Mkt 421 Strategy And Positioning Research Paper

Strategy and Positioning Paper
Learning Team B: Christina Deddeh, Christina Morrison, Brian Preston, Allan Remigio, and Crystal Sanchez
MKT/421
April 13, 2015
Joseph Roskoski
Strategy and Positioning Paper
Every company or organization is always looking for the next best thing. Hospitals are always trying to solve problems for their patients in the most efficient and least invasive ways. Robotic surgery is that in itself. Robert Wood Johnson University Hospital is a hospital that would benefit and increase their success with the Robotic surgery and all of the advantages it would provide for the patients.
Overview of Robert Wood Johnson University Hospital
Robert Wood Johnson University Hospital (RWJUH) is one of the leading academic
Two of the dimensions are behavioral and geographic segments. The behavioral segment affects the product or service, which includes what the potential customers need and want to know about the company’s contribution (Perreault, Cannon, & McCarthy, 2011). Geographic segment affects the size of target market, which includes the place where the product or service is made accessible and who is targeted with advertising and sales promotion (Perreault, Cannon, & McCarthy, 2011). The robotic surgery market segment would include both behavioral and geographic segment. The behavioral segment would include the patient and the hospital where the robotic surgery is performed. The patient would benefit from the robotic surgery by having less recovery time and less scarring. The hospital will benefit from the aide of the robotic arm by reduce patients stays (reducing cost), and quicker and more precise surgeries (reducing surgeon cost). Robotic surgery has geographically segmented themselves by globally positioning the robotics across the world. Another segment that will help the robotic surgery is the psychograph segmentation. With the robotic surgery concentrated in different hospitals that perform delegate surgeries have targeted the consumer’s values, interest, and
The statement usually is just a simple statement that includes the target market, the brand, product type, and key benefits or point of differentiation. Other positioning statements may include the organization’s competition or other key factors that will aid the statement. The statement could also include pictures or graphs to add visual glamour to the statement. An example of a positioning statement for The Robert Wood Johnson Robotic Surgery would be: For patients of all ages, who are in need of a surgical procedure that is too complicated for a surgeon to perform, The Robert Wood Johnson Robotic Surgery, delivers a precise procedures with an aid of a robotic arm. The robotic arm is given commands by a trained medical surgeon. The use of the robotic arm allows surgeons to perform surgeries in tight areas where other surgeons have refused to do the procedure. Areas of surgical procedures include urology, gynecology, and general surgery. Some of the subcategories are bladder diverticulectomy, hysterectomy, and ventral hernia repair. The robotic surgery offers a rapid recovery and less scarring because the surgery requires a smaller incision. Other robotic centers include the Hartford Hospital, and the Jackson