Future Strategy for the Vermont Catholic Charities Residential Care Homes

Vermont Catholic Charities, Inc. (VCCI) is a statewide social service agency which has been providing services to individuals and families since 1929.  The agency’s largest program is operating four residential care homes which represents approximately 80% of its revenue and expenses.  As Vermont continues to age, residential care housing will be needed to meet the needs of this growing population.  As such, more businesses have entered this market contributing to more competition.  Given this, there is much at stake to maximize sales (occupancy) to support and exceed expenses.  VCCI is hoping to leverage Notre Dame MBAs to evaluate the competitive landscape and market trends, determine if there are product/service gaps, and understand consumer perception and brand awareness of the homes. The end-goal is to produce a product and marketing strategy deck, including a market analysis to improve overall census and payer mix.

HOST VENUE ADDRESS

• Vermont Catholic Charities' office is located at 55 Joy Drive, South Burlington, VT  05403

REQUIRED PREREQUISITES

• Familiarity with health care or senior housing is helpful, but not necessary
• Interest in competitive analysis/market research
• Interest in brand awareness/perception

LEARNING OBJECTIVES

• Students will know how to prepare and present a market strategy deck
• Students will learn about the different levels of nursing care/housing options for older adults
• Students will explore the complexities of elder care and State regulations along with the challenges of a sustainable financial model in this business environment.