please answer both questions

Case 36 -- United Physician Group-Case for Chapters 5 and 15 Mohamed Ali Abstract: Allen Smith is a recent graduate of one of the most reputable schools in the North East Region. Upon his graduation, he was offered a position as a practice administrator at United Physician Group in Buffalo, NY. He completed his Master's in Health Administration and his undergraduate studies in Economics. Allen doesn't have work experience in health administration except the internship that he did with a small physician office as a part of his Capstone training The retiring long term practice administrator, John Delaphena, at United Physician Group, has decided to retire by the end of the month after being with the practice for 20 years. He believes that healthcare has become more challenging than ever before. United Physician Group is a small physician group practice consists of Sphysicians based in Buffalo, NY. The group was founded by Dr. Larry Wilson 20 years ago along with John Delaphena who started out as an administrative assistant. United Physician Group represents five different specialties; primary care, physical medicine, orthopedic, neurology, and orthopedic surgery Dr Wilson has requested from the newly hired administrator, Allen Smith, to study the Affordable Care Act and to explore the different options that United Physician Group has in terms of preparing for the impact of the Affordable Care Act. The practice is being faced by multiple choices including selling the practice at a price below the market to a health system, continue to work independently through the current challenges of healthcare reform, or Identify other possible options that could make all the stakeholders agree on the next proper stop, Discussion Questions: 1. How should Allen go by conducting his market research? 2- What kind of financial information is essential to identify, gather and study