The Competitive Marketing Strategy For Beijing United Family Hospital

Beijing United Family Hospital (BJU) is the first hospital in Beijing. It claims to be the only hospital in China that provides international service standards. Targeting at the expatriate community, it enjoys steady growth in terms of revenue and market share. As a monopoly, BJU enjoys first-mover advantage in this niche market. However, its high cost structure and lack of strong financial backing from its parent company are of concern should another well-financed international hospital chain decide to enter the market.The growing affluence of the Chinese and the accession to WTO offers a huge potential market for private, exclusive hospitals. Moreover, other than expatriates, the growing number of white-collar Chinese workers who have purchase insurance is a potential market segment previously ignored by the high-end private hospitals. However, with such huge market potential, new entrants will be attracted. BJU is facing threats from other players or new entrant.The author reviewed the industry, competitors and customers, and worked out the competitive marketing strategy for Beijing United Family Hospital. The report has two parts: First part is basically problem statements and situation description and analysis on company, competitors and customers. The Second part is the review of competitive marketing strategy and marketing mix for BJU. This part is the most important part of this report, in which the author reviewed the current marketing strategy and gave recommendation on strategy adjustment; also the author analyzed its marketing mix in terms of product, pricing, place, promotion, people and process, and gave recommendations respectively.