The paper “ The Always Young Centre’ s Strategic Business Plan” is a perfect variant of case study on business. The dynamics of living have had global impacts. The number of elderly has been increasing with the increase in life expectancy. The demographics of age change have been changing, with countries recording reducing birth rates and lower death rates, hence resulting in more elderly people. According to the United Nations estimates, the number of persons between the ages of 0-14 years constitutes 26.3 of all the persons in the world. Persons aged between 15-64 years represent 65.9% of the population.
The persons aged 65 years and over make up 7.9% of the population. In Australia, according to Population Division of the Department of Economic and Social Affairs of the United Nations Secretariat, the percentage of persons aged between 0-4 years constitute 6.3 percent, Percentage aged 5-14 years make up 12.6 percent of the population. The percentage of persons aged between 15-24 years make up 13.6 percent, and 48.1 percent of the citizens are aged between 25 and 60 years. The Percentage of persons aged 60 or over years is 19.5 percent, those aged 65 years or over are 13.9 percent while those aged over that 80 percent are 3.9 percent.
The elderly therefore make up a substantial percentage of the Australian population. Considering that the birth rates and life expectancy are increasing the percentage of elderly persons is projected to rise gradually. The development of social facilities in the country has not been as dynamic as the changes in population; consequently, the elderly persons have been secluded to a life of loneliness.
The elderly persons are relatively less active physically; therefore, they tend to have relatively fewer friends. Moreover, the limited number of social amenities has condemned the persons to live in seclusion and solitude. Always young is a revolutionary business that offers entertainment-based social services to elderly persons in Australia. The business is modeled on customer consciousness concept, where the individualized needs of the customers are considered, and services tailored to suit every client. The role played by the elderly as a potential economic market has been appreciated by several studies and supported by authors such as who are of the opinion that in the twenty-first century, the elderly consumers has been characterized as new marketing approach referred to as a “ Mature Market” .Executive SummaryThe Always Young center is aimed at serving the elderly, with a strategic objective of gaining a thirty percent market share, three years after its inception.
The company which intends to begin operations in the year 2011, shall be located in Brisbane, Queensland state in Australia. The center shall focus on dynamism in offering customer-oriented products and services, for the elderly customers and at all times shall be responsive to the needs of the customer.
It is intended to provide the residents of Queensland and surrounding areas superior elderly people’ s entertainment and related services. The prevailing entertainment prices in the town provide an opportunity for the center to attain a break-even point within one year of operation. To gain strategic competitive advantage and mitigate against risks the firm shall employ an array of techniques such as having minimal overhead costs, aggressive marketing, online payment options and employing multi-skilled staff.
Other strategies are utilizing Enterprise Resource Planning computerization to centralize and management operations, quality differentiated products and services to suit the specific needs of different customers, having community involvement services, having a wide selection of products and services, strategic location and building an excellent customer base. This shall all ensure that Always Young entertainment center becomes an enigma in the entertainment field in Australia, and a favorite destination for the elderly.