I’m doing a Health Care Marketing Business Plan Project. The 1st step to this plan was the Health Care Organization Selection which is already completed.
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I had to select a Not-for-profit or For-profit Health Care Organization for this Business Plan. The chosen health care organization will either market a new product or service to a specific target market.
United Health Group Incorporated is the healthcare organization I selected to use for my project. It is an American profit-making healthcare organization situated in Minnetonka, Minnesota. I’ve chosen to market Dialysis Centers.
This plan will include 5 phases which will be broken up. The phases are:
Phase 1: Executive Summary
Phase 2: Company Profile & Industry Overview
Phase 3: Service Overview, Competitive Analysis, Marketing Mix
Phase 4: Service Delivery Plan and Human Resources Plan
Phase 5: Financial Statement and Balance Sheets
However, we are on phase 5 of this project which is the Financial Statement, and Balance sheet phase:
Phase V: Financial Statements, Balance Sheet and Income Statement
The balance sheet shows the financial picture of a business at a given point in time. It is what the organization owns versus what they owe.
The income statement shows the profit (or revenue-positive position) versus the loss of an organization over time.
For this phase, utilize Merrill Lynch’s handout on reading financial statements.
1. Using one year of the balance sheet, determine the organization’s liquidity through the current ratio and debt-to-equity ratio. Use the table below and answer the questions.
*This should be a table but I don’t know how to include it
Left Side
Current Assets __________
Fixed Assets ____________
Other Assets ____________
Right Side
Shareholder Equity _____________
Current Liabilities ______________
Long-Term Liabilities ____________
a. What is the current ratio? Do you have enough current assets to meet your current liabilities? Explain. (Refer to page 23 of the Merrill Lynch handout)
b. What is their debt-to-equity ratio? Total liabilities/total shareholder equity =
2. Using one year of the income statement, determine the organization’s profitability or fund balance perspective through operating margin and net profit ratio. Use the table below and analyze the both the operating margin and net profit ratio. Refer to page 31. Of the Merrill Lynch handout/link.
- Operating Margin = Operating Income/net sales
- Net Profit Margin= Net Income/net sales
