Written Assignment 2 – Target markets, positioning & customer behavior

Written Assignment 2 – Target markets, positioning & customer behavior

Overview:  For this second assignment, pick a health services organization (hospital, clinic, ambulatory, etc.) 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?

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Introduction

            Mayo clinic is one of the health care organizations which have a record of effective performance because the operation of this health care is meant to offer quality services rather than make profit. This organization is a nonprofit organization based in Minnesota in the United States and in this healthcare firm we find more than three thousand qualified medical practitioners willing to offer quality health care to various patients with various needs (Shaw, 2002). There are various departments where these physicians are allocated and grouped based on their specialty. To access the services….

APA

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