Situational Analysis

To identify what makes our health care product or unique, a situational analysis has been conducted. The situational analysis portion of this project will focus on the internal and external environment in which the marketing plan is to be implemented.

SWOT

Strengths

We advertise promote health which mostly everyone is interested in.
We have volunteers from each healthcare area that come work on days off.
Great teamwork is evident.
We have bilingual staff to accommodate most students from different backgrounds

Weaknesses

We currently do not have an online marketing plan to reach more students.
Our location makes it hard for everyone to have opportunity to visit us on campus center.
Lack of staff makes it difficult to attend everyone who shows up.
Are only open within normal business hours, making It difficult for those who have school/work all day to attend.

Opportunities

We are well known on campus to many students.
Because we are part of IUI, School of Medicine and School of Dentistry donate healthcare products.
Students from these schools sometimes volunteer on days off.
Press/media covers our organization because we are part of IUI

Threats

Many competitors throughout the city
Limited resources available
Inflation has caused prices to increase making it hard for some students to afford.
Students may not feel comfortable coming to ask for information

Environmental Factor #1

About 2 years ago, or even a few years before that, there has been a dramatic price increase in almost anything. Not to mention the prices that are related to healthcare. Because we are part of IUI, the school’s media will create develop our marketing plan for free. In addition, because many, if not all, college students have access to the internet while at school, they will be able to access our website which is at no cost. On the other hand, living a healthy lifestyle can be expensive. Groceries have increased in price and the most healthcare products may be a bit expensive for people in the lower socioeconomic status to obtain.

Economic Factor

Technological Factor

Environmental Factor #2

Since I am creating a marketing plan for one of the latest toothbrushes, many people are open to learning more about ways they can improve their health. I feel like the quality, information, and behavior are all factors that future consumers will think about first before purchasing this product. There are evidence-based research articles out there that state that electric toothbrushes remove plaque more effectively which helps reduce chances of developing periodontal diseases. I have also seen numerous advertisements about water flossers, electric toothbrushes, and whitening products on social media platforms such as tik tok and based off comments and reviews, many people are starting to take their oral health more into account along with their overall health. Although, another factor to consider is the demographics of students on campus. Are many of them a part of the lower socioeconomic status?

Competitive Analysis

After doing some online research, I came across a health and wellness organization called Indianapolis Urban League. Like my organization, they aim to improve health outcomes through health education services and referrals. Unlike my organization, they serve a wider range of people which include elementary school students through adults. As of now, they only offer Family Food and Fitness and Tobacco Prevention/Cessation. The fitness classes are free from 6-7pm. With the family food program, they encourage the use of fresh fruits and vegetables, offer cooking demonstrations, and create partnerships with healthcare systems and local farmers. When reading about their mission and who they are, it is evident that they are focused on African Americans and disadvantaged individuals. They pride themselves in having over 90 affiliates nationwide.

Some of their strengths include serving a larger population compared to mine which are only college students. Another one is offering their services at hours that many people have come out of work at and not the regular 9-5pm. I would say one of their weakness is not having a variety of offered services. Such as a program on health and dental education which are also crucial to living a healthy lifestyle

People attending Fitness Class at Indianapolis Urban League

Their competitive advantage is being better known than the marketing organization I am wanting to develop. They date back to the early 1900s and are everywhere across the nation. People prefer going to familiar places so people may be inclined to using their services instead.

Students learning about their oral and overall health.

Mission Statement

Market Research

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Berenice Garcia