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Strategy and Positiong Paper

In: Business and Management

Submitted By Jaime2051
Words 6612
Pages 27
Strategy and Positioning Paper
Jaime Quintero, David Nieto, Letty Ramos, Juanita Murillo, Vanessa Martinez, Arisandi Torres, Cesar Zamarripa, Edgar Zubia
MKT/421
March 16, 2015
Salomon Chavira

Strategy and Positioning Paper

Hill-Rom is preparing to launch its breakthrough electronic health records (EHR) software application MedStat. Market research indicates that MedStat will be the first available application with the capability to integrate with an organization’s current EHR databases. What follows details the organization, specific market research, product overview and details, a marketing strategy, and a forecasted budget. As part of this process Hill-Rom conducted a comprehensive SWOT analysis and used the analysis in the further development of its marketing plan. Hill-Rom developed its marketing plan by examining product life cycle, positioning and differentiation, and public relations issues. Hill-Rom also developed strategies for pricing, placement, and promotion.
Organizational Overview

Hill-Rom is a company created during the Great Depression when the founder saw an opportunity to market wooden hospital furniture to local hospitals in Indiana. The company rapidly expanded from there, creating innovative new products in response to the needs of the nurses and patients company representatives came into contact with every day (Hill-Rom, n.d.). The company’s large array of products are centered on a single company mission, to “make a positive difference in the lives of patients and those who care for them” (Hill-Rom, About Hill-Rom, 2010, para. 6).
Today the company produces and markets a wide range of medical products. Hill-Rom controls a large share of the market in the United States and has a presence in many countries around the world (Hill-Rom, Hill-Rom History, 2010). The company is split into five basic segments: 1) capital beds,…...

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