Offensive Marketing Plan Paper

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Offensive Marketing Plan Paper

Description

Read the case study, Stopping Outshopping [PDF] (also found in Chapter 32 of your textbook). Then, use the Internet or Strayer library to research similar marketing strategies in the health care industry.

Assignment Instructions

Your task is to create an offensive marketing plan for Scarlet Hospital. The competition has already created a marketing plan that advertises in your area, so your marketing plan should reflect that.

CHAPTER 39 IN HEALTH CARE MARKETING OUTLINES PHILIP KOTLER’S MARKETING PLAN. READ THROUGH THIS TO UNDERSTAND WHAT YOU WILL NEED TO INCLUDE IN YOUR PLAN.

Your plan should be 4–6 pages and include the following eight sections:

An Executive Summary and Table of Contents that summarizes the key points of the marketing plan including any recommendations and strategies and has an itemized table of contents for the plan that make each of the sections easy to find. Offensive Marketing Plan Paper

An explanation of the Current Marketing Situation that determines whether Scarlet Hospital is ready to fully compete aggressively based on market research, and existing marketing plan.

An Opportunity and Issue Analysis that assesses the existing marketing plan, while making recommendations on the direction Scarlet Hospital should follow. It should also include a review of the Scarlet hospital strategy for assessing the potential for a change or enhancement to generate revenue.

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Objectives for an offensive marketing plan using techniques like market penetration, market development and product development.

A Market Strategy that proposes a one-page offensive strategy (such as communication, branding, or innovation) that Scarlet Hospital should deploy in order to turn the table on opposing health care providers and improve its competitive marketing position.

  1. An outline of Action Programs that can be put in place by Scarlet Hospital to protect its market share and thus decrease the chance of losing patients to other institutions. Action programs should also reflect an awareness of the current events that contribute to the risk of losing patients to other institutions.
  2. Financial Projections that allow Scarlet Hospital to determine if any financial reinforcement is needed for the offensive marketing strategy.
  3. Implementation Controls that include a review of the marketing team’s plan, communication and project timeline to ensure those pieces contribute to the success of the marketing strategy being implemented.  Offensive Marketing Plan Paper