Updates to my proposal

So though I got off to a start, I did have some aspects to still think about, so here is some more brainstorming.

Business Objective:
Fundamental Entity: Gardasil, the hpv vaccine, and some brand to be determined just for a campaign targeted to boys (or parents, I need to decide)
Core Competence: Having the only hpv vaccine available in the US, branding
Goal & Time Frame: To have comparable vaccination rates in boys (once it becomes available) as seen in girls, so say for a 5 year period to have 80% of what it was for women. I am choosing vaccination rates instead of rates of hpv incidence because there is no test for hpv detection in men, other than for warts, so it would not be possible to know if boys were carriers of the other two types of hpv that cause cervical cancer that the vaccine protects against

Strategic Quadrant:
Category Definition: Health, vaccination
Customer Definition: Here I'm not totally sure. It will be boys aged 9-26, but I wonder if their parents are the customers until they reach 18?
Marketing Objective: Have comparable rates (80%) of vaccination uptake in boys as was shown in girls of Gardasil (How is the marketing objective different than my goal?)
Source of volume: United States public, boys aged 9-26, their parents if that is who moderates vaccinations, doctors?
4Bs:
Bodies: boys aged 9-26 directly, indirectly parents & doctors
Beliefs: Understanding the benefits of vaccination, knowing what the vaccine protects against (future cervical cancer, 90% of the type that cause genital warts), attitude change to want the vaccination
Behaviors: getting vaccinated, and measuring for both initial shot & how whether or not they get all three (if it's possible to compare this to girls, if not then just initial shot)
Benefits: Lower overall instances of genital warts and cervical cancer, which will not be measured throughout the campaign, but will become evident in years to come from CDC/national data