Introduction Established by Tafa Jefferson in 2007, Amada Senior Care possesses 15 franchised divisions, with the first division franchised in 2012. The company is headquartered in Orange County, CA and has currently been registered in all states of the US except Rhode Island, Virginia and Hawaii. Primarily, Amada Senior Care aims at improving people’s living standards by providing encouraging and considerate non-health care. It is also committed to providing guidance and counselling to families, professionals and other individuals. Amada Senior Care is always on the verge to improve their services while progressively struggling to achieve outstanding customer experience. In addition, the company offers regular training to its staff. Due to such exceptional efforts, the company has remained on top of the game compared to other companies and franchise units offering non-medical care services as Amada. Amada Senior Care’s Marketing Mix It is vital to note that globalization has contemporarily transformed economic concepts in the non-medical care realm, just like any other field. This approach has successfully levelled the playing ground for all non-medical care entities, such as Amada Senior Care, allowing them to improve their performance in the marketplace while bringing to an end a number of traditional practices in the field (Hogan 7). More significantly, the perceptual swing applies to the companies’ marketing mix too. In particular, practices such as public relations, sales, promotion and advertising, which initially dictated the customary marketing mix, are gradually being razed to the ground. This shift certainly poses both a grave challenge and a rare opportunity to the players in the marketplace (Ferry 33). Amada Senior Care has always taken advantage of a rare opportunity, while at the same time, adopting new practices to stand the grave challenge. Taking into consideration the fact that traditional practices, such as promotion and advertisement that anciently spiced up companies’ market mix have today been torn down, entities must, therefore, look for new ways of modifying their market mix to cope up with their counterparts in the industry. For Amada Senior Care, the organization is committed to providing efficient in-home care practice using exceptional communication tools merged together with equally outstanding customer services (Hogan 112). Today, clients are increasingly looking for non-medical agencies that can provide solutions to all their problems under one roof. Furthermore, the elderly will always look for companies, such as Amada Senior Care, who are committed to making their lives more comfortable, as well as improving their standards of living. Other non-health care providers must also come up with techniques to reach their target customers effectively and offer them quality services. Assessment of Years on Operation, Growth Rates and Sales History Since its establishment in 2007, Amada Senior Care has come up with a number of strategies that have boosted it to become one of the leading and fastest developing senior care agencies in Southern California. For instance, the company has provided support to its franchise partners that enable them to develop their individual in-home care businesses. This way, the company has managed to attract an extremely large following, as well as gain unmatched popularity in Southern California. In addi