Use the Product-Market Expansion Grid found in Fortenberry's chapter 7 text to prepare an expansion grid for the Kaiser Permanente healthcare organization.
The grid should be one page. In additional, one to two pages should be added to explain the rationale for your grid and the supporting facts and data upon which the grid is based.
Link to Fortenberry Product-Market Expansion Grid: http://books.google.com/books?id=A_DjoUCxHEoC&pg=PA48&lpg=PA48&dq=Fortenberry+Product-Market+Expansion+Grid&source=bl&ots=o9K3tlojjF&sig=zJpc58rz0UkhncJxFoAjIaxTDI0&hl=en&sa=X&ei=XnszT8DVLof9ggf8p8WMAg&sqi=2&ved=0CCEQ6AEwAA#v=onepage&q&f=false.
See the attachment.
Kaiser Permanente's Market Expansion Grid
markets Current New
Current Market penetration
(utilization of structured health care plans) Product development
(enhanced customer service, increased security to ensure reliability when it comes to communication)
New Market development
(public relations to develop new marketing and communication strategies) Diversification
(introduction of a breastfeeding model to reduce childhood obesity)
Market Penetration (Current Products, Current Markets)
The section of the matrix provides an overview of the growth strategy which has the capability of increasing the rate at which the current customers make use of current product offerings. The marketing manager at Kaiser Permanente identifies the different ways of increasing growth which involves the act of increasing the level of services that the health care offers to the members of the public. The organizations introduce health plans which are structured to ensure that the services they offer are at a limited amount. This resulted to the ...
The solution discusses the Kaiser Permanente's market expansion grid.