BUS 210 – Mission and Situation Analysis
The purpose of this assignment is to get you started on crafting a successful marketing plan.
You will be writing the marketing plan in a series of five drafts, each incorporating different
sections of the plan. You will receive feedback on each draft, and finally you will compile all of
the revised drafts into a single document, add a few critical elements (Executive Summary,
Expected Results, and References) to complete your plan.
There are two parts to this assignment:
Part 1: Mission Statement
Choose a subject for your marketing plan. Your plan must be directly related to the health
care industry. You might choose a new product (e.g., a new replacement joint), a new
service (e.g., TAVR non-invasive heart valve replacement), or a new business (e.g., a
consulting firm to guide employers through the Affordable Care Act changes). Please do not
feel limited by these examples, but do select a subject that is clearly health care-related.
Write a brief (1 or 2 paragraph) mission statement that answers the question “what business
are we in?” It should identify a specific market or markets you intend to serve and the
benefits you believe are sought by that market’s consumers.
Part 2: Situation and Competitive Analysis
Conduct secondary research to locate the information necessary for the Situation and
Competitive Analysis of your marketing plan. You will find the ProQuest Research
databases for Business in the PMI Library very helpful in this process. Be sure also to
explore government resources like the U.S. Census Bureau, non-governmental sources
such as Pew Research and Nielsen, and trade associations like the American Hospital
Association. Note that it is not unusual to use 15-20 credible sources in writing a Situation
and Competitive Analysis.
Write a 2-3 page analysis of the environment in which your product, service, or business will
be marketed. Please address all of the following topics, citing
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