Subject: General Questions    / General General Questions

WRITTEN ASSIGNMENT 2 – TARGET MARKETS, POSITIONING & CUSTOMER BEHAVIOR

– WORTH 20% OF THE GRADE

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:

* Name and describe the health service organization.

* 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.

* 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.

* What do you think is the organization’s value proposition? Use the

generic value propositions outlined in the Week 4 Overview.

* Describe the organization’s primary competitors. If possible,

prepare a positioning map using two variables important to the

patients/clients of the organization.

* Based on your competitive analysis, what do you is the

organization’s competitive position?

* What recommendations would you make for changes to the

organization’s target market, services or competitive position and

why?

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