Reference no: EM132314254

PART 1 (4 pages)Golden Age Hospital (GAH) PROJECT

Market Research and Segmentation

1. The External Environment - Data Gathering

a. Search the Web and gather relevant general information regarding hospitals for seniors and direct data pertaining to the external environment of the proposed Golden Age Hospital

b. Common medical conditions of seniors:

i. Overall health status

ii. Unique illnesses

iii. Other

c. Medical institutions for seniors:

i. Types of institutions and clinics serving seniors (their size per population served)

ii. Types of special services provided for seniors and catering to their needs.

iii. Length-of-stay of seniors at various hospitals.

iv. Other

d. Local (Mission Viejo area) City demographics:

i. Can be obtained from but not limited to: https://www.city-data.com/

ii. Input the nine municipalities (one by one) in the search box.

iii. Scroll through the various data sets, and glean the relevant information: Population, Gender, Age, Household income, Race, Other.

iv. Consolidate all nine city data sets into one table, total where appropriate

2. Based on the data gathered and the general picture you have obtained, we will now focus on direct market research and segmentation of the senior community in the Mission Viejo area.

3. In order to do so, you will need to define/address the following points:

a. Who are your target market subjects?

b. Where are they located?

c. What special needs do they require?

d. What special medical/health services do they wish to get?

e. What type of physician specialization would they like to have?

f. Locations: Do they prefer a single medical center (MC) hospital location, or do they prefer a medical center (MC) hospital and a community clinic (CC)?

g. Other.

4. Survey Questionnaire:

a. Complete the following proposed survey table - column A, that you plan to use in order to obtain the preferences and perceptions of the seniors of your target segment, assume n=500. (Click the link to access the GAH Project tables.)

PART 2 ( 1 PAGE)

BASED ON PART 1 WRITE an Executive Summary.

Attachment:- GAH Project Tables.rar