In this scenario, Shoulder Shop is used as a case study. Shoulder Shop is an orthopedic physician practice plan. This plan was developed as an academic exercise by a team of public health graduate students including an orthopedic surgeon. After you have reviewed theShoulder Stop Executive Summary(picture), discuss in detail at least two ways -

(1. Single-segment concentration

2. Selective specialization

3. Product specialization

4. Market specialization

5. Full market coverage)

you would propose to target their primary market. Explain your rationale and offer specific examples to illustrate your approach.

SHOULDER SHOPEXECUTIVE SUMMARY The most important marketing goal in the first 12 months is to reach sales revenue and profit projections. Revenue for the first year ofoperations is estimated to be $1 million. The practice is expected to be cash flow positive beginning in month 10. Annual revenue is expected to grow 25% in year 2 and 20% in year 3. The forecast for the 10 most frequent shoulder procedures in the local market is 59,000. Shoulder Shop will need 590 procedures [10% oftotal procedures] to meet its goal. Shoulder Shop is a new product, and the primary impediment blocking the goal is building awareness and generating trial. The marketing solution that will remove this impediment is targeting orthopedic shoulder referral sources, especially primary care physicians. The strategy to add new customers is to build relationships with referral sources and communicate Shoulder Shop benets and points of differentiation. The second step is to retain new customers. Shoulder Shop's most important point of differentiation is delivering a customer-centric experience. This strategy is expected to create customer loyalty and lead to a high level of financial performance