Essay about Marketing Audit: Peace Memorial Hospital

3480 Words Jun 18th, 2011 14 Pages
Name goes here MKT/551 Professor Joe Zimmerman Marketing Audit Overview May 31, 2011

Table of contents page Case Study: Peace Memorial Hospital: Downtown health Clinic …….………………. 3 Executive Summary …………………………………………………………………….. 3 Environmental Aspects …………………………………………………………….. 5 Demographics …………………………………………………………………….. 5 Politics
…show more content…
To begin with, this analysis will require a clear mission statement that highlights the important strategic issues and opportunities. The results of an audit are key to determining the future direction of any business and can lead to the redefining of the mission statement. Executive Summary Upon discovering that employee benefits directors responded to a survey to determine whether there was a need for a new ambulatory clinic to be built five blocks North of DHC, the Administrator, Dr. Mahon raised a couple of concerns: 1) Would DHC be able to compete for customers in the face of new competition?, and 2) Would a new competitor that provides similar services to DHC hinder it from achieving its service and profitability objectives? The strategic issue that can be addressed by Sherri Worth is whether the Downtown Health Clinic has suitable market objectives and segmentation bases to maintain a competitive advantage based on the clinic’s core competences to compete for customers if Medicenter opens a clinic within a five block radius north of DHC. Demographics is one of the environmental aspects that was analyzed to complete the audit for PMH. DHC’s primary research indicated that almost all of the patients who visit DHC were office

Related Documents