Marketing and strategic roadmap for orthotic center at APD

Abstract

In this project we studied the Orthotics and Prosthetics Appliances Division (OPAD) of Association of People with Disability (APD), a Non-Governmental organization (NGO) and we have come up with strategic options which will help OPAD to grow and become self-sustainable. The Approach: In order to understand the market and APD, we used available theoretical frameworks like Macmillan s Matrix , Theory of Business , etc. From the situational assessment the following are the key learning s1. Market potential is high in rural areas.2. Distribution of Products/Services in the rural market remains a challenge.3. There is a fit between the vision, mission, values of APD and the program (OPAD)4. Application of The Macmillan Matrix framework suggests OPAD to build its Strength or Get Out.5. The Product plus Service aspect of the business bring about new challenges. We have analyzed the strategies pursued by NGOs and keeping in mind the values and mission of APD. The following strategies seem to be applicable Usage Maximization, Partial Cost Recovery, Fees for Service, New Revenue Strategies and Legitimization Strategies The following factors would play crucial role in helping OPAD realize its objectives1. Price Performance: The product has deliver value at the given price.2. Strategic Alliances: Alliances have to be forged to succeed in this market place.3. Educate the customers: The customer has to be made aware of the products and its utility.4. Process Innovation: The process has to re-design to suit the infrastructure. The following are the recommendations for OPAD1. Eco-system development strategy: Focus on PHC s in the taluk levels to build theecosystem.2. Differential pricing strategy: Adopt a differential pricing strategy which shall enable growth and sustenance.