Basic Elements of Marketing: UnitedHealth Group SWOT Analysis Report

This report provides a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of UnitedHealth Group. The strengths include high customer satisfaction and superb performance in new markets, while weaknesses include a lack of investment in new technology and ineffective marketing strategies. Opportunities involve the improved economic condition of the United States and government agreements, while threats include intense competition and shortages of skilled healthcare professionals. Based on this analysis, the report recommends a market development strategy, targeting both new geographical markets and new customers through market segmentation. The report emphasizes the importance of external business environment analysis to assess threats and opportunities in the new markets. The references include key marketing texts that support the analysis and strategy development.

Running head: BASIC ELEMENTS OF MARKETING
Basic Elements of Marketing
Name of the Student
Name of the University
Author’s Note

1BASIC ELEMENTS OF MARKETING
SWOT Analysis
The following table shows the SWOT analysis of UnitedHealth Group:
Strengths Weaknesses
 High level of customer satisfaction can
be considered as a major internal
strength of UnitedHealth Group. The
main reason is the presence of
technologically advanced instruments
and diagnosis methods that is major
helpful for the company. In addition,
the presence of dedicated customer
relationship management department is
another major reason for this.
 Superb performance of UnitedHealth
Group in the new market can be
regarded as an external strength. It has
created new revenue stream for the
company (Armstrong et al., 2014).
 Lack of investment in the new
technology can be considered as a
weakness for UnitedHealth Group.
There has not been any major
investment from the company in the
adoption of new technology as
compared to the market expansion.
 Lack of effective marketing strategy
related to the selling and brand
positioning is another major weakness
of UnitedHealth Group. For this reason,
the company lack necessary
competitive advantage.
Opportunities Threats
 The improvement in the economic
condition of United States and increase
in the spending of the customers
provides UnitedHealth Group with the
opportunity to expand their business in
the new market. It also provides the
opportunity to capture new customers,
 UnitedHealth Group has got the
opportunity to enter into the new
market in the presence of government
 The presence of intense competition is
a major threat for the business
expansion as well as market
development of UnitedHealth Group.
 Shortage of skilled healthcare
professionals is another major threat for
the company. At the same time, rise in
the payment of employees and staffs is
another major threat (Armstrong et al.,

2BASIC ELEMENTS OF MARKETING
agreement. The free trade agreement of
the United States government is
providing the company with the
required business opportunity.
2015).
Development of Marketing Strategy
Based on the above discussion related to the strengths and weaknesses, it is required for
UnitedHealth Group to develop the strategy of market development. Under this strategy, there
will be two major targets or strategies of UnitedHealth Group. Under this, the first major strategy
of UnitedHealth Group will be to target new market. One part of this strategy will be the
expansion of UnitedHealth Group in the new geographical markets like abroad (Kotler et al.,
2015). For this reason, UnitedHealth Group is needed to conduct an external business
environment analysis so that they can assess the threats as well as opportunities of this market
development strategy. At the same time, another part of the strategy will be to provide the
existing healthcare services and products to new customers. For this purpose, the target of
UnitedHealth Group will be market segmentation based on the target market analysis (Kotler &
Armstrong, 2013).
Thus, based on the above discussion, it can be seen that the main approach of the strategy
of UnitedHealth Group is the development of new market and this strategy has been taken into
consideration due to the presence of strengths and business opportunities. The above-discussed
straights and opportunities of UnitedHealth Group will support this strategy (Kotler et al., 2015).

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References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson
Australia.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Kotler, P., & Armstrong, G. (2013). Principles of Marketing (16th Global Edition).
Kotler, P., Armstrong, G., Ancarani, F. G., & Costabile, M. (2015). Principi di marketing.
Pearson Italia.