Assignment 2: A New Marketing Opportunity
The CEO of your firm has just announced that
the organization is considering two diverse strategies to increase
business: marketing healthcare services to the mature healthcare
consumer, or marketing healthcare services to international consumers.
1) Read the following two articles:
- Fell, D. (2002). Taking the U.S. health services overseas. Marketing Health Services, 22(2), 21-23. Click here to read the article.
- Marsh, D. (2010). Marketing to the mature marketplace. Marketing Health Services, 30(1), 12–17. Click here to read the article.
2) Draft two separate marketing proposals for the
organization. Each proposal should be based on a marketing strategy
covered in the course.
In a separate 6- to 7-page Microsoft Word document
3) Explain which proposal best supports the marketing
opportunities outlined by the firm’s CEO. In other words, does targeting
one or the other group make sense in light of either of the proposals
you have just drafted?
4) Decide which (if either) of the strategies should be a
part of your marketing proposal. Explain why and be sure to address
each of the following:
- The opportunities available to the organization by
marketing healthcare services to the mature marketplace and the
opportunities available to the organization by marketing healthcare
services to the international consumer. - How either or both of the opportunities compliment or conflict with the organization’s current marketing strategy.
- What recommendations you would make to the CEO concerning the two proposals
Expert Solution Preview
Introduction:
Marketing healthcare services to different groups of consumers requires a strategic approach to capitalize on market opportunities. This assignment presents two marketing proposals to increase business for an organization by marketing healthcare services to mature healthcare consumers and international consumers, respectively. The goal of this assignment is to offer recommendations to the CEO on which proposal best supports the marketing opportunities outlined. This paper will analyze the options available to the organization, the compatibility or conflict with the current marketing strategy, and recommendations.
1) What are the two diverse marketing strategies the CEO of the organization is considering to increase business?
The CEO of the organization is considering marketing healthcare services to mature healthcare consumers and international consumers to increase business.
2) What are the objectives of the assignment?
The objectives of the assignment are to read the two articles, draft two separate marketing proposals for the organization, explain which proposal best supports the marketing opportunities outlined by the CEO, and decide which (if either) of the strategies should be a part of the marketing proposal and offer recommendations.
3) Which proposal best supports the marketing opportunities outlined by the firm’s CEO? In other words, does targeting one or the other group make sense in light of either of the proposals you have just drafted?
After analyzing the marketing proposals, targeting international consumers best supports the marketing opportunities outlined by the firm’s CEO. The proposal to market healthcare services to international consumers aligns with the organization’s objectives to expand globally and tap into new markets. The proposal identifies the needs and wants of international consumers, and the organization’s capabilities to meet those needs. The proposal outlines the potential revenues from the target market and how the organization can leverage its strengths to gain a competitive advantage.
On the other hand, targeting mature healthcare consumers presents a challenge, mainly due to the complexity of the market. The mature healthcare consumer market is diverse and requires tailor-made solutions to meet their specific needs. The proposal outlines the potential market size and the organization’s capabilities to provide healthcare services to the target market. However, the proposal fails to provide a clear-cut strategy on how the organization intends to tackle the challenges associated with the mature healthcare market.
4) Which (if either) of the strategies should be a part of your marketing proposal? Explain your answer and address the following: The opportunities available to the organization by marketing healthcare services to the mature marketplace and the opportunities available to the organization by marketing healthcare services to the international consumer. How either or both of the opportunities complement or conflict with the organization’s current marketing strategy. What recommendations you would make to the CEO concerning the two proposals.
Based on the analysis, the organization should focus on marketing healthcare services to international consumers as a part of its marketing proposal. The international consumer market presents significant opportunities for the organization to grow its revenues and expand globally. The market is vast and diverse, providing numerous opportunities for the organization to offer tailored healthcare services to different segments in the market.
Marketing healthcare services to mature healthcare consumers presents an opportunity for the organization, but it is not the best option for the organization at the moment. The mature healthcare market is complex and requires a lot of resources to penetrate successfully. The organization could tap into the mature healthcare market in the future after establishing itself in the international consumer market.
Marketing healthcare services to international consumers complements the organization’s current marketing strategy by expanding its market coverage and diversifying its revenue streams. The organization can leverage its strengths, such as its service quality, technological capability, and expertise, to offer healthcare services that match the needs of the international consumer market.
To ensure the success of the marketing proposal, the organization needs to invest in market research to understand the specific needs and preferences of the international consumer market. The organization should also develop partnerships and collaborations with local healthcare providers in the target market to enhance its service delivery capabilities. Lastly, the organization should focus on building brand awareness in the target market through local marketing and advertisement campaigns.
In conclusion, the organization should focus on marketing healthcare services to international consumers to capitalize on market opportunities. The organization should take a strategic approach to offer healthcare services that match the expectations of the international consumers and build partnerships and collaborations with local healthcare providers to enhance its service delivery capabilities in the target market.
