Unit 1 IP : Introduction to Market Research

Assignment Objective:

Explain the Value of Market Research, Competitive Analysis, and Customer's Buying Decisions and Switching Patterns.

Assignment Details:

You have been hired as an outside consultant for a large durable medical equipment and medical supply company. The company specializes in a wide range of medical supplies and equipment. Some of its most profitable offerings include hospital bed rental to private residents, wheelchairs, walkers, scooter and other mobility equipment. However, they have come to realize that competition is increasing and market share is getting tight.

They note that most of their customers are new costumers and very few are repeat customers. They are concerned with customer loyalty. The medical supply company owner has asked you to train develop a plan to improve customer loyalty and train the staff.

Create a report that describes and critically analyzes at least 5 contemporary best practices to improve customer loyalty in a health care organization.

Be sure to discuss the (multiple) benefits that loyal, repeat customers offer to health care organizations.

Develop and defend at least 4 recommendations for the medical supply company based on your research on how to improve customer loyalty. Include a brief overview of how each recommendation would be implemented at the company.

Develop an initial training plan for the company relative to 1 recommendation, explaining expected results in terms of staff and customer outcomes.

The body of the resultant paper should be 5-7 pages and include at least 5 relevant peer-reviewed academic or professional references published within the past 5 years.

Reading Assignment: Berkowitz: Ch. 1-3; Jacobsen: Ch. 1-4