KCCE: A Strategic Plan for the Kings Centre for Clinical Excellence

This report provides a comprehensive strategic plan for Kings Centre for Clinical Excellence (KCCE), a psychiatric clinic. It begins with an introduction, outlines the clinic's services, and defines its strategic intent, core values, and mission statement. The report then employs various strategic management tools, including SWOT, PESTEL, Porter's Five Forces, Competitive Profile Matrix, VRIO framework, Boston Matrix, Bowman’s Strategy Clock, and Business Model Canvas, to analyze the clinic's internal and external environments. The analysis covers strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, environmental, and legal factors. Furthermore, it assesses the competitive landscape and the clinic’s resources and capabilities. The report concludes with a discussion of key performance indicators (KPIs) and references.

KCCE
Strategic Planning
Done by mouna alnuami,suheir ali & noor ahmad

Contents
Introduction.................................................................................................................................................2
About KCCE and the service to be delivered by KCCE..............................................................................2
Strategic intent for KCCE.............................................................................................................................2
Core values for KCCE...................................................................................................................................3
Mission statement for KCCE........................................................................................................................3
Tools............................................................................................................................................................3
Strategy statement..................................................................................................................................3
Vision and mission statement..................................................................................................................4
SWOT analysis.........................................................................................................................................4
PESTEL.....................................................................................................................................................5
Porter’s 5 forces analysis.........................................................................................................................7
Competitive profile matrix.......................................................................................................................8
VRIO framework......................................................................................................................................9
Boston matrix........................................................................................................................................10
Bowman’s Strategy Clock......................................................................................................................11
Business Model Canvas.........................................................................................................................11
KPIs........................................................................................................................................................14
Conclusion.................................................................................................................................................14
References.................................................................................................................................................15
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Introduction
Dr Farry and Dr Lesley want to develop their new venture: Kings Centre for Clinical Excellence
(KCCE) which will be a psychiatric clinic. The purpose of this report is to support the doctors by
developing a strategic plan for the next three years for this clinic by using the strategic
management tools.
About KCCE and the service to be delivered by KCCE
The idea to develop KCCE is to treat the people who suffer from the complex mental illness like
the severe mood, anxiety, personality and addictive disorders. The clinical will provide the
services related to treatment of these kinds of mental problems to the patients. It will also help
the patients in organizing the information that disturbs them by using the mind mapping tools.
This will help them in identifying the real issues that they face and therefore they will be able to
find solutions for themselves. Also, the clinical will indulge itself into the research on the mental
problems that people suffer from, which will give an insight to the current and the future mental
health professionals.
Strategic intent for KCCE
The main purpose of this clinic is to help the people in curing their mental disorders and to
research on the rare and unique mental problems that have not been discovered yet or if
discovered, their treatment has not been identified yet. The clinic will always help the people and
the research that it will undertake will be applicable in the future too. So, the clinic will continue
to exist and the quality and applicability of its research will give it a competitive advantage. The
company intends to help the people in every possible way and the solution and treatment of their
mental disorders is the priority of the clinic. When the clinic will deliver its best services, it will
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be able to attract more and more patients, more problems could be solved and it will motivate the
people to get the right treatment for themselves and their loved ones.
Core values for KCCE
The core values of this clinic are: conveying hope and respect to the patients and believing that
all individuals have the capacity to grow and learn, to adopt a person-centered approach for
treating the patients, supporting the integration of the people in the process of recovery from the
disorder into the society where they are able to exercise their rights of citizenship, undertaking
the peer-support initiatives and taking the help of self-help groups in developing the person and
promoting the health and wellness of the and encouraging them to develop and use
individualized wellness plans.
Mission statement for KCCE
Kings Centre for Clinical Excellence is a psychiatric clinic developed to excel in treating the
mental disorders of the people and restoring their hope through the innovations in the styles of
treatment and researching on the rare and unique disorders that they suffer from.
Strategic plan for KCCE for the next three years
Tools
Strategy statement
The strategy statement for this clinic is defined in its strategic intent, mission, vision, goals and
objectives. In general, the clinic focus on helping the people in curing their mental disorders and
researching on the rare and unique mental problems that have not been discovered yet or if
discovered, their treatment has not been identified yet. When the clinic will deliver its best
services, it will be able to attract more and more patients, more problems could be solved and it
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will motivate the people to get the right treatment for themselves and their loved ones. Thus,
more people will get attracted to the clinic and the clinic will have a competitive advantage.
Vision and mission statement
Mission: Kings Centre for Clinical Excellence is a psychiatric clinic developed to excel in
treating the mental disorders of the people and restoring their hope through the innovations in the
styles of treatment and researching on the rare and unique disorders that they suffer from.
Vision: The vision of KCCE is to be the world leader in treating the psychiatric problems and in
conducting researches in the similar field.
SWOT analysis
Strengths
 The clinic has professionals who can
treat the patients in an effective
manner.
 The clinic is well-equipped with the
latest machines and technologies to
treat the patients.
 The clinic has highly educated
employees who can conduct the
research and get results.
Weaknesses
 There are limited numbers of problems
that the clinical treats. It treats the
people who suffer from severe mood,
anxiety, personality and addictive
disorders
 The clinic is located at specific places
and the accessibility is quite poor.
Opportunities
 Apart from curing the problems related
to the mental illness, the clinic has the
opportunity to counsel the patients who
Threats
 The clinic faces tough competition
from the other players and big hospitals
that have an established brand and
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suffer from cancer, dementia, diabetes
etc. This will provide the people
additional care and they will prefer to
visit the clinic if they face any mental
issues.
 Apart from the research in the unique
and rare diseases related to the mind of
people, the research can be conducted
in the diseases that are not related to
mind but their cure has not been found
yet like the AIDS.
reputation. So, it is very difficult to
attract the clients.
 There are many regulations on the
treatments and the medicines that the
clinic will provide to the patients. So,
any change in the regulation or law will
hamper the working of the clinic.
Base on the SWOT analysis, the clinic should utilize the expertise of its professionals for the
patients and this expertise will make the clinic popular among the patients. So, the problem of
attracting the patients will get solved and the clinic will be able to establish its reputation in the
public. The latest technology and the equipment that the clinic has installed will help the
company in fighting with the competitors. So, the plan is to use the expertise of the professionals
and employees for growing in the market.
PESTEL
Political The political environment of the country is stable. It supports the new ventures
by allowing them flexibility in managing the things (Moonesar, 2015). The
political conflicts are very rare in the country. So, the new venture of the clinic
can be developed successfully without any risk of the political unrest in the
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country.
Economic The GDP and the FDI is high in the country. The rate of unemployment is also
very less (Deeb, 2016). So, the economic environment of the country is very
good. This shows that the clinic will not have issues related to getting the
investment or loans. People are employed and they can spend on their health
problems so, there are more chances that the people will visit the clinic.
Social The lifestyle of the people in the country is very comfortable and they prefer to
live a luxurious life because their jobs pay them well (Laeequddin, 2016). To
live comfortably, the people would want to get rid of their health issues, the
anxieties, stress etc. So, they will visit the clinic for treatments.
Technological This country is one of the most advanced countries in the world. It has the
high-tech equipment. The country is very rich too, so it can purchase the
technology whenever required (Moonesar, 2015). The clinic can be set up
with the latest technology and all the high-tech equipment. It will not face any
problems in importing the technology if required. It can also produce the
technology as there are enough financial resources available with the country
UAE.
Environmental The climate of the country is hot and dry and it the trade happens by sea (Deeb,
2016). But the environment of the country does not have much impact on the
clinic because there is no impact of the climate on the mental disorders that the
people suffer from.
Legal There are no legal factors as such that affects the business or the clinics in the
country (Laeequddin, 2016). The things that are affecting it are majorly the
international situations and happenings. So, there is no impact of the legal
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factors on the clinics in UAE.
The PESTEL analysis shows that all the factors in the external environment of the clinic seems
to be in support of this new venture. The political stability is supportive of the way in which the
clinic will manage its activities. The lifestyle of the people will make them use the services of the
clinic. So, here the plan is not affected by the external environment much. The clinic can go
ahead with whatever activities it is planning to undertake and there is no risk as per the above
analysis.
Porter’s 5 forces analysis
Power of buyers The patients have many options to choose from. There are many
clinics that treat the similar illness in UAE like American Center
for Psychiatry and Neurology, Clinic for Health and Medical
Care, Psychiatry and Psychotherapy (Hussain, 2016), etc. So,
the buyers have more power.
Power of suppliers There are many suppliers of this service in the country. All are
well-established and they have less power unless their service is
differentiated and unique.
Rivalry among existing
players
There is no rivalry among the clinics as such because they are
into the service industry and all are working for the benefit of the
people of the country. But, they compete in terms of their service
delivery and that creates some level of rivalry.
Threat of substitutes The clinics provide similar services but the way of delivery is
different. So, there is no threat of substitutes. But the clinics
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have to take care that if the clients like the services of some other
clinic, then they may go to them even if the other clinic has more
equipment and latest technology.
Threat of new entrants There is threat of new entrant because there are many
professionals who are entering in this field (Kloep, 2012) and
they are trying to cure the mental illness of the patients.
The above analysis shows that the suppliers have a lesser power than the buyers. So, the clinic
has to deploy unique ways to treat the patients. It should adopt a person-centered approach for
treating the patients so that they get exclusive attention of the doctors, they feel good about the
service of the clinic and thus they take the services of this clinic only.
Competitive profile matrix
Clinic 1: American
Center for
Psychiatry
and
Neurology
Clinic 2: Clinic for
Health and
Medical Care,
Psychiatry
and
Psychotherapy
Critical
success factor
Weight Rating Score Rating Score
Brand 0.30 3 0.90 2 0.60
Market share 0.40 2 0.80 3 1.20
Clinical 0.60 3 1.80 3 1.80
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expertise
Total 1.00 3.50 3.60
The above competitive profile matrix shows that both the competitors are in string position
currently. So, the plan for the clinic involves getting ahead of the competitors. For this, the clinic
should build its brand by marketing the clinic, and by giving the expert services to the clients.
The clinic should focus on capturing the market share and provide expert services to the clients.
VRIO framework
Resource/
Capability
V R I O
Brand    
Clinical expertise    
Physical location 
Equipment    
The above framework shows that the physical location of the clinic does not fit in this model. So,
the clinic should operate in the current location for some time but after that it needs to change the
location. The clinic can also start its operations online. The location should be accessible and
centralized so that more and more patients can reach the clinic.
Boston matrix
Star:
The clinic will aspire to become a star in the
coming years
Question marks
The clinic is a question mark right now
because it is not generating large amount of
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cash but it has the potential to grow rapidly.
The clinical is planning to become the leader in
the market in providing the word-class services
to the patients. The clinic will try to become
star in the few years.
Cash cows
The clinic will become the cash cow when it
will start generating more cash than it is
consuming. Or it can be said that the clinic will
deliver more services than the demand. But this
stage will come when the clinic will become
popular among the patients and it will be a
known brand by the people.
Dogs
If the clinic fails to provide adequate services
to the people and it fails to generate and
consume more amounts of cash, then it will
have to be closed down or the divestiture
strategy will have to be adopted.
The above matrix shows that the services of the clinic are cash cows because it will start
generating revenue but the clinic should acquire more market share and it should increase its
relative market share for becoming a star.
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Bowman’s Strategy Clock
Source: (Gwiazda, 2013)
The current strategy of the clinic is focused differentiation because it is delivering high value
services at more cost. So, it is at number three. The company should plan ways in which the
price of the services can be reduced. The service should be differentiated but the price charged
should not be very high as the clinic is a new venture and initially it should keep its prices low.
Business Model Canvas
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