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In the United States, delivery of healthcare services has been under going tremendous change due to, government oversight, accessibility to care, increasing cost pressures, and insurance regulations.
One of the up-coming responses to these transformations is the enlarging shift in the perceived and real responsibility of patients’ wellbeing from providers to patients. This move is taking the form of increased educational materials and course being provided to patients, with the aim of empowering them to remain healthy for long through a sensitive focus on prevention.
Firms have a part to play in this move. Namely, food manufacturers and nutrition companies are starting to commend the virtues to their customers of eating healthier food, to enable the deliverance of improved satisfaction, both physiologically in addition to psychologically.
Exclusively, manufacturers are being requested to assist healthcare in providing nutritional information, communication, tracking mechanism and web-based tools, to support healthier lifestyles, hoping for improved patient health and a measurable reduction in health cost in the U.S. outcome.
One of the producers included in this food company product set would be:
Old El Paso
Updated Scenario:
You have recognized the undertaking surrounding within which food producers work; they ought to put up with the needs and requirement of all stakeholders within the surrounding, they include; health care provider, governmental agencies, third party payers and most essentially the customers.
As such, marketing managers within these corporations should be able to spot precise trend and directions that are impacting consumers’ attitude, and regulate their marketing (i.e., channel & consumer) tactics accordingly.
In addition, the marketing manager ought to develop market channel b assed on customers attitudes, specific marketing action plans, to capitalize on channel and customer needs, wants, and desires.
Capture client and channel opinion today and try to estimate them tomorrow, the manager have to conduct a variety of Marketing research studies, which include secondary research (e.g., review a publicly- traded company’s annual report / 10K, industry studies, etc.) in addition to primary research (e.g., interview channel managers, local retail managers, and consumers through? mystery shopping?).
In conclusion, the managers must always be sure to influence the resources that are around them so as to be successful in a vibrant environment. That is, they put into practice what they have learned through formalized training and their real-life experiences, leverage superiors in addition to team-members to strengthen their efforts (although copying / plagiarizing are forbidden).
Project Instructions:
1. Choose a manufacturer (Old El Paso) from the last name group, and use publicly available information (and / or directly contacting the company’s representatives by email or phone);
2. In your manufacturer secondary research, Identify and capture specific strategies and tactics that the manufacturer will use in addressing trends and directions in the healthcare at large and stakeholders within the environment the task will be conducted. . (In the case of publicly accessible information, you will likely find this information in their yearly report/10k. If you opt to contact the company directly, you will want to have prepared a set of explicit, well-organized questions to ask, to draw out answers to your questions, as well as share with them the reason for your outreach);
3. Capture and identify in your primary research:
Validation the producer’s policy and plans at the retail level;
Ways in which the retailer is either putting into practice or not, the producers intended strategies;
Ways in which client are either rising or lowering their interest in purchasing the producer’s brand in the local retail stores (To interview local retailer administrators, you will need to contact them in advance of arriving at their stores, to ask for permission to interview them and potentially interview clients within their store. In preparation for these interviews, you will be required to have prepared a set of specific, well-organized questions to ask to obtain answers to your questions, as well as share with them the reason for your outreach.)
4. Present a 10 research paper which gives the following information:
A structured assessment of the specific approaches and tactics that the producer is using to deal with trends and directions in the healthcare industry at large and the stakeholders within the task environment in particular;
A report of how the producer’s approaches and tactics are being implemented or not implemented at the retail level;
A report of whether clients interest in producers brands seams to be increasing or decreasing and gives reasons (e.g., referencing Levitt’s Product Life Cycle);
In summary give specific recommendations on how to improve the manufacturers’ brand success, basing your research on the manufacturer and retail or channel levels (as if you were consulting for the manufacturer’s marketing management team);
Include suitable sourcing or citation of at least three sources at the end of your paper.
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