Assessment of the current situation at a health services organization

Assessment of the current situation at a health services organization –

Task – You will be picking and analyzing a current health services organization in terms of its current situation and focus on its customers.

Approach your written assignment as follows:

Pick a health services organization that you may work for or with which you are familiar.  It can be a local or national organization. University of Maryland Medical Systems

Research the organization by visiting its website and, if possible, its location. (UMMS (University of Maryland Capital Region Health)

What are their corporate level goals?

Who are their customers?

Marketing Program
Competitive Analysis Worksheet
Industry category: (ex. sports utility vehicles) ______________________________
Subcategory: (ex. midsized) ____________________________________________
Subcategory: (ex. hybrids) _____________________________________________
Directions: List your product in the first cell of the Product Name column, then list
each major direct competitor in the cells beneath. Think of a product subcategory
and determine the main criteria by which the products in that subcategory compete.
Replace the four column titles to the right with those criteria (for example, Criterion
1 becomes Speed). Conduct research to fill in each cell with the relevant
information.
Product
Name
Criterion 1
Criterion 2
Criterion 3
Criterion 4
Use your table to identify the competitive position of each product.
Competitive
Position
Product
Name(s)
Basis for Position (e.g., product
leadership, cost leadership)
Market leader
Market challenger
Market nicher
Possible sources of information: Hoovers.com, industry publications, product brochures, comparison
websites
Marketing Program
SWOT Analysis Worksheet
Directions: Carefully read the case study and note every strength, weakness, opportunity,
and threat. Don’t forget to look at the exhibits and charts; these can point out important
information for your SWOT analysis. You don’t need to fill in every cell in the tables,
although some cells may have several entries. You may need to conduct additional research
on the industry, the economic climate, and other topics to fully understand the environment
in which the company operates.
Internal Micro
Environmental Factor
These are strengths;
they will help the
marketing effort
These are weaknesses;
they will hinder the
marketing effort
These are opportunities
for the company in its
marketing efforts
These are threats to the
company’s marketing
efforts
a. Company
b. Suppliers
c. Intermediaries
d. Competitors
e. Publics
f. Customers
External Macro
Environmental Factor
a. Demographic trends in the
population
b. Cultural influences affecting
consumer decision-making
c. Natural resources needed
as inputs by marketer
d. Political or economic
conditions affecting
consumers’ purchasing power
e. New technologies impacting
the industry
f. Laws, agencies, or pressure
groups that could limit or
enhance marketing
Develop a conclusion based on your SWOT analysis that takes into account the most
important strengths, weaknesses, opportunities, and threats and their overall impact on the
marketing effort. Take this conclusion into consideration when making your final
recommendation.