Case Study 1: Revitalizing a Brand
Due Week 4 and worth 200 points
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Read the case study titled “Revitalizing a Brand”, located in the online course shell. Use the Internet or Strayer databases to research the branding and communication strategies of one (1) health services organization that is similar to the health services organizations mentioned in the case study.
Write a four to six (4-6) page paper in which you:
- Describe the current marketing communication, identity, and brand position of Plaza Home Health Services.
- Conduct a Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services.
- Assess the importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position).
- Compare branding and communication strategies of a similar health services organization with that of Plaza Home Health Services. Determine whether or not Plaza Home Health Services should apply additional best practices into its current branding and communication strategies. Provide a rationale and support for your response.
- Use at least five (5) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
- Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
- Examine the marketing research process and market segmentation strategies in the health care industry.
- Analyze business planning based on an analysis of domestic and global operating environments, market dynamics (supply and demand), commercialization, and product-market expansion.
- Explain how branding strategies apply to the health care market for existing and new products.
- Determine the marketing communications strategy used in health care services.
- Use technology and information resources to research issues in health services strategic marketing.
- Write clearly and concisely about health services strategic marketing using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.
| Points: 200 | Case Study 1: Revitalizing a Brand | |||
| Criteria | Unacceptable
Below 70% F |
Fair
70-79% C |
Proficient
80-89% B |
Exemplary
90-100% A |
| 1. Describe the current marketing communication, identity, and brand position of Plaza Home Health Services.
Weight: 20% |
Did not submit or incompletely described the current marketing communication, identity, and brand position of Plaza Home Health Services. | Partially described the current marketing communication, identity, and brand position of Plaza Home Health Services. | Satisfactorily described the current marketing communication, identity, and brand position of Plaza Home Health Services. | Thoroughly described the current marketing communication, identity, and brand position of Plaza Home Health Services. |
| 2. Conduct a Strengths Weaknesses, Opportunities Threats (SWOT) analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services. Weight: 25% |
Did not submit or incompletely conducted a Strengths Weaknesses Opportunities Threats (SWOT) analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services. | Partially conducted a Strengths Weaknesses Opportunities Threats (SWOT) analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services. | Satisfactorily conducted a Strengths Weaknesses Opportunities Threats (SWOT) analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services. | Thoroughly conducted a Strengths Weaknesses Opportunities Threats (SWOT) analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services. |
| 3. Assess the importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position).
Weight: 20% |
Did not submit or incompletely assessed the importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position). | Partially assessed the importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position). | Satisfactorily assessed the importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position). | Thoroughly assessed the importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position). |
| 4. Compare branding and communication strategies of a similar health services organization with that of Plaza Home Health Services. Determine whether or not Plaza Home Health Services should apply additional best practices into its current branding and communication strategies. Provide a rationale and support for your response.
Weight: 20% |
Did not submit or incompletely compared branding and communication strategies of a similar health services organization with that of Plaza Home Health Services. Did not submit or incompletely determined whether or not Plaza Home Health Services should apply additional best practices into its current branding and communication strategies. Did not submit or incompletely provided a rationale and support for your response. | Partially compared branding and communication strategies of a similar health services organization with that of Plaza Home Health Services. Partially determined whether or not Plaza Home Health Services should apply additional best practices into its current branding and communication strategies. Partially provided a rationale and support for your response. | Satisfactorily compared branding and communication strategies of a similar health services organization with that of Plaza Home Health Services. Satisfactorily determined whether or not Plaza Home Health Services should apply additional best practices into its current branding and communication strategies. Satisfactorily provided a rationale and support for your response. | Thoroughly compared branding and communication strategies of a similar health services organization with that of Plaza Home Health Services. Thoroughly determined whether or not Plaza Home Health Services should apply additional best practices into its current branding and communication strategies. Thoroughly provided a rationale and support for your response. |
| 5. Five (5) references
Weight: 5% |
No references provided | Does not meet the required number of references; some or all references poor quality choices. | Meets number of required references; all references high quality choices. | Exceeds number of required references; all references high quality choices. |
| 6. Clarity, writing mechanics, and formatting requirements
Weight: 10% |
More than 6 errors present | 5-6 errors present | 3-4 errors present | 0-2 errors present |