MBA622 Strategic Plan for BUPA Aged Care: Presentation (2020-2024)

This presentation outlines a strategic plan for BUPA Aged Care, a leading Australian aged care service provider, addressing key industry challenges and opportunities. The presentation begins with an overview of the aged care industry, highlighting its financial aspects, workforce dynamics, and the increasing demand for services. It then focuses on BUPA, analyzing its current position, strategic issues such as increased competition, changing demographics, technological advancements, and ethical concerns. The presentation proposes a new business model and sets strategic objectives for 2020-2024, aiming to enhance customer satisfaction, improve ethical conduct, and achieve financial sustainability. The plan includes a revamped marketing policy and addresses the need to cater to diverse client needs and financial backgrounds, with the goal of attracting investors and stakeholders, as well as providing employment opportunities. The presentation concludes with the expected outcomes of the proposed strategic initiatives.

Transcript
Slide 2:
In the following presentation we will discuss, the overview of the company,
The industry highlights,
The strategic issues that the industry has been facing in recent times,
Further, we will highlight the vision of the company
The mission through which it will be clear what they company wants to achieve through this
vision.
Also we will discuss about the new proposed business model and the objectives as a result of the
same. Finally the presentation will be concluded by the expected outcomes.
Slide 3:
Annual revenue of the Australian Aged care industry is said to be over $20 billion.
It employs around 350,000 people who are dedicated to take care of over 1 million elderly
people across Australia.
The estimated consumer spending on the industry for 2016-17 amounted to nearly $4.8 billion.
The estimated government spending on healthcare is said to amount to around $22.2 billion by
the year 2021.
Slide 4:
BUPA aged care is the selected company for the presentation.

The company was founded in 1947
BUPA Australia’s parent company is in the United Kingdom.
The company’s annual revenue for 2016 is an estimated $7.5 billion.
The company is also entitled to government funding.
Slide 5:
We have found that inadequate remuneration is the main reason turnover in the industry.
The industry is characterized by a workforce that is aging, the old people outnumber the
younger staff.
It is a financially unstable industry and is yet to become self-sufficient in acquiring staff
skilled enough to pay attention to the financial strategies.
Slide 6:
The aged care industry is one of the leading industries that provides employment to the
citizens.
Trouble in recruiting skilled and qualified aged care personnel.
The staff are supposedly leaving for pursuing higher education- that is what has been found
out through empirical surveys.
Slide 7:
BUPA is one of Australia’s leading aged care service providers. The figures and statistics of
the company highlight that they are the best in the Australian Industry of aged care. The

industry has some prevalent issues that hinders the smooth flow of operation within the same.
The company has located the following issues.
Following are the strategic issues
Slide 8:
It has been found that there has been increased competition within the industry
Companies such as Opal, Allity, Japara, Estia and Regis are making considerable amends in
the industry.
The increasing degree of competition within the industry propels privatization (Austin,
DeScisciolo and Samuelsen 2016).
This poses as a threat to the financial sustainability of smaller firms in the industry.
As a result of growing competition, the marketing expenditure should be increasing.
The demographic structure has also changed
Quality healthcare in Australia has resulted in longer life spans of the average Australian
citizen
The portion of the population that the company are comprised of ‘baby boomers’ that is
people born around the time of the end of the World War 2.
Growth rate of elderly people in Australia is higher if compared to the younger generation.
Slide 9:
The industry is well funded

Funding is available from both the public and private sector.
They have various funding opportunities.
Funding is self-sufficient for now. However future expenses are subject to rise.
Patterns of consumer taste and preference are changing
The consumers are opting to spend their old ages in homes.
The needs of the customers from varied backgrounds are different. Packages for different
income groups are available.
Since majority of the customers are baby boomers, they require a higher degree of
multifaceted care.
Slide 10
There have been changes in the technological scenario and workforce is aging
Technological advancements can reduce the work clutter by providing solutions through a
computerized framework.
It has been found that the growth of employment in the sector ensures that the unemployment
rates go down.
Outburst of ethical issues has also been evident
Issues have risen and associated with the quality of healthcare
Elderly people are allegedly tortured which violates the fundamental ethics. They are
shackled in the beds and lefts in dirty conditions

The services are not being able to able to meet the expected standards of the nutritional
requirement of the elderly people.
Slide 11
With an aim of overriding the benefits, the organization has planned to device the following
objectives which will address all the issues that the industry is facing. The company
envisions to propose objectives, the satisfaction of which will lead to benefits to all the
associates of the company for 2020-2024.
Slide 12
By adapting the strategy, the company will ensure that,
There are increased no. of transactions through increased number of customers
Satisfied clients who will be treated with quality service
Appreciation from the government might also be received as a result of the changed ethical
policies
Through its efforts the company aims to set itself apart from the rest of the companies in the
industry.
Slide 13
The model is based on values. The company intends to devise a policy that takes care of the
following

Through a revamped marketing policy, the company should aim to highlight on the social
service that they are carrying out. This increase the company’s visibility as compared to
competitors.
Slide 14
The goal at aged care centers is to provide quality services to the elderly.
The introduction of a proper code of ethical conduct is proposed which will make sure that
the issues that violate the well-being of the clients are prohibited.
The industry caters to the elderly who have diverse financial capabilities and varied
preferences. This policy will ensure that the individual client needs are catered.
The outbreak of ethical issues have sever implications on the stakeholders. A strict policy
should ensure that the unethical activities come to a halt.
In addition to achieving revenue, the company will provide employment opportunities to the
unemployed Australians.
Slide 15
The goal at aged care centers is to provide quality services to the elderly.
The introduction of a proper code of ethical conduct is proposed which will make sure that
the issues that violate the well-being of the clients are prohibited.
Slide 16

With the rising number of potential competitors, the company must device a more proficient
marketing plan to capitalize on the current scenario.
Slide 17
The clients of the company are from a diverse financial background.
The company should put forward policies that ensure that all the segments of the elderly
population are catered to.
Slide 18
The company is a for-profit organization and the policies should be aligned to the goal.
Offering a varied range of services that attracts potential investors.
Flexible offerings that attract clients.
Slide 19
The effects of outburst of the ethical issues possess a threat to retention of the stakeholders.
Thus the company should create a benchmark through which they can retain and attract
stakeholders.
Slide 20
The company expects the following outcomes