he chapter presented the concept of strategy from a marketing perspective which we will narrow topics to strategy
he chapter presented the concept of strategy from a marketing perspective which we will narrow topics to strategy and tactics which include positioning, cost versus differentiation, distribution and the marketing mix (4Ps), and product/service life cycle.
Channels of Distribution
We discussed direct and indirect distribution channels last week, and covered competitive advantage in the process. Looking further and reviewing the reading assignment, consider the following: It has been said that “channels of distribution may be the best opportunity for a sustained competitive advantage.”
I. Based on your knowledge about marketing, and reviewing the chapter, would you agree or disagree? Why?
Marketing logistics in healthcare covers much more that moving materials and products; but requires much of the marketing topics and tactics as described in the chapter, including communication as part of the marketing mix. Here’s a link to examine many of the logistics as noted in the chapter: https://www.
For this part of the discussion, describe Market Logistics.
II. What are some of the steps necessary for market logistics planning in healthcare? Please provide an examples from the Genco link above; whenever possible try to connect your response to the company you selected for the course project?
When developing a marketing plan, you can’t stop with just identifying your competitors. You also need to clarify your position in the market compared to those competitors and outline an appropriate strategy for dealing with them. The chapter is called strategy/action match here’s a Mind Tools link that talks about the marketing mix: https://www.mindtools.com/pages/article/newSTR_94.htm
The chapter takes us to the “go for it strategy” when a product or service moves from the strategy/action match to analyzing the lifecycle of either. We have determined in our discussions that product lifecycle depend on how we expand, add to or take from to create a new lifecycle. Take a look at the Mind Tools presentation and discussion and plan and respond to the following.
III. Explain how your marketing programs will support your company’s strategic plan – company uniqueness, competitive advantage, adjusting to market conditions, trends and changes?
Marketing Mix (4Ps) Discussion
Product: brand name, features/attributes, quality, warranty, labeling, packaging, etc.
Promotion: advertising, types of media, sales promotion, personal selling, public relations, your methods, message/theme, timing, budget, projected results, etc.
Place / Distribution: types of distribution channels, direct, retail, distributors, intermediaries, locations, logistics, motivating the channel partners, level of market coverage, channel distribution challenges, etc.
Price: type of strategy, list price, discounts, bundling, market segment, channels, geography, payment terms and financing options, leasing options, supply/demand, economic/legal considerations, etc.
Pick your company’s brand (I chose carbon health) you have selected for the course project, go to its website; locate as many forms of communication as you can find. Conduct an informal communication audit. What do you notice that the company has communicated to its market? How consistent are the different communications? What will you do different with your marketing plan communication?
Hillestad SG, Berkowitz EN. Health Care Market Strategy: From Planning to Action 5th ed. Sudbury, MA: Jones & Bartlett Learning; 2021. Students can either buy the book or ebook, or rent the book.. The book will not be available through the Boxer Library.