Case Name :      Fundación Bringas Hahgenbeck (FBH): Serving the Needs of Mexican Senior Citizens

Authors :           Mary Conway Dato-on

Source :             Ivey Publishing

Case ID :            W14157

Discipline :        Marketing

Case Length :    18 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The director of the Fundación Bringas Haghenback (FBH), a non-profit community service organization in Mexico City, was preparing to present alternative market strategies to the board of directors for the three senior citizen homes run by the foundation. She hired a consulting team to research the services and marketing of each home as well as the external environment. She knew the demographic shifts in the Mexican population projected a drastic need for senior living facilities but had not yet decided how to meet the need. She faced the challenge of compiling the information into a convincing recommendation.