Missed Opportunity

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Document Description

• Read the case study titled “Missed Opportunities”, located in the online course shell.

Write a four to six (4-6) page paper in which you:
1. Examine the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Interpret the reaction of customers and other community stakeholders to the billboard postings.
2. Use competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings.
3. Recommend the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Justify why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies.
4. Assess the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication

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RUNNING HEAD: MISSED OPPORTUNITIES - CASE ANALYSISAssignment TitleStudent NameCourse NameInstructor NameDate1MISSED OPPORTUNITIES - CASE ANALYSIS2An overview:Susan Daniels is the Chief Marketing Officer of Briarwood Medical Center, and Mr.Michael Anderson is the new Chief Executive Officer. Acquisition of billboards located near thepremises was the decision of Susan that was rejected by Michael. According to the new CEO,advertisement incurs only cost and it does not provide an opportunity to earn money as heignores the fact that they are business investment. Briarwood Medical Center is facing morechallenges from Crestview Hospital in retaining the market share (Fortenberry, Jr., 2010).Crestview hospital has offset all the competitive advantage of Briarwood Medical Center, andSusans marketing strategy has created a better position for the hospital. According to Susan,investment in billboard is essential. But the proposal was rejected by Michael that paved greatadvertising opportunity for Crestview hospital. Crestview hospital is keen to make best of allavailable opportunity in order to improve their competitiveness (Fortenberry, Jr., 2010).Pros of buying billboard:Purchasing the billboard will enable the Crestview hospital to capitalize the availableopportunity for the hospital. Billboards located in the prime location of Oakland, and it bringsgreat advantage to the hospital to popularize them among people (Comstoroutdoor.com, n.d.). Itis a h
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