Overview: For this
second assignment, pick a health services organization of your choice and
conduct an analysis of its target markets, how it is positioned in the
marketplace, and what kind of behaviors its customers exhibit when selecting
their services. This includes topics covered in Weeks 3 and
4. Your research can include your own experiences with the
organization, experiences of friends or relatives, the organization’s website,
a visit to the organization (if possible), websites of competitors, library
research on the service category, any notes from the overview and readings for
Weeks 3 and 4, and any other place you think you can find information to
provide depth to your analysis.
After completing your
research, prepare your Written Assignment 2 as directed by the general
guidelines for written assignments in the syllabus, project descriptions, by
answering each of the following questions in turn:
1.
Name and describe the health
service organization.
2.
Describe its primary target
market in terms of the segmentation variables presented in the Week 4 Overview.
You can use the PRISM system or describe it yourself.
3.
What kind of behaviors do its
patients/clients exhibit when making a decision to use the organization’s
services? Might want to refer to the Health Service Model.
4.
What do you think is the
organization’s value proposition? Use the generic value propositions
outlined in the Week 4 Overview.
5.
Describe the organization’s
primary competitors. If possible, prepare a positioning map using two
variables important to the patients/clients of the organization.
6.
Based on your competitive
analysis, what do you is the organization’s competitive position?
7.
What recommendations would you
make for changes to the organization’s target market, services or competitive
position and why?
