Transcript Applications Management And Marketing Concepts

Strategic Management and
the Concepts of Marketing
Elements of Planning
Define: Planning is intended to focus attention on objectives
and to offset uncertainty; there must be a clear statement of
goals. Once the goals to be attained have been established,
premising must be developed, assumptions must be
identified, stated, and used consistently.
Premising includes analysis of planning constraints,
anticipation of environment within which plan unfolds.
Premise - reflects the level of care, specific setting, type
of service provided …
Planning Process – I
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Define overall goal(s) – Improve diagnostic
services
State objective(s) to attain goals
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Invest in a PET camera
Improve diagnostic quality
Expand Oncology services
Stop this business from going across town
Other option – consider the application of cardiac
imaging with a PET system
Planning Process – II
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Delineate: Functional Objectives
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specific service to be provided
type of output
quantity and frequency of specified output
Time frame
Priority
Policies and Guidelines (if applicable)
Setup a procedure that will guide you through
this the decision process
Decision Making Process
What system am I going to buy?
 Devil’s Advocate - Develop arguments
for and against – one vs. the other
 Factor Analysis Matrix - Develop criteria
with two major categories:
essential (must)
 desired (wants)
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Factors can be bet weighted if some are
more important
Factor Analysis Matrix
Operational Research
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Simulation and Model Building: Physical or
mathematical
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Stochastic Simulation: Data is developed through
random numbers or variables. How does uncertainty
play into the equation?
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Absenteeism, no shows, and down-time
Waiting Line and Queuing Theory
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Changing the physical layout of a room or department
Arrival (Predetermined or random)
Service (analysis of workflow)
Queue discipline (analysis of pattern)
Gaming and its Theory: mathematical analysis of
conflict and strategy.
Strengths and Weaknesses - Sounds like an
interview.
Decision and the Levels
Top Level Management = Mission
Statement
 Middle Level Management = Functional
Objectives and Goals
 Low Level Management = Further
Delineation
 Staff Level = Direct and Indirect
Involvement
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Steps of Decision Making
1.
Agenda Building
2.
Search for Alternatives
3.
Evaluation of Alternatives
4.
Commitment Phase
5.
Continuing Assessment of Decision
Strategies for Decision Making
Key To Strategy Formulation
Overall Picture
Strategic Planning
Key Objectives &
Strategies
Operational Plan
Implementation of
Strategies
Reasons for Strategic Planning
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Guide the organization through the
environment
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Influences structure & process of
organization
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Affects profitability, growth, and survival
Qualities of Effective Management
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Planning--setting objectives, establishing goals,
examining and predicting the present/future.
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Decision Making--part of the planning process in
making a commitment from a choice of possibilities ...
Develop additional alternatives in case initial plan
fails.
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Organizing--Designing patterns for roles,
responsibilities, and relationships to contribute to
achievement of the goal(s) ... Mission Statement.
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Staffing--Determination of personnel needs:
orientation, training, selection, continuing education.
Qualities of Effective MGT (cont.)
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Directing--A manager should influence, teach,
coach, and motivate the worker toward the
overall goal of the hospital.
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Controlling--What was accomplished? Did it
contribute to the organization's goal(s)?
Complement or correct...
Putting it All Together
The Basics of Marketing
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Define: Marketing: a performance of activities
which seeks to accomplish organizational
goals and objectives by anticipating
consumers’ needs and supplying them with
appropriate goods and services.
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Applies to profit/nonprofit organizations
More than just selling and advertising
 Begins with the consumers needs
 Provides a sense of direction
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The Mission Statement and Strategic
Marketing
Identifying the target market
Consumer
Target Market
Goods & Services
The Four P's YOU can control:
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Product
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Price
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Promotion
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Place
The Uncontrollable:
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Competitive Environment
 Economic and Technological Environment
 Political and Legal Environment
 Cultural and Social Environment
 Resources and Objectives of the Firm
The Marketing Mix
Competitive Environment
Resources and Objectives
Product
Price
Target Market
Social
Promotion
Technological Environment
Cultural
Place
Economic Environment
Consumer - Stimulus/Response
Model
Stimulus
Inter-personal
Intra-personal
Motivation
Perception
Learning
Attitude
Personality
Family
Social Class
Reference
Groups
Culture
Problem Solving Process
Response
Results
Maslow's Hierarchy of Need
With the Consumer in Mind
Self-actualization
 Esteem Needs
 Affiliation Needs
 Safety Needs
 Physiological
Needs
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The product Life Cycle
1.
Introduction of a
new product
2.
Growth of the
product
3.
Maturity
4.
Decline
The Marketing Management
Process
Plan
Finding
Attractive
Opportunities
Develop
Mkt
Strategies
Implementation
Implementing
Marketing
Strategy
Control
Control the process
Develop
Strategic
Plan
Develop Mkt
Program
Any Questions?
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