As an international healthcare institute, we are trying to expand our company by increasing international sales revenue by 100 percent in the next 5 years. In order to attain this goal, we need to do a significant amount of marketing research and collect both secondary and primary data. We need to do a situational analysis and understand our foreign competitors and customers. As a company, we need to determine patient demographics in our target countries. We need to capitalize on our competitive advantages such as knowledgeable doctors, high industry experience and quality healthcare in order to differentiate ourselves from competition. We need figure out what environmental adaptions must be made in order for international patients to feel comfortable at the Mayo Clinic. We need to address the specific needs of our international customers and determine what their countries health centers are lacking. The management decision is to attract more patients internationally. We need to figure out what potential patients like about their current healthcare centers and what is holding them back from perusing treatment in the United States. Mayo Clinic has to decide which countries to target and then has to match our strengths, products and philosophies to each country individually. We need to analyze and screen countries to get rid of the ones that do not fit our marketing objectives or do not have the current economic standing to be a target. We need to gather secondary data by analyzing healthcare centers published annual reports in our target countries. We have to fine tune our internal data systems so we can determine the number of patients and the revenue figures each health center has each quarter. Once we obtain these numbers we can decide which areas are best fit to advertise Mayo Clinic. We need to see how many people visit the centers and we also need household-level data to track the patient’s brand switching behavior. Having the household level data...
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