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Marketing Management Individual Project: Discover Marketing Management
Javier Ramirez
Liberty University
BUSI 520: Strategic Marketing Management
Muriel Wilson
January 23,2022
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Discover Marketing Management
1. Provide a description of the product/ service and a brief history of the firm.
ChenMed is a primary care practice that was founded in 1970 by Dr. Jen-Ling James
Chen, the founder of the practice. He was diagnosed with cancer and according to the
specialist’s diagnosis, he was given two months to live. Because of the experience he and his
family had where profits were the focus and not the health of the patients, he was determined to
change the healthcare system to the neediest populations. That’s when ChenMed was founded, to
bring concierge-style medicine and better health outcomes to the neediest populations.
2. Explain your current or possible global marketing efforts.
Greg and Mark (2019) notes that that marketing is charged not just with creating
offerings that have value, but also with communicating, delivering and exchanging those
offerings. (Greg and Mark,2019 p. 55). That means that before coming with a strategy, is very
important to know the market. In this case ChenMed which is a national primary care practice
only within the United States, the efforts to make this practice global will require research to
know the market in other countries, the locations and which places in fact need affordable
primary care. Know the laws and what kind of marketing is allowed. According to Ronkainen
(1996) “international and national brands still play an important role. In general sense, a third of
consumers are fairly strongly brand inclined to the point of being brand loyal”. In the case of
ChenMed because is a domestic primary care practice, it will be required to study the market in
other countries, the needs of the consumers, the requirements to establish the practice.
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3. Explain the organization’s mission. Provide its mission statement or create one if
necessary.
The current mission of ChenMed is “We honor Seniors with affordable VIP care that
delivers better health.” The better way to explain the mission is by stating the whole statement or
the so call “The ChenMed Way”. It starts with the vision “Everyone wins when we achieve our
vision: To be America’s leading primary care provider, transforming care of the neediest
populations. Then the mission “We achieve our vision by delivering our mission. We honor
seniors with affordable VIP care that delivers better health”. How the mission can be delivered?
That’s when the Core Model explains the how. “We deliver the mission when we execute the
core model. It consists of PCP led Care Teams that deliver VIP service, detect and manage high-
risk diseases and reduce hospital sick days. Everything will accomplish with their values of
Love, Accountability and Passion.
4. Explain your competitive strategy.
According to Pertusa-Ortega et al. (2010) “Decisions about the design of the organization
and the competitive strategy of a firm are very important in order to gain competitive advantage
and to improve firm performance”. For ChenMed the best option for competitive strategy will be
the differentiation. ChenMed is a unique Christian based primary care practice that only purpose
is to give the best care to seniors, by giving them VIP service, no fee for door-to-door
transportation and much more. In today’s healthcare situation and how it works, ChenMed is
gaining the trust of the patients by offering different services that other conventional primary
care practices don’t offer. This will be the best option to apply because the practice will be
providing different and unique services that the patients will value and make them loyal.
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5. Conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis for the
organization.
Strengths: ChenMed is growing rapidly by opening new offices around Florida, North
Carolina, South Carolina, Texas, Illinois, Georgia, last year the company was certified “Great
place to Work”, the culture within the company is clear, consistent in what they advertise and
profess in the mission and vision, the core values express love and passion to the seniors and to
the employees.
Weaknesses: ChenMed as is growing rapidly but the hire percentage is lower, in order to
maintain the quality of service. The model of the treatment is sometimes very complicated to the
patients, this should be more friendly and easy for them.
Opportunities: As new locations open, new hires will happen, and more seniors will be
healthier.
Threats: Some insurances that stop their contracts with ChenMed , that cause patients to
leave the practice to other competitors.
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References
Marshall, G., & Johnston, M. (2019). ISE Marketing Management (3rd ed.). McGraw-
Hill Education.
Ronkainen, I. A., & Menezes, I. (1996). Implementing global marketing strategy: AN
interview with Whirlpool Corporation. International Marketing Review, 13(3), 56-63.
http://dx.doi.org/10.1108/02651339610122991
Pertusa-Ortega, E., Molina-Azorín, J.,F., & Claver-Cortés, E. (2010). Competitive
strategy, structure and firm performance: A comparison of the resource-based view and the
contingency approach. Management Decision, 48(8), 1282-1303.
http://dx.doi.org/10.1108/00251741011076799
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