Business Research Analysis: Determining the Best Positioning Strategy for Akron Children's Hospital

667 Words Nov 24th, 2014 3 Pages
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
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5. The most important understanding about Arkon Children’s Hospital as an organization that led the firm to consider the research about its positioning was The most important understanding about Akron Children's Hospital as an organization that led the firm to consider the research about its positioning was that this hospital was basically about the kids, and that everything about this hospital should emphasize the kids. In addition, there were rival hospitals that were engaging in aggressive marketing campaigns that threatened the economic and financial security of this hospital as a business institution. An increase in the marketing campaigns in these hospitals could reduce the number of patient cases at Akron Children's Hospital. 6. The research design decision can be put into context by The research design can be put into context as qualitative focus group centered research, that also contained elements of quantitative research methodologies, due to the inclusion of statistical subject matter. 7. The main inferences/conclusions in this case are The main conclusions of this case are that the effective positioning of an institution will require a number of planning options, with focus group research being among those options. There must be a concerted effort by all team members to focus on the

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