Case Name :      Beijing Toronto International Hospital

Authors :           Kenneth G. Hardy, Ken Mark

Source :             Ivey Publishing

Case ID :            901A06

Discipline :        Marketing

Case Length :    18 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Beijing Toronto International Hospital was a new private facility being built in Beijing that would offer a full range of general and specialized Western-quality medical services to a very specific market segment: expatriates and wealthy Chinese families. Membership cards were sold that entitled each member to a distinct level of hospital service. The CEO found that as the building neared completion, only a few memberships had been sold, which resulted in a cash shortage. He did not know why sales failed to materialize as expected, but felt that he must redirect and revitalize the marketing campaign. He considered several options and had to determine what would work best in the Chinese market.