Ethics in Marketing 1
Throughout this course you will analyze Case Study: East Chestnut Regional Health System (ECRHS).
Financial and Ethical Impact Analysis Summary
Review Case Study: East Chestnut Regional Health System.
Assume East Chestnut Regional Health upper management has asked you to analyze its current marketing strategies from both ethical and financial perspectives.
Use the Case Study Review Guide as a tool to help you complete your analysis.
Create a 1,050-word Financial and Ethical Impact Analysis for ECRHS’s current health care marketing strategy for upper management, based on the above factors.
Include a summary of each section in your analysis:
Mission and objectives
Organizational structure and culture
Current marketing strategies
Current financial analysis
Competitive advantage
Current value chain
Current target market
External environmental factors
Cite at least 3 reputable references to support your assignment (e.g., trade or industry publications, government or agency sites, scholarly works, or other sources of similar quality).
Case Study Review Guide
As part of your analysis of the East Chestnut Regional Health Case Study, you decide to review the following elements of the organization from the perspective of their ethical and financial impact on the organization’s health care marketing strategies:
Mission and objectives:
• What is the organization’s vision?
• What is its mission?
• What are its values?
• What are its strategic objectives?
Organizational structure and culture:
• How does the organization’s structure impact its success?
• How would you characterize the organization’s culture?
Current marketing strategies:
• What are the organization’s current products and services?
• How are they priced?
• How are they delivered to consumers?
• How are they currently promoting their products and services?
Current financial analysis:
• What currently makes the organization profitable? What is its current profit margin?
• How large is the market for the organization’s current products and services? Is it expanding or contracting? What share of the market does the organization currently hold?
• How do physical and technological resources impact its profitability?
Competitive Advantage:
• What competitive advantage does the organization currently have?
• How does it differentiate itself in the market?
Current value chain analysis:
• What are the key elements of your organization’s value chain?
• How does each element in the value chain help the organization succeed?
• Which factors must be taken into consideration when analyzing the organization’s value chain?
• How does the organization build value within the market?
Current target market:
• Who is the organization’s current target market?
• What are the demographics, such as age, income level, and ethnicity, of current consumers?
• What are current consumers’ values, attitudes, and lifestyles?
External Environmental Factors:
• Political
• Economic
• Sociocultural
• Technological
• Competitive
• Legal/regulatory
