Proposing Market Entry Strategies Assignment

Proposing Market Entry Strategies Assignment

Instructions:

Proposing Market Entry Strategies Assignment

Week 10 Assignment – 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 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. BrandingChapter 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, 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 conclude with how your hospital differentiate themselves from the existing hospital in town.

An overview of the communication strategy you are proposing, also based on information gathered 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 hel

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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