The aim of our project is to empower a select group of students to carry out market research on our target customers, with the objective of expanding our senior care services and improving our current service offerings. Our organization is dedicated to delivering compassionate and personalized care for seniors wherever and whenever needed hence this project will gather up-to-date evidence and data on the current needs and preferences of our senior population and their respective families. Upon the project's conclusion, learners will provide a comprehensive written report that includes recommendations on strategic plan for expansion and guidance on how we can improve our services for a truly personalized and unique competitive advantage.

Project activities include the following:

• Identify and analyze competitors in the senior care industry. Understand their services and marketing approaches.
• Conduct surveys through interviews and phone calls to gather insights into the current needs and preferences of seniors and their families such as but not limited to customizing their care, pricing and type of care needed.
• Explore and suggest technological tools such as but not limited to CRM system and other automations to streamline the operations and communications within and outside the organization.
• Develop a robust marketing strategy that is evidenced-based and pragmatic, resonating with the target audiences.
• Create a report on the most effective way to reach the target audiences and develop recommendations on how the company could improve on their service provision and competitive advantage.