CASE #1 – The Marketing ProcessYou are to write a 5-8 page report that answers the following: 1. An orthopedic group practice has decided to develop a pediatric sports medicine program. Describe at least three potential markets for this new service. 2. Describe the possible barriers to entry and exit for a physician wanting to establish a solo practice in internal medicine. 3. Describe the possible barriers to entry and exit for a company offering a health club facility in the same building where employees work. 4. Describe the possible barriers to entry and exit for a tertiary hospital developing a coronary bypass program. 5. Assume you are hired to design a managed care organization (MCO) plan targeted to baby boomers in San Antonio, Texas, a city with a large Hispanic population. Describe at least three ways that the MCO can make this service offering unique to respond to the major demographic trends of today.The format of the report is to be as follows: * Typed, double spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format. * Type the question followed by your answer to the question. * In addition to the 5-8 pages required, a title page is to be included. The title page is to contain the title of the assignment, your name, the instructor’s name, the course title, and the date.NOTE: You will be graded on the quality of your answers, the logic/organization of the report, your language skills, and your writing skills. |

The assignment will be graded using the following rubric:Questions One-Five are valued at 12 points each and Six-Seven are valued at 10 points for a total of 80 points. | Grading Rubric for Case #1 – The Marketing Process |

Criteria | Unacceptable | Developing | Competent | Exemplary | 1. Describe at least three potential markets for this new service. | Did not complete the assignment or insufficiently described potential markets for the new service. Described with less than 70% accuracy, thoroughness, and logic. | Described 1 potential market for the new service. Described with 70-79% accuracy, thoroughness, and logic. | Described 2-3 potential markets for the new service. Described with 80-89% accuracy, thoroughness, and logic. | Described 3 potential markets for the new service. Discussed the pros and cons of each potential market. Described with 90-100% accuracy, thoroughness, and logic. | 2. Describe the possible barriers to entry and exit for a physician wanting to establish a solo practice in internal medicine. | Did not complete the assignment or insufficiently described barriers to entry and exit; omitted key information and/or included irrelevant information. Described with less than 70% accuracy, thoroughness, and logic. | Described only the barriers to entry or barriers to exit; omitted key information. Described with 70-79% accuracy, thoroughness, and logic. | Described sufficiently barriers to both entry and exit. Described with 80-89% accuracy, thoroughness, and logic. | Described fully barriers to both entry and exit; included discussion of the ease or difficulty of each barrier. Described with 90-100% accuracy, thoroughness, and logic. | 3. Describe the possible barriers to entry and exit for a company offering a health club facility in the same building where employees work. | Did not complete the assignment or insufficiently described barriers to entry and exit; omitted key information and/or included irrelevant information. Described with less than 70% accuracy, thoroughness, and logic. | Described only the barriers to entry or barriers to exit; omitted key information. Described with 70-79% accuracy, thoroughness, and logic. | Described sufficiently barriers to both entry and exit. Described with 80-89% accuracy, thoroughness, and logic. | Described fully barriers to both entry and exit; included discussion of the ease or difficulty of each barrier. Described with 90-100% accuracy, thoroughness, and logic. | 4. Describe the possible barriers to entry and exit for a tertiary hospital developing a coronary bypass program. | Did not complete the assignment or insufficiently described barriers to entry and exit; omitted key information and/or included irrelevant information. Described with less than 70% accuracy, thoroughness, and logic. | Described only the barriers to entry or barriers to exit; omitted key information. Described with 70-79% accuracy, thoroughness, and logic. | Described sufficiently barriers to both entry and exit. Described with 80-89% accuracy, thoroughness, and logic. | Described fully barriers to both entry and exit; included discussion of the ease or difficulty of each barrier. Described with 90-100% accuracy, thoroughness, and logic. | 5. Describe at least three ways that the MCO can make this service offering unique to respond to the major demographic trends of today. | Did not complete the assignment or insufficiently described; did not discuss the Hispanic market; omitted key information and/or included irrelevant information. Described with less than 70% accuracy, thoroughness, and logic. | Described 1 way the MCO can offer a unique service targeting the Hispanic market; omitted key information. Described with 70-79% accuracy, thoroughness, and logic. | Described 2-3 ways the MCO can offer a unique service targeting the Hispanic market. Described with 80-89% accuracy, thoroughness, and logic. | Described 3 ways the MCO can offer a unique service targeting the Hispanic market; included research regarding the needs of the Hispanic population. Described with 90-100% accuracy, thoroughness, and logic. | 6. Clarity | Did not complete the assignment or explanations are unclear and not organized. (Major issues) | Explanations generally unclear and not well organized. (Many issues) | Explanations generally clear and/or organized. (Minor issues) | Explanations very clear and well organized.(Added helpful details) | 7. Writing – Grammar, sentence structure, paragraph structure, spelling, punctuation, APA usage. | Did not complete the assignment or had 8 or more different errors in grammar, sentence structure, paragraph structure, spelling, punctuation or APA usage. (Major issues) | Had 6-7 different errors in grammar, sentence structure, paragraph structure, spelling, punctuation or APA usage. (Many issues) | Had 4-5 different errors in grammar, sentence structure, paragraph structure, spelling, punctuation or APA usage. (Minor issues) | Had 0-3 different errors in grammar, sentence structure, paragraph structure, spelling, punctuation or APA usage. |
Two points will be awarded for proper content and format of title page