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SWOT Analysis

SWOT Analysis

SWOT Analysis

Conduct a SWOT analysis discussing the strengths, weaknesses, opportunities, and threats of the healthcare organization in your marketing plan.  Write a three- to four-page (excluding title and reference pages) SWOT Analysis paper in APA format.  In your paper, incorporate a minimum of three scholarly sources (in addition to the course text) that were published within the past five years and that are cited according to APA guidelines as outlined in the Ashford Writing Center.
The SWOT analysis should include the following four components:

Strengths – An organization’s resources and capabilities that can be used as a basis for developing a competitive advantage.
Weaknesses – Internal attributes that the organization might struggle. The absence of certain strengths may be viewed as weaknesses.
Opportunities – External conditions that may reveal certain new opportunities on profit and growth.
Threats – Factors or changes in the external environment that may present threats to the organization.
 
Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

SWOT Analysis Includes Strengths
Total: 1.50
Distinguished – Provides an exceptionally thorough discussion of the strengths of an organization and its ability to compete and establish trends in the market.
Proficient – Discusses the strengths of an organization and its ability to compete and establish trends in the market. Some relevant details are missing.
Basic – Minimally discusses the strengths of an organization and its ability to complete and establish trends in the market. Many relevant details are missing.
Below Expectations – Attempts to discuss the strengths of an organization and its ability to compete and establish trends in the market; however, discussion is unclear and/or incomplete.
Non-Performance – The discussion of the organization’s strengths is either nonexistent or lacks the components described in the assignment instructions.

SWOT Analysis Includes Weaknesses
Total: 1.50
Distinguished – Comprehensively analyzes the weaknesses of the organization and the need to overcome the internal issues through education and training to compete in the market.
Proficient – Analyzes the weaknesses of the organization and the need to overcome the internal issues through education and training to compete in the market. Some relevant details are missing.
Basic – Provides a minimal analysis of the weaknesses of the organization and the need to overcome the internal issues through education and training to compete in the market. Many relevant details are missing.
Below Expectations – The analysis of the organization’s weaknesses is unclear and/or incorrect.
Non-Performance – The analysis of weaknesses is either nonexistent or lacks the components described in the assignment instructions.

SWOT Analysis Includes Opportunities
Total: 1.50
Distinguished – Thoroughly analyzes the external conditions that may reveal certain new opportunities for profit and growth.
Proficient – Analyzes the external conditions that may reveal certain new opportunities for profit and growth. Some minor details are missing.
Basic – Provides a minimal analysis of the external conditions that may reveal certain new opportunities for profit and growth. Some relevant details are missing.
Below Expectations – Attempts to analyze the external conditions that may reveal certain new opportunities for profit and growth; however, the description is unclear and/or may contain inaccurate information.
Non-Performance – The analysis of external conditions is either nonexistent or lacks the components described in the assignment instructions.

SWOT Analysis Includes Threats
Total: 1.50
Distinguished – Thorough and comprehensive analysis of the threats to the selected organization. Includes the factors or changes in the external environment that may present these threats.
Proficient – Analyzes threats to the selected organization. Includes the factors or changes in the external environment that may present threats to the organization; however, some information is missing.
Basic – Provides limited analysis of the threats to the selected organization. Includes some of the factors or changes in the external environment that may present threats to the organization; however, many relevant details are missing.
Below Expectations – Attempts to analyze threats to the selected organization. Includes few of the factors or changes in the external environment that may present threats to the organization; however, analysis is incorrect and/or incomplete.
Non-Performance – The analysis of threats is either nonexistent or lacks the components described in the assignment instructions.

Reading: Comprehension
Total: 0.34
Distinguished – Distinguishes probable implications of the text for contexts, perspectives, or issues outside the assigned task or beyond the author’s explicit message.
Proficient – Uses the text, general background understanding, and/or specific knowledge of the author’s context to draw more intricate inferences about the author’s message and approach.
Basic – Considers how textual features (e.g., sentence and paragraph structure or tone) contribute to the author’s message; draws fundamental inferences about context and rationale of text.
Below Expectations – Inadequately captures vocabulary and makes an effort to paraphrase or summarize the information the text communicates.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Critical Thinking: Explanation of Issues
Total: 0.33
Distinguished – Clearly and comprehensively explains in detail the issue to be considered, delivering all relevant information necessary for a full understanding.
Proficient – Clearly explains in detail the issue to be considered, delivering enough relevant information for an adequate understanding.
Basic – Briefly recognizes the issue to be considered, delivering minimal information for a basic understanding.
Below Expectations – Briefly recognizes the issue to be considered, but may not deliver additional information necessary for a basic understanding.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Integrative Learning: Transfer
Total: 0.33
Distinguished – Adapts and employs, independently, skills, abilities, theories, or methodologies gained in one situation to new situations. Solves difficult problems or explores complex issues in original ways.
Proficient – Utilizes skills, abilities, theories, or methodologies gained in one situation to new situations, contributing to an understanding of problems or issues.
Basic – Attempts to utilize, in a basic way, skills, abilities, theories, or methodologies gained in one situation, in a new situation.
Below Expectations – Attempts to utilize, in a basic way, skills, abilities, theories, or methodologies gained in one situation in a new situation. Such attempts may be ineffective.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Written Communication: Control of Syntax and Mechanics
Total: 0.25
Distinguished – Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors, and is very easy to understand.
Proficient – Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors, and is mostly easy to understand.
Basic – Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors, which may slightly distract the reader.
Below Expectations – Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors, which distract the reader.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

APA Formatting
Total: 0.25
Distinguished – Accurately uses APA formatting consistently throughout the paper, title page, and reference page.
Proficient – Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.
Basic – Exhibits basic knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.
Below Expectations – Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.
Non-Performance – Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.

Page Requirement
Total: 0.25
Distinguished – The paper meets the specific page requirement stipulated in the assignment description.
Proficient – The paper closely meets the page requirement stipulated in the assignment description.
Basic – The paper meets over half of the page requirement stipulated in the assignment description.
Below Expectations – A fraction of the page requirement is completed.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Resource Requirement
Total: 0.25
Distinguished – Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Proficient – Uses required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Basic – Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.
Below Expectations – Uses inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Required Text
Hillestad, S. & Berkowitz, E. (2004).  Heath care market strategy: From planning to action (3rd ed).  Sudbury, MA: Jones and Bartlett.
Required Resources

Article
American Hospital Association.  (2012).  Key issues.  Retrieved from http://www.aha.org/aha/issues/index.html
Multimedia
Kmccoypbo.  (2009, June 26).  Why your healthcare practice needs a marketing plan.  [Video file].  Retrieved from http://www.youtube.com/watch?v=KclSAM7U76I
Website
HealthCare.gov.  ( http://www.healthcare.gov/)

Recommended Resources

Articles
Alkhateeb, F. M., Clauson, K. A., Khanfar, N. M., & Latif, D. A. (2008).  Legal and regulatory risk associated with Web 2.0 adoption by pharmaceutical companies.  Journal of Medical Marketing, 8(4), 311-318.  Retrieved from the ProQuest database.

Daniel, K. L., Bernhardt, J. M., & Eroglu, D. (2009).  Social marketing and health communication: From people to places.  American Journal of Public Health, 99(12), 2120-2122.  Retrieved from the ProQuest database.

Davis, J. A., Marino, L. D., & Davis, L. (2007).  Senior services: Exploring nursing home services for community-based senior.  International Journal of Pharmaceutical and Healthcare Marketing, 1(1), 304-317.  Retrieved from the ProQuest database.

Dubey, R., & Dubey, J. (2009).  Pharmaceutical product differentiation: A strategy for strengthening product pipeline and life cycle management.  Journal of Medical Marketing, 9(2), 104-118.  Retrieved from the proQuest database.

Hanna, G. (2006).  Focus on creativity and aging in the United States.  Generations, 30(1), 47-49.  Retrieved from the ProQuest database.

Jung, M. L., & Berthon, P. (2009).  Fulfilling the promise: A model for delivering successful online health care.  Journal of Healthcare Management, 9(3), 243-254.  Retrieved from the ProQuest database.

Kash, B. A., Boyer, G. J., & Beathard, P. K. (2008). Advertising expenditures in the nursing home sector: Evaluating the need for and purpose of advertising.  Journal of Healthcare Management, 53(4), 242-256.  Retrieved from the ProQuest database.

Lindrooth, R. C. (2008).  Research on the hospital market: Recent advances and continuing data needs.  Inquire-Excellus Health Plan, 45(1), 19-29.  Retrieved from the ProQuest database.

Nussbaum, A. K. (2009).  Ethical corporate social responsibility (CSR) and the pharmaceutical industry: A happy couple? Journal of Medical Marketing, 9(1), 67-76.  Retrieved from the ProQuest database.

Patterson, L. (2007).  Taking on the metrics challenge. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 270-276.  Retrieved from the ProQuest database.

Rao, S. K. (2009).  A new paradigm for developing bio/pharmaceutical positioning strategy.  Journal of Medical Marketing, 9(1), 29-39.  Retrieved from the ProQuest database.

Rooney, K. (2009).  Consumer-driven healthcare marketing: Using the web to get up close and personal.  Journal of Healthcare Management, 54(4), 241-251.  Retrieved from the ProQuest database.

Steoger. N. J., & Balog, A. (2010).  Realizing patient-centered care: Putting patients in the center, not the middle.  Frontiers of Health Services Management, 26(4), 15-25.  Retrieved from the proQuest database.

Stewart, D. W. (2006).  Putting financial discipline in marketing: A call to action.  Corporate Finance Review, 11(2), 14-21.  Retrieved from the ProQuest database.

Thomas, M. (2000).  Marketing performance measurement: Directions for development.  Journal of Targeting, Measurement and Analysis for Marketing, 9(1), 70-91.  Retrieved from the ProQuest database.

Yang, W. (2010).  Relationships among internal marketing perceptions, organizational support, job satisfaction and role behavior in healthcare organizations.  International Journal of Management, 27(2), 241-251.  Retrieved from the ProQuest database.


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