“Vitalena Health Promotion Centre”: In Search of a Positioning Strategy

“Vitalena Health Promotion Centre”: In Search of a Positioning Strategy

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Abstract

“Vitalena Health Promotion Centre” entered the Healthcare market of Krasnoyarsk in 2005 developed the Positioning Strategy as a disease prevention and health promotion centre for families. Despite the desires and certain efforts of the Company executives, clients and prospective consumers perceive the “Vitalena” Company as a children’s centre offering additional services for pregnant women. It does not comply with the strategy developed by managers of the Positioning Strategy Centre. Chief managers of the Centre discuss the following questions: What mistakes have been made while the strategy being implemented? Can “Vitalena” Company become family centre proper or it is necessary to change the Positioning Strategy?

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