Strategic Analysis and Competitive Review of BUPA Healthcare Company

This undergraduate major project provides a comprehensive analysis of BUPA, an international healthcare group, and its key competitors, AXA PPP Healthcare and BCWA Healthcare. The project begins with an introduction to BUPA, its mission, and its global presence, followed by a comparison with its competitors. It presents turnover graphs and financial data, including growth rates, ROCE, and liquidity ratios for the companies. The analysis delves into BUPA's strategy, strategic positioning, financial values, and operating environment, including customer demographics and employee satisfaction. The project also includes SWOT analysis, Porter's Five Forces analysis, and the VRIN model to assess BUPA's competitive advantages. Key performance indicators like patient wait times and room turnover are also discussed. Furthermore, the project examines the McKinsey 7S framework to evaluate BUPA's internal structure and strategic alignment. The document provides insights into the political, economic, social, technological, environmental, and legal factors affecting the healthcare industry and BUPA's performance. Tables and figures are used to present the data, and the project concludes with a discussion of BUPA's strengths, weaknesses, opportunities, and threats.

Undergraduate Major Project Research Notes
Undergraduate Major Project Research Notes
Name of the Student:
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Undergraduate Major Project Research Notes
1.
Introduction of
BUPA and
comparison
companies
Bupa is an international healthcare group with headquarter in United Kingdom. The company is
serving 32 million customers within 190 countries. The goal of the company is healthier as well as
happier lives and providing range of healthcare services and support to people through the lives. The
international healthcare group is running care homes, dental centers, hospitals and health centers and
provide with workplace health services. The company is making quality healthcare services, focusing
on needs of patients, and accessing in areas of wellness (3).
AXA PPP Healthcare and BCWA Healthcare both are operated in UK. Both the companies are
offering small to medium sized business healthcare with employee health, wellbeing, travel,
international health as well as corporate insurance plans. Both of the competitors of BUPA are UK
private medical insurance providers (1, 2 ).
2. Turnover graph of BUPA, AXA and BCWA Healthcare
Graph 1: Turnover graph of BUPA, AXA and BCWA Healthcare (1, 2, 4)
3.
Strategy The strategy of Bupa is to provide the customers with higher care along with support they required at
each stage of life. ( 9)
4.
Strategic
position
Description
Customers A true champion and provides with outstanding healthcare experiences (12).
People People love work at Bupa and for the customers (9).
Performance There is strong as well as sustainable risk along with capital management. Around 70% of the revenue of the
company is from the healthcare insurance, with rest of the revenue is from health as well as care provision
(14).
5.
Financial values Customers People Performance
LIQUIDITY
RATIO
2013 2014 2015 2016 2017
BUPA 0.96 1.04 0.93 1.01 1.93
AXA PPP 1.28 2.03 2.72 2.76 3.34
BCWA 0.17 0.99 2.83 2.17 1.64
GEARIN
G %
2013 2014 2015 2016 2017
BUPA 48.05 53.17 53.83 43.79 87.29
AXA 7.87 170.63 218.5 185.3 242.34
BCWA 161.21 110.82
ROCE 2013 2014 2015 2016 2017
BUPA 7.43 7,67 5.04 5.93 4.9
AXA 25.38 5.36 6.51 7.48 7.78
BCWA 10.9 16.6 0.31 0.46 0.63
ROSHFU
ND
2013 2014 2015 2016 2017
BUPA 10.61 11.3 6.99 7.99 8.55
AXA PPP 26.3 14.42 20.33 21.04 25.99
BCWA 18.03 23.97 7.34 10.78 13.23
TURNOVER 2013 2014 2015 2016 2017
BUPA 6,558,700 7,050,300 9,828,400 10,67,9000 8,856,600
AXA PPP 1,132,500 1,165,500 1,270,600 1,390,200 1,445,900
BCWA 20,623,000 20,057,000 20,098,900 20,569,907 21,900,590

Undergraduate Major Project Research Notes
Financial results of Bupa:
 Bupa has revenue of growth of 4%
to £11.0bn with its underlying
profit of £700.7m.
 The statutory profit before taxation
is £522.9m which is upto40%
actual exchange rates (AER).
 There is net cash generated from
its operating activities which
results in 13% to £891m (4).
 The capital base of Bupa remains
strong with estimation solvency II
surplus of around £2.1bn
represents with coverage ratio of
204%.
 The coverage ratio is decreased to
165% following completion of
Oasis Dental care purchase in the
year 2017.
 Leverage ratio is down to 22.6%
driven by the foreign exchange
movements (3).
Operating environment
 The company is operated in
diverse markets across world
where healthcare regulations as
well as economic environment are
evolved.
 Its challenging market is Saudi
Arabia due to slow economy which
affects its profit margins ( 4).
 Bupa is consisted of
three types of
customers such as:
Insurance customers of
16.5m, provision
customers of 10.6m
and aged care residents
of 33,100.
 The company has
employee net promoter
score of 30.
 The company is
adopted of clinical
management system to
improve over the
customers (4).
 The performance is
tracked by use of
financial as well as
non-financial metrics
aligned with the
strategic framework.
 Bupa allows
their employees
to take proper
decisions
 The company is
delivering
sustainable
purposes in
future to their
employees
 Provide proper
training to
people so that
they can handle
healthcare data
and information
 People are
delivering
strategic
objectives
regarding the
company’s
purpose and
vision, mission
 Helping people
to live longer
and happier
 The revenue as well as profit
growth of Bupa Health
Insurance is slower of entire
healthcare insurance market
growth.
 The Australian aged care
business is impacted by the
reduction of sector funding.
 Aged care businesses in New
Zealand is continued to
deliver of revenue growth.
 There is strong performance
of health insurance, enhanced
into care pathways and better
healthcare cost to improve
over customer experiences.
 Growth into Bupa Chile
market as well as regulatory
changes which are driven by
higher and inpatient
activities.
 Increasing stake to Bupa
Arabia to 34.25% and then
sold the businesses in
Thailand (3).
6.

Undergraduate Major Project Research Notes
Table 1: Share price of Bupa International Healthcare Group (4)
7.
Table 2: Group revenue (4) 8.
Table 3: Group underlying profit (4)
9.
Table 4: Market unit (4 )
Market unit Australia & New Zealand
United Kingdom Europe & Latin
America
International Markets
Revenue £4,360.6m £2,785.9m £2,474.7m £1,427.8m
Underlying profit £344.4m £194.9m £165.6m £65.9m
Customers
4mInsurance, 1.9mProvision
and 10,800 Aged care
2.4mInsurance,
1.2mProvision and
17,400 Aged care
2.9mInsurance,
6.7mProvision and
4,900 Aged care
7.2mInsurance and
700,000Provision
10.
Companies Strengths Weakness Opportunities Threats
BUPA  BUPA is UK’s
independent
healthcare
organization with
operator of care
homes (12 )
 Healthcare segment
of 70,000
employees (10 )
 Higher economics of
scale as well as
pricing power
 BUPA is
accused of
overcharging for
their work due to
undertaken for
NHS. The
standard price of
BUPA is at least
50% higher than
average of NHS
treatments ( 4)
 There is
rise in cost for
employing
Aging of population
leads to expansion
into care homes
along with home
care market ( 4)
By the year 2031,
one million people
are required of
continuous long
term care, with an
increase of 68%,
such that the
company is
expanded in the
 The healthcare
industry provides
a pressure on cost
as there is increase
in minimum wage,
shortages of the
nurses and also
cares (13 )
 Local authority fee
is increased and
continued to stay
below level of
staff’s cost

Undergraduate Major Project Research Notes
 Geographically
spread all over the
world and wide
reach the targeted
customers (5)
nursing as well as
care staffs (13)
 Recruitmen
t of medical staffs
from foreign
countries is
provided possible
solutions to the
problems ( 12)
market ( 11)
The hospitals of
BUPA are seen
cosmetic surgery
which becomes
popular in current
times among the
age range of 25-
35 years ( 15)
inflation (79)
AXA PPP
Healthcare
 Well established
brand
 It has joint
ventures and
various
subsidiaries (16)
 Continued to grow
in the market (6)
 The company is
overdependence on
the European
regions
 There is high
attrition rate of the
workers (11).
 There is aging
population
within China for
increasing the
market demand
 Asset
management
industry (11)
 Introduction of
pension plans
for the aging
population (17)
 There is new
conservation
policies of
business (14)
 Insurance frauds in
the market (7)
 There is uncertainty
within European
union after Brexit
BCWA Healthcare  There is higher
economics of
scale as well as
pricing power.
 There is high
customer loyalty
(6).
Less diversity into
the products
Static online
presence in the
market (11)
 Capturing of
expansion of
insurance market
 Expansion with the
mergers with
other companies
(4)
 Intense
competition with
technological
innovations (7)
 Issues related to
government
interventions

Undergraduate Major Project Research Notes
11.
Political Economic Social Technological Environmental Legal
BUPA The government spends
for the healthcare is
affected by changing in
tax policy. It is
benefited and allowed
for increase in subsidies
(8)
The change in
government can affect
public as well as
healthcare services with
change in healthcare
bills and also plans
(12 )
 BUPA is
affected by
economic factors
such as inflation,
unemployment
and also interest
rates.
 The
company those
are manufacturing
medical devices
does not have
enough people to
pay the rate when
there is an
increase in
unemployment
rate (17)
 The healthcare
company is relied
on understanding
changes in
demographics as
well as public
values (5)
 As more people
are becoming ill
each day, then the
company is
encouraged to join
the private
hospitals as well as
healthcares so that
they are recovered
better (9)
 There is positive
change in treatments due
to technological
advancements such as
development f medical
devices.
 Hearing aid
devices enhance the
business performance,
less background noise as
well as premium options
towards hearing
experiences ( 13)
When inflation is
upward, then the
resulting job losses
mean higher state of
benefits payment
and low tax
revenue.
Employment, and
safety laws are being
observed and machines
along with medical
equipments are meet
with the safety
standards (13)
AXA
PPP
Healthca
re
Change into the
healthcare policies of UK
 Effects of Brexit
 There is
emerging
economics
requires
insurance for
covering the
risks (18).
 There is an
increase of
awareness for the
insurances because
of increase into
literacy rate
 Rise into the
disposal incomes
(20)
 There is internet
penetration
 Emergence of
the internet of
things (22)
There is law for
vehicle insurance
Evolve of then tax
laws as well as
regulations (15)
AXA is joined RE100
movements
There is climatic
changes which
provide negative
risks on the natural
disasters (14)
BCWA
Healthca
re
Provision of deferred
taxation (20)
People have less
price to spend in
other activities (12)
Encouraged to join
private hospitals as
well as healthcares (7)
Faster and easier access to
the technology (4)
There is rise in
inflation results in
job losses (7)
Meetings with the
safety standards of
safety and employment
(21)

Undergraduate Major Project Research Notes
12. Porter five force analysis
BUPA AXA PPP Healthcare BCWA Healthcare
Rivalry among the
competitors
Medium Low Low
Bargaining power of
buyers
High Low Low
Bargaining power of
suppliers
High High Moderate
Substitute of existing
products
Low Moderate Moderate
Threat towards entry of
new entrants
Moderate Low High
Table 5: Porter five force analysis (1, 2, 4)
13.
Key performance indicators
Patient wait
time
It calculates average amount of time the patient must wait between check in and seeing a healthcare
provider. It helps in staffing, scheduling and providing insight in satisfaction level of patient (14 )
Room turnover It demonstrates how fast the patients are moving in as well as out of facility. It affects efficiency of
healthcare facility and considers when looking at patient’s satisfaction ( 9)
Overall patient
satisfaction
It calculates satisfaction level of patient by analyzing how much the patients are satisfied with the
healthcare operations and services (13 )
14.
VRIN Model
Valuable Yes, the resources of BUPA add value by enabling its firm to exploit opportunities against the threats. The
resources are considered valuable as it helps the healthcare firm to increase perceived customer value (8)
Rare Yes, the resources are acquired by one or more companies, therefore it is rare. The rare resources lead to
competitive advantage. The companies such as AXA PPP Healthcare and BCWA Healthcare have same
resources and capabilities as Bupa leads to competitive parity ( 14)
Imitate The resources are costly to imitate when its competitors are substitute at reasonable prices. Bupa international
healthcare group is valuable, rare along with costly to imitate then resources can achieve sustained competitive
advantages (20)
Non-
sustainable
The resources are not conferred advantage for the company if it is not organized to capture value from them.
The firm is organizing management system, business processes and also organizational structure to realize
potential of valuable and costly to imitate the resources. Therefore, Bupa can achieve of sustained competitive
advantages (22)

Undergraduate Major Project Research Notes
15.
McKinsey 7S framework
Strategy
The objective of company is establishment of Bupa at recognized and respected healthcare brand in world. The
company hopes to achieve goal by continuing to expand healthcare operations and opportunities to leverage
brand of the company throughout introduction of new products as well as development of distribution channels
(14).
Structure Bupa group has functional structure which emphasized need for new ideas as well as employee input (9)
System The Company has system in place in organization which deals with knowledge as well as product development.
The company has training system to train their employees (7)
Shared
values
The organization refers to Bupa experience as well as rallies employees behind delivering as well as satisfying
notion. Bupa can deliver healthcare solutions and sell their experience such as healthcare solutions, friendly
staffs and comfortable patient’s care (5)
Style The style of company is flexible as well as team oriented ( 20)
Staff Through comprehensive training, the company has higher quality employees in healthcare environment (18)
Skills Bupa has competitive advantage with front line employees those are knowledgeable as well as friendly. The
experience of company is reinforced throughout strategic alliances ( 15)
Factors AXA PPP Healthcare BCWA Healthcare
Strategy Expansion of the healthcare
operations all over the world
Improvement of healthcare
operations in UK
Structure Functional structure (8) Flat hierarchal structure (7)
System Development and innovation in
technology (10)
Technological changes (11)
Shared values Customer satisfaction (18) Customer satisfaction
Style Team oriented Team oriented
Staff Healthcare and technological
experience staffs
Healthcare experience staffs
Skills Technological skills Healthcare skills
16.
Challenges
Operation: Bupa is no longer covered for hip as well as knee replacement and other. The company has made 49% of profit
from Australia as well as New Zealand. The trend of company is less effective, therefore they are underlying failure with the
private health model. Due to cancelling cover of hip replacement, the company cuts costs along which lead to lower premiums
( 5)
Technology: Technology is a concern in the organization as it is used to improve health as well as wellbeing worldwide.

Undergraduate Major Project Research Notes
Technology is used to build of platforms which enhance patient physician relations. There are issues regarding the cloud based
technology in health information exchange (10)
Information and service integration: The non-relational database is merged patient’s information from the sources, and
provided actionable metrics. The healthcare providers are used of relational databases to store as well as access information
related to patients ( 6)
Healthcare rising cost: There is rise in the healthcare cost due to rise at rate of inflation. There is growing of healthcare cost at
average rate of 7% from 2015 to 2030 ( 4)
17.
Expansion of the operation challenge
Operation challenge: There is sometimes change in the healthcare services and regulations of the organization which cause rise
to the business organization. This issue drives up the cost to provide services and also healthcare. It is required for the
organization to mitigate the operation issues as the business operation plays an important role for success. It is area to be
concerned with creating healthcare services of the healthcare companies. The consequence of operation challenge is failed of
internal processes and system of the company (5).
18.
SAFe matrix
Options Product
development
Market
development
Market penetration Market diversification
Suitability (S) 3 7 3 6
Acceptability(A) 8 6 4 2
Feasibility (F) 5 8 5 3
Total 16 21 12 11
Table 6: SAFe matrix (21)
Suitability: It is regarded as whether the strategic options are deal with the situations in which the healthcare company is
running their business. The market development is suitable option for BUPA as it is sole option provide long
term growth of the company (25).
Acceptability: Acceptability of the product development is a strategic option for BUPA as it is currently doing its business in
UK. The company is serving 32 million customers within 190 countries. The company is larger as compared
to two of its competitors. In accordance with the strategic option, the company hopes to expand their market in
the international areas as well as prospect market. There is increase in overall profit from the international
healthcare market (17).
Feasibility: The physical as well as tangible resources are feasibility factors in the healthcare companies. The physical
resources are consisted of various format of outlet of store in various countries such as Australia, New
Zealand and other international market (22).
19. Explanation of models and frameworks used to underpin strategic options

Undergraduate Major Project Research Notes
Types of strategic change: The core competency of the healthcare companies is their customers. In order to
achieve its core competency, Bupa should offer lower healthcare cost than their competitors such as AXA PPP
Healthcare and BCWA Healthcare. The key competency of Bupa is competitive differentiation. It has ability to
frame closer relations with its suppliers. The company is implemented of IT frameworks to deliver healthcare
services to the customers. It helps to increase efficiency along with reduce cost for delivery. With this competency,
the market development becomes a strategic option for Bupa healthcare (24).
Porter’s generic strategy: This framework is used for analyzing the healthcare competition suggested by
Porter for the competitive analysis. (21)
Target scope Advantage
Low cost Product uniqueness
Broad (Industry wide) Cost leadership strategy Differentiation strategy
Narrow (Market segment) Focus strategy (low cost) Focus strategy (differentiation)
Table 7: Porter’s generic strategy (21)
Porter
generic
strategies
Description
Cost
leadership
strategy
In current business environment of healthcare industry, most important strategy is cost control
protects from the competitive forces raised in the industry. The cost control strategies are included to
reduce quantities of wastage, income generation and reduction of healthcare staffs (14).
Differentiation
strategy
Bupa is used of latest healthcare technologies and the company differentiates its product and market
based on advanced technology implemented in the company. There is provision of patient support
services (26).
Focus strategy It is involved with cost leadership and differentiation strategy where focus principles are driving
emergence of the healthcare services. It is either low cost or differentiation strategy (16).
Ansoff matrix: It presents products and markets available to the healthcare organization.
Product
Market Existing New
Existing Market penetration
 By attracting of the non-users of the
products (5)
 By gaining of the competitors to
gain more customers (25)
 By convincing the customers to use
of company’s products (16)
Product development
 Counter competitive entry (19)
 Use of innovative and advanced
technology (7)
 Protection of the market share
(12)
New Market development
 Exploration of the new segments of
the market (13)
Diversification
 Bupa moves into business as
they are entered in existing

Undergraduate Major Project Research Notes
 New users related to products and
services of the healthcare industry
(12)
 New geographic areas to gain new
customers (18)
business functions (12)
 Synergy with the original
business of Bupa (4)
Growth-organic and diversify: There is organic growth in the healthcare industry throughout expansion of
the hospital network. The network should have qualified doctors and nurses along with medical personnel. Bupa is
offering range of the healthcare services under a single brand. Both patients as well as healthcare services are seek to
be convenient. Demand of the healthcare arrangements boosts the healthcare sector. It is diversified business
approach for growth in UK and international market (6).
Productivity: Bupa improves the healthcare options available to the employees which help the company to
make better healthcare so that more accessible to the customers. The company is made to access and deliver better
customer value (12).
20.
Suitability: Bupa healthcare has advantage of the resources and therefore they are expected to make proper
approach into the international market. The company can construct a distribution channel so that
they can save their healthcare cost. The market development is recommended options for the
company with consider implementation of healthcare system (24).
Acceptability: Acceptability describes resources along with abilities to deliver strategic option for Bupa
healthcare. It has innovative intangible as well as financial resources which take responsibilities
and offer preferred results. The financial ratio highlights its acceptability in UK market (4).
Revenue £2,785.9m
Underlying profit £194.9m
Customers 2.4mInsurance, 1.2mProvision and 17,400 Aged care
Feasibility: Bupa has revenue of £4,360.6m and underlying profit of £344.4m in Australia and New Zealand.
It has revenue of £2,785.9m and underlying profit of £194.9 in UK while the company has
revenue of £1427.8m and underlying profit of £65.9m in the international markets. The
intangible resources are geographic location of the outlet formats and stronger relationship with
the project suppliers (3).
21.
The chosen option by the healthcare industry is market development.
22.
Bupa is developed its market by offering new range of annual cover schemes as well as Bupa health assurance to
permit the company develop its health related protection markets. The company has revenue growth of 12% within
the international development market. Based on suitability, the strategic option such as market development is
reflected with objective of BUPA as globalization is an opportunity for growth with development. The business
model of BUPA is simple as the products are bought and sold to the consumers and therefore they are doing better
business (4).

Undergraduate Major Project Research Notes
23.
McKinsey 7S model
Human The company has higher quality employees in healthcare environment (18).
Capital There is traditional mass production of tangible resources of capital, equipments as
well as infrastructure which are key factors towards higher healthcare organizational
performance of Bupa (7).
Physical The physical assets are inventory, medical equipments and strong data security
measures (22).
Financial The financial assets are consisted of cash, receivables, and prepaid healthcare expenses
(16).
24.
Conclusion It is concluded that the healthcare sector has strengths and weakness and therefore possible healthcare
strategies are required to be implemented so that all the challenges are mitigated on time. Bupa is
involved with diversity of healthcare devices as well as technologies. The factors which drive migration
are included with rise in cost to provide healthcare, grow number of adults and increase into chronic
diseases. It is concluded that the healthcare sector has strengths and weakness and therefore possible
healthcare strategies are required to be implemented so that all the challenges are mitigated on time. As
both the competitors are involved with diversity of healthcare devices as well as technologies, therefore
technological advancement is also required (20).

Undergraduate Major Project Research Notes
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Undergraduate Major Project Research Notes
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