Embedded Files
A man and woman working on a plan.
Background
Background
Here, you'll find both the mission statement and a situational analysis of the subject of this marketing plan. Both artifacts frame the direction of this project, serving as useful background information to the final marketing plan.
Mission Statement
Mission Statement
To provide a calm and quiet lounge area that is accessible to all Purdue Fort Wayne and IU Fort Wayne students to mellow out between classes, grab a free coffee or tea, and study.
To provide a calm and quiet lounge area that is accessible to all Purdue Fort Wayne and IU Fort Wayne students to mellow out between classes, grab a free coffee or tea, and study.
Our mission is to emphasize the necessity of students to protect their well-being.
Situational Analysis
Situational Analysis
A situational analysis has been conducted to identify what makes your health care product or service unique. The situational analysis portion of this project will focus on the internal and external environment in which the marketing plan will be implemented.
The situational analysis will include three specific areas:
SWOT, a four-cell chart containing internal and external factors of the chosen healthcare organization
Environmental forces, research into university health centers, health services, or programming for university students.
Competitive analysis, an analysis of weaknesses and strengths of the competitors to the selected organization
SWOT 4-Cell Chart
SWOT 4-Cell Chart
Environmental Forces
Environmental Forces
A word cluster displayed, relating to finance.
Economics
Economics
The economic environmental force poses to be unfavorable at the moment as government funding to higher education is being cut. Many resources or groups have been downsized, for example TRIO, which is a program for primarily low income first-generation students. Additionally, inflation affects everything and can increase individuals' anxiety about everyday costs, which can affect a student's focus and mental health. But this inflation increases spending of women between 18 to 44 years as they spend more than men, 84% higher in health care expenditures in the U.S. (Berkowitz 115).
Social
Social
The social dimension of the current culture and values in the U.S., is favorable for us as it places emphasis on taking care of your mental and physical state. Additionally, current values lie in finding affordable, inexpensive, or free resources to help achieve the best health of an individual. By offering a free relaxation room, we are already easing minds and mitigating any anxiety or jitters simply by the ambiance of the room. By offering counseling that is in the next room over, we are advocating for mental health. And we can also serve as a point of redirection to different resources if necessary for our students.
Multiple road signs on one post, a point of redirection.
Competitive Analysis
Competitive Analysis
I would say that the relaxation room’s competition is the Helmke Library and lounge areas that are in every building on campus, which is the public library on the Purdue Fort Wayne campus. I would say that this is a monopolistic competition (p. 124) as both institutions are a place that students utilize to complete assignments, study, and wait for their next class. The services that the library offers are open lounge areas with access to books, printers, computers, support for writing (assignments), quiet floors (floors three and four), and study rooms that students can reserve. The relaxation room offers dimly lit area, individual desks, white noise, fidget toys, sensory room, coffee and tea bar, and access to a pantry where dry foods are placed with intentions of being taken by students that need them. Then the lounge areas in each campus building are couches or tables in the hallways or lobbies; they are loud and can be chaotic, but they are convenient for students that do not wish to walk across campus to the library or relaxation room as they wait for their classes. Additionally, the lounge areas around campus could be located near food spots, so students can buy a snack &/or drink if they so choose.
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