You should pick a new company for this case study, one that is different from the other assignments.  Research the company of your choosing, or you can pick one of the following companies:

1. Apple

2. Google

3. Coca Cola

4. American Airlines

5. Amazon.com

Respond to the four writing prompts below.  1. Create a case study summary of the company you have chosen, including a general overview of the company, its external environment, and a list of its current strategies and objectives. 2. If the company continues with its present strategies and objectives, where will it be in five years? 3. If you were the CEO of the company, what strategies would you recommend, and why? 4. Describe the competitive strategies used by the company’s main competitors. Which of these strategies are the most effective? How can your company combat these strategies? Support your answers. If you paraphrase, quote, or use ideas from any source, you should cite your sources using APA guidelines. Your case study should be at least five pages in length, excluding a cover page and references page.

Case Study

You work for a marketing department in a hospital within a suburban location of a large metropolitan area. Though it neighbors million-dollar homes, the hospital’s mission includes providing care to underserved and indigent populations in the area.

A new primary care physician moved into the area and approached your hospital to partner with her as she begins a new practice in the community. Because the administration is always anxious to welcome new practitioners to the hospital, you agree to meet with the physician. During the meeting, the physician explains that she wants to establish the first concierge medical practice in the community. The physician plans to attract around 100 families to her practice, and she plans to charge from $300 to $1,000 per month, depending on the size of the family unit. (Note: A goal of 100 families may not be realistic; however, the number makes for easier calculations.)

The patients who join the concierge practice will receive access to the physician’s services 24 hours a day, 7 days a week, at an office located near the hospital. Families will receive preventive care services, and the physician will design wellness programs to encourage healthy lifestyles for her patients. The physician will use the hospital for all emergent care, day surgeries, rehabilitation, and in-patient care. The physician also plans to use nutritionists and the hospital’s fitness center facilities.

1. Discuss some of the goods or services that could be highlighted in a marketing campaign that involves a concierge practice of medicine.
2. What advantages do you think a concierge practice of medicine might contribute to the hospital’s offerings of products to the community?
3. Discuss some of the issues and challenges that may arise from the hospital sponsoring a concierge practice of medicine. 

By Tuesday, July 4, 2017, submit your report in a 2- to 3-page Microsoft Word document to the W4: Assignment 2 Dropbox. 

Save your document as SUO_HCM3006_W4_A2_LastName_FirstInitial.doc.