Module 1: Discussion 1: PEST External Analysis Read: The following in Berkowitz,
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Module 1: Discussion 1: PEST External Analysis
Read: The following in Berkowitz, E. (2017). Essentials of health care marketing. (4th ed.). Burlington, MA: Jones & Bartlett Learning.Chapter 1: The Meaning of Marketing
Chapter 2: Marketing Strategy
Chapter 3: The Environment of Marketing Strategy
Using the urgent care industry and the SIC and NAICS codes you identified for the industry, identify and analyze the external environment using the four macro-environmental external forces found in the PEST (Political-Regulatory, Economic, Social-Demographic, and Technological) tool.In your discussion posting, a full discussion of each of the four categories and two factors you identify for each category are required. It will not be sufficient to only develop the PEST worksheet (see link below). It is expected that your initial discussion posting will include an analysis and discussion of the factors in each of the categories. Two factors for each category should be sufficient.
Discusion 2 Porter’s Five force model.
Using the urgent care service industry, identify and analyze the five micro-environmental industry forces (aka Porter’s Five Force Model). This tool was created by Harvard Business School professor, Michael Porter, to analyze the attractiveness and likely-profitability of an industry. Since publication, it has become an important business and marketing strategy tool. The following citation is the classic article which introduces it:
Porter, M. E. (1979). How competitive forces shape strategy. Harvard Business Review. Retrieved from https://hbr.org/1979/03/how-competitive-forces-shape-strategy
There are resources in this module which summarize this tool. Please review them before completing this discussion. You will need to review the “Porter’s Five Forces Marketing Tool” page in this module. Also, there is a “Porter’s Five Forces” Worksheet available to use in this module. (Located immediately before this discussion.
