BUSINESS ENVIRONMENT ANALYSIS OF THE MALAYSIAN HEALTHCARE INDUSTRY part 2

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2.8 Demographic Segmentation

Demographic segmentation targets services for certain socioeconomic characteristics such as gender, age, or cultural ethnic background (McDonald, 2007). Sime Darby Healthcare Group strategies that target women, in particular, are becoming increasingly prevalent for several reasons such as capturing the female patient means influencing the vast majority of health care decisions made for families and most women are dissatisfied with how they receive care, which is often in settings that do not support the unique aspects of care to women. For these reasons, significant opportunity exists to develop services targeted to women, and even to certain age groups within this population, that can make a meaningful distinction in the marketplace, improve quality of care, and increase patient satisfaction. These opportunities can range from focused niche service development to comprehensive approaches that incorporate a wide range of programs.

3.0 Micro Environment

Microenvironment consists of the actors close to the company that affect its ability to serve its customers, suppliers, marketing intermediaries, competitors, government, financial community and pressure group.

3.1 Customers

Sime Darby Healthcare respects and treat each customers as like to be treated, share knowledge responsibly and take ownership and accountability for business decisions and results. And collectively put effort towards building a socially responsible organization