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