Branding and Competitive Strategies’ Impact on Consumer Choice

MHACB/506 Competency 2 Assessment and Rubric 

Course Title: Ethical Marketing: The New Healthcare Economics

Competency Assessment Title: Branding and Competitive Strategies’ Impact on Consumer Choice

Assignment Directions

Review Case Study: East Chestnut Regional Health System. Assume upper management of the organization is interested in understanding the impact its branding and competitive strategies have on consumer choice, as well as the impact of the bargaining power of consumers in the health care market, especially on your products and services.

Prepare a 1,050-word summary of ECHRS’s branding and competitive strategies’ impact on consumer choice and branding power Part I: Branding Strategy Impact 

Analyze the impact that the current ECRHS brand has on consumer choice of its products and services. In your analysis, consider the following:

  • What is the current branding strategy of ECRHS?
  • How is the organization and its brand(s) perceived in the market?
  • Are there any negative impacts of legal cases against the organization within the community or its consumers? How might this impact their choice of a health care provider?
  • How have your acquisitions of other health care facilities impacted your brand image and consumer choice of your organization?
  • How has your handling of the COVID-19 pandemic impacted your brand image?
  • What impact do your branding strategies have on consumer choice and bargaining power?

 

Part II: Competitive Strategies Impact 

Analyze the impact that the current ECRHS competitors have on consumer choice of its products and services. In your analysis, consider the following:

  • Who are the 3 largest competitors, and how do their offerings differ from those of ECRHS?
  • What share of the market do the competitors hold?
  • What is the threat of new entrants to the market and the organization?
  • What is the threat of competitive/substitute products/services to the organization?
  • What is the bargaining power of customers in the market?
  • How does this bargain power impact consumer choice in the market and for ECRHS?

MHACB/506 Competency 2 Rubric

Page 2 of 3

 

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).

Format your assignment according to APA guidelines.

Submit your assignment.

MHACB/506 Competency 2 Rubric

Page 3 of 3

 

Competency Assessment Rubric

Assignment/Performance

Criteria

Mastery 100% Meets Expectations 85% Not Met 0%
1. Part 1: Branding Strategy Impact

(weight 48%)

The student comprehensively analyzed the impact that the current ECRHS brand has on consumer choice of its products and services. The student sufficiently analyzed the impact that the current ECRHS brand has on consumer choice of its products and services. The student did not analyze the impact that the current ECRHS brand has on consumer choice of its products and services.
2. Part II: Competitive Strategies Impact

(weight 48%)

The student comprehensively analyzed the impact that the current ECRHS competitors have on consumer choice of its products and services. The student adequately analyzed the impact that the current ECRHS competitors have on consumer choice of its products and services. The student did not analyze the impact that the current ECRHS competitors have on consumer choice of its products and services.
3. Grammar and Writing Mechanics

(weight 4%)

Accuracy in grammar, sentence structures, sentence boundaries, and word choice enhanced content Rare inaccuracies/errors in grammar, sentence structures, sentence boundaries, and word choice did not detract from the content Frequent inaccuracies/errors in grammar, sentence structures, sentence boundaries, and word choice detracted from the content

 

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