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Situational Analysis

To identify what makes your health care product or service unique,  a situational analysis has been conducted. The situational analysis portion of this project will focus 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:​

- SWOT, a four-cell chart containing internal and external factors of the chosen healthcare organization 

- Environmental forces, research into university health centers as well as health services or programming for university students.

- Competitive analysis, an analysis of  weaknesses and strengths of the competitors to the selected organization 

IU Indianapolis marketing team brainstorming a situational analysis

School Supply

Strengths

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  • The building would be closer to the students living in Ball Hall and Riverwalk Apartments

  • Provide another place for students to relax and study on campus

  • It’s open seven days a week

  • Crimson card access into the lounge for safety

Opportunities

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  • The graduate apartments can be renovated into the new student lounge

  • There will be more inclusivity for Ball Hall and Riverwalk students

  • Another way to get out of your bedroom

Weaknesses

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  • Students might prefer to study somewhere else

  • Will there be enough space for students to lounge

  • Have problems with WIFI

Threats

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  • Jag line can provide students a ride to different buildings on campus

  • Students can misuse the lounge and break furniture or resources.

  • Students can be disruptive to other students

SWOT

Regulatory

To have a new building on campus has regulations and standards to follow, for many campus building challenges are space, disruption, design, time, and stakeholders. It takes a lot of planning to make sure the building turns out right. For building space, we can change the graduate apartments into a sensory/nature lounge. The disruption will create more safety for Ball Hall and Riverwalk students by how far we need to walk. The lounge is not loud enough for the Riverwalk residents to live by. The design will depend on the old structure of the graduate apartments. To build on campus takes about a year or less. Large projects on campus, often require input from stakeholders. 

Regulatory

Social

Social

The marketing plan for the new study lounge at IU Indianapolis will be greatly influenced by the social environment. The social environment affects how students engage with campus spaces, what they value, and what they expect from their university experience. Engaging visuals, stories, and user-generated content from students using the lounge can help build excitement and a sense of ownership among students. Messaging should be crafted with empathy and understanding of student concerns about academic pressure, social isolation, and the desire for balance in their campus experience. On campus engagement & Partnerships with student organizations are good to introduce students to new experiences.

Competitive Analysis

I think a competitor of my service will be JAGLINE. The JAGLINE has 5 routes Monday-Friday at 8 am to 10 pm. (“IU Indianapolis Jagline Shuttle.”)  The Crimson route is open Saturday and Sunday. (“IU Indianapolis Jagline Shuttle.”)  

Their strengths are free transportation and a lengthy weekday route. Free transportation on campus is helpful for students to worry less about parking. JAGLINE provides multiple routes because of how spread out campus is. Their advantages are having broaden the campus diameter and extending their hours to weekends. JAGLINE realize students live off campus and some buildings are 30 minute or more walk from the center of campus. JAGLINE also seem more and more students are here on the weekends and made weekend shuttle schedule. 

Campus transportation is a stressful part in a students life

JAGLINE have change the shuttle schedule a lot

Their weaknesses are limited space on the shuttle, short operating hours, and limited shuttle stops. Their shuttles can feel cramped during bad weather. Sometimes the drivers breaks are inconsistent. The app lags on the time of the physical shuttle. The stops are in busy areas a few feet away from each other. Their competitive disadvantage is IndyGo a public transportation, personal vehicles, and Uber. IU Indianapolis is a known commute campus, which more students drives themselves. IU Indy Transportation Department does provide 1 month free passes to IndyGo which those shuttles go all over Indy. With an Uber it's just you and the driver which makes it quiet and comfortable.

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