Recommendation The most viable course of action is to open the facility to care for elderly Vietnamese. The first justification is the weak competition in the area. The intensity of competitive rivalry is a major determinant of market entry decision (Klein et al., 2020). The entry of new firms into a market adversely affects existing competitors. Guo et al. (2017) explain that when the threat of new entrants is high, existing firms often “use vagueness in their corporate communications to make their strategies and actions harder to discern” (p. 2073). Such aggressive tactics are intended to discourage potential entrants, consequently weakening the threat of new competitive entries. The Maryland Metro region has the fifth largest Vietnamese population, but it has no nursing home. The absence of direct competitors is an incentive to open the facility in the area. Besides that, penetrating the niche segment will facilitate differentiation of MANC’s services and help it exploit the high growth market. Also, the growing demand for in-home medical services indicates the target segment’s potential (Majumder et al., 2017). Lastly, the company has strong reputation and essential goodwill, a factor that would help attract endowment options. This point addresses the concerns over hiring new personnel, designing new programs, and customizing the company’s marketing content to meet its business goals and objectives. These points provide strong justification for opening the new facility. Strategic Plan Strategic Goals   * Develop and implement an assisted living services program to ensure that 75% of eligible low-income individuals in the Vietnamese community has access to in-home, group-home, and institutional care supports by December, 2020.   * Develop MANC’s capacity to deliver quality assisted living services to the Vietnamese population and other communities resulting in a 25% increase the rate of utilization of in-home, group-home, and institutional care by June, 2020. Overall, the first strategic goal seeks to enhance access to assisted living services within the Vietnamese population in Virginia. There is no single nursing home in the immediate northern Virginia and suburban Maryland area dedicated to providing assisted living social supports to low-income members of the Vietnamese population. The assisted living program will support Mr. Nguyen’s strong desire to help bridge the gap in providing care for the elderly as it will bring an environment that can meet their unique needs close to the local community. The United States tends to invest heavily in the provision of clinical services at the expense of addressing social and behavioural determinants of health, consequently perpetuating health inequalities (Ginter et al., 2013; Adler et al., 2016). The program will help overcome socioeconomic barriers to assisted living care, such as poverty and cultural and language differences, which remain perverse in the Vietnamese population. The second goal aims to ensure the sustainability of the assisted living program. A lack of and skills, cultural norms, and lack of buy-in are significant barriers to successful adoption of healthcare programs (Chan et al., 2017). Consequently, it is imperative to ensure that MANC has adequate capital, human