Running Head: Cost, Differentiation, Focus & Strategy Cost, Differentiation, Focus & Strategy Brittany Williams National American University 1 Cost, Differentiation, Focus & Strategy 2 Organizational Development The development of an organization is determined by the competence of its management in providing the necessary leadership qualities. This involves the competence factor in terms of applying the relevant operational and development factors which propel the changes from one form to another. The workers always follow the directives given by their superiors. Therefore, they have little to offer apart from the performance expertise. In this case, it is upon the top managers to ensure that they are well equipped with the necessary strategies which can help in the formation and development of a strong and working organization. There are four established strategies which are cost leadership, differentiation, focus, and the marketing strategy. Cost is an important factor of production. In this organization, the operations need to be cost-effective. The possibility of competitors engaging in price cuts similar to those of the company is high. Therefore, the management engages in introducing new internal measures which are less conspicuous to the competitors (Griffin, 2017). This involves activities such as improving or adding a particular quality to the product without interfering with the initial prices. Another strategy is to minimize the cost of production through being effective and minimizing losses of raw materials during production. This end result is an undercut competition which then allows the firm to operate normally. The second factor is the focus. Concentrating on a particular market niche is one strategy that has kept this company running. The management identifies a given opening in the market, determines its needs and then engages in supplying that need. In most occasions, the firm has managed to take full control of a particular niche without falling to the competitors. Such efforts Cost, Differentiation, Focus & Strategy have helped it to be more productive and be recognized (Simister, 2011). Focus leads to higher profit margins compared to the low margins realized by those who do not apply this strategy. This brings the difference between the trade-offs. Thirdly, we have the differentiation factor as a contributory point to the development of an organization. The Ansoff matrix identifies the contribution of differentiation as a mandatory factor. The organization uses this strategy in order to position its products at a superior position from those offered by the competitors (Enochson, 2018). Differentiation enables the firm to come up with superior products which gain a better competitive ground from those of a similar orientation though at a different price. The consumer then considers the quality of the product and values it to be worth the price, thereby preferring it in place of the initial ones. Finally, there is the marketing strategy used by the organization. For instance, our company engages in one-on-one marketing whereby it is possible to see an agent right at the doorsteps. In the market, it is possible to identify our products based on the vigorous nature of the agents. Additionally, the products’ display and presentation are done in a way that it easily attracts the consumers (Team, 2018). It is necessary to have the customer understand the nature of the product before purchasing it. Therefore, demonstrations and performance of the product are provided to boost the consumer confidence. In conclusion, the process of organizational development should be done in a more professional way to prevent later issues. The Ansoff matrix offers the best way to performing various operations which contribute towards the development of any form of an organization. The best way is to use the information in a professional way and ensure that every part of the matrix is accorded the necessary attention. 3 Cost, Differentiation, Focus & Strategy 4 References Enochson, H. (2018). Strategic Planning Process: The Four Outcomes of Strategic Planning. On Strategy. Griffin, D. (2017). Four Generic Strategies That Strategic Business Units Use. Chron: Business Strategy Examples. Simister, P. (2011). Ansoff Growth Matrix - Four Ways to Grow a Business. Differentiate Your Business. Team, M. T. (2018). The Ansoff Matrix: Understanding the Risks of Different Options. Mind Tools: Essential Skills for an Excellent Career. Running head: SWOT ANALYSIS 1 SWOT Analysis Brittany Williams National American University SWOT ANALYSIS 2 STRENGTHS • A Cigna Health Insurance provides an offer on dental plan that caters to every individual regardless. It takes into account personal preferences and needs of its consumers: through this offer the company has ascertained that it targets, attracts, and retains all the customers regardless of demographic factors or geographical factors. • Cigna Medicare provides Medicare plans in the form of Medicare advantage, Medicare supplement insurance plans as well as prescription drug plans which it offers to its current customers without bias in order to attain loyalty from their customers and prevent retention. • A Cigna Health Insurance also provides international medical coverage for an individual that is attained through three levels: Silver, gold, and platinum all of which offer different values in their overall annual benefits. The purpose of this is to attract more customers globally either high income earners or low-income earners in order to increase on revenues. WEAKNESSES • Cigna weaknesses lay in membership losses in crucial national business, a recording of low and weakened regional market shares, limited government agendas and dependence on ASO businesses; an organization that administers outsourced solutions to cater to the policy-making body and HR needs and preferences of the customers, while the client is actually the one retaining employment-related risks and liabilities. All these are major contributors to the decline in ratings and in revenues. SWOT ANALYSIS • 3 Cigna Healthcare Insurance is only available in 12 states in the United States limiting access to other customers in other states. • Cigna Healthcare Insurance does not make accessing of quotes and estimates available on their portals (Wesley, 2017) OPPORTUNITIES • The fact that Cigna Medicare Insurance provides Medicare plans in varied countries globally means they are able to target a larger community threshold thus contributing to marketing that can increase on the institutions revenues in the long run. • Employees receive coverage from their employer irrespective of the country in which they are working thus contributing immensely to their motivation and productivity. These attributes in turn result to productivity and consequently productivity. • Good customer relations offered by Cigna Medicare Insurance provide its customers with multilingual customer service representatives who are often available 24 at all times through-out the week. The representatives provide the customers with the comprehensive benefits and services which allows for customers to have an understanding that they can rely on the institution to take into account the different cultures and diverse languages available globally (Why Cigna, n.d) • Cigna uses TV doctors in its new-found campaign to aid in saving real lives in real time by giving its customers an option to attain personal health through annual checkups which can contribute to almost 100,000 lives being saved in a year if customers could be in a position to receive preventative care (Stein, 2016) SWOT ANALYSIS 4 THREATS • Competition amongst other competing health care facilities looking to delve into benefits such as those offered by Cigna. • An epidemic has risen on the abuse of opioid that has been long affecting the health care system. Cigna Health Insurance has reported close to 12% decline in prescription of opioid with its customers. Opioid in this regard being a type of drug that incorporate heroine and prescription painkiller leading to a rise in the number of addicts prompting the discontinuation of the policy by Cigna to have doctors attain authorization prior to administering treatment which has led to delays in the access of treatment in this regard (Reuters, 2017). • Low rating by online users reflects badly on the institution when people access the company website and read the reviews (Muchmore & Aguilar, 2016). SWOT ANALYSIS 5 References Reuters, (April, 2017). Cigna reports 12 percent cut in opioid use among U.S. customers, Retrieved from https://www.reuters.com/article/us-cigna-opioids/cigna-reports-12percent-cut-in-opioid-use-among-u-s-customers-idUSKBN1782LA Muchmore, S., Aguilar A. (October, 2016). Humana, Cigna hit by lower 2017 Medicare star ratings, Retrieved from http://www.modernhealthcare.com/article/20161012/NEWS/161019958 Why Cigna, (n.d)Retrieved from https://www.cignaglobalhealth.com/products/index.html Stein, L. (September, 2016). Cigna employs TV doctors in new campaign to help save real lives, Retrieved from, http://adage.com/article/cmo-strategy/cignatv-doctors-campaign-save-real-lives/305750/ Wesley, D. (November, 2017) Cigna Health Insurance Review. Retrieved from https://quote.com/health-insurance/cigna/ RUNNING HEAD: CIGNA HEALTH INSURANCE 1 1 Brittany Williams Healthcare Planning and Evaluation National American University CIGNA HEALTH INSURANCE 2 BCG MATRIX – McKinsey 7s Strategy : Healthcare cover, medical services. Ambulance and paramedics, cancer skin disease cover Structure: medical cover cards accepted in public and private hospitals vaccination and immunization, Enjoyment risk reduction. Style: services received, maternal factors, availability of care, past care experiences, functional quality. Staff: good health, high performance, services offered and received. Systems: Services received, payment Technical quality, Shared values: referrals, perceived quality Skills: knowledge, self-efficacy CIGNA HEALTH INSURANCE 3 REFERENCES 1. Llewellyn, N., & Hindmarsh, J. (2011). Organization, interaction and practice. Cambridge: Cambridge University Press. 2. Mouzelis, N. (2007). Organization and bureaucracy. New Brunswick, N.J.: Transaction. CIGNA HEALTH INSURANCE 4 Running Head: ORGANIZATION CULTURE OF CIGNA Organizational Culture of Cigna Brittany Williams National American University 1 ORGANIZATION CULTURE OF CIGNA 2 In terms of organization identity, Cigna Health Insurance stands out a global health service company that seeks to improve people’s well-being, health and promote their sense of security by offering tailored health insurance. It encompasses a team that partners with its customers in personal, empathetic and proactive ways by fostering true partnerships that have far-reaching effects on the overall health and wellbeing of patients besides just paying claims. As an organization that prides itself with true spirit of partnership, Cigna seeks to use partnership to make things simpler for their customers, help them make better choice, and above all show a sense of care about outcomes (Cigna, 2018). More importantly, Cigna Health Insurance has robust community values embedded in its organizational culture. Particularly, the company recognizes diversity, exercises responsibility and accountability for its actions, and has sensibility to environmental sustainability. The company believes in the values of making personal connection by first respecting diversity and acting in responsible manner. Further, the companies gives more attention to integrity and high standards of operation as part of its community values. Additionally, in the overall picture of organizational culture, Cigna is founded on the principles of planning and development as tools of success. Cigna has come a long way in terms of planning and development, in which in late 1996 it sold its individual insurance operation to a life insurance company as part of its new strategy, something that did not seem paralyzing and disruptive because the company values change (Quinn, 2013). That transaction became part of the company’s ongoing planning and development, with the value of change becoming part of the organization’s culture. The development opened doors to a winning future, as members of the ORGANIZATION CULTURE OF CIGNA 3 Individual Insurance Operations team continued to remain committed to change as a potent factor to the organization’s long term success. References Cigna (2018). Cigna. Retrieved from https://www.cigna.com/about-us/company-profile/ Quinn, R. E. (2013). Building the bridge as you walk on it: A guide for leading change. San Francisco, Calif: Jossey-Bass. Running head: LIFE CYCLES IN HEALTHCARE Life Cycles in Healthcare Brittany Williams National American University 1 LIFE CYCLES IN HEALTHCARE 2 Life Cycles in Healthcare Introduction Comprehensive analysis of health care life cycles entails analysis of the company products, the industry they are immersed in conducting business opportunities and the current economic level. There are five major phases of product line. The introduction/birth phase is where new product is being introduced in the market (Miller & Friesen, 1984). This stage requires numerous resources. Growth phase is where the product of the company or organizations sells at faster rate. Maturity phase is where the product has reached its peak as members of the public are very aware of the product line. Revival healthcare phase is associated with numerous changes being introduced in the product line (Dodge et al. 1994). Decline phase is saturation point of the company. Despite the fact of price increases, the number of sales decline. This essay is an analysis of life cycles of Cigna Health Spring Insurance (Miller & Friesen, 1984). Birth Cigna Health Spring Insurance is a global health care insurance company that offers a range of products such as Medicaid and Medicare, more active live health care products through personalized and affordable solutions. The birth phase of Cigna Health Spring Insurance was characterized by immense use of financial and material resources in the process of improving people’s lives and enhancing a sense of well-being. During this birth/introduction phase, Cigna Health Spring Insurance dedicated a lot of resources in aim for better health results, affordability, and customer satisfaction. This stage serves as a concrete foundation for Cigna Health Spring LIFE CYCLES IN HEALTHCARE 3 Insurance to launch many more health care subsidiaries; a scenario that has been justified by scholars such as Miller & Friesen, 1984. Growth Cigna Health Spring Insurance has realized the growth phase in many ways. For example, it has created a user-friendly website where information relating to heath care is easily accessible. Cigna Health Spring Insurance offers a variety of healthcare services such as personal attention to customer needs, preventive medical care, individual wellness, clinical and customer engagement, use of detailed medical analytics, streamlined doctor-patient relationship and effectiveness in engaging customers. Growth phase has fine-tuned discharge of medical services and led Cigna Health Spring Insurance to reach maturity phase. Maturity Cigna Health Spring Insurance has focused its efforts towards offering authentic medical services to customer in the United States of America. Information posted on the official website reads, ‘we understand that your health and wellness are as unique as you are and finding a plan that meets your specific needs may be overwhelming at times”. This is a clear indicator that maturity has been attained hence Cigna Health Spring Insurance can be able to know that customer need is very essential. There are effective insurance plans designed to aid patients find necessary support they require. Maturity phase of Cigna Health Spring Insurance is determined by patient factors such as eligibility, employment status, individual health state, and available health care coverage. Indomitable health care products include but not limited to: pharmacy and vision care benefits, behavioral health, life insurance covers and accident coverage. LIFE CYCLES IN HEALTHCARE 4 Revival Cigna Health Spring Insurance is a global health survive provider; courtesy of major and minor drastic changes implemented by relevant stakeholders. All health care products and services are provided to customers through many subsidiaries such as Connecticut General Life Insurance Company, Life Insurance Company of North America, and Cigna Life Insurance Company of New York. Cigna Health Spring Insurance has over seventy-five million customers worldwide transacting its business in more than thirty countries. Cigna Health Spring Insurance has not reached the decline phase due to effective employee motivation and training programs, customer satisfaction initiatives, situational leadership skills by executive personnel and ability to acclimatize to prevailing economic conditions supported by thoughts of Dodge et al. 1994. LIFE CYCLES IN HEALTHCARE 5 References Dodge, H.R., Fullerton, S. and Robbins, J.E. (1994). Stage of the organizational life cycle and competition as mediators of problem perception for small businesses. Strat. Mgtmt.J. 15:121-134. doi; 10-1002/smj.4250150204 Miller, D. & Friesen, P. H. (1984). A Longitudinal Study of the Corporate Life Cycle. Management Science. Vol 30, No. 10 pp 1161-1183. Cigna (2018). Cigna. Retrieved from: www.cigna.com 
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