Category: Marketing

East Chestnut Regional Health System has now asked you for a Pro Forma Income Statement for a new or revised product you recommend the organization offer. You have decided you need to break your work into 4 parts:

• Market size calculation
• Breakeven analysis
• Pro forma income statement
• Marketing plan considerations

For this project, collaborate with a classmate, a work colleague, or a respected professional in the health care industry by sharing this portion of your marketing plan.

Review .

Part I: Market Size Calculation

Assume ECRHS is located in the market where you live or work.

Visit the University Library page. From this page, visit the United States Census Bureau sites linked under the Demographic Data heading.

Make a rough estimate of the need for health care products or services based on your areas population demographics, using age, gender, and in some cases, race. On these sites, you can find information on the total U.S. market for health care, as well as the number of U.S. consumers who fit your target market segmentation.

Determine the local market for the product or service you recommend for East Chestnut Regional Health.

Multiply the number of people who might need your recommended ECRHS product or service by the estimate of market share you believe ECRHS can achieve.

• Example: if 6,000 women might need obstetrical services, and ECRHS has a potential 40 percent market share, this results in a market size of 2,400 patients for ECRHS.

Prepare a 150- to 300-word summary of your market determination process.

Part II: Breakeven Analysis

A breakeven analysis determines the number of products or amount of service that must be sold to consumers for the organization to break even (cover the costs of production or provision of the service).

Use the to prepare your analysis.

Prepare a 150- to 300-word summary of your breakeven analysis that includes the following:

• The fixed and variable costs of production or service provision
• The market price and number of units sold at that price
• The number of units of product or service that need to be sold to cover the fixed and variable costs at the price level

Part III: Pro Forma Income Statement

A pro forma income statement shows the expected revenue of a product minus the expected costs (which equals the resulting profit). It will also show if producing and selling a product might result in a loss. Remember, costs include not only production, but the resources needed to sell the product (advertising, sales rep salaries, office expenses, etc.).

Create a pro forma income statement for the new product or service you are recommending for ECRHS. Use the . Include the following for 1 year:

• Projected sales volume in units and revenue
• Projected cost of goods/services
• Projected marketing expenses
• Projected net income

Prepare a 500-word summary statement of your pro forma income statement for ECRHS for the new or revised existing product or service you have recommended. Include the following:

• Summary of market size calculation (150 words)
• Summary of breakeven analysis (150 words)
• Summary of projected profit (200 words)

Part IV: Marketing Plan Considerations

Now that you have a better understanding of your market and the finances of the organization, you must consider how economics and finances can affect your marketing strategy.

Write a 350- to 500-word analysis of how specific economic or financial issues will affect marketing strategies for the new ECRHS product or service.

Cite your sources.

• Make sure to give credit to any sources you use by including both in-text citations and a list of references. You can see how to do this in the APA 7 manual or in the . Here’s a quick example:
• In-text citation example: According to Hubbart (2023), resistance to change is . . .
• Reference example: Hubbart, J. A. (2023). Organizational change: The challenge of change aversion. Administrative Sciences, 13(7), 162. https://doi.org/10.3390/admsci13070162
• You don’t have to follow this citation style perfectly, but it’s important to show which ideas are yours and which come from other places when you’re doing your assignments.

Download and review the .

Submit your assessment.

Note: To pass a Competency Assessment you must receive at least a Meets Expectations (ME). You can resubmit your Competency Assessment a maximum of 2 times. You will receive feedback for your Competency Assessment. Use that feedback to make improvements before revising and resubmitting. This is an opportunity to learn and to build mastery.

Overview

Managing and optimizing brand equity is one of the long-term goals of any organization and thus it is a joint responsibility of all the functional departments. Brand equity is the set of assets linked to the brand. These assets include brand awareness, brand loyalty, and brand associations. Appropriate alignment of key departments with marketing is a key element in the brand management and optimization process.

As the regional marketing director leading a phased marketing strategy to reopen parks after a safety incident, you must ensure key functional departments in the organization coordinate for a smooth reopening of the parks. There is a need for clear, concise, and frequent communication for helping departments understand their responsibilities and their interdependencies with other departments. As a part of your initial analysis about the brand implications, create a presentation to help the departmental heads understand the alignment needs and the roles and responsibilities of the cross-functional departments.

Prompt

In this assignment, you will identify the responsibilities of three functional departments of the organization in the course scenario: sales, operations, and marketing. You will also share the need for alignment between these functional departments to ensure the smooth reopening of the park and to improve brand equity.

Specifically, you must address the following rubric criteria:

1. Describe the need for an alignment among the sales, operations, and marketing departments to ensure the successful reopening of the park. Consider the following key elements (12 slides):

• Interdepartmental communication
• Knowledge and feedback sharing

1. Identify and describe the role of these cross-functional departments and how they can contribute to improve brand equity. Consider following points for your description (35 slides):

• Sales
• If the sales department’s primary role is to create individual and group sales for the company, what strategy can they undertake to grow sales considering the current situation? Ground your response in research and rich detail, using citations and resources.
• Operations
• If the operations departments primary role is the safety of the guests and employees, what strategy can they undertake to ensure a safe and fun experience for both guests and employees? Ground your response in research and rich detail, using citations and resources.
• Marketing
• If the marketing departments primary role is to attract, retain, and grow revenues from the parks target audience, what strategy can they undertake considering the current situation? Ground your response in research and rich detail, using citations and resources.

What to Submit

Submit a narrated PowerPoint presentation that is 5 to 7 slides in length. Consult the and for more information.

Note: In addition to the text on the slides, remember to include audio narration in your PowerPoint presentations to convey your information effectively. If due to technical challenges, audio narration is not possible, precise and extensive speaker notes should be used to address all the critical elements in the presentation. For example, you can use brief bulleted lists on the slide and include detailed explanations in your audio narration or speaker notes.

Module Two Presentation Rubric

CriteriaExceeds Expectations (100%)Meets Expectations (90%)Partially Meets Expectations (70%)Does Not Meet Expectations (0%)ValueNeed for Alignment Among Cross-Functional DepartmentsExceeds expectations in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies the need for alignment among the marketing, sales and operations departments specifically from a communication and knowledge-sharing perspectiveShows progress toward meeting expectations, but with errors or omissions; areas for improvement may include identifying the need for alignment among functional departments to ensure the successful reopening of the parkDoes not attempt criterion25Strategies and Brand Optimization: SalesExceeds expectations in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies and describes the key strategy of the sales department for optimizing the brand equityShows progress toward meeting expectations, but with errors or omissions; areas for improvement may include identifying the role of sales departments in brand optimizationDoes not attempt criterion20Strategies and Brand Optimization: OperationsExceeds expectations in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies and describes the key strategy of the operations department for optimizing the brand equityShows progress toward meeting expectations, but with errors or omissions; areas for improvement may include identifying the role of operations departments in brand optimizationDoes not attempt criterion20Strategies and Brand Optimization: MarketingExceeds expectations in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies and describes the key strategy of the marketing department for optimizing the brandShows progress toward meeting expectations, but with errors or omissions; areas for improvement may include identifying the role of marketing departments in brand optimizationDoes not attempt criterion20Clear CommunicationExceeds expectations with an intentional use of language that promotes a thorough understandingConsistently and effectively communicates in an organized way to a specific audienceShows progress toward meeting expectations, but communication is inconsistent or ineffective in a way that negatively impacts understandingShows no evidence of consistent, effective, or organized communication10Citations and AttributionsUses citations for ideas requiring attribution, with few or no minor errorsUses citations for ideas requiring attribution, with consistent minor errorsUses citations for ideas requiring attribution, with major errorsDoes not use citations for ideas requiring attribution5Total:100%

Angels Inc. is considering bringing the garage fabrication process (which is currently outsourced) in-house. If garage fabrication were brought in-house, the factory would be structured as follows. Roofs are punched in a roof punching press (9 minutes per roof) and then formed in a roof forming press (7 minutes per roof). Bases are punched in a base punching press (8 minutes per base) and then formed in a base forming press (9 minutes per base), and the formed base is welded in a base welding machine (10 minutes per base). The base sub-assembly and the roof then go to final assembly where they are welded together (9 minutes per garage) on an assembly welding machine to complete the garage. Assume one operator at each station.

(a) Draw a process flowchart of the process.

(b) What is the minimum time required to produce a garage (from starting an order to finishing it)?

(c) What is the capacity of the factory in terms of garages per hour?

(d) If you want to increase the capacity, what is the stage that you would put some additional resources?

Overview

A strengths, weaknesses, opportunities, and threats (SWOT) analysis is an effective tool for making marketing decisions and continually evaluating the marketplace to determine if adjustments should be made to a marketing plan.

For this assignment, you will complete a SWOT analysis. You may complete the analysis in the form of an interactive or in the form of a quiz. You only need to complete one version of the SWOT analysis. Then you will reflect on what you learned from doing the SWOT analysis by responding to questions.

Directions

Complete one version of the SWOT analysis simulation. The interactive and the quiz themselves are non-graded tools to help you experience a SWOT analysis. You will be graded based on the Module Six SWOT Analysis Rubric.

Specifically, you must address the following rubric criteria:

• SWOT Analysis Version: Name the SWOT analysis version that you completed. Reflect on your experience with completing a simulation of a SWOT analysis by addressing the prompts below.
• Category: Name the SWOT category (strengths, weaknesses, opportunities, or threats) that was the most challenging in the analysis simulation.
• Learning: Summarize what you have now learned about the challenging category and how it will help you better identify items that belong in that category in the future.
• Overlooked Most Often: Name the SWOT analysis category you think marketers may overlook most often and explain why.
• Two Potential Negative Impacts: Summarize at least two potential negative impacts of failing to consider the often overlooked category.

What to Submit

Submit your assignment as a Microsoft Word document that includes a 1- to 3-sentence response for each rubric criterion. Sources should be cited according to APA style.

Module Six SWOT Analysis Rubric

CriteriaMeets ExpectationsPartially Meets ExpectationsDoes Not Meet ExpectationsValueSWOT Analysis VersionNames the version of the SWOT analysis that was completed (100%)N/ADoes not attempt criterion (0%)10CategoryNames the SWOT category that was the most challenging in the analysis (100%)N/ADoes not attempt criterion (0%)20LearningSummarizes what was learned about the challenging category and how it will help better identify items for that category in the future (100%)Shows progress toward meeting expectations, but with errors or omissions; areas for improvement may include a more accurate or complete description of the category (75%)Does not attempt criterion (0%)20Overlooked Most OftenNames the SWOT analysis category marketers often overlook and explains why (100%)Shows progress toward meeting expectations, but with errors or omissions; areas for improvement may include providing a more logical description as to why SWOT analysis category is often overlooked (75%)Does not attempt criterion (0%)20Two Potential Negative ImpactsSummarizes at least two potential negative impacts of failing to consider the often overlooked category (100%)Shows progress toward meeting expectations, but with errors or omissions; areas for improvement may include providing a more accurate or complete description of at least two potential negative impacts (75%)Does not attempt criterion (0%)20Clear CommunicationConsistently and effectively communicates in an organized way to a specific audience (100%)Shows progress toward meeting expectations, but communication is inconsistent or ineffective in a way that negatively impacts understanding (75%)Shows no evidence of consistent, effective, or organized communication (0%)5Citations and AttributionsUses citations for ideas requiring attribution, with consistent minor errors (100%)Uses citations for ideas requiring attribution, with major errors (75%)Does not use citations for ideas requiring attribution (0%)5Total:100%

Write a four-page paper on value proposition and positioning. Focus on attributes and benefits. The assignment needs to be done in the APA format. This assignment may be used as part of your Marketing Plan which is due in week seven. While doing this assignment, think about a company you would be interested in creating a marketing plan for. How you position your product or service and the value associated is a part of the marketing plan.

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Instructions

Prepare a 12-page critical reflection that responds to the themes and questions raised in the HBS case study Amazon Shopper Panel: Paying Customers for Their Data. Your reflection should be written in a cohesive, essay-style format, not as separate bullet points or short answers. Your writing should demonstrate clarity, flow, and graduate-level depth of analysis.

Please include in your reflection:

• Discuss your perspective on the future of customer data.
• Consider trends such as first-party data, privacy regulations, AI-driven analytics, the cookieless future, transparency expectations, and consumer empowerment.
• Evaluate the ethical considerations surrounding data collection and data incentives.
• Identify potential risks, power dynamics, trade-offs, and stakeholder impacts
• Analyze Amazons approach.
• Do you believe paying customers for their data crosses an ethical line?
• If yes, explain how. If no, explain why not. Support your stance with concepts from the case, course readings, or other credible sources.