Baheya Hospital's next step : surviving the NGOs' battle for donations /

The case explores the use of market segmentation, target market selection, and positioning, in addition to developing an effective marketing communication plan, especially how these marketing tools can be developed with the Baheya Hospital Foundation. Although Baheya succeeded in sustaining its bran...

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Bibliographic Details
Main Author:	Mourad, Maha (Author)
Format:	eBook
Language:	English
Published:	London : El Khazindar Business Research and Case Center, The American University in Cairo School of Business, 2022.
Series:	SAGE Business cases.
Subjects:	Target marketing > Egypt > Case studies. Women's health services > Egypt > Case studies. Non-governmental organizations > Egypt > Case studies. Cibles (Marketing) > Égypte > Études de cas. Organisations non gouvernementales > Égypte > Études de cas. Non-governmental organizations Target marketing Women's health services Egypt Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
Summary:	The case explores the use of market segmentation, target market selection, and positioning, in addition to developing an effective marketing communication plan, especially how these marketing tools can be developed with the Baheya Hospital Foundation. Although Baheya succeeded in sustaining its brand uniqueness among the many NGOs that are currently spreading in Egypt, it still faces fierce competition from these NGOs, which are working hard to lobby for the cause they support. Baheya is currently facing a great challenge when it comes to the services it provides to women. These services are of high cost, which creates a long waiting list, although the capacity of the hospital is able to receive three times the current number of patients. While Baheya's marketing strategy has worked for the last four years, its marketing team is currently exploring if more could be done to pave the way for the organization's sustainable future and for it to scale up more effectively.
Item Description:	Originally Published InMourad. M. (2022). Baheya Hospital's Next Step: Surviving the NGOs' Battle for Donations. Cairo, Egypt: The American University in Cairo, School of Business.
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781529605075 1529605075