Business Research Analysis: Determining the Best Positioning Strategy for Akron Children's Hospital
Tiffin University
Case Study 2.3: Kid Stuff? Determining the Best Positioning Strategy for Akron Children's Hospital
Submitted for
MKT 611
Business Research Analysis
Professor Lance Mowrey
By:
Lauren M. Middleton
November 2nd, 2014
1. Akron Children’s Hospital Marketing Director Aaron Powell felt it was important to conduct this study because Akron Children's Hospital's marketing director Aaron Powell thought that it was important to conduct this study, because other competitive hospitals in the area had hired marketing directors similar to himself, and were consequently intensifying their marketing campaigns in the area, which created an urgency for Akron Children's Hospital to intensify its marketing efforts in order to remain competitive. 2. The main purpose of Akron Children’s Hospital study was? The main purpose of the Akron Children's Hospital study was to ascertain the best positioning for this hospital for the upcoming communications campaign, which was intended to increase the number of patients for the hospital by approximately 10% in the next fiscal year. By properly positioning this hospital for the upcoming communications campaign, the marketing director would exponentially increase the probability of this hospital increasing its patient cases by at least the 10% desired. 3. The key questions the Akron Children’s Hospital employees is the case are “What paths can they pursue?” The key questions that Akron Hospital employees addressed in this case are whether to proceed with plan A,B,C, or D, and would this effort be a worthwhile investment of financial resources? 4. The methods used by Powell and his team to answer the marketing research problem were? The methods used by Powell and his research team to answer the marketing research questions, were to conduct four focus groups in which participants would discuss their experiences with the hospital, conducting a field survey in order to
Case Study 2.3: Kid Stuff? Determining the Best Positioning Strategy for Akron Children's Hospital
Submitted for
MKT 611
Business Research Analysis
Professor Lance Mowrey
By:
Lauren M. Middleton
November 2nd, 2014
1. Akron Children’s Hospital Marketing Director Aaron Powell felt it was important to conduct this study because Akron Children's Hospital's marketing director Aaron Powell thought that it was important to conduct this study, because other competitive hospitals in the area had hired marketing directors similar to himself, and were consequently intensifying their marketing campaigns in the area, which created an urgency for Akron Children's Hospital to intensify its marketing efforts in order to remain competitive. 2. The main purpose of Akron Children’s Hospital study was? The main purpose of the Akron Children's Hospital study was to ascertain the best positioning for this hospital for the upcoming communications campaign, which was intended to increase the number of patients for the hospital by approximately 10% in the next fiscal year. By properly positioning this hospital for the upcoming communications campaign, the marketing director would exponentially increase the probability of this hospital increasing its patient cases by at least the 10% desired. 3. The key questions the Akron Children’s Hospital employees is the case are “What paths can they pursue?” The key questions that Akron Hospital employees addressed in this case are whether to proceed with plan A,B,C, or D, and would this effort be a worthwhile investment of financial resources? 4. The methods used by Powell and his team to answer the marketing research problem were? The methods used by Powell and his research team to answer the marketing research questions, were to conduct four focus groups in which participants would discuss their experiences with the hospital, conducting a field survey in order to