Jeanna Eddleman
Fall 2024
Situational Analysis
The situational analysis focuses on the internal and external environment in which the marketing plan is to be implemented.
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The situational analysis will include three specific areas:​
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SWOT: a four-cell chart containing internal and external factors of IU Indianapolis's Counselling and Psychological Services (CAPS)
Environmental forces: research into university health centers as well as health services or programming for university students related to mental health services
Competitive analysis: an analysis of weaknesses and strengths of the competitors to CAPS
It is critical to understand the market forces affecting CAPS to create an effective marketing plan
SWOT Analysis
Here you'll find a four-cell chart containing internal and external factors related to CAPS. This graphic outlines the major strengths and weaknesses to consider for this marketing plan and where efforts can be focused to improve usability.
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Environment Factors
Technological: CAPS does offer online resources for treatment; however, the platform is not streamlined in a way that makes receiving treatment as convenient as competitors. For instance, many platforms now have apps to easily access the service’s offerings and to keep track of data or appointments. Caps, on the other hand, does not. When these are not readily accessible online or through an app, it is frustrating for consumers because the platform is not keeping up with the expectations of today’s online healthcare resources.
Environmental Factor #1:
Technological
Environmental Factor #2:
Social
Social Environment
In a post pandemic era, everyone relies on convenience and ease of use with online resources. Online platforms are now designed to be simple, appealing, and user-friendly. The website that students currently use for CAPS contains an overwhelming amount of information. Inserting brief and succinct bullets of information rather than paragraphs of information and links will make the user experience much easier to follow. Moreover, including hyperlinks that take users through intake steps would also improve the competitiveness of CAPS through the lens of conforming to the social environment. Finally, the stigma that surrounds mental health treatment and ways to normalize seeking help can be more heavily considered and addressed.
Competitive Analysis
One of the major competitors of this organization is TimelyCare. TimelyCare is an online resource for healthcare services specifically offered to students and instructors. It emphasizes equitable wellness, specifically for higher education, which is similar to CAPS. However, TimelyCare is also offered to affiliates of universities across the country. Additionally, it offers more healthcare services than CAPS that aim to treat more than just mental health.
TimelyCare is a major competitor for CAPS. It is critical to keep up with this platform and improve CAPS service lines in order to best serve IU Indianapolis students.