Thrive or Revive? The Kaiser Permanente "Thrive" Marketing Programs B5804 March 10 2014

Describe Pestel analysis (environmental influences on buying behaviors) for firms in the industry and the nation that you want to study based on your selected case study for that industry This is the macro environment not the micro or company factors. You should not include information about the firm here. Note each fact should be referenced.

Create a stakeholder analysis - looking at the impact of each (power and influence) and the impact of globalization on each stakeholder.

Competitive Positioning Maps are an important way to access the firm's competitive position as compared to the strength of competing firms. You may also use an analysis similar to the one found in exhibit 8.6 or 8.7 of Mullins and Walker. If there is insufficient information in the case you may use the internet to gather additional information.

1) In looking at the whole environment assess the key factors using a Porter's Five force analysis (see Lehmann and Winer) and mini-lectures in this module

2) Then apply the Pestel factors from question 1in order to identify the support for the industry (Porter's diamond model) by the nation and the relevant market boundaries (or what factor causes a customer to prefer one competitor over the other) http://www.westga.edu/~bquest/1997/ecnmkt.html

In other words: from the competitive analysis create the porter five force model, and based on the Pestel analysis - create the Porter's diamond model analysis for the industry. When analyzing the demand conditions include the relevant market boundaries based on your Pestel analysis.