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Case
Study 1: Revitalizing a Brand Due Week
4 and worth 200 points
Read
the case study titled “Revitalizing a Brand”, located in the online course
shell. Use the Internet or Strayer databases to research the branding and
communication strategies of one (1) health services organization that is
similar to the health services organizations mentioned in the case study.
Write
a four to six (4-6) page paper in which you:
1.
Describe the current marketing
communication, identity, and brand position of Plaza Home Health Services.
2.
Conduct a Strengths Weaknesses
Opportunities Threats (SWOT) analysis associated with the current marketing
communication, identity, and brand position of Plaza Home Health Services.
3.
Assess the importance of benchmarking in
Plaza Home Health Services’ development and implementation of an effective
brand strategy (marketing communication, identity, and brand position).
4.
Compare branding and communication
strategies of a similar health services organization with that of Plaza Home
Health Services. Determine whether or not Plaza Home Health Services should
apply additional best practices into its current branding and communication
strategies. Provide a rationale and support for your response.
5.
Use at least five (5) quality academic
resources. Note: Wikipedia and other Websites do not qualify as academic
resources.

Your assignment must follow these formatting requirements:
·
Be typed, double spaced, using Times New
Roman font (size 12), with one-inch margins on all sides; citations and
references must follow APA or school-specific format. Check with your professor
for any additional instructions.
·
Include a cover page containing the
title of the assignment, the student’s name, the professor’s name, the course
title, and the date. The cover page and the reference page are not included in
the required assignment page length.

The specific course learning outcomes associated with this assignment are:
·
Examine the marketing research process
and market segmentation strategies in the health care industry.
·
Analyze business planning based on an
analysis of domestic and global operating environments, market dynamics (supply
and demand), commercialization, and product-market expansion.
·
Explain how branding strategies apply to
the health care market for existing and new products.
·
Determine the marketing communications
strategy used in health care services.
·
Use technology and information resources
to research issues in health services strategic marketing.
·
Write clearly and concisely about health
services strategic marketing using proper writing mechanics.

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