Click here to read the mini-case for chapter 2. You will need this information to answer the question. In order to appropriately differentiate itself from its competitors, Aux Soins Communicare must contemplate its O A. Pricing . Place O C. Promotion OD. Product O E. Positioning AUX SOINS COMMUNICARE Marketing strategy has much to do with recognizing evolving trends and creating a plan of action that responds to the needs of a desired segment. This principle led to the creation of Aux Soins CommuniCare, which specializes in providing medical services to patients that are hospitalized, institutionalized, or at home. The company provides nurses, nurses' aides, companions, sitters, and housekeepers to care for patients on both a short- term and a long-term basis. The Canadian healthcare industry will grow significantly in the next few years. The number of senior citizens has grown by 62 percent since 1981, and it is estimated that within 10 years this segment will represent more than 19 percent of the country's population. By 2041, that number will soar to 25 percent. Public and private home care expenditures increased by 204 percent from 1991-2001. In 2000, total home care expenditures exceeded $3 billion. Over the last 20 years, the industry has seen an average growth rate of 17.3 percent per annum. As there are more than 275 000 people aged 65 and over living on the island of Montreal, the market conditions were favourable for a new entrant. Aux Soins Communicare started with the creation of a marketing plan. The plan focused on the analysis of the market conditions, the competitive level of the industry, and the existence of a sufficiently attractive market. It was concluded that although home care services were currently offered by both private and public (government-run) organizations, there was still significant opportunity for a market that shows no signs of slowing down. Some private organizations in the local market include Alternacare, which has won several hospital contracts to provide additional services. We Care, Aylmer Must, and Royal Treatment. As well, many individuals advertise in the newspaper classifieds promoting themselves as independent home care service providers