Strategic Marketing Plan, management homework help

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Question Description

For the final Portfolio Project you will submit a written paper developing an organization’s strategic marketing plan that you could share with the organization’s board of directors. You may wish to choose the organization you work for currently or one you have worked for in the past. If you like, you may also create a fictional organization from research you have gathered about different organizations in the healthcare industry. You will need to be sure to have sufficient detail and realistic information about this fictional organization to complete the assignment requirements.

The paper components will include: assessing the organization’s environment, identifying the consumer market, developing a mission and vision statement, summarizing quality initiatives, developing a plan for marketing the organization, and creating a monitoring measurement metric to ensure future success of the organization. The project will consist of the following elements:

  • An introduction of the organization
  • A SWOT analysis identifying the organizational competencies and strategic advantages
  • Identification of the consumer, key stakeholders or market
  • A mission and vision statement
  • A summary of quality initiatives for the organization
  • Recommendations for monitoring measurements to ensure the success of the organization’s strategic plan.

Paper Requirements:

Review the grading rubric, which can be accessed from the Module 8 folder. Reach out to your instructor if you have any questions about the assignment.

Tutor Answer

School: University of Maryland


Strategic Marketing Plan – Outline
UnitedHealth Group Inc.

UnitedHealth Group Background
SWOT Analysis
A. Strengths
B. Weaknesses
C. Opportunities
D. Threats


Target Market
A. Health Benefits
B. Health Services


Mission and Vision Statement
Company Values
A. Integrity
B. Compassion
C. Relationships
D. Innovation
E. Performance


UnitedHealth Group Quality Initiatives
Monitoring the Strategic Plan


UnitedHealth Group Inc.




UnitedHealth Group Inc.
UnitedHealth Group Background
UnitedHealth Group Inc. (UNH) is a health and wellness company incorporated in July
2015 with its headquarters in the United States. The firm offers unique and diversified health and
wellness services which make it a leader in helping people live healthier lives and helping health
systems deliver services more efficiently (UnitedHealth Group, 2017). The company boasts as
one of the largest healthcare companies in across the world serving a population of over 41
million in the United States and 4.8 million in Brazil (Reuters, 2017). The company offers a
broad range of products and services such as health maintenance organizations (HMOs),
preferred provider organizations (PPOs), the point of service plans (POS) and managed fees for
service programs.
The company operates in the United States healthcare industry offering a wide range of
services in the medical field. The company conducts its operation through four segments each
meeting different market needs. The first segment is the UnitedHealthcare Employer and
Individual business unit, which offers health benefits plans and services that target consumers
such as national employers, private sector organizations, small business, mid-sized companies
and retired military personnel and their families. The second business unit is OptumHealth,
which is focused on health and wellness business serving physical, emotional and financial needs
that are health-related (UnitedHealth Group, 2017). OptumInsight is the third segment that offers
services, healthcare solutions, and technology to participants in the healthcare industry. The
business solutions offered under the business segment focus on data analytics, technology, and
information. OptumRX is the last business segment, which provides pharmaceutical services to



the broad range of customers across the United States from its 67,000 retail outlets and home
delivery services (Reuters, 2017).
SWOT Analysis
SWOT Analysis, is a strategic management tool used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved when conducting business. The process entails
specifying the goals of the business enterprise or project and determining the internal and
external factors that can positively or negatively affect the accomplishment of objectives. The
aim of any SWOT analysis is to guide an organization in identifying the primary internal and
external elements that are crucial to attaining the goal.
UNH has a diverse product portfolio with different plans, funding systems, information
tools, and specialty products and can adapt to changing markets, which significantly contributes
to its positive earnings amidst numerous economic shifts in the healthcare industry.
The company has a huge customer base serving a population of over 41 million in the
United States and 4.8 million in Brazil. In 2002, the company's customer base was reported to
have increased to 48 million people in the United States.
UNH is a market leader in healthcare plans segment providing various programs that cut
across employers in the private and public sectors, mid-sized companies and retired military
The UnitedHealth Group also possesses critical foundational compete...

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