Overview
Lakeside Hospital has just received approval from the hospital board of directors to expand the current hospital to include a pediatric emergency care and hospital for children. Lakeside Hospital is located in Rochester, Minnesota. Your marketing team has been asked to develop a marketing plan for the new pediatric hospital to present to the senior executives and the board of directors. As part of your marketing plan, you have been tasked with the following:
Defining the target market.
Conducting a competitive analysis and a SWOT analysis.
Outlining the goals and marketing strategies.
Creating a marketing budget.
Providing an implementation plan, including a timeline.
Preparation
The following resources will help you prepare for your assignment work:
Writing a Marketing PlanLinks to an external site..
This LinkedIn Learning course provides specifics on the different parts of a plan.
8 Important Steps to Successfully Implement Your Marketing PlanLinks to an external site..
Brand strategist Laura Click explains the essential steps for implementing a marketing strategy.
Market SegmentationLinks to an external site..
This MindTools article explains how market segmentation allows you to tailor your marketing strategy to a variety of subgroups.
Instructions
Your plan should be 7 pages, including the title page and Sources page. It should include the following sections:
Overview. Create an overview of the target market using market segmentation that identifies and defines your target market.
Competitive Analysis. Create a competitive analysis that defines the competitors in your area by using Lehmann and Winer’s Level of Competition Model.
For example, look at Mayo Clinic Children’s Center and other competitors in the Rochester area.
SWOT Analysis. Analyze the strengths, weaknesses, opportunities, and threats for Lakeside Pediatric Hospital.
Goals and Strategies. Outline your goals and the marketing strategies to achieve those goals.
Consider, for example, communication, branding, or innovation.
Marketing Budget. Describe your proposed marketing budget, including the costs for advertising and methods you plan to use to advertise.
Examples include social media, blogs, YouTube, billboards, and radio ads.
Marketing Implementation Plan. Describe your marketing implementation plan, with details about your action plan and timeline to achieve the steps in your marketing plan.
Sources. Use three credible, relevant, and appropriate sources to support your writing.
Cite each source listed on your source page in your assignment. For help with research, writing, and citation, access the library or review library guides. These sources can be on the last page of the plan.
This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the Library site for all support. Check with your professor for any additional instructions.
The specific course learning outcome associated with this assignment:
Create a marketing plan for a health care organization using competitive analysis that meets customer needs.
View Rubric
Week 8 Assignment Create a Marketing Plan
Week 8 Assignment Create a Marketing Plan
Criteria Ratings Pts
Overview. Create an overview of the target market using market segmentation that identifies and defines your target market.
view longer
19.5 to >17.54 pts
Exemplary
Created an overview of the target market using market segmentation that identifies and defines your target market.
17.54 to >15.59 pts
Competent
Created an overview of the target market, but with 12 errors or omissions on using market segmentation to identify and define your target market.
15.59 to >13.64 pts
Needs Improvement
Created an overview of the target market, but with 34 errors or omissions on using market segmentation to identify and define your target market.
13.64 to >0 pts
Unacceptable
Did not create an overview of the target market.
/ 19.5 pts
Competitive Analysis. Create a competitive analysis that defines the competitors in your area by using Lehmann and Winers Level of Competition Model.
view longer
15 to >13.49 pts
Exemplary
Created a competitive analysis that defines the competitors in your area by using Lehmann and Winers Level of Competition Model.
13.49 to >11.99 pts
Competent
Created a competitive analysis, but with 12 errors or omissions in using Lehmann and Winers Level of Competition Model to define the competitors in your area.
11.99 to >10.49 pts
Needs Improvement
Created a competitive analysis, but with 34 errors or omissions in using Lehmann and Winers Level of Competition Model to define the competitors in your area.
10.49 to >0 pts
Unacceptable
Did not create a competitive analysis.
/ 15 pts
SWOT Analysis. Analyze the strengths, weaknesses, opportunities, and threats for Lakeside Pediatric Hospital.
view longer
27 to >24.29 pts
Exemplary
Analyzed the strengths, weaknesses, opportunities, and threats for Lakeside Pediatric Hospital.
24.29 to >21.59 pts
Competent
Analyzed the strengths, weaknesses, opportunities, and threats for Lakeside Pediatric Hospital, but 23 elements of the analysis were irrelevant or lacked detail.
21.59 to >18.89 pts
Needs Improvement
Analyzed the strengths, weaknesses, opportunities, and threats for Lakeside Pediatric Hospital, but 45 elements of the analysis were irrelevant or lacked detail.
18.89 to >0 pts
Unacceptable
Did not create a SWOT analysis.
/ 27 pts
Goals and Strategies. Outline your goals and the marketing strategies to achieve those goals.
view longer
27 to >24.29 pts
Exemplary
Outlined your goals and the marketing strategies to achieve those goals.
24.29 to >21.59 pts
Competent
Outlined your goals and the marketing strategies to achieve those goals, but 23 of those goals or strategies were irrelevant or lacked detail.
21.59 to >18.89 pts
Needs Improvement
Listed your goals but did not outline the marketing strategies to achieve those goals.
18.89 to >0 pts
Unacceptable
Did not list goals or the marketing strategies to achieve those goals.
/ 27 pts
Marketing Budget. Describe your proposed marketing budget, including the costs for advertising and methods you plan to use to advertise.
view longer
27 to >24.29 pts
Exemplary
Described your proposed marketing budget, including the costs for advertising and methods you plan to use to advertise.
24.29 to >21.59 pts
Competent
Described your proposed marketing budget, but with 12 errors or omissions on including the costs for advertising and methods you plan to use to advertise.
21.59 to >18.89 pts
Needs Improvement
Described your proposed marketing budget, but with 34 errors or omissions on including the costs for advertising and methods you plan to use to advertise.
18.89 to >0 pts
Unacceptable
Did not describe your proposed marketing budget.
/ 27 pts
Marketing Implementation Plan. Describe your marketing implementation plan, with details about your action plan and timeline to achieve the steps in your marketing plan.
view longer
19.5 to >17.54 pts
Exemplary
Described your marketing implementation plan, with details about your action plan and timeline to achieve the steps in your marketing plan.
17.54 to >15.59 pts
Competent
Described your marketing implementation plan, but with 23 errors or omissions on details about your action plan and timeline to achieve the steps in your marketing plan.
15.59 to >13.64 pts
Needs Improvement
Described your marketing implementation plan, but with 45 errors or omissions on details about your action plan and timeline to achieve the steps in your marketing plan.
13.64 to >0 pts
Unacceptable
Did not describe your marketing implementation plan.
/ 19.5 pts
Use three credible, relevant, and appropriate sources to support your writing.
view longer
7.5 to >6.74 pts
Exemplary
Used three credible, relevant, and appropriate sources to support your writing.
6.74 to >5.99 pts
Competent
Used three sources, but 12 were not credible, relevant, or appropriate.
5.99 to >5.24 pts
Needs Improvement
Used fewer than three sources or sources were not credible, relevant, or appropriate.
5.24 to >0 pts
Unacceptable
No references provided.
/ 7.5 pts
Writing contains accurate grammar, mechanics, and spelling in accordance with SWS style.
view longer
7.5 to >6.74 pts
Exemplary
Writing contains accurate grammar, mechanics, and spelling in accordance with SWS style.
6.74 to >5.99 pts
Competent
Writing contains 12 errors in grammar, mechanics, spelling, and/or the application of SWS style.
5.99 to >5.24 pts
Needs Improvement
Writing contains 34 errors in grammar, mechanics, spelling, and/or the application of SWS style.
5.24 to >0 pts
Unacceptable
Writing contains more than four errors in grammar, mechanics, spelling, and/or the application of SWS style.
/ 7.5 pts
Total Points: 0
Choose a submission type
Select submission type TextText
Select submission type UploadUpload
