services and facilities for residents; eliminating the hassle and problems related with shifting. Thus, a person can "age in place even if their care needs or requirements increase. An ageing in place system is particularly beneficial for couples planning to move from a family home as it will enable them to remain together even if their care needs considerably change over time. It also means that existing relationships with staff and other residents can be preserved and continued. Jeta Care's staff are qualified and trained to support residents needing varying levels of care, including nursing, if needed. Jeta Care is designed to cater for people with a variety of care needs. Low-Level Care Low-level care is for people who need some help, but do not have very complex ongoing care needs. It includes services such as meals, laundry, room cleaning as well as additional help with personal care, nursing care provided if required (low requirement in nursing care). High-Level Care High-Level Care is for people who need almost complete assistance with most daily living activities. It includes accommodation services such as meals, laundry and room cleaning, as well as personal care. Medical needs are managed by nursing staff (high requirement in nursing care by Registered nurse)