Competitor Profiling

Competitor Profiling

Complete two competitor profiles for a healthcare organization.  The healthcare organization could be your current (or former) employer or the organization in your marketing plan.  Write a three- to four-page (excluding title and reference pages) competitor profiling paper in APA format.  In your paper, incorporate a minimum of three scholarly sources (in addition to the course text) that were published within the past five years and that are cited according to APA guidelines as outlined in the Ashford Writing Center.  Apart from the description of a healthcare organization, the Competitor Profiling should include the following elements for TWO competitors:
Overview (Name of competitor and size/volume)
Nature of organization/operation
Competitive strength
Competitive weakness
Likely key competitive moves
Likely key long-range strategy
Market share data

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.



Required Text
Hillestad, S. & Berkowitz, E. (2004).  Heath care market strategy: From planning to action (3rd ed).  Sudbury, MA: Jones and Bartlett.



Provides Overview and Nature of Two Organizations and Their Operations
Total: 2.00
Distinguished – Thoroughly describes two competitor healthcare organization profiles. Provides a specific and detailed description of the operations, strengths and weaknesses, strategic market planning, and target data.
Proficient – Describes the profiles of two competing healthcare organizations. Provides some description of the organizations’ operations, strengths and weaknesses, and target data.
Basic – Minimally describes two competitive healthcare organizations. Provides limited information related to operations, strengths and weaknesses, strategic market planning, and target data.
Below Expectations – Attempts to provide descriptions of two competitive healthcare organizations; however, the descriptions of the operations and their natures are significantly underdeveloped.
Non-Performance – The overview and descriptions of two competing healthcare organizations are either nonexistent or lack the components described in the assignment instructions.

Provides Competitive Strength and Weakness for Two Healthcare Organizations
Total: 2.00
Distinguished – Comprehensively describes the competitive nature of two healthcare organizations. Elaborates on both strengths and weaknesses associated with the organizations’ services and specializations.
Proficient – Describes the competitive nature of two healthcare organizations, somewhat elaborating on their strengths and weaknesses.
Basic – Minimally describes the competitive nature of two healthcare organizations. An elaboration on their strengths and weaknesses may not be provided.
Below Expectations – Attempts to describe the competitive nature of two healthcare organizations; however, the paper does not elaborate on the strengths and weaknesses and/or it is incomplete.
Non-Performance – Descriptions of the competitive nature of two healthcare organizations and their strengths and weaknesses are either nonexistent or lack the components described in the assignment instructions.

Provides Likely Key Competitive Moves and Long-Range Strategy
Total: 2.00
Distinguished – Provides an exceptional and thorough description of the key long-range strategies and market share data that supports the directions of the two healthcare organizations.
Proficient – Provides a description of the key long-range strategies and market share data that somewhat supports the directions of the two healthcare organizations.
Basic – Provides a minimal description of the key long-range strategies and market share data. It is unclear how the strategies and data information support the direction of the two healthcare organizations.
Below Expectations – Attempts to describe the competitive moves and long-term strategies of the two healthcare organizations; however, the understanding of market strategy and data are vague and/or inaccurate.
Non-Performance – The understanding of competitive moves and long-term strategies is either nonexistent or lacks the components described in the assignment instructions.

Reading: Comprehension
Total: 0.34
Distinguished – Distinguishes probable implications of the text for contexts, perspectives, or issues outside the assigned task or beyond the author’s explicit message.
Proficient – Uses the text, general background understanding, and/or specific knowledge of the author’s context to draw more intricate inferences about the author’s message and approach.
Basic – Considers how textual features (e.g., sentence and paragraph structure or tone) contribute to the author’s message; draws fundamental inferences about context and rationale of text.
Below Expectations – Inadequately captures vocabulary and makes an effort to paraphrase or summarize the information the text communicates.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Integrative Learning: Transfer
Total: 0.33
Distinguished – Adapts and employs, independently, skills, abilities, theories, or methodologies gained in one situation to new situations. Solves difficult problems or explores complex issues in original ways.
Proficient – Utilizes skills, abilities, theories, or methodologies gained in one situation to new situations, contributing to an understanding of problems or issues.
Basic – Attempts to utilize, in a basic way, skills, abilities, theories, or methodologies gained in one situation, in a new situation.
Below Expectations – Attempts to utilize, in a basic way, skills, abilities, theories, or methodologies gained in one situation in a new situation. Such attempts may be ineffective.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Written Communication: Control of Syntax and Mechanics
Total: 0.34
Distinguished – Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors, and is very easy to understand.
Proficient – Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors, and is mostly easy to understand.
Basic – Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors, which may slightly distract the reader.
Below Expectations – Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors, which distract the reader.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

APA Formatting
Total: 0.33
Distinguished – Accurately uses APA formatting consistently throughout the paper, title page, and reference page.
Proficient – Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.
Basic – Exhibits basic knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.
Below Expectations – Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Page Requirement
Total: 0.33
Distinguished – The paper meets the specific page requirement stipulated in the assignment description.
Proficient – The paper closely meets the page requirement stipulated in the assignment description.
Basic – The paper meets over half of the page requirement stipulated in the assignment description.
Below Expectations – A fraction of the page requirement is completed.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Resource Requirement
Total: 0.33
Distinguished – Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Proficient – Uses required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Basic – Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.
Below Expectations – Uses inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

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