Strategic Management for Mohammad Khalifa Healthcare Organisation

This report explores the role of strategic management in the success of Mohammad Khalifa Healthcare Organisation and applies various matrices to formulate effective strategies for growth and development in the Qatar healthcare industry.

Strategic Management

Executive summary
Strategic management plays an important role in the success of an organisation as it
determines the way in which company can achieve its long term goals and objectives and also
determine its competitiveness in market. It is important that effective strategy is selected so that
the company can achieve its objectives in an efficient manner. In this report Mohammad Khalifa
healthcare organisation is taken and various matrices are applied on it so that effective strategy
can be formulated for its growth and development in the Qatar healthcare industry.

Table of Contents
Executive summary..........................................................................................................................2
Table of Contents.............................................................................................................................3
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
Background of organisation...................................................................................................4
Firm’s vision and Mission Statement.....................................................................................4
Aspirations and Future...........................................................................................................5
PESTEL..................................................................................................................................5
Competitive Profile Matrix (CPM)........................................................................................6
External Factor Evaluation (EFE) Matrix..............................................................................7
Internal strengths and weaknesses..........................................................................................8
Internal Factor Evaluation (IFE) Matrix.................................................................................9
SWOT Matrix.......................................................................................................................10
Strategic Position and Action Evaluation (SPACE) Matrix.................................................11
Boston Consulting Group (BCG) Matrix.............................................................................12
Grand Strategy Matrix..........................................................................................................13
Quantitative Strategic Planning Matrix (QSPM).................................................................15
Long-term objectives and specific strategies to achieve them.............................................15
Comparisons of long-term objectives and strategies to current...........................................16
Recommendations................................................................................................................16
Expected results....................................................................................................................17
Conclusion.....................................................................................................................................18
REFERENCES..............................................................................................................................19

Introduction
Strategic management is related with planning, developing strategic visions and objectives so
that effective strategies can be formulated and implemented which can help the company in
achieving its objectives on time and in an efficient manner. Strategic management is important
so that competitive advantage can be achieved in market by analysing the changing market
conditions and forming strategies that can help in minimising their negative impacts. It also help
in improving the awareness about the internal and external environment of business, efficient
allocation of resources and improving the overall performance of an organisation (Ansoff and
Ansoff, 2018). In this report a healthcare organisation is taken so that strategic management can
be applied in that organisation which can help it in efficiently achieving its visions and goal and
making its services efficient. Mohammad Khalifa healthcare organisation is taken in this report
so that various strategies that can help it in realising its goals and objectives can be formulated.
Also various models will be applied on the organisation so that issues faced by it can be dealt
with in an effective manner. Further recommendations will be given so that the strategies of
organisation can be effectively implemented.
Main Body
Background of organisation
Mohammad Kahlifa is a primary healthcare organisation that provides variety of
healthcare services to the patients ranging from prevention, treatment, rehabilitation and
palliative care so that overall fitness and well being can be achieved. It also focus on meeting the
heath needs of people throughout their lives, empowering families and communities in
optimising their health and forming policies and actions that can help in addressing the broader
determinants of health. The organisation thus helps in providing healthcare and well being
services to the society.
Firm’s vision and Mission Statement
Vision of Mohammad Khalifa healthcare organisation: To provide highly efficient
healthcare services so that it can become the leader in transforming the heakth and well being of
people of Qatar.
Mission: The organisation aims at providing comprehensive and integrated health care
services to people so that disease can be prevents and healthy lifestyle can be promoted amongst

them. It also aims at improving the wellness of community by making their healthcare services
highly effective and technologically advanced.
Aspirations and Future
Mohammad Khalifa healthcare organisation has many aspirations for the future which
can help it in becoming leading healthcare organisation and also in providing high efficient
services to the people so that their satisfaction can increase and well being of general public can
be achieved:
 To be able to provide healthcare services 24*7 throughout the year so that effective
healthcare services can be given to them at any point of time. It also aims at providing
right information to people so that they can become more responsible towards their health
and well-being.
 To give pro-active care to its patients so that its patients can heal fast and also a healthy
lifestyle can be built in them (Hill, 2017).
 To be able to provide patient centred, comprehensive and coordinated healthcare services
to its patients so that the trust of its patients and Qatar community can be achieved.
 It also aspire to be able to become highly integrated in the system so that healthcare
services can be delivered in community location, closer to homes and workplaces. This
will help them in reaching to their patients in a cost and time effective manner.
PESTEL
It is a strategic management tool which helps in analysing the external factors that affect
businesses so that both the positive and negative impact of these factors can be analysed:
 Political: These are related with rules and regulations of the ruling government regarding
trade tariffs, taxes etc. which affect businesses. The government of Qatar supports public
health and give various subsidies to both public and private healthcare organisations so
that better facilities can be given to them. This is beneficial for Mohammad Khalifa
healthcare organisation as it will help in lowering the cost of organisation and it will be
able to provide more efficient low priced services to the community.
 Economical: These are the economic factors of a country like unemployment rate, GDP,
purchasing power of people etc. Qatar has a highly growing GDP in the world which
means that the purchasing power of the people is high which can help the organisation in
giving better healthcare and wellness facilities to the people.

 Social: These are the factors related to the people of the country, their living standard,
demographical features etc. The livings standard of people in Qatar is relatively high
which means that the people are concerned about their health and wellness and are also
willing to spend money for being healthy and fit (Morden, 2016).
 Technological: These are the factors which determine the technological advancement of
a country. The government of Qatar is spending of improving its technological
advancement which means that Mohammad Khalifa healthcare organisation can get
highly advanced healthcare equipments and instruments at cheap rates which can help it
in making its services more effective.
 Legal: These are the factors related with the laws and legal structure of a nation and
Qatar follows strict laws in relation to businesses which means that the healthcare
organisation need to follow all the country laws that can help in giving legal services to
the patients.
 Environmental: The environmental factors of country like soil, water, pollution etc.
determine the environment of the country. Environmental Protection Committee monitors
the environmental issues in Qatar. As the air pollution in Qatar is more it leads to various
health issues and so the healthcare organisations need to have all the equipments that can
help in dealing with such health issues.
Competitive Profile Matrix (CPM)
It is a strategic tool which can be used in comparing an organisation with its competitors
so that the relative strengths and weaknesses can be found out. CPM can help a company in
determining the amount of competition which is present in market, its position in market and
possible opportunities that can be grabbed which can help the company in gaining a competitive
advantage. This matrix helps the organisations in identifying their key competitors so that the
critical success factors of the industry can be used to compare the firm with its competitors
(Torquati and Paffarini, 2018).
Critical success factors (CSF) are the key attributes which are made up of both internal
and external factors that determine the ability of an organisation to succeed in an industry. These
factors will help in determining the performance of an organisation in comparison to its
competitors by scoring the ability of an organisation in meeting these factors. Through this way
the areas where an organisation needs to improve can be identified so that a competitive

advantage can be achieved. Following are the CSFs in healthcare industry in Qatar that will
determine the ability of Mohammad Khalifa healthcare organisation in dealing with its
competitors so that a leading position in health industry can be achieved:
Critical successful
factors
Weight Primary Health Care
Corporation
Mohammad Khalifa
healthcare organisation
Rating Score Rating Score
Medical equipments 0.15. 3 0.45 4 0.6
Number of beds 0.15 3 0.45 4 0.6
Wellness facilities 0.2 2 0.4 2 0.4
Brand reputation 0..15 4 0.6 2 0.3
Staff of doctors and
nurses
0.2 2 0.4 3 0.6
Innovative tools and
techniques
0.15 4 0.6 3 0.45
Total 1.00 2.9 2.95
In the above table the critical success factors that help the healthcare organisations in
becoming successful in Qatar are listed and are rated and scored for Mohammad Khalifa
healthcare organisation and its competitor Primary Healthcare Corporation. The Weight is
assigned to all the factors from 0.0 (low importance) to 1.0 (high importance) to each of the
CSFs. Rating on the other hand is given from 4 to 1 where 4 means major strength, 3 means
minor strength, 2 means minor weakness and 1 means major weakness. Thus from the above
CPM it can be said that Mohammad Khalifa healthcare organisation is performing better than its
competitor in the market which means that it can achieve its aims and objectives in an efficient
manner (Guță, 2017)(Fadrian and Arifin, 2018). The company can however improve on wellness
facilities and its brand reputation so that a competitive edge can be achieved.
External Factor Evaluation (EFE) Matrix
It is a strategic tool which can be used by a company so as to analyse the external
environmental factors that can affect its sustainability in market so that the possible opportunities
and threats can be identified. Opportunities are the chances that exist in the external environment
which can be grabbed by an organisation so that it can achieve a competitive edge in market with
the available resources. Threats on the other hand can affect the existence of a firm in market and

can affect its growth and development. External factors can be identified by the use of PESTLE
analysis or CPM so that their impact on company can be analysed.
Weight will be assigned to each of the factors ranging from 0.0 (low importance) to 1.0
(high importance) which will help in determining the importance of the factor for company to
succeed in the industry (Schawel and Billing, 2018). Rating on the other hand will be given from
4 to 1 which will help in determining the ability of an organisation to respond to the
opportunities and threats with its current strategy. 4 will mean that the response is superior, 3
will mean that the response is above average, 2- average response and 1- poor response.
Following is a external factor matrix (EFE) of Mohammad Khalifa healthcare organisation which
will help in determining the available opportunities and threats in market and the response of
company towards them:
Critical success factors Weight Rating Score Total
Opportunities New and innovative facilities 0.2 3 0.6 1.05
New trade agreements 0.15 1 0.15
Decrease in tax rate 0.15 2 0.3
Threats Increasing cost of equipments 0.14 3 0.42 1.46
Increasing number of competitors 0.16 4 0.64
Decreasing availability of skilled staff 0.2 2 0.4
Total 1.00
From the above table it can be said that the response of Mohammad Khalifa healthcare
organisation towards its threats and opportunities is good that can help the company in gaining a
competitive edge in market as it can easily deal with the threats and grab the possible
opportunities in market. This can help the organisation in being successful and sustainable in
market so that it can continue to provide its services in an efficient manner.
Internal strengths and weaknesses
It is important that the internal strengths and weaknesses of an organisation are known
which can help it in taking advantage of the strengths in its growth and development while
effective measures can be taken so that the weaknesses can be reduced. This can help the
organisation in being successful in dealing with competition so that it can grow and develop
efficiently in market. Following are the internal strengths and weaknesses of Mohammad Khalifa
healthcare organisation:

 Strengths: The organisation has a large number of customer base and also its brand
image in market is strong which help it in efficiently attracting a large number of
customers for healthcare and wellness services. The company also has good number of
beds for its patients and also the medical equipments used by organisation are innovative
and highly advanced (Singh, 2016).
 Weaknesses: The organisation finds it difficult to provide a range of wellness facilities as
there is a shortage of pool of eligible candidates having the required skills that can help
the company in giving effective services to its patients.
Internal Factor Evaluation (IFE) Matrix
It is an effective tool that can be used by an organisation so as to perform an internal
audit which can help in evaluating various functional areas like finance, marketing, IT,
operations, HR etc. so that the internal strengths and weaknesses of an organisation can be found
out. This can help the organisation in gaining an overall view of its internal strengths and
weaknesses so that it can use its strengths to its advantage which can help it in becoming highly
competitive in market. The weaknesses that are found can be minimised by taking appropriate
steps so that the company can become more efficient and use its resources in an efficient manner.
The company can also mobilise all its strengths and resources in gaining a competitive advantage
in martlet so that a strong brand image of company can be formed (Gupta, Gupta and Gupta,
2019).
The weight attribute of an IFE matrix indicates the importance of a factor for an
organisation to become successful in industry and the weight is given from 0.0 (low importance)
to 1.0 (high importance). Rating on the other hand is given from 4to 1 where 4- major strength,
3- minor strength, 2- minor weakness and 1- major weakness. An IFE of Mohammad Khalifa
healthcare organisation is given below which help in determining its strengths and weaknesses so
that it ability in becoming successful can be determined:
Strengths Weight Rating Score
1) Number of beds in the organisation for patients 0.15 4 0.6
2) Availability of highly innovative equipments 0.15 3 0.45
3) Overall wellness and fitness services to patients 0.2 3 0.6
Weaknesses
1) The number of wellness facilities 0.2 1 0.2

2) Marketing for improving the brand image 0.15 2 0.3
3) Availability of highly skilled doctors and nurses 0.15 1 0.15
Total 1.0
From this table it can be said that the strengths of Mohammad Khalifa healthcare
organisation are 1.65 while the total score of its weaknesses is 0.65. This means that the
strengths of the organisation are more than its weaknesses which can help it in being successful
in the market in an efficient manner.
SWOT Matrix
This is a strategic management tool which is used by an organisation so that it can
identify its internal strengths and weaknesses which can help it in taking the available
opportunities in market and dealing with threats so that it can survive efficiently in market.
Following is the SWOT analysis of Mohammad Khalifa healthcare organisation which is located
in Qatar:
Strengths
 The organisation has a large capacity of
beds to accommodate a large number of
patients at a single point of time.
 It is well known for providing overall
wellness and fitness facilities to its
patients.
Weaknesses
 The wellness facilities that are provided
by the organisation are limited.
 The marketing strategies of company
are not very effective.
Opportunities
 Improving economic conditions in
Qatar is improving the purchasing
power of people.
 Increasing the range of wellness
facilities.
Threats
 Increasing rates of innovative and
advanced medical equipments.
 Lowering of the pool of highly skilled
doctors and nurses who can be recruited
by the organisation.

Strategic Position and Action Evaluation (SPACE) Matrix
It is analytical tool which is used in strategic management and planning so that the
internal and external environment of an organisation can be analysed and effective strategies can
be formulated so that the business can survive successfully in the market. The external
environment will be described using the criteria of:
 Environmental stability: It is determined by various factors like inflation rate, pressure
from the competitors, technological change etc.
 Industry attractiveness: The attractiveness of industry depends on factors like growth
potential, financial stability, capacity utilization etc.
The internal environment will be described using the criteria of:
 Competitive advantage: Various factors that can help an organisation in gaining a
competitive advantage are product quality, innovation cycle, customer loyalty etc.
 Financial strength: The financial strength of a company depends on factors like return
on investment, liquidity, debt ratio etc.
Following are the strategic positions that can be achieved by a company on the evaluation of
its internal and external environment along with the strategic behaviour that can be executed by
them:
 Aggressive: It means that the industry is attractive and stable and the company can gain a
competitive advantage in market by increasing its market share through acquisitions and
expansion (Abdelrahim, 2017).
 Competitive: The environment is attractive and relatively unstable and the company can
improve its production efficiency to improve its position.
 Conservative: The industry is stable with low growth rate which means that the company
can launch new products so that it can expand in market.
 Defensive: The industry is unattractive and company lack competitive products and
financial resources which means that the company can consider leaving the industry.

Mohammad Khalifa healthcare organisation belong to the healthcare and medical care
industry which is an attractive and relatively stable industry which mean that the organisation
can gain a competitive advantage in market by expanding its market share. The company can
increase its reach to the patients so that they can be given effective services at their homes and
workplaces which can help in making the brand image of company strong.
Boston Consulting Group (BCG) Matrix
BCG matrix is a framework which was created by Boston Consulting Group which help
an organisation in evaluating its strategic position of its brand portfolio and it’s potential (El Hajj
and Khaja, 2016). Thus this matrix can help the company in considering the growth opportunities
by reviewing its portfolio of products so that decisions regarding investment or divestment can
be made. The matrix divides the complete business portfolio into four categories based on the
attractiveness of industry and the competitive position.

Market share: This dimension can be used by the company in evaluating the ability of a
company in increasing its sales so that high cash returns can be earned. This dimension also
determines the market share of the company in market and the number of customers the business
is able to attract.
Market growth rate: This helps in determining the rate at which market is growing which can
help the businesses in increasing their profits. However the investment which needs to be done
by businesses to grow in market is more which can affect its overall profits.
Based on the BCG matrix there are following four quadrants which determine the combination of
relative market share and market growth:
 Dogs: Both the market share and market growth are low which means that they generate
low or negative cash returns which means that the companies can divest or liquidate these
businesses.
 Cash cows: These are the most profitable brands and should be milked by companies so
as to gain as much cash as possible which can be invested into stars to support their
further growth. Product development, diversification etc. can be done in cash cows so
that more cash can be generated (Benmansour, 2019).
 Stars; These operate in high growth industries and have high market share. They generate
cash and also use a lot of cash for their growth. Market penetration, market development
etc. are the strategies that can be used by businesses for their stars.
 Question marks: These have low market share in fast growing markets which mean that
they consume a lot of cash and can incur losses. However they have potential to gain
market share but they do not always succeed. Businesses can follow the strategies of
market penetration, market development or divestment.
As per the BCG matrix Mohammad Khalifa healthcare organisation belongs to the cash cow
category as it has low market growth and the market share is high which can help it in increasing
the generation of cash and creating a high brand reputation in market.
Grand Strategy Matrix
It is a matrix that can be used by organisation so that strategies can be formulated which
can help them in growing in the competitive market along with identifying their competitive
position in the market so that appropriate strategies can be formed based on these combinations.
Based on this matrix the company can formulate strategies in four quadrants:

 Quadrant I: The companies which fall in this category have a very strong strategic
position and can take use of their competitive advantage so that they can increase their
profits. The strategies that can be used in this quadrant are product development, market
development and market penetration which can help it in becoming highly competitive in
market (Abdelazi and Cameron, 2016).
 Quadrant II: These organisations belong to rapid growing industry but do not have
sufficient resources so that a competitive advantage can be gained. The strategies which
can be used by such businesses are horizontal integration, liquidation or divestment.
 Quadrant III: The organisations that belong to this quadrant have slow market growth
and also have a weak market position. Retrenchment can be applied to these businesses
so that the funds can be applied to other growing businesses.
 Quadrant IV: The organisations belonging in this quadrant belong to slow growth
industry but they have a strong competitive position in market. The strategies that can be
applied by these businesses are joint ventures, conglomerate diversification etc. so that it
can make use of its competitive position in market (Paravattil, Kheir and Yousif, 2017).
From this matrix it can be said that Mohammad Khalifa healthcare organisation belong to the
first quadrant as it has a competitive advantage in the industry and also can take the advantage of
providing high quality medical and healthcare facilities to grow rapidly in the market of Qatar.
Quantitative Strategic Planning Matrix (QSPM)
It is a matrix that can be used by organisations so that alternative strategies can be found
which can help in evaluating them and selecting the best possible strategy for the organisation.

This matrix extracts the information from two stages which are: 1) the input stage and 2) the
matching stage. The input stage is based on EFE matrix, IFE matrix and CPM while the
matching stage include TWOS matrix, SPACE matrix, BCG matrix, Grand strategy matrix. All
these matrices can be analysed by the managers so that the most suitable strategies can be chosen
for the organisation. Following stages are included in the QPSM:
 Internal factors: At this stage the internal strengths and weaknesses of the organisation
are identified.
 External factors: At this stage the opportunities and threats that are present in the
external environment are identified (Webe and Malick, 2017).
 Strategy alternatives: After analysing both the internal and external factors the strategies
that can be used by the company are analysed.
 Weighting the factors: The strategies that are identified are weighed on the basis of their
ability in making the company competitively advantageous in market is selected.
 Attractiveness scores: The scores are evaluated based on their attractiveness so that the
best possible strategy can be selected.
 Do the math: Based on the scores the highest scoring strategy is selected by the
organisation.
Long-term objectives and specific strategies to achieve them
These are the goals that are set by an organisation and are to achieved in the long run and
generally work as the mission statement of the organisation. The time frame set for achieving
these goals is usually between two to five years and the company has to continuously apply its
strategies so that it can work towards achieving these goals. Following are the strategies that
should be used by the company to achieve these goals:
 Set SMART goals: It is important that clear and specific goals are set so that effective
action can be taken in order to achieve these goals. It will also help in making clear the
direction in which organisation has to move forward.
 Connecting long term goals with the core values: The long term goals must be aligned
with core values of company so that all the employees can be motivated towards
achieving these goals in an efficient manner.

 Dividing the long term goals in small goals: The long term goals must be divided into
short goals as they are easy to be achieved and also give a clear idea on how these goals
are to be achieved (Li and Luo, 2016).
 Managing time: Time management is an important factor which helps in achievement of
long term goals and it should be efficiently managed so that the achievement of goal can
be made effective.
 Continuously evaluating the effectiveness of strategies: The effectiveness of strategies
of company should be continuously evaluated so that their ability in achieving company
goals on time can be determined.
Comparisons of long-term objectives and strategies to current
The long term objectives of Mohammad Khalifa healthcare organisation are to be become
the leading healthcare services in Qatar so that high quality and effective medical and healthcare
services can be provided to the patients that can help in improving their experience. The current
strategies which are applied by the organisation are rapid development of its services, market
expansion and improvement of its overall healthcare facilities so that they can reach to all their
patients and can increase their convenience (Wang and Li, 2016). Based on the internal and
external factors of the company it can b said that it has a high growth potential and by using its
strengths to its advantage it can achieve its long term objectives in an efficient manner. The
company can use its critical success factors in an efficient manner so that the company can
become highly competitive in the industry. This can help the business in strategically expanding
in market and increasing its market share so that a strong brand image can be created and more
number of customers can be attracted so that its sales can increase.
Recommendations
The recommendations regarding application of strategy can be effectively implemented
in company by applying management strategies that can be applied throughout the organisation
and in its all departments so that an integrated approach on application of strategies can be
applied. It is important that the financial needs of the application of strategy are identified so that
appropriate amount of budget can be allocated which can help in effective application of the
strategy. After analysing all the above matrices the strategy that can be recommended for the
growth and development of Mohammad Khalifa healthcare organisation is product development
which can help it in making its products and services better which can help it in gaining a

competitive advantage in market. In order to develop the services give by company all the
departments need to be involved so that sufficient resources can be accumulated which can then
be utilised in the application of product development strategy. Following are the departments that
will be involved in the organisation:
 Management: The management of the company is responsible for allocating resources
amongst various departments so that required resources can be made available to the
department. In order to develop the services of organisation it is important that resources
like highly advanced technology, staff member with skills and talents required etc. are
made available for efficient application of the strategy.
 Finance: This department help in arranging for the available budget so that product
development strategy can be efficiently implemented which can help in improving the
competitiveness of the company.
 R&D: The R&D department will help in gaining knowledge about the market position of
the organisation and also the necessary improvements which must be done in the
company products so that a strategic advantage can be achieved.
 Marketing: The marketing department can help the organisation in creating a brand
image of the company in market by efficiently marketing about the company’s products
and services so that more number of customers can be attracted. This will help the
healthcare organisation in reaching to a large number of customers so that efficient
services can be given to them.
The organisation can thus implement the strategy of product development by applying the
above recommendations so that it can gain the objectives in the long run and can also achieve a
competitive advantage in market which can help it in expanding its market. It will also help the
business in its market growth so that the market share can also be increased which can help in it
growth and development and making it better in the medical and healthcare industry.
Expected results
The results that are expected after the application of the product development strategy are:
 The healthcare organisation can improve its services so that better services can be
provided to the customer which can help in increasing their satisfaction and increasing
the customer base of the company.

 It can help the organisation in gaining a competitive advantage in market as highly
effective services with advanced technology and equipments will be provided to the
patients which will improve their health quickly and create brand image of the company
in market.
 It will help the organisation in becoming a leader in healthcare services so that its long
term goals can be efficiently achieved and it can become highly attractive in the market.
Conclusion
From the above report it can be conclude that strategic planning plays an important role
in determining the position of a company in market so that its ability to achieve a competitive
edge in market can be analysed. The company can use various matrices so that its strengths and
weaknesses and its ability to deal with opportunities and threats in market can be analysed which
can help it in reaching to a strategy so that it can achieve it long term goals. Mohammad Khalifa
has a strong market position in market and also has a potential to further grow which means that
product development strategy can be applied in the organisation which can help it in achieving
its objectives efficiently. It will also help the company in becoming more competitive so that
high brand image can be built and the sales and profits of company can be increased.

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