The Impact of Market Analysis on Company Strategy

The Impact of Market Analysis on the
Company Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Literature Review:...........................................................................................................................5
Choice of corporate strategy............................................................................................................5
Choice of business strategy..............................................................................................................6
Evaluation of strategy......................................................................................................................7
Methodology of the study:...............................................................................................................9
RESULTS......................................................................................................................................10
RECOMMENDATION.................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

TITLE: “The aim of the study is to examine the impact of market analysis on the company
strategy. A study on Genesys company.”
Chapter One
INTRODUCTION
Business strategy is defined as the action plan which is being made in order to manage all the
activities of the business. This is majorly because of the reason that the strategy helps the
business in guiding the direction through which the employees can work within the business. The
present study is based on company Genesys (Beretta, Stucki, M., & Hellweg, (2017)). This is a
company which provide its consumer services to more than 2700 consumers in more than 80
countries and is dedicated of find early detection of lung cancer. Currently it is developing a
system of testing for lung cancer which is named as One Test. It is used several times for testing
the lung cancer in the clinical labs all over the world. Presently the company is trying to open a
new branch in Jordan and for this all the environment analysis is already being done. The current
report will outline the selection of the best strategy for the starting of the business in new
country. Thus, for this it is very necessary for Genesys Biolabs to do proper market research
before entering into the new market. For this this the analysis of the corporate strategy and the
business strategy will be done. Also, in the end the analysis of the selected strategy will be done
with help of SAF model. In the end some of the recommendations will be made in order to
improve the performance of the company.
The healthcare consists of organizations that offer medical services, manufacture equipment that
are used in providing services in those organizations, and facilitate health care of
patients (Moghavvemi and et. al., (2017)). The report is based on Genesys Biolabs, which is a
business unit of 20/20 Gene Systems, an American company having a system for screening
cancer types including those of the lung, liver, pancreas, and more called OneTest. The medical

laboratories services industry is a growing business worldwide, and it has shown huge growth in
the Jordanian market over the last ten years. The company wants to open a branch in Jordan and
market the system.
Statement of the Problem
Business strategy refers to the competitive move which is adapted by the business in respect of
attracting the customer and also strengthening its performances through providing the quality
services. Porter generic strategy helps the companies to examine the competitive advantages
which they gained regarding choosing the suitable market scope. It carries three types such as
Cost, Differentiation, Focus. But by choosing the Bowman strategic clock theory, this theory
help company in analyzing it positions by viewing its competitor’s theory (Chatzoglou,
Chatzoudes, Sarigiannidis & Theriou, (2018)).
Purpose:
The aim of the study is to examine the impact of market analysis on the company strategy
Hypothesis:
H01: There is no statistically significant impact of market analysis on the company strategy.
Significance of the study
The results of this study will illuminate the impact of market analysis on the company strategy
which will help the decision and policy makers in the large corporate to pay more attention for
the establishment and building a positive and supportive attitudes towards the investment in
Jordan.
Conceptual model