MKTG 506-RAUL A. GONZALEZ RUIZ abril 20, 2015

Assignment 4.4Based on analysis outline guidelines, conduct a best practices assessment and recommended actions analysis which addresses the following topics for your project.Identify the marketing-related success factors (MSFs)Identify alternative ways for achieving each marketing success factorEvaluate the effectiveness of the alternative actionsState the positioning strategyBriefly summarize the business model, overall marketing strategy, and the marketing mixRecommend specific actions to address each marketing success factorAssess the effectiveness of the recommended actionsInstructions: Enter or paste your written work and/or click “Attachments” to upload your files.RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAIntroductionIn the last 20 years human life style has been changed a lot. With the emergence ofinformation technology life has become hectic and very impulsive. Due to this health relatedissues are also increasing rapidly. Cancer and heart related diseases are the most frequent amongall other diseases. It the various reports it has been reported that this exponentially increasinghealth related issues are a worry for United States. Currently proper medical facilities for heartrelated diseases and effective treatment is evolved a lot but in case of cancer country is farbehind. Most affected age group segment is between 35 and 65.To provide the better treatment and excellent service to patients or customersorganization Cancer Treatment Centers of America (CTCA) is coming forward. Thisorganizations complete focus is on the research of better treatment and finding out the bestmedicine for the treatment. Along with this Organization is also has vision of employinginnovative new therapies and techniques for cancer treatment. Organization has put significantefforts in the market research to find out the required steps and process or products that it shouldoffer to customer to give them best service. To take the competitive advantage over other in thisheath and treatment industry company must need to conduct a superiority premium assessment.This assessment will give better incite of current health service industry trends to thecompany and implementing the strategic plans will be easier. This paper will cover all the topicsof superiority assessment and will also evaluate the target customers, their needs, competition inthe market and product or service needed to deploy in the market for the customers for theCancer Treatment Centers of America (CTCA). Along with the new opportunities for the1 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAcompany paper will also discuss the barriers that are in the US market for providing the effectiveservices.Identification of the Needs of the Target SegmentHaving a huge customer base is always an advantage for any business. Health care is avery sensitive industry and customer satisfaction is core of its success. CTCA has alreadylunched many products or health related services for the customers along with their main servicecomplete cancer treatment like psychology counseling, spiritual supports, physical therapy etc.But currently organization is very new in this industry and they don’t have the customer base thatcan support their products. To ensure the customer base need is to identify the customer base andthen to launch the products as per targeted segment.Cancer is most commonly seen in a particular age group range like between 30-35 and60-65. Another most common trend is that individuals who are part of this dynamic fast life theone which are mostly cancer affected. Organization should target these age group individuals.Company also targets the families where one person is patient of cancer and should ensure thatfamily members in that specific age group or living style are also in the radar to target. Companywill also target the customers across the globe by making its self a brand for best cancertreatment in the US.Company can also conduct a market research to identify the customers that are lookingfor these type of health related services or themselves or their family. “Market research feeds theknowledge base of an organization whether it is a commercial one or one that is not forprofit”( Callingham, 2004). After identifying the customer segment to target next step will be to2 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAidentify their actual needs, similar services already present in the market, competitor analysis etc.Company should conduct a separate market research to know the actual needs of customers,what type of services they are looking for, how they want these services, budget or expected costfor services.Few related survey that company will conduct are – Market Description, MarketProfiling-Segmentation, Customer Intention – Purchase Analysis, Customer Attitudes andExpectations, New Product Concept Analysis, Uses and Habits Survey. Another way to get thecustomers behavior details, their needs is social listening. “You can really get to know his or herneeds through social listening. It’s a great way to research a market and initiate conversationleading to a sale” (Smith J., 2014). Relationship between the Product Attributes and BenefitsProduct attributes are something that is products quality or resides in the product whilebenefits are something that is related to the customers. Organization should ensure that theproducts that they are going to offer in the market are best suited for the customers. Beforemaking any medical or treatment plan, company has to forecast the advantages that this productis going to give to the customers. Like if organization is Creating a product for cancer patientthan it should include all the treatment services, physical therapy, psychology treatment,Exercise plan, diet plan along with after discharge regular check up at home.These all services will be the attribute for this product. Company has to think by thecustomer perspective. After creating the portfolio of products, company’s strategic team should3 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAevaluate the benefits these portfolio as a combination of products or services are going to give tothe customers. If attributes of any medical service products are not giving the expected benefit tothe company than those attributes should be removed or that product should not be launched in tothe market.But during this whole step company need to ensure that cost of service should be incontrol. In many cases it happens that organization includes so many functions or attributes within single products and keeps its cost high. Due to high cost customers avoid to take thoseservices and they choose less cost products will limited services offered form the competitors.Yes, so cut the less important services and focus on the most significant. CTCA has to keep thatpoint in mind during launch of their products. Also As a company they have to ensure their ownprofit also.Product Attributes / Marketing Actions for Competitive AdvantageTo become a leader in any industry taking competitive advantage is first step. If acompany is ahead of its closest competitor that it will lead the industry and will certainly makethe good amount of profit. In a way that company drives that particular industry in the market.There are many attributes and marketing strategies present that CTCA should use to take thecompetitive advantages. As a product attribute offering complete health care services, insurancecover, offering best treatment of cancer as a result of their employee’s research are necessary.Store kiosk is another approach to take competitive advantage. Online presence alwaysgives an edge over other for any business. CTCA should create its global online website with24*7*365 support for their customer. For marketing they should use product differentiation4 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAstrategy. During implementation of this strategy they should promote the unique features of theirproducts or services like kiosk to show takes the superiority of their products compare to others.A bit overly presumptive, but hey you have identified some concrete attributes and tied them toaffected benefits. In practice, I would ensure that the connections are based on more support.For example, competing on price, quality of service, and every other category is not onlyunrealistic but likely impossible for any industry where there is competition. The trick is to findthe niche that you can serve better to the point that those customers choose you over otheroptions. This can be based on price, service, features etc – not all at once. There is no Paulinebusiness model. You will be amazed how easy this section is if you chart the attribute-benefit chain in a meansends map. If you think through the “causes” it tends to all come together. Effectives of Current ProductsCurrent products are mainly focusing on the treatment of the cancer and are offeringbetter medicine for the treatment. These options serve the basic need of customers. But they arenot overall effective to provide the complete treatment and satisfaction to the customer. Intoday’s competitive environment customers are looking for extra value for their money by theservice provider. Good. 5 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAAttributes that will affect businessAttributes like continuous physical therapy after discharge from hospital at home, advancedmedicines and medical services, store kiosk are the attributes of their products that surely willaffect the business in positive way.Barriers that might reduce the Ability to meet Customer needProduct or service cost is one of the biggest barriers. For ensuring the customersatisfaction and efficient treatment of cancer and other related health issues CTCA is planning tocreate the products that covers all aspects of treatment including personal care, medicines,physical therapy, spiritual treatment, health diet schedule etc. But offering these services in lesscost is a bigger challenge for the company. Another challenge is to adopting the ever changingcustomer needs and competing with the other service providers in the market. What is neededhere is a consideration of obstacles that the customer faces in adopting your solution. I read thatthe only barrier is that it will be more expensive than other options? The argument is structuredlike this: Our offer is superior because of X, Y, and Z. We estimate this to be 25% better thanother options based on XXXXX. However, customers will have to adopt a new behavior Y –which we estimate will diminish the incremental value of our offer to the customer by 5% for anet perceived benefit of 20%. QED. Competitive Advantage (superiority premium)By the superiority premium assessment we have identified various aspects of productmarketing, product attributes and how to satisfy customer need. Competitive advantage is also6 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAone of the major ingredients to ensure the success for the Cancer Treatment Centers of America(CTCA). This is true, but you should argue how here. Support your competitive advantage bystating what makes your offer superior? Eg, my solution outperforms others’ by incorporatingthis overlooked attribute which delivers a sought benefit in a better way. A>B & B>C; thereforeA>C! If we have to assign a value by the superiority premium assessment to the competitiveadvantage as how much it is significant for this organization on the scale of 5 than it will havethe value 4. Competitive advantage is crucial for CTCA to launch its product in the market andto get the appropriate customer response in the industry. The Source of GrowthIn recent times, technology is played major role in the growth of the Cancer TreatmentCenters of America (CTCA). Implementation of the latest technology improves the efficiency ofthe CTCA and helps it to deliver quality care services at the less time and more accuracy. Itindicates the technology played major role and main source of the growth in the CTCA. Inaddition, through the use of latest technology the CTCA is able to improve success ratio, reducefailure rate and reduce the cost of deliver of care that contribute into the growth of the business(Groscurth, 2015). Moreover, the use of latest technology in health care services helps the CTCA7 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAto provide services of the customers or patients according to their need or requirement, so it ableto compete the market and achieve growth in business. (Source: Howard, 2012)The above picture indicates the employ of technology in the care played role to improveefficiency of the CTCA and contributes its growth in the future. Ok, this looks like you arerevisiting the superiority premium from earlier. At that time the focus was on how your solutionwas superior to existing market options. The goal here is to determine how big the marketopportunity is for your solution which begins with identifying sources of Market growth.Consider how this makes the case in your developing argument. 8 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAYou demonstrate that your product is superior in terms that matter to the customer (above, usingmeans-ends and ACE). Now since it is better, the market may be bigger than the current marketbecause of any number of sources of growth (Best’s SOG model). The untapped market iseffectively opened, potentially, by your improved solution because of availability, added benefitsthat draw more customers to the market, price, or some other or combination of causes.The Market OpportunityA huge customer base in the cancer and heart care is the main market opportunity of theCancer Treatment Centers of America (CTCA). In recent times, cancer and heart is mostcommonly disease seen in a particular age group range like between 30-35 and 60-70 thatindicates the market opportunity of the CTCA (Gamble, 2013). Moreover, the CTCA also haslaunched or provided many products and care services related to cancer and heart diseases for thecustomers to grab the market opportunity.In addition, the CTCA also provides the other services such as psychology counseling,spiritual supports, physical therapy and other to offer complete cancer and heart treatment for thecustomers that helps it to obtain the opportunity available in the market. Moreover, The CTCAhad some others opportunities such as improve numerous different processes, focus on consumerprimary care with great interest, from coding to the way they engage with physicians tocentralization and implementing new technology in the current market (Kovner, Knickman &Jonas, 2011). This section needs some quantification. At this point, you will have argued total9 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAmarket size; and, now you are adding how much is your share in quantifiable terms – it is thevalue of the opportunity in terms of head room before considering risks that can marginalize it.Risks are considered next: Factors That Might Negatively Affect the Market OpportunityIn recent times, health insurance exchanges, price transparency, need for moreexperienced or qualified physicians, and access to care are the some important factors that mightnegatively affect the market opportunity and creates issues of the Cancer Treatment Centers ofAmerica (CTCA) to grab the opportunity available in the market. After the changes in healthinsurance policy by the US government such as Affordable Care Act (ACA) is signed into lawby the US President Barack Obama on March 23, 2010, the healthcare in the US totally changeas quality and performance metrics are essential to hospitals (U.S. Department of Health &Human Services, 2014).Healthcare leaders are focusing on enhance quality and reduce the health care cost tomeet the current healthcare challenges. Healthcare leaders are using the performancemanagement strategies to meeting the current challenge of the industry (Groscurth, 2015).Changes in law needed the health insurance exchanges, price transparency, focus on quality,need for more experienced or qualified physicians, and access to care at low cost that mightnegatively affect on the CTCA to obtain the market opportunity.10 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCA The Likelihood of a Risk Factor OccurringInfections of the lungs, wounds, urinary tract and bloodstream can be contracted inhospital. There are many risky factors that may increase the CTCA likelihood of acquiringhealthcare-associated infections, these are:Length of stay: Long time stay in hospital can increase the risk, for example, admissionfor complex or multiple illnessesOperations and surgical procedures: The length and type of surgery procedure can alsoincrease the riskHand washing techniques: Hospital staff and patients inadequate hand washing mayincrease risk.Antibiotics: Overuse of antibiotics can lead to resistant bacteria that mean antibioticsbecome less effective.Equipment: Invasive procedures can insert infection into the body, for example, surgeryprocedures that require the use of equipment such as IV drips, urinary catheters, and infusions,respiratory equipment and drain tubes. 11 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAWounds: Wounds such as surgical cuts, burns and ulcers are all prone to infection andincrease the risk (State Government of Victoria, 2015)High-risk areas: Some areas of the hospital such as intensive care units (ICU) and highdependency units (HDU) are more likely to have infection and increase the risk.We are really only interested in industry or market risks to the opportunity, not health risks topatients. In other words, what might likely happen to the opportunity and how would suchimpact the value that the firm could appropriate should it pursue the opportunity. Perhaps youare making the case the various implementation risks exist that could negatively impact theperformance of the treatment thereby rendering it undesirable to the public – non-sellable? If so,you could summarize this risk under the auspices that results could be inconsistent withexpectations or something like this, maybe?The Implications of the Risk on the OpportunityThe above described the different factors that may increase the CTCA likelihood ofacquiring and increase the risk of the CTCA that should require implementation of strategies andtaken several steps of the risk on the opportunity. The CTCA should take some action andimplement some strategies to reduce risk and adopt these factors as an opportunity. The CTCAshould focus on the safety, quality and clearness in the center (Conklin, 2002). The CTCAshould implement the technology in the operations and surgical procedures to improve the safety,quality and clearness and to convert risk on the opportunities. The below picture indicates the use12 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAof technology in the center room that improve the safety, quality and clearness of CTCA andreduce risk of acquiring healthcare-associated infections. The below picture shows thattechnology is played major role in the growth of hospitals and health care institutes in the future. 13 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCA(Source: Howard, 2012)In addition, use of technology reduces the time period that patients stay in centerthat reduces the risk of infections for the CTCA. Moreover, the employ of latesttechnology reduce length and type of surgery procedure that can reduce risk of infectionsfor the CTCA. Furthermore, technology contributes to improve hospital staff and patientsinadequate hand washing and implications of the risk on the opportunity for the CTCA(Jonas, Goldsteen & Goldsteen, 2007). At the same time, The CTCA should be used oflatest equipment, technology and best antibiotics that can resistant bacteria and reducerisk in high risk areas such as OCU & HDU for implications of the risk on theopportunity. ConclusionsOn the basis of the above discussion, it can be concluded that huge customer base andhigh numbers of patients related to Cancer and Heart diseases are created opportunities of theCancer Treatment Centers of America (CTCA). Moreover, effectiveness of current products andservices would help the CTCA to competed the market and maintain its financial performance inthe industry. In addition, the new opportunities of the CTCA are the use of latest technology toreduce the risk of infections and improve the safety, quality and clearness in the center thatenhance the efficiency of patient care.14 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAReferencesBerkowitz, E. (2010). Essentials Of Health Care Marketing (3rd ed.). Jones & Bartlett Learning.Callingham, M. (2004). Market Intelligence: How and why Organizations Use Market Research(1st ed.). Kogan Page Limited.Conklin, T.P. (2002). Health Care in the United States: An Evolving System. Michigan FamilyReview, 07(1), 5-17.Gamble, M. (2013). 10 Challenges and Opportunities for Hospitals in 2014. Retrieved from:http://www.beckershospitalreview.com/hospital-management-administration/10challenges-and-opportunities-for-hospitals-in-2014.htmlGroscurth, C. (2015). Hospitals’ Performance Management Must Be Improved Fast. BusinessJournal. Retrieved from: http://www.gallup.com/businessjournal/182195/hospitalsperformance-management-improved-fast.aspxHoward, B.C. (2012). Touring the Hospital of Tomorrow. Retrieved from:http://voices.nationalgeographic.com/2012/02/06/future-hospital-technology/http://www.forbes.com/sites/jacquelynsmith/2014/01/10/how-to-use-social-media-tomake-sales-2014/Jonas, S., Goldsteen, R.L. & Goldsteen, K. (2007). An Introduction to the U.S. Health CareSystem. USA: Springer Publishing Company. 15 RAUL A. GONZALEZ RUIZ abril 20, 2015MKTG 506 SEC 01 Superiority Premium Assessment of CTCAKokemuller, N. (n.d.). Difference Between and Attributes of Concrete & Abstract Products.Kovner, A.R., Knickman, J. & Jonas, S. (2011). Jonas and Kovner’s Health Care Delivery in theUnited States. US: Springer Publishing Company.Retrieved from: http://yourbusiness.azcentral.com/difference-between-attributesconcrete-abstract-products-28852.htmlSmith, J. (2014). How To Use Social Media To Make Sales. Retrieved from:State Government of Victoria. (2015). Infections in hospital – reduce the risk. Retrieved from:http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Infections_in_hospital_reduce_the_riskU.S. Department of Health & Human Services. (2014). About the Law. Retrieved from:http://www.hhs.gov/healthcare/rights/ 16 RAUL A. 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