Coventry Health Care, Inc. (Coventry) (NYSE: CVH) is a diversified national insurer in the United States.
Based in Bethesda, Maryland, Coventry operates health plans, insurance companies, network rental and workers’ compensation services companies. Coventry provides a full range of risk and fee-based managed care products and services to a broad cross section of individuals, employer and government-funded groups, government agencies, and other insurance carriers and administrators. It is currently ranked the third most successful prescription drug plan service in the United States.


stage of production as its current operations. For example, Avon's move to market jewelry through its door-to-door sales force involved marketing new products through existing channels of distribution. An alternative form of horizontal integration that Avon has also undertaken is selling its products by mail order (e.g., clothing, plastic products) and through retail stores (e.g., Tiffany's). In both cases, Avon is still at the retail stage of the production process.

DIVERSIFICATION STRATEGY
AND MANAGEMENT TEAMS

As documented in a study by Marlin, Lamont, and Geiger, ensuring a firm's diversification strategy is well matched to the strengths of its top management team members factored into the success of that strategy. For example, the success of a merger may depend not only on how integrated the joining firms become, but also on how well suited top executives are to manage that effort. The study also suggests that different diversification strategies (concentric vs. conglomerate) require different skills on the part of a company's top managers, and that the factors should be taken into consideration before firms are joined.

There are many reasons for pursuing a diversification strategy, but most pertain to management's desire for the organization to grow. Companies must decide whether they want to diversify by going into related or unrelated businesses. They must then decide whether they want to expand by developing the new business or by buying an ongoing business. Finally, management must decide at what stage in the production process they wish to diversify
motion, price, and distribution is important in marketing. The goal of the marketing mix is to portray an image for the product or service that will match with how the organization wants the product or service to be visualized in people’s minds. Marketing mix according to Kotler (2001) is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.

Product – The products or services of an organization help in creating an image of the firm in the mind of the consumer. This image is reflected in the customer’s perceptions and feeling about its products or services. The product is the element in the marketing mix that includes all of the issues surrounding the development of the product or service.

Price – where market demand and the cost of producing the product or service come together and determines the profitability or lack of it.

Promotion – Promotion is consist of all of the methods of communicating the product offering to the target market, such as advertising, publicity, and sales promotion.

Place – Place is the task of getting the goods to market.
a challenge to researchers because of multiple language skills required. However, researchers have developed a keen sense of understanding of the cross-cultural differences that exist among the various regions in India.

Growing pains
The rapid growth has not been without its problems. Researchers in India are hampered by a serious lack of supporting infrastructure. For example, only one percent of all households has telephones. Literacy rates are also low. Thus, telephone and mail surveys are almost nonexistent.

The lack of adequate support services such as list companies, and focus group facilities have prevented researchers from offering the quick turnaround that clients in the U.S. and Europe are accustomed to. Rapid growth has also led to a shortage of trained research staff, says Thomas Puliyel, country manager for Research International India, a member of the Research International, the U.K.-based giant.

Professional organizations
The Marketing Research Society of India (MRSI) is the professional body for India’s marketing researchers. The society, established in 1981, has 50 corporate and 110 individual members. While there are no government regulations on the research industry, the societ
 
Coventry Health Care, Inc. (Coventry) (NYSE: CVH) is a diversified national insurer in the United States.
Based in Bethesda, Maryland, Coventry operates health plans, insurance companies, network rental and workers’ compensation services companies. Coventry provides a full range of risk and fee-based managed care products and services to a broad cross section of individuals, employer and government-funded groups, government agencies, and other insurance carriers and administrators. It is currently ranked the third most successful prescription drug plan service in the United States.


stage of production as its current operations. For example, Avon's move to market jewelry through its door-to-door sales force involved marketing new products through existing channels of distribution. An alternative form of horizontal integration that Avon has also undertaken is selling its products by mail order (e.g., clothing, plastic products) and through retail stores (e.g., Tiffany's). In both cases, Avon is still at the retail stage of the production process.

DIVERSIFICATION STRATEGY
AND MANAGEMENT TEAMS

As documented in a study by Marlin, Lamont, and Geiger, ensuring a firm's diversification strategy is well matched to the strengths of its top management team members factored into the success of that strategy. For example, the success of a merger may depend not only on how integrated the joining firms become, but also on how well suited top executives are to manage that effort. The study also suggests that different diversification strategies (concentric vs. conglomerate) require different skills on the part of a company's top managers, and that the factors should be taken into consideration before firms are joined.

There are many reasons for pursuing a diversification strategy, but most pertain to management's desire for the organization to grow. Companies must decide whether they want to diversify by going into related or unrelated businesses. They must then decide whether they want to expand by developing the new business or by buying an ongoing business. Finally, management must decide at what stage in the production process they wish to diversify
motion, price, and distribution is important in marketing. The goal of the marketing mix is to portray an image for the product or service that will match with how the organization wants the product or service to be visualized in people’s minds. Marketing mix according to Kotler (2001) is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.

Product – The products or services of an organization help in creating an image of the firm in the mind of the consumer. This image is reflected in the customer’s perceptions and feeling about its products or services. The product is the element in the marketing mix that includes all of the issues surrounding the development of the product or service.

Price – where market demand and the cost of producing the product or service come together and determines the profitability or lack of it.

Promotion – Promotion is consist of all of the methods of communicating the product offering to the target market, such as advertising, publicity, and sales promotion.

Place – Place is the task of getting the goods to market.
a challenge to researchers because of multiple language skills required. However, researchers have developed a keen sense of understanding of the cross-cultural differences that exist among the various regions in India.

Growing pains
The rapid growth has not been without its problems. Researchers in India are hampered by a serious lack of supporting infrastructure. For example, only one percent of all households has telephones. Literacy rates are also low. Thus, telephone and mail surveys are almost nonexistent.

The lack of adequate support services such as list companies, and focus group facilities have prevented researchers from offering the quick turnaround that clients in the U.S. and Europe are accustomed to. Rapid growth has also led to a shortage of trained research staff, says Thomas Puliyel, country manager for Research International India, a member of the Research International, the U.K.-based giant.

Professional organizations
The Marketing Research Society of India (MRSI) is the professional body for India’s marketing researchers. The society, established in 1981, has 50 corporate and 110 individual members. While there are no government regulations on the research industry, the societ

Hey netra, thanks for the information on Coventry Health Care and i read all your report. After reading your report, i thought i should also contribute something useful so that going to upload a document which would give related information on Coventry Health Care.
 

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