Optimum Physiotherapy: PESTEL and Porter's Five Forces Analysis Report

This report provides a comprehensive analysis of Optimum Physiotherapy, a leading physiotherapy service provider operating in multiple countries. The report begins with an introduction to business communication and its importance within the organization. It then delves into the main body, whic...Read More

BUSINESS COMMUNICATION

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY .................................................................................................................................3
CONCLUSION...............................................................................................................................8
REFLECTIVE.................................................................................................................................8
REFERENCES..............................................................................................................................11

INTRODUCTION
Business communication is the process of conducting communication within the
organization for the purpose of transactions which are related tot he business and mutual
understanding of the business. Structure of many business organization is very critical as it based
on the give and take relationship of the sender and the receiver. Effective communication is the
base requirement of any organization as it helps in ensuring growth and development to the
organization. Optimum Physiotherapy, is the business organization which deals in grocery and
home materials, it is one of the top leading chain of supermarket based on Germany. The main
focus of this report is identifying competitors, strengths, weaknesses of Optimum Physiotherapy,
and to analyze key issues that are being faced by organization .
MAIN BODY
Optimum Physiotherapy, is one of the top leading clinic that provides physiotherapy
services; currently it provides it services at 23 clinics across 10 countries. As per the report of
the 2010, the overall revenue of the organization was €53 billion. Optimum Physiotherapy,
functions its business in approximately more than 9 countries with almost 23 clinics. Optimum
Physiotherapy, is a common name for health and care related services. (Biancamaria, 2016).
The key business of the Optimum Physiotherapy, revolves around providing health and
care services to the people it specially provides, physiotherapy services, their main significance
is that they use rock tape to encourage correct muscles firing patterns. As it deals in medical
services its their core requirement to maintain the quality of its servicess in order to gain the trust
and attention of the patients. It is very important for the organizations like Optimum
Physiotherapy,to keep their patients satisfied in order to increase their profitability and success.
Optimum Physiotherapy,is very prominent in functioning its business as it provides quality of
services and comparatively low prices (Barba, 2016).
Optimum Physiotherapy, covered patients from all the social classes as it tends to
provide goods and services of high quality at relatively low prices. And around 90% of the
services are belong to exclusive brands thus it is sufficient enough to attract the patients who are
brand conscious. Optimum Physiotherapy, delivers premium quality of services to their
shoppers as it believes in increasing their savings and health and well being. As per some
reports, Optimum Physiotherapy, serve approximately 40 million patients every month ( Barba,
2016).

Well recently the organizational heads of the Optimum Physiotherapy, are searching for
new suppliers for their unique range of servicess with private label. In United States, one of the
fastest growing medical supermarket is Optimum Physiotherapy, as it comprise of more than
1,600 stores in 35 states (Bull, 2016).
One of the biggest competitor of Optimum Physiotherapy, is HND .Both the
organizations deal in same sector. Optimum Physiotherapy, and HND are one of the major rivals
of health and care industries (Optimum Physiotherapy, – Five Forces Analysis, 2016). The
services offered by both the organizations are relatively high in comparison to the other
organizations. (Chatterjee, 2017). The main aim of the Optimum Physiotherapy, is to provide
servicess and services of premium quality to their patients in order to encourage their savings
and also to ensure the well being for their health (Chung, 2015). The strengths of the Optimum
Physiotherapy, are:
 Their quality of services
 Rock-tape to cure their patients
 High quality services
 Meeting the needs and requirements of the patients who belong to middle class group
 Being at the right place at the right time
The main aim of the company is to provide quality services at low prices, so during the
time of economic depreciation and recession it become very difficult for the organization to
maintain the low prices of there services . Optimum Physiotherapy, is one of the very prominent
service centers (Henderson, 2015). As per the report of the 2010, the overall revenue of the
organization was very good. As it deals in basic medical services its core requirement is to
maintain the quality of its services in order to gain the trust and attention of the patients. The
leaders and the managers of the Optimum Physiotherapy,, conduct their work in a well organized
manner to ensure that the performance of their clinics keep on enhancing and to become
sufficient enough to gain the trust and loyalty of their patients. For the organizations like
Optimum Physiotherapy,, it is very important to provide satisfaction to their patients in order to
gain competitive advantage in the market.
PESTEL Analysis of Optimum Physiotherapy,: P – Political; E – Economical; S –
Social; T – Technological; E- Environmental and L-Legal.

Political factors that affect Optimum Physiotherapy,:For reducing its cost of salaries
time based management system is followed by Optimum Physiotherapy,. The wages provided by
them is approximately 9.2 for an hour and it is higher than minimum wage offered by United
Kingdom which is approximately 6.2 for a hour. The workers of the Optimum Physiotherapy,
are well trained to conduct their tasks and activities so that they don't require large numbers of
assistants and co-workers. And there are few more measures that are being applied by the
Optimum Physiotherapy,, as they open 24*7 for their patients. The political strategy which is
adopted by the Optimum Physiotherapy, is that they provide effective services to their patients
in a very effective manner. (Kahar,2016).
Economical Factors: People who belong to middle class group need to plan their
budgets and expenses in order to live their lives efficiently and effectively. It is difficult for them
to afford high end medical services. The economic market of the United Kingdom is best
suitable for the discount based industries like Optimum Physiotherapy, it provides very goods
service to their patients at relatively less price. (Lichten, 2015).
Social factors: Because of the high rates of the services and commodities people need to
change their medical criteria as their affordability is at stake, as per some reports approximately
80% of the people switch to Optimum Physiotherapy,,to increase their savings as Optimum
Physiotherapy, is best suitable for muscles related issues at lower prices. Under high rates of
inflation it becomes much harder for the individuals to maintain the standards of their lives. And
it is also important to fulfill basic requirements, thus industries like Optimum Physiotherapy,
believes in saving the money of their patients by providing them basic health services at
comparatively low prices.
Technological factors: As technologies are increasing it is becoming very important for
the organizations to emerge these technologies into their working. This will help in building the
environment that will suitable for the modernization of the company and their working.
Currently Optimum Physiotherapy, does not use any kind of technologies in their organization,
these are the factors which are need to be considered in Optimum Physiotherapy.
Environmental factors: Optimum Physiotherapy, makes sure that their working services
does not create any kind of adverse effect on the environment.
Legal factors: Legal factors comprise of business ethics, health and safety, laws for
consumer protection, standards for advertising and pollution control. Organizational heads of the

Optimum Physiotherapy, should monitor the working their medical department in order to
identify the quality offered by them to their patients. The business operations must be based on
the legal norms and regulation so organizations can work efficiently and effectively.
Sigmoid Curve:
This curve is used to represent the time and activity, it is the graphical representation of
the activity and time. The practical implication of Sigmoid curve in Optimum Physiotherapy,, is
that it is used to identify the phenomenon of the business that helps in developing its sustainable
development in the organization. It also helps in identifying the technological and business
aspect of the organizations, to maintain its sustainability. Basically the main criteria of sigmoid
curve s to evaluate the working of the business. It provide the practical approach to the working
of the business.
Porters Five Forces Analysis of Optimum Physiotherapy,: This measure is use to
identify the competition in the market and provide various measure to develop competitive
advantage in the market. Porters analysis is based on the five approaches through which it help
in analyzing the current position of the market. Porters five forces model is used to evaluate the
competition in the market by evaluating the overall dynamics of the market. These five forces
are build in such a way that it helps in identifying the competition in the market, in order to
provide competitive advantage to the organizations (Kernbach, 2015).
Illustration 1: Sigmoid Curve

Optimum Physiotherapy,, is the medical industry based on the Germany and operates its
business function in approximately 9 countries . (Mathooko, 2015). The detailed Porters Five
Forces Analysis of Optimum Physiotherapy, :
Competitive Rivalry: The competitive rivalry which has been seen in Optimum
Physiotherapy, is very high. All these industries main focus is upon providng best services to
their patients. These organizations are very efficient in comparing prices and and even a little
changes in the prices are highlighted by the competitors in order to increase the competitive
advantage. The main impact of the working of the Optimum Physiotherapy, is that it never
increase the prices of services under any circumstances. Their main principle of working is that
they keep the minimum cost of their services as their overall competitive rivalry is very high
(Pestle,2014).
Threat of New Entrants: The Threat of New Entrants faced by Optimum Physiotherapy,
is Medium, as there are number of entry barriers in the industry it becomes quite difficult for the
new companies to enter in the market for executing their business. Operating, establishing and
managing and branding the organization is very costly measure and on the hand for entering in
the medical market, there are so many norms and regulations are present. In a small and medium
sized town taking over the market share of the Optimum Physiotherapy, is very easy and thus its
threat of new entrants is considered medium.
Bargaining Power of the Suppliers: The bargaining power of suppliers in Optimum
Physiotherapy, is low. In medical industry there are number of suppliers who are ready to take
the place of one another, in Optimum Physiotherapy, there is no supplier switching cost is
present, in medical industries suppliers have no power to manipulate the working of the
industries as per their accordance.
Bargaining Power of the Buyers: In Optimum Physiotherapy, the bargaining power of
the buyers is high. The areas of the sector in which Optimum Physiotherapy, functions its
business offers least cost to their patients and they follow the strategies to keep the prices of their
services relatively low from their rivals. As there are so many competitors are available it is very
easy for the patients to switch their services so there is no option left for the Optimum
Physiotherapy, to raise its prices as there are number of substitutes are available for the patients.
Threat of Substitutes: Threat of the substitutes in Optimum Physiotherapy, is very high.
As it is very easy for the patients to switch their services.

As Optimum Physiotherapy, is business organization that deals in medical industry there
are number of substitutes that are available for the patients, so as to build the competitive
advantage it is very important for the organization like Optimum Physiotherapy, to identify their
competitors and overcome the challenges that are being implemented in the industry
(Yunna,2014).
CONCLUSION
From the above report it can be concluded that organisations like Optimum
Physiotherapy, deals in a highly competitive market as there are number of substitutes available
in the market for the patients. It has also seen that using PESTEL and Porter five forces are very
beneficial for the organisations as it helps in identifying the challenges and external and internal
factors that are available in the business environment and helps in identifying the key issues
which are being faced by the organisation.
REFLECTIVE
As per my point of views Optimum Physiotherapy, is doing such a great job by providing
best quality of physiotherapy services to their patients, their criteria of working is very good and
as per the expectations of the patients. According to me they should expand their working in
many more countries of the world so that people living at the each part of the world can take
benefits our of the services provided by them. The most prominent feature according to me is
rock-tape, which helps in increasing the correct patterns of the muscles and also helps in
reducing the swollen of the muscles. According to me the way Optimum Physiotherapy, is
conducting their business is very effective and efficient and it will be able to cover the whole
world in no time. As they are taking appropriate measures to gain the information regarding the
quality of the services their patients are expecting from the and also they lay emphasis on the
cleanliness and hygiene of their patients, as they provide very neat and clean environment at
their clinics this will help in achieving the trust and loyalty of there patients. Optimum
Physiotherapy should cover other countries also in order to create their recognition among the
various regions of the world as people come to know about the advancements ion the medical
and health services, they can gain information regarding the modern methods of acupuncture,
usage of rock tape, and specially non surgical shock wave therapy. According to my point of
view the organisation is doing nice by conducting porters five force analysis to identity the

working for their business. It is also concentrating upon the identifying its weak and strength
areas in order to accomplish the desired goals for the organisation. As per my knowledge
regarding the services offered at the medical units their main emphasis is upon providing quality
of services to their patients so that they can ensure fast recovery and enjoy a productive life.
Optimum Physiotherapy is really a health and social care unit, it provides a good quality of
physiotherapy services to their patients at relatively low prices. According to me they should
expand their working in many more countries of the world so that people living at the each part
of the world can take benefits our of the services provided by them. The most prominent feature
according to me is rock-tape, which helps in increasing the correct patterns of the muscles and
also helps in reducing the swollen of the muscles. As per my study about the working
environment at medical units their should be proper management and discipline is necessary in
order to ensure best quality of services to their patients. Medical organisations are also business
organisation, people often gets confuse that they didn't want to earn profit and revenues. Such
organisations also regulate their working in order to increase the profit sharing ratio. By using
approaches of SWOT and Five forces organisations can easily gain information regarding the
overall working criteria of their business. According to me the way Optimum Physiotherapy, is
conducting their business is very effective and efficient and it will be able to cover the whole
world in no time. As they are taking appropriate measures to gain the information regarding the
quality of the services their patients are expecting from the and also they lay emphasis on the
cleanliness and hygiene of their patients, as they provide very neat and clean environment at
their clinics this will help in achieving the trust and loyalty of there patients. According to my
point of views PESTLE analysis is the better approach in comparison to SWOT and Five forces
analysis as its usage provides the overall information regarding the working of the organisation.
There are various factors involved in any business organisation, their working is depend upon
many factors, that can be related to the environmental factors, social factors, cultural factors,
cost, weather, stakeholders or any other related issues which can lay emphasis on the working of
the organisation. As according to my point of view the factors that affect the structural working
of the organisation varies upon the types of sector it is dealing. I have studied about various
types of the medical organisations whose main area of working revolves around the satisfactions
and needs and desires of their customers. s per my knowledge regarding the services offered at
the medical units their main emphasis is upon providing quality of services to their patients so

that they can ensure fast recovery and enjoy a productive life. Optimum Physiotherapy is really a
health and social care unit, it provides a good quality of physiotherapy services to their patients
at relatively low prices. According to my point of views PESTLE analysis is the better approach
in comparison to SWOT and Five forces analysis as its usage provides the overall information
regarding the working of the organisation.
There are various factors involved in any business organisation, their working is depend upon
many factors, that can be related to the environmental factors, social factors, cultural factors,
cost, weather, stakeholders or any other related issues which can lay emphasis on the working of
the organisation.
Lastly I just want to acknowledge that whatever sector organisation is dealing in
conducting SWOT, PESTLE and Porters five forces analysis always turn out to be fruitful for
them. Because these approaches helps in identifying each and every outcome of the business,
and helps in growth and development of the organisation.

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Online
Optimum Physiotherapy, – Five Forces Analysis. 2016.[Online]. Available through: <
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