Case Study

Instructions for each are of the template are in “red.” Please remove all instructions that are in “red” before you submit your Marketing Plan! Information for
sections 1-4 are found on the Case Study: The Metz Clinic.
You are to develop sections 5-7 based upon course materials and your own research. Do not forget to include a Cover Page at the beginning of your
Template and a reference page at the end of your Template.
Marketing Plan Outline for the Metz Clinic
1. Organizational Overview This information is found on the Case Study – do not list each bullet point, but write in a cohesive paragraph
– Name
– Mission statement
– Geographic location
– Product (Service) Mix what types of services does the clinic perform?
2. SWOTT Analysis This information is found on the Case Study – please write in cohesive paragraphs, with a paragraph for each part of the SWOTT
Strengths (internal)
Weaknesses (internal)
Opportunities (external)
Threats (external)
Trends (external)
3. Marketing Research
Consumer Analysis
Demographics
Psychographics
Behaviors
Patient insurance mix
Geographic considerations
Industrial Analysis
Competitor Analysis Who are the competitors?
4. Segmentation
Criteria
Target markets
5. Differentiation and positioning You will develop parts 5-7 based upon the information from the Case Study, the course information, and your own research.
6. Marketing Mix (4 Ps)
Service
Type
Features
delivery of service
Price
Pricing strategy (insurance mix)
Place
Channels of distribution
Service location availability
Physical location/facilities do you need to change location, perform renovations?
Price-quality relationship (perceived value)
Promotion – Which one or ones of the following tools will you use for your plan and why?
Personal selling
Advertising
Sales promotion
Public relations
Web site
7. Quality Control How will you know if your marketing plan has worked or not worked?
Feedback mechanism to monitor progress what type of tool will you use to measure the success/failure of your plan?
Evaluation process how will you evaluate the success or failure of your plan
Performance objectives (quantifiable elements) what measurement tool will you use to measure the success or failure of your plan (ie: Profit margin, market
share, promotional effectiveness, market penetration?)
Im going to attach all my work for each section . Can you please put it together to follow the instructions and add what needs to be done . I have named the
business and given address information and details for each section . I just stuck them all together for you to build the final marketing plan