Overview:  For this second assignment, pick a health services organization of your choice and

conduct an analysis of its target markets, how it is positioned in the marketplace, and what kind of behaviors its customers exhibit when selecting their services. Your research can include your

own experiences with the organization, experiences of friends or relatives, the organization’s

website, a visit to the organization (if possible), websites of competitors, library research on the

service category, and any other place you think you can find information to provide depth to

your analysis.

After completing your research, prepare your Written Assignment 2 as directed by the general

guidelines for written assignments in the syllabus, project descriptions, by answering each of the

following questions in turn:

1. Name and describe the health service organization.

2. Describe its primary target market in terms of the segmentation variables presented in the

Week 4 Overview. You can use the PRISM system(in marketing) or describe it yourself. 

3. What kind of behaviors do its patients/clients exhibit when making a decision to use the

organization’s services? Might want to refer to the Health Service Model. 

4. What do you think is the organization’s value proposition?  Use the generic value

propositions outlined in the Week 4 Overview.

5. Describe the organization’s primary competitors.  If possible, prepare a positioning map

using two variables important to the patients/clients of the organization. 

6. Based on your competitive analysis, what do you is the organization’s competitive

position? 

7. What recommendations would you make for changes to the organization’s target market,

services or competitive position and why?