POLITEKNIK SULTAN SALAHUDDIN ABDUL AZIZ SHAH

P 5711 SERVICES MARKETING

ASSIGMENT 1

LECTURER NAME : PUAN UMI KALTHOM BT ABDULLAH GROUP MEMBER : SITI AISHAH BINTI NORDIN NOORSIAH BINTI NURDING NUR AZREEN BINTI HUSSIN NURHIDAYAH BINTI AHMAD RASHIDIN 08DPR08F2009 08DPR08F2001 08DPR08F2011 08DPR08F2026

1) Case summary Policlinic Penawar in Taman Dahlia at Johor Bahru is one of branches at Johor State. There are another 21 branches of Policlinic Penawar that serving about 2000 patients every day all over the Johor state. All policlinic Penawar established have the same physical outlook and features, fully air-conditioned with comfortable sofas, beautiful aquarium and television set, that would at least save one from boredom if there is a need to wait for the doctors. They have owns 22 clinics, one private hospital, dialysis centre, and a pharmacy. For companies, they provide all kinds of medical services and consultant. They also having to deal with only one management, one bill, one invoice and one payment for all branch clinics. The clinic is clean, comfortable and modern look. All branches are computerized together to the headquarters, using standardized system for faster administration and reports. All members of the clinic staff wears uniform and fully trained to assist the doctors ensuring efficient and fast services. Its does more than just providing primary health services, its also offers safety courses and training, providing consulting services to companies on health related matters, giving health talk and seminars, performing inhouse clinic services. Penawar Group focuses on customers need and customizes them to meet the requirements and preferences of its each corporate customer.

2) Why do you think the Penawar Group has been so successful? What is the secret behind its success?

In my opinion, Kumpulan Perubatan Penawar Sdn. Bhd was so successful because it is a popular medical center in Johor. Which has clinics in Taman Dahlia the polyclinics are 21branches, 22 general practitioner clinics, it also owns one private hospital ie Penawar Hospital. In addition, the Group has a medical center Penawar the very exclusive, luxurious and elegant. It is filled with interesting accessories that provide comfort and satisfaction to customers who visit it. Consumers will feel appreciated and treated well. Penawar Group also comprises of specialist doctors and qualified again shows their success. Besides that, a focus on business organization and corporate enterprise. Penawar Group is also the hospital secondary and tertiary medical services building. The company also is looking to expand its other services such as dialysis centers, nursing homes and psychiatric clinics across the country. Secrets behind the success of the Group is the Penawar Group with the strategic planning and quality and have a competent leader is Dr. Adnan Sulaiman and his brother, Azizan Sulaiman, a chartered accountant. They are highly educated in this medical knowledge. Among the strategies is to build a medical center with exclusive and attractive; using the air conditioner, sofa, television, aquarium and many others. In addition, a friendly reception and good and the staff responsible. Using expert medical doctors to work in the Penawar Group, a strategic development in the city of Johor, there are various treatments centers such as dialysis centers and pharmacies. In addition Penawar Group offers security courses, in-house training for companies and corporate industry and home care services throughout the area of Johor as well as offering major medical benefits to their employees. Strategies in management is also important to use modern equipment such as computers, using a uniform system, wearing a uniform and train employees to become more efficient and skilled in medicine.Among the trainings are given

as to give health talks and seminars, presentations in the housing and medical examination procedures. Penawar Group is also using all clinical branches and nearly 1000 companies listed on the bottom panel of the database, information can flow easily to the public and the targeted segment. Providing free services to rural and public health discussion is the company's efforts to maintain a friendly image. To provide high quality medical services to the public.

3. How do the nature and characteristic of the medical service impact Penawar Group operations?

a. Tangible
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Defination of tangible is a capable of being touched, held or preserved in physical from over time.

based on case studies that have been made, we found Penawar Group Sdn Bhd has a number of tangible characteristics that are used in carrying out its business activities. There are among the features are as follows tangible for the case.

All Poliklinik Penawar establishments have the same physical outlook and features, fully air conditioned with comfortable sofas, beatiful aquarium and a television set, and that would at least save one from boredom if there is a need to wait for the doctor.

b. Intangible
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The defination of intangible is a distinctive characteristic of service that makes it impossible to touch or hold on to them in same manner as physical goods.

in addition to carrying out medical activities, the company also provides services safety courses, in-house training for industrial and corporate companies, and home nursing service.

All members of the clinic staff are fully trained to assist the doctors ensuring efficent and do the fast service for their customer.

It does more than just providing primary health services, it also offers safety courses and training, provides consulting services to companies on health related matters, giving health talk and seminars, performing in-house medical examination and drugs related examination and procedure, besides providing inhouse clinic services if necessary.

Penawar Group Sdn Bhd standardize to every branch of Poliklinik Penawar to give same treatment and efficency to customer for the maintain the quality of their service and management.

Penawar Group Sdn Bhd give the free services to remote and neglected areas and holding public health talks has always been the companys effort to maintain its people friendly image.

4. How has the Penawar Group dealt with the issue that shapes marketing strategic for services firms? A service is an act or performance offered by one party to another. Although the process may be tied to a physical product, the performance is essentially intangible and does not normally result in ownership of any of factors of production.

COMPANY

INTERNAL MARKETING MARKETING

EXTERNAL

EMPLOYEES INTERACTIVE MARKETING

CUSTOMERS

To achieve the goals of profitability and service, firms should do more than traditional external marketing of the 4P's. . So, firms need to do three types of marketing of external marketing, internal marketing and interactive marketing External Marketing
y

External marketing is the communication link between the firm and the customer service whether it be communication, either directly or indirectly. External marketing also involves advertising print and electronic media is the medium of communication services that are easy to interact with the firm.

Polyclinic remedy such Dahlia Garden in Johor Bharu should do the advertising for the introduction of polyclinics and services and privileges available in polyclinics to the public. Advertising used to be in accordance with the subject or place to be advertised for example using fish mass media such as newspapers, magazines and so on.

Interactive Marketing

Interactive marketing is a direct communication with customers or face to face with customers. This is important because it is the place where the first perception of the customer service skills of employees done for example to treat customers well where the customer is concerned about quality and convenience for customers to use the services provided.

The communication skills should be taken seriously by doctors and staff at the polyclinics Dahlia Garden in Johor Bharu because they always deal with customers. In addition it may also play a role in protecting the good name of polyclinics many ways can the polyclinic is to maintain and strengthen ties between effective communication with customers through quality technical and quality functions such as giving health talks and seminars, performing in-houses medical examination and drugs related examination and procedure, besides providing in-houses clinic services

Internal Marketing
y

Internal marketing is a relationship between the company and employees that allow the relationship between workers standing in order to facilitate the problems facing the company can be resolved quickly without the existence of the gap between workers and superiors, in addition, workers can voice their opinions and problems without hesitation and using the center.

Polyclinics can provide training for increased productivity, motivation to encourage to raise their performance and bonuses to employees who performed a remarkable job