Problem
Pick a health services organization (such as Kaiser Permanente or Cigna) of your choice and conduct an analysis of its target markets, how it is positioned in the marketplace. Your research can include your own experiences with the organization, experiences of friends or relatives, the organization's website, a visit to the organization (if possible), websites of competitors, library research on the service category, and any other place you think you can find credible information to provide depth to your analysis.
After completing your research, answer the following questions:
A. Name and describe the health service organization. Define its product/service background.
B. Describe its primary target market in terms of the segmentation variables. You can use the Claritas Zip Code Look-up system or describe it yourself.
C. Describe the organization's primary competitors. If possible, create a positioning map using two variables important to the patients/clients of the organization.
D. Based on your competitive analysis, what do you is the organization's competitive position?
E. What recommendations would you make for changes to the organization's target market, services or competitive position and why?