External Competitive Analysis

Client
Generations Plus/ Northern Manhattan Network
Faculty
S.J. Avery and Susan S. Swift
Team
Theresa Bain-Lewis, Lainie Baxt, Renee Citron, Adrienne Dicembri, and Jeanne Oh

The Capstone team analyzed the external marketplace for Generations Plus/ Northern Manhattan Network (the Network) in order to improve its marketability to consumers by geographical location. Comprised of three acute care facilities and three ambulatory care centers, including Metropolitan, Harlem, and Lincoln Hospitals, the Network strives to excel in providing health care in a marketplace whose payment systems, patient systems, and medical technology constantly changes. The Capstone team evaluated the strengths and weaknesses and identified the threats and opportunities of both the Network and its competitors. The Capstone team then devised a marketing plan that includes an assessment of the Network’s and its competitors’ current position in the marketplace, a market entry strategy, and a positioning strategy that will assist the Network in being competitive in the marketplace.