THIS IS THE CONTINUATION FROM WEEK 9 ASSIGNMENT THAT WE SPOKE ABOUT LAST WEEK We

THIS IS THE CONTINUATION FROM WEEK 9 ASSIGNMENT THAT WE SPOKE ABOUT LAST WEEK
Week 10 Assignment – Proposing Market Entry Strategies
Due: Mon Sep 11, 2023 9:00amDue: Mon Sep 11, 2023 9:00amUngraded, 175 Possible Points175 Possible PointsAttempt
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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:
Chapter 1: Brand Vs. Branding.
Chapter 3: What’s the Difference Between Branding and Marketing?
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 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:
Contain accurate and clearly written information.
Be professional in appearance.
Use headings.
Incorporate colors and/or graphs and charts as appropriate.
Use 4-5 sources to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source slide at least one time within your assignment. For help with research, writing, and citation, access the library or review library guides.
A resources page at the end of the proposal, cited using the Strayer Writing Standards format. Note that these pages are not counted as part of the 4-6 page requirement.
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:
Propose competitive marketing entry strategies, communication strategies, and marketing research tools for health care organizations.
View Rubric
Week 10 Assignment – Proposing Market Entry Strategies
Week 10 Assignment – Proposing Market Entry Strategies
CriteriaRatingsPts
A market analysis (SWOT or otherwise) to determine the best approach for the market entry. (20%)view longer description
35 to >31.49 pts
Exemplary
A complete and thoroughly reviewed market analysis that provides a determination of the best approach for market entry.31.49 to >27.99 pts
Competent
A general market analysis that provides some determination of a good approach for market entry.27.99 to >24.49 pts
Needs Improvement
A vague or incomplete market analysis that provides little in the way of determining a good approach for market entry.24.49 to >0 pts
Unacceptable
No market analysis or a market analysis that does nothing to assist in the determination a good approach for market entry./ 35 pts
An overview of the marketing entry strategy you are proposing based on the information gathered in your analysis and conclude with how your hospital differentiate themselves from the existing hospital in town. (20%)
view longer description
35 to >31.49 pts
Exemplary
A succinct but thorough overview of the proposed marketing entry strategy based on information from the analysis and a clear explanation of how your hospital will differentiate themselves from the existing competitor.31.49 to >27.99 pts
Competent
A general (possibly lengthy) overview of the proposed marketing entry strategy based on information from the analysis and some explanation of how your hospital will differentiate themselves from the existing competitor.27.99 to >24.49 pts
Needs Improvement
A vague and/or overly detailed overview of the proposed marketing entry strategy based on information from the analysis and/or very little explanation of how your hospital will differentiate themselves from the existing competitor.24.49 to >0 pts
Unacceptable
No overview of the proposed marketing entry strategy and/or no explanation of how your hospital will differentiate themselves from the existing competitor./ 35 pts
An overview of the communication strategy you are proposing, also based on information gathered your analysis. (20%)
view longer description
35 to >31.49 pts
Exemplary
A succinct but thorough overview of the proposed communication strategy using information gathered in the analysis.31.49 to >27.99 pts
Competent
A general (possibly lengthy) overview of the proposed communication strategy using information gathered in the analysis.27.99 to >24.49 pts
Needs Improvement
A vague and/or overly detailed overview of the proposed communication strategy that may or may not have been created using information gathered in the analysis.24.49 to >0 pts
Unacceptable
No overview of the proposed communication strategy and/or the overview was not created using any information gathered in the analysis./ 35 pts
A list of suggested marketing research tools and why those tools would be a good fit for use at AMC. (20%)
view longer description
35 to >31.49 pts
Exemplary
A list of multiple marketing research tools that would be a good fit for use at your business with clear rationale for why each would be a good fit.31.49 to >27.99 pts
Competent
A list of multiple marketing research tools that would be a good fit for use at your business with a general explanation for why they might be a good fit.27.99 to >24.49 pts
Needs Improvement
A list of marketing research tools that would be may or may not be a good fit for use at your business– very little explanation for why they might be a good fit.24.49 to >0 pts
Unacceptable
No list of marketing research tools that would be may or may not be a good fit for use at your business and/or a list that contains no rationale or explanation on why they might be a good fit./ 35 pts
4 to 5 quality academic sources with accurate citations in the Strayer Writing Standards format. (10%)
view longer description
17.5 to >15.74 pts
Exemplary
Paper contains 4 to 5 quality academic sources with accurate citations in the Strayer Writing Standards format.15.74 to >13.99 pts
Competent
Paper contains 3 quality academic sources with mostly accurate citations in the Strayer Writing Standards format.13.99 to >12.24 pts
Needs Improvement
Paper contains 2 or fewer quality academic sources and/or has many inaccurate citations in the Strayer Writing Standards format.12.24 to >0 pts
Unacceptable
Paper contains no quality academic sources and/or sources are not correctly cited in the Strayer Writing Standards format./ 17.5 pts
Writing mechanics. (10%)
view longer description
17.5 to >15.74 pts
Exemplary
Paper contains fewer than 5 grammatical or spelling errors.15.74 to >13.99 pts
Competent
Paper contains 5-8 grammatical or spelling errors.13.99 to >12.24 pts
Needs Improvement
Paper contains 9-12 grammatical or spelling errors.12.24 to >0 pts
Unacceptable
Paper contains 12 or more grammatical or spelling errors./ 17.5 pts
Total Points: 0
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