Ethical Marketing Strategies

Competency Assessment Title: Branding and Competitive Strategies’ Impact on Consumer Choice
Assignment Directions
Review Case Study: East Chestnut Regional Health System. Assume upper management of the organization is interested in understanding the impact its branding and competitive strategies have on consumer choice, as well as the impact of the bargaining power of consumers in the health care market, especially on your products and services.
Prepare a 1,050-word summary of ECHRS’s branding and competitive strategies’ impact on consumer choice and branding power
Part I: Branding Strategy Impact
Analyze the impact that the current ECRHS brand has on consumer choice of its products and services. In your analysis, consider the following:
• What is the current branding strategy of ECRHS?
• How is the organization and its brand(s) perceived in the market?
• Are there any negative impacts of legal cases against the organization within the community or its consumers? How might this impact their choice of a health care provider?
• How have your acquisitions of other health care facilities impacted your brand image and consumer choice of your organization?
• How has your handling of the COVID-19 pandemic impacted your brand image?
• What impact do your branding strategies have on consumer choice and bargaining power?

Part II: Competitive Strategies Impact
Analyze the impact that the current ECRHS competitors have on consumer choice of its products and services. In your analysis, consider the following:
• Who are the 3 largest competitors, and how do their offerings differ from those of ECRHS?
• What share of the market do the competitors hold?
• What is the threat of new entrants to the market and the organization?
• What is the threat of competitive/substitute products/services to the organization?
• What is the bargaining power of customers in the market?
• How does this bargain power impact consumer choice in the market and for ECRHS?

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MHACB/506 Competency 2 Rubric
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Cite at least 3 reputable references to support your assignment (e.g., trade or industry publications, government or agency sites, scholarly works, or other sources of similar quality).
Format your assignment according to APA guidelines.

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