THIS IS AN INDIVIDUAL ASSIGNMENT –

Target: 

• Assess marketing activities based on organizational strategy and objectives and market opportunities in order to recommend improvements

Overview:  Pick a health services organization of your choice and conduct an analysis of its target markets, how it is positioned in the marketplace.  Your research can include your own experiences with the organization, experiences of friends or relatives, the organization’s website, a visit to the organization (if possible), websites of competitors, library research on the service category, and any other place you think you can find credible information to provide depth to your analysis.

After completing your research, prepare your MEMO as directed by the general guidelines for written assignments in the syllabus, project descriptions, by answering each of the following questions in turn:

1. Name and describe the health service organization. Define its product/service background.
2. Describe its primary target market in terms of the segmentation variables. You can use the Claritas Zip Code Look-up system or describe it yourself.
3. Describe the organization’s primary competitors.  If possible, prepare a positioning map using two variables important to the patients/clients of the organization.
4. Based on your competitive analysis, what do you is the organization’s competitive position?
5. What recommendations would you make for changes to the organization’s target market, services or competitive position and why?

SOLUTION

                                         Memo

To: Professor Tom Jensen
From: Student
Date: 11/12/2024
Subject: Strategic Analysis and Recommendations for Kaiser Permanente

For this study, I chose Kaiser Permanente, one of the largest and most integrated healthcare providers in the United States. Kaiser Permanente, founded in 1945, provides healthcare services through a unique framework that blends a non-profit health plan with medical facilities and a large physician network. Kaiser has more than 12 million members and operates in several states, including California, Colorado, Oregon, and Washington. Kaiser Permanente’s healthcare approach focuses on preventive care, offering primary and specialist care as well as hospital, mental health, and wellness programs. Kaiser’s strategy is motivated by its objective to deliver affordable, high-quality healthcare services while prioritizing equity and patient-centered care…..

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