Abi Ismail
Fall 2024
Situational Analysis
To identify what makes your health care product or service 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.
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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 as well as health services or programming for university students.
- Competitive analysis, an analysis of weaknesses and strengths of the competitors to the selected organization
Students in this course use real university health organizations to create an informed marketing plan over the duration of a semester
SWOT Analysis
Economic Factors
One positive impact is that university students often operate on tight budgets, so offering the course for free or at a low cost could appeal to a larger audience. Highlighting cost-effectiveness in marketing materials may attract financially-conscious students. Another positive impact is that public health and safety initiatives may be eligible for federal, state, or local funding, which could offset promotional costs and allow for wider outreach.​ ​
Economic Factors
Social Factors
Social Factors
One negative impact is that students may already feel overwhelmed with academic and extracurricular commitments, leaving little time or interest in non-credit courses. Another negative impact is that some students may associate emergency preparedness with fear or pessimism, potentially discouraging them from enrolling. Marketing strategies will need to focus on empowerment and readiness rather than fear.
Competitive Analysis
The YMCA of Greater Indianapolis positions itself as a comprehensive community resource dedicated to promoting health, wellness, and personal development across all age groups. Their mission emphasizes inclusivity and community engagement, aiming to serve diverse populations through a wide array of programs and services.
Some services that the YMCA offers in correlation to health and wellness are fitness classes, including cardio, cycling, dance fitness, yoga, and strength training, catering to different fitness levels and preferences. In relation to adult education and training, the YMCA offers​ programs such as Certified Nursing Aide training, Community Health Worker courses, and High School Equivalency preparation, aiding career advancement.
Some people from the Indianapolis community working out in a cycling class
A recent photo of YMCA Greater Indianapolis in Indianapolis, Indiana
One strenth of the YMCA is that they have a diverse range of programs caters to all age groups and interests, enhancing its appeal to a broad audience. Another strength is that there is a strong emphasis on community involvement and support positions the YMCA as a central hub for local engagement. One weakness of the YMCA is that there is a membership fees, though often reasonable, may be a deterrent for some individuals, particularly in economically disadvantaged areas. Another weakness is that some locations may have limited space or outdated equipment, potentially affecting user experience. A competitive advantage that the YMCA has is that the YMCA's integration of fitness, education, and community services provides a one-stop destination for personal development, distinguishing it from competitors that may focus solely on one area. Another advantage is that the YMCA has a commitment to serving all individuals, regardless of age, background, or financial status, enhances its community value.