Market Research and Segmentation

Market Research and SegmentationOrder DescriptionBackground Information:1. The Mission Viejo Medical Center (in Mission Viejo, California,) comprises two institutions that are geographically adjacent:a. Mission Hospital Regional Medical Center; website: Mission Hospital Regional Medical Centerb. Children?s Hospital at Mission (CHM); website: Children?s Hospital at Mission (CHM) The two hospitals serve (within less than a 10-mile radius) the populations of the following nine municipalities: Aliso Viejo, Ladera Ranch, Laguna Hills, Laguna Niguel, Laguna Woods, Lake Forest, Mission Viejo, Rancho Santa Margarita, and San Juan Capistrano.3. There are two retirement communities in the service area:a. The city of Laguna Woods ( is home to Leisure World ( ), a retirement community of more than 23,000 residents age 55 and older.b. The city of Mission Viejo is home to Casta Del Sol, a retirement community of more than 3,000 resdients age 55 and older.4. Following the example and success of integrating a special children?s hospital, it is suggested that an additional new hospital be built, catering to the special needs of the senior population, to be named: Golden Age Hospital (GAH).Instructions:-Gather relevant general information regarding hospitals for seniors and direct data pertaining to the proposed Golden Age Hospital.From a direct market research and segmentation point-of-view of the elderly community in the Mission Viejo area, address:a. Who are your target market subjects?b. Where are they located?c. What special needs do they have?d. What special medical/health services do they want?e. What type of physician specialization would they like?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)?2. Survey Questionnaire:Complete the following proposed survey table ? column A, that you plan to use in order to obtain the preferences and perceptions of the elderly of your target segment, assume n=500. See attached document ?GAH Project? table.GAH ProjectSurvey TableItem # Column ABResultsSurvey item On a scale of 1-10, where_10= very much needed, and1 = not needed1 Is a special GAH medical center needed?2 Is a special community clinic needed in addition to the GAH?3 Is a ???? service needed?4 Is a ???? service needed?Add at least 10 more itemsCase 4 ? Budget Table# ATo be filled by the student BTo be filled by the student CFilled by Instructor DTo be filled by the student EFilled by Instructor FTo be filled by the studentService / Treatment Estimated Medicare reimbursement to GAH. (each 10 to 60 thousands of dollars) Projected number of procedures/treatments performed annually Total incomeB*C GAH projected performance relative to federal standards GAH projected annual gain (or loss).D ? D*EExample Treatment ABC $10,000 75 $750,000 80% $150,000 (do not add this line to total)1 85 75%2 50 110%3 200 80%4 150 90%5 50 120%6 100 100%7 60 75%8 75 85%9 110 95%10 Miscellaneous expenses ($375, 000)Total $

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