Paper based on information in case study: Stopping Outshipping

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Case Study 2: Stopping Outshopping

Due Week 7 and worth 220 points

Read the case study titled “Stopping Outshopping”, located in the online course shell. Then, use the Internet or Strayer databases to research similar marketing strategies in the health care industry.

Write a four to six (4-6) page paper in which you:

1. Based on the textbook’s summary of Timothy’s philosophy of continually striving for excellence, determine whether or not Scarlet Hospital was prepared to compete with the establishment in Salem even before the highway improvement mandated such an upgrade in delivery health care services.

2. Examine the potential lessons that the “Stopping Outshopping” case could teach health care executives about complacency.

3. Evaluate the potential value of Michael Porter's Five Forces analysis and SWOT Analysis for effective decision making, in its ability to help Scarlet Hospital protect its market share and thus decrease the chance of losing patients to other institutions in Salem.

4. Appraise the value of the Balanced Scorecard model in its ability to help Scarlet Hospital executives reinforce its defensive marketing strategy.

5. Propose a one (1) page offensive marketing strategy (i.e. communication, branding, innovation, etc.) that Scarlet Hospital should deploy in order to turn the table on Salam-based health care providers and improve its competitive marketing position.

6. Use at least five (5) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

· Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.

· Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

· Examine the marketing research process and market segmentation strategies in the health care industry.

· Integrate the SWOT Analysis into viable recommendations to meet the health care services organization’s operating requirements.

· Analyze the components of the balanced scorecard and conduct trend and ratio analysis to assess health strategic marketing.

· Apply Michael Porter's Five Forces analysis for effective decision making to efficiently utilize health services resources and achieve organizational goals.

· Explain the impact that the population and societal, competitive, and financial forces have on health care services.

· Use technology and information resources to research issues in health services strategic marketing.

· Write clearly and concisely about health services strategic marketing using proper writing mechanics.

Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.

Points: 220	Case Study 2: Stopping Outshopping
Criteria	Unacceptable Below 70% F	Fair 70-79% C	Proficient 80-89% B	Exemplary 90-100% A
1. Based on the textbook’s summary of Timothy’s philosophy of continually striving for excellence, determine whether or not Scarlet Hospital was prepared to compete with the establishment in Salem even before the highway improvement mandated such an upgrade in delivery health care services. Weight: 15%	Did not submit or incompletely determined whether or not Scarlet Hospital was prepared to compete with the establishment in Salem even before the highway improvement mandated such an upgrade in delivery health care services.	Partially determined whether or not Scarlet Hospital was prepared to compete with the establishment in Salem even before the highway improvement mandated such an upgrade in delivery health care services.	Satisfactorily determined whether or not Scarlet Hospital was prepared to compete with the establishment in Salem even before the highway improvement mandated such an upgrade in delivery health care services.	Thoroughly determined whether or not Scarlet Hospital was prepared to compete with the establishment in Salem even before the highway improvement mandated such an upgrade in delivery health care services.
2. Examine the potential lessons that the “Stopping Outshopping” case could teach health care executives about complacency. Weight: 15%	Did not submit or incompletely examined the potential lessons that the “Stopping Outshopping” case could teach health care executives about complacency.	Partially examined the potential lessons that the “Stopping Outshopping” case could teach health care executives about complacency.	Satisfactorily examined the potential lessons that the “Stopping Outshopping” case could teach health care executives about complacency.	Thoroughly examined the potential lessons that the “Stopping Outshopping” case could teach health care executives about complacency.
3. Evaluate the potential value of Michael Porter's Five Forces analysis and SWOT Analysis for effective decision making, in its ability to help Scarlet Hospital protect its market share and thus decrease the chance of losing patients to other institutions in Salem. Weight: 20%	Did not submit or incompletely evaluated the potential value of Michael Porter's Five Forces analysis and SWOT Analysis for effective decision making, in its ability to help Scarlet Hospital protect its market share and thus decrease the chance of losing patients to other institutions in Salem.	Partially evaluated the potential value of Michael Porter's Five Forces analysis and SWOT Analysis for effective decision making, in its ability to help Scarlet Hospital protect its market share and thus decrease the chance of losing patients to other institutions in Salem.	Satisfactorily evaluated the potential value of Michael Porter's Five Forces analysis and SWOT Analysis for effective decision making, in its ability to help Scarlet Hospital protect its market share and thus decrease the chance of losing patients to other institutions in Salem.	Thoroughly evaluated the potential value of Michael Porter's Five Forces analysis and SWOT Analysis for effective decision making, in its ability to help Scarlet Hospital protect its market share and thus decrease the chance of losing patients to other institutions in Salem.
4. Appraise the value of the Balanced Scorecard model in its ability to help Scarlet Hospital executives reinforce its defensive marketing strategy. Weight: 20%	Did not submit or incompletely appraised the value of the Balanced Scorecard model in its ability to help Scarlet Hospital executives reinforce its defensive marketing strategy.	Partially appraised the value of the Balanced Scorecard model in its ability to help Scarlet Hospital executives reinforce its defensive marketing strategy.	Satisfactorily appraised the value of the Balanced Scorecard model in its ability to help Scarlet Hospital executives reinforce its defensive marketing strategy.	Thoroughly appraised the value of the Balanced Scorecard model in its ability to help Scarlet Hospital executives reinforce its defensive marketing strategy.
5. Propose a one (1)	Did not submit or	Partially proposed a	Satisfactorily	Thoroughly proposed

page offensive marketing strategy (i.e. communication, branding, innovation, etc.) that Scarlet Hospital should deploy in order to turn the table on Salam- based health care providers and improve its competitive marketing position.

Weight: 15%

incompletely proposed a one (1) page offensive marketing strategy (i.e. communication, branding, innovation, etc.) that Scarlet Hospital should deploy in order to turn the table on Salam- based health care providers and improve its competitive marketing position.

one (1) page offensive marketing strategy (i.e. communication, branding, innovation, etc.) that Scarlet Hospital should deploy in order to turn the table on Salam- based health care providers and improve its competitive marketing position.

proposed a one (1) page offensive marketing strategy (i.e. communication, branding, innovation, etc.) that Scarlet Hospital should deploy in order to turn the table on Salam-based health care providers and improve its competitive marketing position.

a one (1) page offensive marketing strategy (i.e. communication, branding, innovation, etc.) that Scarlet Hospital should deploy in order to turn the table on Salam-based health care providers and improve its competitive marketing position.

6. 5 references Weight 5%

No references provided

Does not meet the required number of references; some or all references poor quality choices.

Meets number of required references; all references high quality choices.

Exceeds number of required references; all references high quality choices.

7. Clarity, writing mechanics, and formatting requirements Weight: 10%

More than 6 errors present

5-6 errors present

3-4 errors present

0-2 errors present

Case Study 3: Missed Opportunities

Due Week 9 and worth 200 points

Read the case study titled “Missed Opportunities”, located in the online course shell. Write a four to six (4-6) page paper in which you:

1. Examine the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Interpret the reaction of customers and other community stakeholders to the billboard postings.

2. Use competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings.

3. Recommend the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Justify why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies.

4. Assess the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Justify your response.

5. Use at least five (5) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

The specific course learning outcomes associated with this assignment are:

· Evaluate marketing research tools involved in the marketing process.

· Formulate competitive market entry strategies based on analysis of global markets that comply to initiatives in the health care industry.

· Determine the marketing communications strategy used in health care services.

· Use technology and information resources to research issues in health services strategic marketing.

· Write clearly and concisely about health services strategic marketing using proper writing mechanics.

Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.

Points: 200	Case Study 3: Missed Opportunities
Criteria	Unacceptable Below 70% F	Fair 70-79% C	Proficient 80-89% B	Exemplary 90-100% A
1. Examine the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to	Did not submit or incompletely examined the pros and cons from the perspective of Crestview Hospital	Partially examined the pros and cons from the perspective of Crestview Hospital of the placement of its new	Satisfactorily examined the pros and cons from the perspective of Crestview Hospital of the placement of	Thoroughly examined the pros and cons from the perspective of Crestview Hospital of the placement of its

Briarwood Medical Center. Interpret the reaction of customers and other community stakeholders to the billboard postings. Weight: 25%	of the placement of its new billboard directly adjacent to Briarwood Medical Center. Did not submit or incompletely interpreted the reaction of customers and other community stakeholders to the billboard postings.	billboard directly adjacent to Briarwood Medical Center. Partially interpreted the reaction of customers and other community stakeholders to the billboard postings.	its new billboard directly adjacent to Briarwood Medical Center. Satisfactorily interpreted the reaction of customers and other community stakeholders to the billboard postings.	new billboard directly adjacent to Briarwood Medical Center. Thoroughly interpreted the reaction of customers and other community stakeholders to the billboard postings.
2. Use competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings. Weight: 20%	Did not submit or incompletely used competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings.	Partially incompletely used competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings.	Satisfactorily incompletely used competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings.	Thoroughly incompletely used competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings.
3. Recommend the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Justify why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies. Weight: 20%	Did not submit or incompletely recommended the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Did not submit or incompletely justified why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies.	Partially recommended the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Partially justified why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies.	Satisfactorily recommended the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Satisfactorily justified why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies.	Thoroughly recommended the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Thoroughly justified why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies.
4. Assess the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Justify your response. Weight: 20%	Did not submit or incompletely assessed the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Did not	Partially assessed the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Partially justified your response.	Satisfactorily assessed the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Satisfactorily	Thoroughly assessed the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Thoroughly justified your response.

	submit or incompletely justified your response.		justified your response.
5. 5 references Weight: 5%	No references provided	Does not meet the required number of references; some or all references poor quality choices.	Meets number of required references; all references high quality choices.	Exceeds number of required references; all references high quality choices.
6. Clarity, writing mechanics, and formatting requirements Weight: 10%	More than 6 errors present	5-6 errors present	3-4 errors present	0-2 errors present

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