With the current rapidly increasing level of demand for healthcare workers in London, the shortage of nurses is an issue many healthcare facilities are already facing. There is an enormous opportunity for unemployed healthcare nurses to secure jobs given that many healthcare organizations in London are in dire need for nurses in order to maintain a nurse to patient ratio. The goal of Solutions Staffing Agency is to be able to Assist Retirement Centres, Hospitals, Skilled Nursing Facilities, and Convalescent Home meet their patient expectation by providing the nurses needed to maintain the quality of care in London nursing facilities. The Solutions Staffing Agency services include providing nursing staffs such as Nurse Practitioners, Licensed Vocational Nurses, Certified Nurse and Registered Nurses to its target clienteles in London
The firm will have a unique approach to market itself out of London in order to be accessible to the majority of the neighbouring towns such as Watford, Dartford, and Chelmsford among others. Unlike other staffing agencies in London, Solutions Staffing Agency unique selling point is “Dedicated to offering high quality staffing services at an affordable price.” The primary company objectives are to maintain a service based firm with an ambition of aiming to exceed customer’s expectations. The agency will be using the total system solution that utilizes the best technology to save time and money.
Business Type
Solutions Staffing Agency will be a limited company business type because it will be formed through company formation and this will assist in ensuring that the liability for shareholders is limited. For example, in case the firm goes into financial difficulty, personal finances and the assets of the shareholders will be protected beyond the value of their shareholding. In addition, a limited company has tax efficiency in that there exist more flexibility and opportunity offered by limited company concerning taxation on personal income and profits.
Business Research
Staffing agencies in London are business service that is on demand, and some of the existing competitors include Nursefinders UK, Event Staffing Agency London, Staff Heroes, Manpower UK Ltd, Care Recruitment UK Ltd, Kelly Services, and Option Group UK Ltd.
Staffin agencies in London
Part II
Promotion
Promotion is a vital aspect of solutions staffing agency because it helps to spread consciousness concerning the services offered by the agency. Through advertising, the agency will appropriately manage to inform the potential clienteles about the advantages and functions of its services. The task of Solutions Staffing Agency marketing communication is to call out interest about the agency and its services, gathering new clients and influencing their buying behaviour. In the current era, a large number of potential group of customers of Solutions Staffing Agency spend much of their time on the internet searching for better alternatives to satisfy their needs. The agency will utilize the internet as a mode to promote its services to its customers in London. The internet is a more viable medium to support Solutions Staffing Agency services because of the increasing availability of advertising. Besides with the constant improvements of technology has led marketers to improve the quality of online ads this ensures an added advantage over our competitors since the internet has become a marketplace posing a very competitive environment (Jin et al. 2015, 840).
Solutions Staffing Agency will use direct marketing as a way of promoting its services in London, and this will involve the use of direct communication channels to address potential clients. This will include telemarketing, catalogs, face to face sales, direct mails, web pages, kiosks and mobile devices as tools for direct marketing to effectively advertise the company's services. Also the utilization of direct communication to a business recipient or clientele designed to generate a response in the form of a visit to the business office to purchase service or a request for further information or immediate purchase of the service. Direct marketing is one of the most expanding tools which has created a high impact on relationships with consumers. This promotion method will help Solution Staffing Agency to reach out and sell its services to its target customers in London.
The marketing plan will cover aspects of how Solutions Staffing Agency will advertise and promote its services to nursing facilities and nurses. There are several social media platforms that Solutions Staffing Agency will use to assist in expanding its branding. Target areas and competitors will be identified. Current trends project that by the year 2021, there will be a significant shortage of caregivers especially nurses in London, United Kingdom and the projections indicate that more than 600,000 nurses will be needed in order to maintain patient to use ratios in healthcare facilities. Some geographical regions have been affected by nurse shortage since 2012, and it is vital that healthcare organizations in London hire adequate healthcare providers in order to meet the growing demand for quality of care by patients.
Place
The tactic solutions staffing agency will utilize to sell out its services in the market include the use of directories that the firm will pay to get in contact with nursing facilities directors. The solutions staffing agency will get contact information for all hospitals, convalescent home, nursing facilities, and assisted living homes in London from the directories and use the contact to reach out to the directors. This tactic will help to ensure that the agency main target which is too get in touch with nursing directors in London in order to sell its services is achieved. Besides, Solutions Staffing Agency will use social media and social network platforms to follow any occasions facilities in London will be attending which in turn will give the agency an opportunity to personally get in contact with administrators or management staffs of the nursing facilities (Jin et al. 2015, 840).
Personal sale will be another promotion method that Solution Staffing Agency will utilize because it is a handy tool in cases when the consumer preferences are created. Personal sale promotion has an essential element of communication mixability to persuade the clienteles about the advantages of the service much better than an advertisement. Nonetheless, personal sale promotion entails four primary steps called Contact, Ask, Recommend, and Encourage (CARE) (Beke and Bach, 2017). Attending healthcare related organizational meetings will help to increase the networking opportunities for other facilities to hear about solutions staffing agency services. Another tactic the agency will utilize to market its products and services in London is the local television and radio stations. This will enable solutions staffing agency to create awareness of its services to the clients or users. Also, Solutions Staffing Agency human resources will outreach all nursing schools in London in order to aid graduating nurses to secure jobs right after graduating.
Moreover, Solutions Staffing Agency will use public relations as a method of promoting its services. Public relation refers to the company’s relationship and communication with its various publics. The public will include employees, customers, the government, the society and the general public in which the firms operate. Public relations in the United Kingdom is a vital ingredient of communication marketing and is a kind of activity of an organisation that assists in generating and maintaining a positive relationship and attitude with the general public. Also, this tactic of promoting Solution Staffing Agency services has three major influences that aid the agency to reach its target clienteles which include the ability to reach target customers unexpectedly, builds high credibility of the business, and dramatization which has a potential for emphasising of the firm's services. This promotion method will substantially help the company to gain a competitive advantage over its competitors.
Pricing
The healthcare industry is a highly lucrative sector because hospitals and nursing facilities are more than willing to pay in order to acquire adequate nursing staffs to meet the growing demand for patient quality care in their organisations. The willingness to pay an agency for nursing services for the firm to operate efficiently and ensure the provision of quality care to its patients is essential in the health care industry. Pricing will significantly depend on the contract language and will either charge the nursing facility a competitive price for Solutions Staffing Agency services or take a percentage of the employee’s salary (Jin et al. 2015, 840). Concerning the interest of the hourly income for the temporary positions, it will majorly depend on the contract language which will vary per facility. In addition, the percentages will change within a 15 to 55 percent, and this will be within the current industry averages. Solutions Staffing Agency will stay competitive with other agencies in London in order to be able to have a profit margin that will assist in opening up additional offices in different regions in the United Kingdom, considering that nursing staffing is a 4.2 billion per year market.
Nurse practitioners, registered nurses, certified nurses, and vocational nurses are significantly needed to meet the rapidly growing demand for nurses in healthcare in London. The services that will be delivered by solutions staffing agency will aim at employers that are in need of hiring nurses. The nursing facilities in London that Solutions Staffing Agency will target are Home Health Aide, Hospitals, Assisted Living, Hospice, Independent Living, and Skilled Nursing Facilities.
Employees/Staffs
Solution Staffing Agency will commence with a full-time senior manager with at least a BA degree majoring in Business Management and must have five years’ experience in the Nursing Staffing business. The senior manager will be responsible for overseeing the overall smooth running of the business and ensuring that all the departments are operating harmoniously. Two human resource managers who will be in charge of hiring, interviewing, recruiting, and training new staffs. In addition, the HR managers will create, manage, supervise, and implement regulations and policies which are mandatory for every staff. Solution Staffing Agency will have one marketing manager with excellent communication skills, budget management proficiency, and show adequate analytical skills to identify and forecast challenges and trends relating to the business. The marketing manager will be in charge of developing, executing and implementing the marketing plans for the entire company in order to attract new clienteles and retain existing customers: one receptionist who will be responsible for handling front office reception and administration duties which include answering phones, greeting guests, sorting and distributing mails and handling the business inquiries.
Target Customer
The company’s target customers will consist of healthcare facilities around the city of London, in the United Kingdom. Due to the high population in the area, there are a large number of potential patients that will require health-related services from these healthcare facilities. Solutions Staffing Agency target clienteles will include the Assist Retirement Centres, Convalescent Homes, Hospitals, and Skilled Nursing Facilities such as Home Health Aide, Hospitals, Assisted Living, Hospice, and Independent Living. The firm's target hospitals will include London Bridge St Bartholomew’s, The Royal London among others. The agency target nursing facilities are the Kensington care home, the Highgate care home, Fernbank nursing home among others.
Future Plans
Solution Staffing Agency is dedicated to offering satisfactory services to its customers and looks forward to expanding its horizons and open new branches in different cities all over the United Kingdom. In case the organisation opens new offices in another town in the United Kingdom, the new business branches of Solution Staffing Agency will utilize the McCarthy’s 4Ps model in order to ensure its success in the new market environment (Beke and Bach, 2017).
Place.
It is essential for the business to research the location in order to identify the existing competitor in that region. The information concerning the business competitors in the area is paramount because it will assist Solution Staffing Agency to determine its viability in that particular market.
Product and service. The agency’s new branch should carefully evaluate the kind of services or product it intends to offer to the market in order to satisfy its customers. This will involve developing a precise description of the product or services the business will provide.
Price.
It is vital for the new business to evaluate its pricing strategies in order to determine whether the firm will be productive in the long run.
Promotion. The business should ensure it utilized a precise marketing strategy as this will provide the proper promotion of the company’s product and services in order to reach its target clienteles (Beke and Bach, 2017). Some of the effective marketing methods the firm should use to advertise its product and services include social media, telemarketing, catalogs, face to face sales, direct mails, and internet advertising.
References
Beke, G. and Bach, C., 2017. Demystifying McCarthy’s 4 P’s Of the Marketing Mix; To Be or Not to Be. Industrial Marketing Management, 26(1), pp.1-13.
Jin, N., Kim, J. and Kim, K.H., 2015, June. The Service Marketing Mix Effect On Customer Experience And Customer Equity In The Service Industry. In 2015 Global Fashion Management Conference at Florence (pp. 838-844).
