Marketing Plan

Ambassador

MARKETING PLAN

Prepared for:

Western International University

MKT-646: Strategic Concepts in Marketing

Professor Theodore Framan

August 24, 2010

Prepared by:

Linda Stallard

Table of Contents

EXECUTIVE SUMMARY Not Required For This Assignment

1. SITUATION ANALYSIS 3

1.1 Industry Analysis 3

1.2 Competitive Analysis…………………………………………………………………………………… 5

1.3 Customer Analysis 5

1.4 SWOT Analysis 7

2. OBJECTIVES 8

2.1 Corporate Objectives 8

2.2 Marketing Objectives 8

3. MARKETING STRATEGY 8

3.1 Core Strategy 8

4. MARKETING MIX 9

5. IMPLEMENTATION PLAN 11

5.1 Marketing & Sales ……………………………………………………………………………………. 11

6. PERFORMANCE EVALUATION AND MONITORING 12

6.1 Monitoring Ad Campaigns 12

7. FINANCIAL INFORMATION 13

7.1 Marketing Budget 13

8. CLOSING NOTES 13

1. SITUATION ANALYSIS

1.1 Industry Analysis

1.1.1 Market Characteristics

The healthcare industry is a wide and intensive form of services which are related to the well being of human beings. Healthcare is considered as a social sector and is generally provided by the State with the aid of the Federal Government. However, the United States has a large portion of privatized healthcare providers. In fact, Hospital Corporation of America (HCA), the nation’s leading provider of healthcare services includes 268 full-service hospitals in 20 states. The healthcare industry covers everything from physician and clinical services to dental, home health, and prescription drugs. In 2009, national healthcare expenditures reached $2.5 trillion and are expected to grow to $2.8 trillion by 2012. Approximately $789 billion of those expenditures is generated in hospitals. High-tech hospitals, a strong competitive force in today’s market, are gaining in popularity. According to industry analyst Datamonitor, spending on telemedicine, which now entails everything from remotely monitoring patients to analyzing medical...