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Global Strategy

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As a group, you will develop a marketing plan to launch the following product into a foreign environment. 

The Food and Drug Administration (FDA) has cleared the first device for diabetics which, integrates a glucose meter and an insulin pump with a dose calculator into one device. The product, made by several American corporations, combines an insulin pump with a glucose monitor and facilitates data interchange between the two. The use of the integrated system is expected to make it more convenient for people to manage their diabetes. Manufacturing companies in the U.S. operate as medical products and services companies with expertise in medical devices to assist healthcare professionals and their patients. The companies’ products are used by hospitals, clinical and medical research laboratories, blood and plasma collection centers, rehabilitation centers, nursing homes, doctors’ offices and by patients at home under physician supervision. It is anticipated that several of these companies may be interested in exploring the possibilities of marketing this product to other countries with high market potential. As a research specialist for global markets, working for a marketing research consulting company anticipating research services in this field, you and your team have been charged with the responsibility of choosing a U.S. company, selecting a country-market, and developing a marketing plan for the company/country. Your marketing plan should be concise and to the point–a blue print of how to get your company from where it is to where you want it to be in the short term (one year). The plan should focus on a marketing objective and how you intend to accomplish this objective. You will start working on the assignment in this unit, but the final product is not due until the last unit (5). Use the guideline below to develop a marketing plan for your company. (Check the announcement page for the project’s grading rubric).

Phase I 

  1. Discuss the background of the chosen company and product.
  2. Develop and discuss the importance of the criteria used to select your country-market. Then, compare and contrast (at least three) potential country-markets along the criteria versus the United States. (Use a table to summarize the data.)
  3. Finally based on your analysis in (2) above, indicate the best country-market and defend your choice.

Differentiate between international and domestic marketing.

Evaluate marketing strategies of multinational corporations.

Describe some of the basic issues involved in developing and executing an international marketing strategy.

Mini case study (strategic planning)

Your expertise in accounting and finance has landed you the position of chief financial officer (CFO) of ABC Hospital. ABC is currently experiencing a budget shortfall. Because it is losing money, it must reevaluate a commitment it made to add a new OB/GYN wing. This new wing could be a major source of revenue and could have a tremendous positive effect on the financial stability of the hospital. 

  • How can you improve ABC Hospital’s profitability so that it can add the OB/GYN wing and keep its commitment to the community?

Health marketing hw

Overview:  For this second assignment, pick a health services organization of your choice and conduct an analysis of its target markets, how it is positioned in the marketplace, and what kind of behaviors its customers exhibit when selecting their services.  This includes topics covered in Weeks 3 and 4.   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, any notes from the overview and readings for Weeks 3 and 4, and any other place you think you can find information to provide depth to your analysis.

After completing your research, prepare your Written Assignment 2 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.
  2. Describe its primary target market in terms of the segmentation variables presented in the Week 4 Overview. You can use the PRISM system or describe it yourself. 
  3. What kind of behaviors do its patients/clients exhibit when making a decision to use the organization’s services? Might want to refer to the Health Service Model. 
  4. What do you think is the organization’s value proposition?  Use the generic value propositions outlined in the Week 4 Overview.
  5. Describe the organization’s primary competitors.  If possible, prepare a positioning map using two variables important to the patients/clients of the organization. 
  6. Based on your competitive analysis, what do you is the organization’s competitive position? 
  7. What recommendations would you make for changes to the organization’s target market, services or competitive position and why?