IHP 510 Final Project Mile

IHP 510 Final Project Milestone Two Guidelines and Rubric
Situational Analysis
Overview: For Final Project Milestone One, you analyzed
Bellevue Hospital, and in your Module Four Worksheet, you
practiced completing a very basic SWOT
analysis. Now, for this second milestone, due in Module Five,
you will conduct a full situational analysis to identify the
internal and external market factors that
impact the Bellevue Hospital, propose a service to market for
the organization, and generate a marketing goal for this
proposed service.
Prompt: First, review the text readings and course resources you

have so far studied. In addition, review your Final Project
Milestone One and Module Four
Worksheet submissions and instructor feedback to those
submissions. The SWOT analysis you completed in the Module
Four Worksheet is one method by which
to conduct a situational analysis. Use this process to assist you
as you complete the situational analysis in this milestone. Also
refer back to the Bellevue:
Community Health Needs Assessment to inform your analysis.
Next, in 2 to 3 pages, conduct a situational analysis that
analyzes the internal and external market factors that impact
Bellevue Hospital. In addition, propose a
service to market for the organization and develop marketing
goals for this proposed service. The paper should explain how
the proposed marketing goals align
with the mission, vision, and strategic goals of the organization.
Keep in mind that your marketing goals should follow the
SMART goal framework (specific,
measurable, achievable, realistic, and timely).
The following critical elements must be addressed:
I. Situational Analysis: In this section of the marketing plan,
you will be conducting a needs analysis to identify and propose
a service for the organization.
A. Analyze the internal and external market factors impacting
the healthcare organization.
B. Propose a service to market for this organization. Include an
explanation as to whether it is addressing an opportunity or
weakness from the
market factor analysis.
C. Develop a marketing goal for the proposed service, applying
the SMART goal framework.
D. Justify the alignment of the marketing goal to the mission,

vision, and strategic goals of the organization.
E. Analyze the competition for the proposed service.
F. Evaluate how the current marketing strategies used by the
organization adhere to industry ethical criteria.
Refer to your completed Final Project Milestone One and
Module Four Worksheet, as well as to the text readings and
other course resources to support your
responses. Be sure to incorporate instructor feedback on this
milestone submission into your final project.
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdent
Id=6389
Id=6389
Rubric
Guidelines for Submission: This milestone should be submitted
as a Word document, 2 to 3 pages in length, double-spaced,
using 12-point Times New Roman
font, one-inch margins, and the latest edition of the APA
manual for formatting and citations.

Critical Elements Proficient (100%) Needs Improvement (75%)
Not Evident (0%) Value
Situational Analysis:
Market Factors
Analyzes the internal and external
market factors impacting the
healthcare organization
healthcare organization, but
analysis is incomplete or unclear
Does not analyze the internal and
external market factors impacting
the healthcare organization
15
Propose a Service
Proposes a service to market for
this organization, explaining
whether service is addressing an
opportunity or weakness based
on market factor analysis
on market factor analysis, but

response has gaps in detail,
clarity, or logic
Does not propose a service to
market for this organization
15
Marketing Goal
Develops a marketing goal for the
proposed service, applying the
SMART goal framework
SMART goal framework, but goal
is incomplete or unclear, or
framework is applied inaccurately
Does not develop a marketing
goal for the proposed service
15
Alignment of Goal
Justifies the alignment of the
marketing goal to the mission,
vision, and strategic goals of the
organization

organization, but response is
incomplete or unclear
Does not justify the alignment of
the marketing goal to the mission,
organization
15
Competition
Analyzes the competition for the
proposed service
proposed service, but with gaps in
detail, clarity, or accuracy
Does not analyze the competition
for the proposed service
15
Ethical Criteria
Evaluates how current marketing
strategies adhere to industry
ethical criteria
ethical criteria, but with gaps in

Does not evaluate how current
marketing strategies adhere to
industry ethical criteria
15
Articulation of Response Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
that negatively impact readability
and articulation of main ideas
Submission has critical errors
that prevent understanding of
ideas
10
Total 100%
Situational Analysis Rubric

Situational Analysis
Overview: For Final Project Milestone One, you analyzed
Bellevue Hospital, and in your Module Four Worksheet, you
practiced completing a very basic SWOT
analysis. Now, for this second milestone, due in Module Five,
you will conduct a full situational analysis to identify the
internal and external market factors that
impact the Bellevue Hospital, propose a service to market for
the organization, and generate a marketing goal for this
proposed service.
Prompt: First, review the text readings and course resources you
have so far studied. In addition, review your Final Project
Milestone One and Module Four
Worksheet submissions and instructor feedback to those
submissions. The SWOT analysis you completed in the Module
Four Worksheet is one method by which
to conduct a situational analysis. Use this process to assist you
as you complete the situational analysis in this milestone. Also

refer back to the Bellevue:
Community Health Needs Assessment to inform your analysis.
Next, in 2 to 3 pages, conduct a situational analysis that
analyzes the internal and external market factors that impact
Bellevue Hospital. In addition, propose a
service to market for the organization and develop marketing
goals for this proposed service. The paper should explain how
the proposed marketing goals align
with the mission, vision, and strategic goals of the organization.
Keep in mind that your marketing goals should follow the
SMART goal framework (specific,
measurable, achievable, realistic, and timely).
The following critical elements must be addressed:
I. Situational Analysis: In this section of the marketing plan,
you will be conducting a needs analysis to identify and propose
a service for the organization.
A. Analyze the internal and external market factors impacting
the healthcare organization.
B. Propose a service to market for this organization. Include an
explanation as to whether it is addressing an opportunity or
weakness from the
market factor analysis.
C. Develop a marketing goal for the proposed service, applying
the SMART goal framework.
D. Justify the alignment of the marketing goal to the mission,
vision, and strategic goals of the organization.
E. Analyze the competition for the proposed service.
F. Evaluate how the current marketing strategies used by the
organization adhere to industry ethical criteria.
Refer to your completed Final Project Milestone One and
Module Four Worksheet, as well as to the text readings and

other course resources to support your
responses. Be sure to incorporate instructor feedback on this
milestone submission into your final project.
Id=6389
Id=6389
Rubric
Guidelines for Submission: This milestone should be submitted
as a Word document, 2 to 3 pages in length, double-spaced,
using 12-point Times New Roman
font, one-inch margins, and the latest edition of the APA
manual for formatting and citations.
Critical Elements Proficient (100%) Needs Improvement (75%)
Not Evident (0%) Value
Market Factors

healthcare organization
healthcare organization, but
analysis is incomplete or unclear
Does not analyze the internal and
external market factors impacting
the healthcare organization
15
Propose a Service
on market factor analysis
on market factor analysis, but
response has gaps in detail,
clarity, or logic
Does not propose a service to
market for this organization
15

Marketing Goal
SMART goal framework
SMART goal framework, but goal
is incomplete or unclear, or
framework is applied inaccurately
Does not develop a marketing
goal for the proposed service
15
Alignment of Goal
organization
organization, but response is
incomplete or unclear
Does not justify the alignment of
the marketing goal to the mission,

organization
15
Competition
proposed service
proposed service, but with gaps in
Does not analyze the competition
for the proposed service
15
Ethical Criteria
ethical criteria
ethical criteria, but with gaps in
Does not evaluate how current
marketing strategies adhere to
industry ethical criteria
15

Articulation of Response Submission has no major errors
Submission has major errors
that negatively impact readability
and articulation of main ideas
Submission has critical errors
that prevent understanding of
ideas
10
Total 100%
Situational Analysis Rubric
Running head: Milestone 1 (Introduction)
Milestone 1 (Introduction)
Precious Teasley
Southern New Hampshire University

November 4,2021
Mission Vision and Goals
The organization that has been chosen for this assignment is
Bellevue Hospital. This healthcare facility is located in the state
of New York. According to the hospital’s website, the facility is
the oldest hospital that was established in America. The roots of
the facility can be traced back to 1736. This was when “a six-
bed infirmary opened on the second floor of the New York City
Almshouse (cite). To define and understand an organization’s
mission and vision, one has to understand the goals of that
given organization. If the plans have not been determined, one
can look into the services offered by that organization because
they define the mission, vision, and goals of that given
organization. In this case, Bellevue Hospital’s goals that define
its vision and mission is offering “highly trained medical
professionals, innovative care programs and advanced health
care services for children, adolescents, adults and seniors (cite).
State of the Service
It has been mentioned in the previous paragraph that his facility
is located in New York. The stake of New York is one of the
well-known states in America, and the entire world knows it.
The services offered by the hospital to the people of New York
have been defined in the previous section of this paper. It has
been stated that the hospital looks forward to making sure that
the people of New York get access to quality health care
services.
Stakeholders
The site holders in every organization play a significant role in

attaining that organization’s goals and mission. According to
(cite), every individual involved in the execution of any project
within an organization is a stakeholder in that organization.
Thus, in this case, the stakeholders at Bellevue Hospital are its
professional staff, shareholders, and management. The
company’s board plays an important role in the activities
conducted by the organization because they make important
decisions that affect how the organization is managed and run.
Service Aligns With Organization
“When formulating corporate strategy, researchers have
emphasized the importance of ﬁtting or aligning the
organization’s strategy with an internal appraisal of the ﬁrm and
an external assessment of environmental opportunities and
threats (Kathuria et al., 2007).” In this case, the alignment of
services that the hospital offers should be aligned with its goals
so that it can meet its business goals and stay ahead when it
comes to seizing opportunists and minimizing the threats that
they face. Considering the services that the organization offers,
it can be justified that the organization’s services are aligned to
the organization.
Target Market
Identifying a target market is important to any organization
because it helps that organization meet its business and
organizational goals. Thus, there is a need for an organization
to identify and also understand its clients (cite). The
organization understands its target market and looks forward to
ensuring that they deliver its services with the quality that their
clients deserve. Thus, the organization’s target market is
individuals seeking the benefits they can get from a health care
institution.
References
About Bellevue. (2016). About Bellevue. NYC Health +
Hospitals. https://www.nychealthandhospitals.org/bellevue/abou
t-bellevue/

Järveläinen, J. (2020, January). Understanding the stakeholder
roles in business continuity management practices–A study in
public sector. In Proceedings of the 53rd Hawaii International
Conference on System Sciences.
Kathuria, R., Joshi, M. P., & Porth, S. J. (2007). Organizational
alignment and performance: past, present and
future. Management Decision.
NYC Health + Hospitals. (2016). Our
services. https://www.nychealthandhospitals.org/bellevue/health
-care-services/#
Tenorio, A. K. P. (2021). An insider action research on
identifying, segmenting, and evaluating the target market of
Little Happy Box PH towards business growth.

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