Situational Analysis

For Final Project Milestone One, you analyzed Bellevue Hospital, and in your Module Four Worksheet, you practiced completing a very basic SWOT analysis. Now, for this second milestone, due in Module Five, you will conduct a full situational analysis (a comprehensive SWOT analysis) to identify the internal and external market factors that impact the Bellevue Hospital. Then, you will propose a new service to market for the organization based on those internal and external factors, and generate a marketing goal for this newly proposed service. Throughout this milestone, apply the marketing fundamentals of conversion of consumers to customers. Directions First, review the text readings and course resources you have studied so far. Then, review your Final Project Milestone One and Module Four Worksheet submissions and instructor feedback for those submissions. Please Note: The SWOT analysis you completed in the Module Four Worksheet is one method by which to conduct a situational analysis. Use this process to assist you as you complete the situational analysis in this milestone. Also, refer back to the Bellevue: Community Health Needs Assessment to inform your analysis. Next, within 23 pages, conduct a situational analysis that analyzes the internal and external market factors that impact Bellevue Hospital. In addition, propose a new service to market for the organization and develop marketing goals for this newly proposed service. The paper should explain how the newly proposed marketing goals align with the mission, vision, and strategic goals of the organization. You will use the SMART goal framework (specific, measurable, achievable, realistic, and timely) when stating your marketing goals. The following critical elements must be addressed: Situational Analysis: In this section of the marketing plan, you will be conducting a needs analysis to identify and propose a service for the organization. Analyze the internal (strengths and weaknesses) and external (opportunities and threats) market factors impacting the healthcare organization. Propose a new service to market for this organization based on what you learned from the Bellevue: Community Health Needs Assessment. Include an explanation as to whether it is addressing an opportunity or weakness from the market factor analysis. Note: refer back to your SWOT analysis from Module Four. Develop a marketing goal for the newly proposed service, applying the SMART goal framework. Consider: What might be a specific goal be? How is the goal going to be measured? How are the goals achieved (be specific)? Are they realistic? What is the timeframe? For example: The service will admit 45 new patients every fiscal quarter, which will be measured by the organizations census, reaching at least 5% of the proposed target population by the end of the fiscal year. Using details, justify the alignment of the marketing goal to the mission, vision, and strategic goals of the organization. Please be clear in your response. Identify and analyze the competition specific to your newly proposed service. Evaluate how the current marketing strategies used by the organization adhere to industry-specific ethical criteria. Be sure to integrate and apply what you learned from the course material about ethics in Modules Three and Four. Within the discussions, include at least 5 peer-reviewed journal articles that are no more than five years old to support your arguments, thoughts, and opinions.