Proposing Market Entry Strategies
You have just taken on a new role as a marketing manager for a new hospital in Ajo, Arizona. There is one other hospital in town, but it is 67.3 miles from the center of town, making it difficult for many residents to get to. The new hospital, Ajo Medical Center (AMC), will be much more accessible to a number of people who live further in town.
As you prepare to take on this role, watch the following video clips on branding and marketing. You will use the content of the videos to consider how the practices of Moving Brands might be applied to the marketing strategy of Ajo Medical Center.
Watch the following video case study clips:
https://sk-sagepub-com.libdatab.strayer.edu/video/practitioner-perspectives-with-moving-brands?seq=1
https://sk-sagepub-com.libdatab.strayer.edu/video/practitioner-perspectives-with-moving-brands?seq=3
if you can't access videos please let me know
The CEO of AMC has asked you to create a 4–6 page proposal in which you provide a competitive marketing entry strategy and a communication strategy and suggest marketing research tools for the new hospital.
Your proposal should include the following items:
A market analysis (SWOT or otherwise) to determine the best approach for the market entry.
An overview of the marketing entry strategy you are proposing based on the information gathered in your analysis and concluding with how your hospital differentiates itself from the existing hospital in town.
An overview of the communication strategy you are proposing, also based on information gathered during your analysis.
A list of suggested marketing research tools and why those tools would be a good fit for use at AMC.
Keep in mind that this proposal is for the CEO, so the proposal should also:
In terms of design itself, Moving Brands emphasizes creating visuals that accurately reflect the values and desired experiences associated with the brand. For Ajo Medical Center this could involve using colors and other elements to represent trustworthiness and professionalism while also evoking feelings of comfortability for those who may have never been to a hospital before. Additionally, utilizing digital marketing channels such as social media or websites can be used to promote AMC’s messaging further by sharing stories about patients who experienced positive outcomes after visiting AMC which will help build trust within local communities.
Finally, Moving Brands places emphasis on developing relationships with customers through intentional communication; meaning that all interactions should be tailored around customer needs instead of just promoting one's own products or services. In terms of Ajo Medical Center this could include providing helpful medical advice through blog posts on their website or responding quickly to customer inquiries via email/phone calls which would show patients that they value their time and opinions . Allowing these methods will not only demonstrate how serious AMC is about providing excellent customer service but it will also help create more loyal customers over time who are willing to recommend others visit AMC for similar healthcare needs.