Marketing Strategy Development

This Stand-Alone Project requires you to assume the role of a marketing manager for an outpatient diagnostic center assigned to compile and execute a marketing strategy development process.Tables and graphics in support of your responses are encouraged.

Scenario:You have just been hired as a marketing manager for an outpatient diagnostic center that has been in business for a little over two years and that is within a one-mile radius of a large hospital located in a substantial medical community.The hospital provides some of the same services provided by the outpatient diagnostic center.The owner of the center is relying on you to come up with a plan that will bring in more patients and health care plan clients.The center has also been struggling with more than its share of unpaid accounts.

While this situation is, of course, a hypothetical one with respect to your role, your marketing strategy should be based on reality.Use an outline format with brief, descriptive steps and explanations.The following sections should serve as a guide to help you develop a marketing strategy that enables the diagnostic center for which you work to gain market share.

Part A Research and select the products and/or services provided by the outpatient diagnostic center. Provide a general identification and description of the products/services provided by the outpatient diagnostic center and create a corresponding list of the medical conditions they treat.Provide a SWOT Analysis that indicates how competitors’ offerings differ from each other in terms of strengths, weaknesses, opportunities, and threats.Indicate how the competitors’ offerings differ from the center’s offerings.Offer possible explanations about why the center may be experiencing more than its fair share of unpaid accounts.Contemplate the role the center’s pricing plays in the center’s current situation.Enumerate possible solutions to reduce unpaid accounts.Specify promotional efforts that can be utilized to address the center’s objective to increase patient and health care plan clients.Develop and explain any parts of the center’s offerings that can be utilized as an advantage.Identify and enumerate the viability of the center within its current physical environment.Identify the distribution delivery utilized by the center and how this can be optimized.

Part B Identify any direct competition and the impact this might be having, if any, on the center.Address each of the following: Five (5) forces that determine the intrinsic long-run profit attractiveness according to Michael Porter.Who are the competitors?What are the characteristics of the competitors?What role does each competitor fulfill in the community?

Part C Explain five (5) steps that the diagnostic center can take either alone or in any combination to address and solve the center’s current dilemma.What is your personal opinion of the likelihood of the center reaching its objective and the reasoning behind your conclusions?