External Market Research Analysis Goal For our organization and other In Vitro Fertilization (IVF) clinics, an external analysis would be essential in providing key insights about its market size and also provide key analysis on the present and future industry trends because external market research is whereby an organization opts to use external consultants, who are usually independent and impartial in conducting the market evaluation (Jan & Colin, 2010). According to them, in decision-making within a dynamic context, having information about all internal and external environmental factors mitigates risk, and that majority of organizations utilize marketing information system to collect, sift, evaluate, store and avail it to the marketing management. Other vital importance of such an external analysis within the IVF market and especially for clinics providing the service include enabling the clinics find out opportunities and threats in the industry, assist the clinics in making informed and prudent decisions for marketing, planning and strategy, aiding in establishing competitive intelligence and merit just to mention a few. Market research analysis has two paramount goals namely: to provide the entity with information about customer demand for services and products and to allow customers the chance to express their opinions and needs and hence influence decision making so that they get the services and products they want (Jan & Colin, 2010). Collecting, evaluating and comprehending customer data has emerged as a key part of the modern corporate strategy (Daniel, 2016) Trends: Income& Education The United States has a blended healthcare system which has left a huge portion of the population underinsured or uninsured (Tetsuji, 2015). This implies that a majority of Americans cannot readily afford advanced medical care due to lack of insurance covers, particularly for IVF treatment. Infertility treatments range from modestly costly to very expensive (Linda & Joanna, 2009). Orange County has a majority of people who cannot afford such a high-tech reproductive medical care. 12.7% of the population for whom the poverty level is ascertained in Orange County, California, 3.1 million people are living below the poverty line, which is lower about the national average of 14.7% (Cesar, 2015). This translates into quite a huge number of citizens in the county who lack the economic muscles to access the IVF services. This unfortunate scenario is partly attributed to the escalating costs of living in the state of California and in the United States as a whole. The income of a state predicts the accessibility of infertility services (Naomi, 2013). This means that the higher the income of a state is the higher the chances for the citizens of that particular state to access infertility medical services and at fairly affordable charges. However, in California this income is distributed less evenly including Orange County partly because of the uneven spread of wages. Wage distribution is less even in California relative to the national average (Cesar, 2015). According to this statistics, only a minority of the Orange County citizens are able to access the IVF services since there are two chief economic classes namely the rich and the poor. California is one of the states that have authorized some form of insurance for fertility services (Naomi, 2013). This is however on a positive note that individuals who hold such insurance covers can easily get the vital high tech services. Such an initiative is noble since it meant to ensure more people can afford this evidently expensive reproduction procedure but still a majority of the people cannot readily afford the service without stretching their meagre earnings. As such, there are patients in Orange County who have been prescribed to secure the medical procedure yet they cannot afford it since they lack the finances to settle the expenses involved. Infertility is higher in women who lack a college education, and those who access it are those highly educated (Naomi, 2013). There have been more than 97,659 degrees awarded in Orange County so far (Cesar, 2015). This means that a remarkable number of people there are educated, and as such, they can make well-informed decisions regarding IVF treatment. Education is one of the key social determinants of an individual's access to medical care especially when it comes to a sophisticated medical procedure such as the IVF.This is because the higher an individual is educated the higher the possibilities of such a person to comfortably accommodate the idea of undergoing the IVF procedure and with much ease without unnecessary objections and vice versa. This is especially because the education will enable the couples advised to procure IVF services to appreciate the biological perspective of the medical procedure rather than feeling as if their hands are tied not to undergo the procedure since it is thought to pollute the sacred nature of marriage and even undermine the faith in God`s ability to work miracles in giving people babies. As such, due to the significant number of citizens in Orange County who are educated, there are good chances that they are more likely to embrace the IVF service in a holistic manner. Impact of income and education trends on IVF clinicsfor the upcoming year I believe that the above-mentioned trends will influence Southern California region for Reproductive Medicine for the following highlighted reasons. Due to the present state of the global economy and the regular fluctuations in the living cost in the United States generally, the level of unemployment is more likely to increase in the coming year, and this will too apply in the Orange County across all the sectors of the economy which then impact on the stability of income. This will evidently impact on the ability of the residents to afford IVF services at our organization and even in other clinics providing similar services in the County. As such, many patients will be in need of the medical procedure, but their earnings will not permit them to access the service. Education is also likely to affect this organization in the upcoming year in that more people in this county will be more educated and well aware of this procedure. The more educated and knowledgeable the residents will be, the higher the chances of them embracing the IVF service. References Cesar, H. (2015). Data USA. Retrieved from Data USA/ Orange County, CA: https:// data USA. io/profile/geo/orange-county-ca/ Daniel, N. (2016). The Declining Use of the term Market Research: An Empirical Analysis. International Journal of Market Research, 503. Jan, W., & Colin, D. (2010). Marketing Research. `Cape Town, South Africa: Juta and Company Ltd`. Linda, C., & Joanna, L. (. (2009). Gender Equality: Dimensions of Women`s Equal Citizenship. New York: Cambridge University Press. Naomi, C. (2013). The New Kinship: Constructing Donor-Conceived Families. New York University Press. Tetsuji, Y. (2015). Changing Health Policies: Impacts for Income, Education and Health Disparity. 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