Purpose: The purpose of this discussion is to explore concepts of product strategy; how to most effectively use marketing to promote the products or services of a company.
Description: An accountable care organization (ACO) is entering the Flint Michigan market. The company is trying to generate initial demand through a series of magazine advertisements. The ACO is the first of its kind in Flint, and people in the market are unfamiliar with the benefits of ACO’s.
Instructions: Answer the following questions regarding the short case above. Each answer should entail 1-2 short
Questions:
What components/points would you suggest in an initial marketing strategy for this new ACO? How are these suggestions different, and what is the intended outcome?
When a second ACO enters the market, how you propose to change the initial marketing strategy? What will make this new approach different?
