SWOT Analysis and Intensive Growth Strategies for Al Esraa Medical Centre Assignment Help

Assume you work at Mother Care UK whose traditional target market, babies within your region, is shrinking. This segment is projected to decrease over the next ten years. Recommend other potential market segments and discuss the criteria you should consider to ensure that the identified segments are useful.

• Explain in details and give full examples to illustrate your thoughts.
• Each potential target segment must have a name that reflects the content of the target segment.
• Each potential target segment has to be profiled in terms of demographic, geographic, psychographic, and behavioral characteristics.

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Introduction

The rising competition in the health care sector has been encouraging the health care organizations to develop themselves in such manner so that they are able to cope with the competition. Most of the organizations have the aim of delivering high quality service to the consumers and ensure that their health care requirements are fulfilled through their services. With respect to Al Ain City, there has been a surge in the emergence of hospitals, clinics and similar other health care organizations, which has further intensified the competition. In the following discussion, the strategic plan for Al Esraa Medical Centre shall be developed based on its SWOT analysis, so that it is able to overcome the competition.

SWOT of Al Esraa Medical Centre

SWOT analysis framework enables in determining the internal as well as external environmental factors that have the capacity of affecting the operations of an organization, thereby influencing its competitive position (Pedersen, Bech, &Vrangbæk, 2011). With respect to the case of Al Esraa Medical Centre, the SWOT analysis results are as follows.

Strengths:As per the analysis, it has been determined that the strengths of Al Esraa Medical Centre include its strategic location, that is, it is located at a prime location and this strategy gives the center more exposure to the target consumers. Furthermore, the professionals of the Centre have special expertise in the area of their operation, which further adds to the reputation of the organization. Al Esraa Medical Centre is technologically advanced which is advantageous for it against its competitors. The services are cost efficient and as there is direct billing arrangements with major Health Insurance Providers, therefore the healthcare centeris able to provide cashless services.

Weaknesses: The major weaknesses of Al EsraaMedical Centreinclude the limited services lines that are offered by the healthcare center and the marketing deficiency. There are limited services that Al EsraaMedical Centrespecializes in which can be disadvantageous for the business.

Opportunities:The major opportunities that Al EsraaMedical Centrehas are in the area of new services and technologies. With the advancement in technologies, Al Esraa shall be able to include the same with their services, thereby providing the customers with improved and new services.

Threats:The major threats on the healthcare center includes the increased competition as several healthcare centers are establishing in Al Ain City. Furthermore, there has been a rise in the changing demographics whichwould demand Al EsraaMedical Centreto change its target segments.

Based on the SWOT analysis, it is evident that the organization has several strengths that would favor it in overcoming the competition that has been rising amongst health care centers and clinic of Al Ain City. Furthermore, there are limited weakness of the health care center that further favors its competitive position. However, the opportunities and threats that have been identified are equal in number and hence, it is important to determine the extensity of the opportunities or threats, so as to determine the favorable strategic approach for the organization. This can be achieved with the help of the following matrix.

Figure: Opportunity and Threat Matrix

As per the matrix that has been presented above, the opportunities that have been determined of Al Esraa Medical Centre can be placed under the quadrant 1, as there is high probability of success and attractiveness. With respect to the threats that have been identified for Al Esraa Medical Centre, the threats can be placed under the quadrants 1 and 2, indicating that there is high probability of occurrence and seriousness with respect to increased competition, and low probability of occurrence and high seriousness with respect to changing demographics, respectively. Based on these identifications, the further strategic planning for Al Esraa Medical Centre can be conducted to determine the most suitable approach that would favor the further growth of the organization.

Strategic Plan for Al Esraa Medical Centre

To determine the strategy that is to be adopted for planning the further expansion of Al Esraa Medical Centre, it is important to determine the dimensions of business innovation that would aid in the attainment and enhancement of the competitive advantage. Kotler, Keller, Ancarani, &Costabile (2014) have listed a few dimensions that can be referred to for determining the business innovation that can be considered for further expansion. These include the following.

Table: Dimensions of Business Innovation

The major dimensions of business innovation that can be considered for Al Esraa Medical Centre include innovative and advanced offerings, solutions, customer experience, value capture, organization, presence, brand and networking. Based on these dimensions, the strategic planning of Al Esraa Medical Centre can be developed. To achieve the same, Ansoff Matrix shall be employed to determine the strategy that would be most suitable for achievement of the desirable expansion goal. Ansoff matrix portrays the different alternatives of growth strategies that an organization can employ for gaining advantage over their competitors (Hussain, Khattak, Rizwan, & Latif, 2013). The Ansoff matrix comprises of four dimensions, namely, market penetration, product development, market development and diversification. These dimensions are based upon the elements of existing and new markets and existing and new products. A typical Ansoff matrix can be represented as follows.

Figure: Ansoff Matrix

Market Penetration is employed when the organization seeks growth using the existing products within their prevailing market, thereby increase their market shares. With respect to product development, the organization aims towards attaining growth in the existing market, using new products. Market development is considered when the organization seeks to explore new markets using the existing products. Product diversification strategy is employed when the organization seeks expansion of the business in a new market, using new products.

With respect to the case of Al Esraa Medical Centre, as there has been a rise in the competition amongst the health care clinics and other organizations in Al Ain City, it is important that the organization utilizes the kind of strategy that would further strengthen its competitive position, while ensuring additional growth. As with product development the organizations aim towards attaining growth in the existing market, using new products and services, therefore, Al Esraa Medical Centre should employ the strategy of product development. This would allow Al Esraa Medical Centre to introduce and expand new and innovative services in Al Ain City, which would allow it to gain advantage over its competitors and further strengthen its competitive position in the market. This would also allow the organization to stay ahead of the competition and aid in increasing its market shares as well.

The other strategy that Al EsraaMedical Centrecan employ would be market penetration, whereby the healthcare center would be required to use the existing services and product and further develop itself in the existing market of operation. In addition, this strategy would also add to its market shares. This would also further add to the competitive position and advantage of Al EsraaMedical Centre and enable it to acquire a higher competitive position in the local market. Al EsraaMedical Centrecan also employ the strategy of market development, whereby the healthcare center would be required to explore new markets for business opportunities and enter that market using its existing services and products. This strategy would allow the organization to explore new market segments that offer growth prospects. The fourth strategy that Al Esraa Medical Centre can employ to strengthen its competitive position would be the strategy of diversification. As per this strategy, the organization shall be required to identify a new prospective market and enter that market using new and innovative products and services that are in demand in that market. Although this strategy has the most risk associated with the successful implementation of the same, however, there are several opportunities of growth and competitive advantage with the application of this strategy.

Conclusion

The discussion that has been presented above provides the evidence that for the further growth and expansion of Al Esraa Medical Centre in Al Ain City as well as to gain competitive advantage over its competitors, the organization is required to utilize the various innovative dimensions of its business. Additionally, the organization should employ the strategy of product development through expansion or introduction of new care services so that it is able to gain advantage over its competitors. This would ensure that the organization is able to overcome the rising competitions in Al Ain City.

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