Marketing – Consumer Choice Implications Report

 

Assume upper management at ECRHS is interested in understanding the impact its branding and competitive strategies have on consumer choice. Your goal as a marketing manager is to increase your organization’s appeal to the community.

Review the

Marketing Review Case Study

.

Write a 700- to 1,050-word report on the impact of branding and competitive strategies on consumer choice. This report will be presented to senior leadership as the annual marketing strategy is created. Include the following in your report:

Part 1: Internal Branding Review 

Analyze the impact that the current ECRHS brand has on consumer choice of its products and services. In your analysis, you should:

• Explain how the organization and its brand(s) are perceived in the market (e.g., what is the reputation to the public?).
• Explain if changes in market share reflect how customers feel about ECRHS.
• Recommend ways to improve the customer perception of ECRHS in the community.

Part 2: External Competitor Review 

Analyze the impact that the current ECRHS competitors have on consumer choice of its products and services. In your analysis, you should:

• Describe the 2 largest competitors and how their offerings differ from those of ECRHS.
• Analyze the causes of the organization’s lost market share in several areas.
• Analyze the impact new entrants would have on the market share for ECRHS.
• Explain the key differentiators for ECRHS from competitors and your justifications.
• Recommend ways to increase the number of consumers that will choose ECRHS over community competitors.

Part 3: Relationship Summary

Summarize the relationship between consumer choice and health care marketing strategies for ECRHS. In your summary, you should:

• Explain what impact brand had on the marketing strategy.
• Explain what impact competitors had on the marketing strategy.
• Describe the relationship between consumer choice and chosen marketing strategies.

Cite at least 2 reputable references to support your assignment (e.g., trade or industry publications, government or agency sites, scholarly works, or other sources of similar quality).

Format your citations according to APA guidelines.