Organization I am using is American Heart Association

Phase III: Service Overview, Competitive Analysis, Marketing Mix
I. Service Overview
This service describes the new service-the benefits and features that you are providing and to
whom.
It is important to recognize that the benefits may way from customer to customer. Patients may see
one value or benefit such as timely clinical intervention, whereas the referral sources may see a
different benefit, such as having the patient under supervised care within 3 hours of a call, or
medical group may see a different benefit having a competitive value with which to better negotiate
contracts.
What is the proposed new service/product unique features and benefits?
What values does it provide to the key target market?
What are the benefits of this new service/product?
How is this new service/product against existing services and products offered by others?
What are you doing differently?
I. Target Market
Understand your customers (be they patients, family members, judges, third-party
payers, employers, o the government)
How is the market segmented? Who in the group is involved in the buying decision?
II. Competitive Analysis
The competitive analysis is a thorough analysis of both direct and indirect competitors. It
identifies strengths and weaknesses of competitors. Indirect competitors may not provide the
same service, but they may be competing for the same dollars.
Describe your competitions service
What is/are their point(s) of differentiation?
What real value do they deliver to the customer that others do not?
What is their marketing/advertising approach?
What are the opportunities or threats to your organization?
III. Marketing Mix-Promotional Strategy
What are the key messages you want to convey in your marketing materials about your
organization?
How are you positioning your service/organization?
What mix of vehicles will you use?
What are the objectives?
IV. Marketing Mix-Place
Where will the service/product be delivered (location, hours, technology utilized)?
What are the costs associated with this manner of distribution?
What is the marketing importance/advantage of the location?
Does the location/distribution approach provide any competitive advantages?
V. Marketing Mix-Pricing
Labor costs of FTEs (full time employees)
Overhead costs?
Margin costs?
Other Pricing considerations:
Customer perception of value
Will there be discounting?
What type of pricing strategies will you use?

550 words (not include cover page and refererences)

This will be a two part term paper. For this first part, you will need to know how to do horizontal and vertical analysis of the income statements in excel. The next part will need to be a four page paper that describes the analysis. Please make sure that you are proficient in both excel and writing.

          External Analysis
The goals of the external analysis are:
To identify and analyze current important issues and changes that will affect the
organization.
To detect and analyze early or weak signals of emerging issues and changes that will
affect the organization.
To speculate on the likely future issues and changes that will have significant impact on
the organization.
To classify and order issues and changes generated by outside organizations.
To provide organized information for the development of the internal analysis, mission,
values, goals, and strategy of the organization.
To foster further strategic thinking throughout the organization.

Instruction on what you need to research and write:

A. Validation of the Strategic Assumptions

Answer the following strategic thinking questions (in paragraph format). Explain each
answer briefly using adequate support. Be sure to refer to the issue map.
1. Has the organizations performance been adversely affected by unexpected or new
general environment trends or issues?
2. Has the organizations performance been adversely affected by unexpected or new trends
or issues in the health care system?
3. Has the organizations performance been adversely affected by unexpected or new trends
or issues in the service area?
4. Are there new technological developments that will affect the organization?
5. Has the legislative/political environment changed?
6. Are there new local, state, or federal regulations or laws being introduced, debated, or
passed that will affect operations or performance?
7. Are there new economic issues?

B. Service Area Structural Analysis

Porter suggested that the level of competitive intensity within the industry is the most
critical factor in an organizations environment. Conduct a service area structural
analysis from the forces that drive service area competition which are:
Threat of new entrants (consider the barriers to entry);
Rivalry among existing firms (organizations) (consider barriers to exit and other
factors)
The threat of substitute products and services
The bargaining power of buyers (customers)
The bargaining power of suppliers
The discussion should assess each of the above forces factors either positively (by finding the
opportunity) or negatively (by detecting the threat)

ALSO,LAGIARISM NEED TO BE UNDER 10%. I ATTACHED OUTLINE FOR THE RESEARCH PAPER
APA REFERENCES