A Study: Impact of Market Analysis on Company Strategy for Genesys

This report examines the impact of market analysis on company strategy, focusing on the case of Genesys Biolabs. The study explores the application of business strategy, including the use of the Ansoff matrix for market development and the Bowman strategic clock to analyze competitive positioning. The report highlights the significance of market research before entering a new market, specifically Jordan. The study utilizes the SAF model to evaluate the suitability, acceptability, and feasibility of the chosen strategies. The report also covers the healthcare industry and the specific context of Genesys Biolabs, an American company specializing in cancer screening. The report concludes with recommendations for improving the company's performance in the new market.

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

This model present a direct correlative relationship is predicted between the independent variable
of Market Analyses and the dependent variable of Company strategy.
Chapter Two
Literature Review:
Choice of corporate strategy
Corporate strategy refers to the overall strategic planning which is carried by the
organization in respect of managing the company vision and mission to sustain in market for
longer way. The most relevant strategy which is adapted in context of examining the direction is
of Ansoff's matrix. In theory is mainly used in the stage of conducting the marketing planning
regarding promoting the products in different segments. There are four main direction which the
company can apply in respect of enhancing growth as market penetration, market development,
product development and diversification.
· Market penetration: In this segment, the market is penetrated through bringing innovative
offers or scheme to attract the interest of the exiting customer in the exiting market
(Coventry, & Branley, (2018)). As they mainly focus on enhancing the customer needs
regarding expanding the business. In case of Genesys Biolabs, they mainly promote their
'One Test' medical kit in the same market only and also targeting the same customer
through preferring such kit to save life.
· Market development: In this aspect, the company tries to expand the market segment into
targeting the new market. Through this manner they are mainly focusing on new
customer and also promoting their products or services using the same exiting offer
techniques. Genesys Biolabs can promote their 'One test' kit in Jordan regarding targeting
the new customer regarding saving their lives through the diseases of lung cancer (Fallah,
Krafft, , & Wahba, J. (2019)).
· Product development: In this stage, company mainly tries to innovate the new products or
services as comparing to the exiting products. So, that they can target the customer
through launching the innovation in the exiting products. Development can be done in
respect of using more useful testing or also bringing chances in their existing promotional
techniques. By this manner, they able to build the strong connectivity with them. In case
of Genesys Biolabs, they can develop the exiting products promotion through launching

the products in such manner by providing better results within the less time period (Lee,
Go, Park, & Yoon, (2017)).
· Diversification: In this, the diversification is undertaken regarding shifting the field and
products into some new segment. This considered to be the most risky segment as the
integrity of the company is shifted to some new segment and thus they had to implement
new strategies to target new customer through their new products to services. In the
context of Genesys Biolabs, they mainly deal in resolving the issues of the cancer
diseases and now they are planning to shift their interest into new field or also targeting
the new market for enhancing the business for longer time period.
Thus, by studying the Ansoff's theory, it is stated that market development is one of the
most appropriate theory which is to be adapted by the Genesys Biolabs in respect of targeting the
new market. As the diseases of cancer is suffered by most of the people and thus in respect of
targeting the different market results in gaining longer term gain. As the main reason of its
success is that this kit is clinically approved by the medical specialist person and thus it results in
saving the lives of the person in better way. Thus, by targeting new market resulting in gaining
long terms advantages to the business and also attract new customer towards the company
(Schawel and Billing, 2018).
Choice of business strategy
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 analysing it positions by viewing its competitors theory (Nurlansa, &
Jati, (2016)). It mainly carries
the eight types such as:
· Low price/ Low value added: In this company mainly prefer to sell the products with low
pricing but by conducting this activity it results in getting less valued products.

· Low price: This is mainly preferable through increasing the sales of the products regarding
charging less prices on the particular products.
· Hybrid: It carries the mixture of two things regarding selling the products at low pricing and
also providing quality products to the customers. Through this manner, customer loyalty
is build regarding providing the expected products which they are demanding.
· Differentiation: For this, differentiation is to be undertaken regarding differentiating the
products from the other products.
· Focused differentiation: Focused is to be ascertained regarding providing the high valued
products of the demand of the customer regarding availing such products is high.
· Risky carries high margin: As to earn more profits, company increases the prices of the
products. This is successful, if the customer are attached to such product, or they are
expected to get high pricing of such particular products. But this is risk to retain the
interest of customer for longer way.
· Monopoly pricing: If the company had set some monopoly in the market, then customer had
no option to choose their products. They had to pay the prices which is set by the
company.
· Loss of market share: It is necessary to maintain the market share through providing the
value added products to the customer at reasonable pricing. Thus, the focus which the
company carry is to sell the price which is nominal (Pokras, (2017).
By comparing the Bowman clock theory with the porter generic theory, it is stated that
Genesys Biolabs apply the hybrid strategy in which they allow the company to enter into the
Jordan by opening the branch of the health care and also enjoy the multiple competitive
advantages in the business. The advantages can be in terms of providing the high valued products
to the customer to resolve from the diseases of lung cancer or such products which differentiate
the other products in the market. Thus, by choosing the hybrid strategy resulting in gaining
addition market benefits which is pertaining in market to sustain for longer time period (Toro-
Jarrín, Ponce-Jaramillo, & Güemes-Castorena, (2016)).
Evaluation of strategy
Just making the strategy is not enough rather it is very necessary for Genesys Biolabs to
analyse and evaluate the strategy. This is necessary because the competition within the market is
very high and to manage this competition it is very necessary for the company to use effective

strategies. Also, the business exists in the environment which is very dynamic and frequently
changing. Thus, for managing all these changes and its impact and the competition it is very
necessary for the company to properly evaluate all the strategies which are being used by the
company. Thus, for the evaluation of the corporate strategy of market development and the
business strategy of using the hybrid strategy SAF model is being used. This is a model which
critically evaluates the business strategy on basis of suitability, acceptability and feasibility.
Suitability- both the strategy is suitable for Genesys Biolabs because both the strategy is
in accordance with the objective of business that is expanding in Jordan. This is suitable because
for entering into new market the major thing is market development thus, with help of Ansoff
matrix the market development strategy is being selected. On the other side with respect to
Bowman clock model the hybrid strategy is opted by Genesys Biolabs. This is majorly suitable
because of the reason that this involve some element of low price and some of product
differentiation.
Acceptability- both the strategy is acceptable by all the stakeholder of Genesys Biolabs
because of the reason that both the strategy is very helpful in improving the productivity of the
company and expanding in much better terms. This is majorly accepted strategy because of the
reason that with help of Porter five forces it is evident that the threat of new entrant is low and
thus, the company can enter into the new market without much efforts and hard work. Also, the
bargaining power of suppliers is high within the industry and this illustrates that the company
can have supply at very low prices. Thus, this will be helpful for the company in getting raw
material at low price (Vargas-Hernández, & Garcia, . (2019)).
Feasibility- this is a criterion which assess the fact that whether there are enough
resources available for the implementation of the new strategy or not. This is majorly because of
the reason that if the proper resources and facilities are not available for the implementation of
the strategy then the strategy will not be implemented in the intended manner. Hence, before
thinking of any of the strategy it is very necessary for the company to first analyse the fact that
all the various type of resources is being available for the implementation of the strategy
(Yudhistira, (2016)). Thus, for both the strategy that is market development and hybrid strategy
the resources are available by the company. Also, if there are some resources which are not

enough or which are not accessible by the company then they have proper money to buy or use
such resources.
Chapter Three
Methodology of the study:
The approaches of research methods of this study, is correlation research design that help in
assessing relationship among the variables of the study: Market analyses on the company
strategy.
Research methods: This study is very useful in effectively analysing various set of information
which eventually leads to higher sustainable growth and efficiency. This is further classified into
quantitative and qualitative research methods (Kumar, (2019)). Quantitative set of data is useful
in analysing statistical and mathematical information in order to gain generalized information.
On the other hand, Qualitative research methods is very useful in gaining in depth degree of
insight related to the subject matter. Hence, the researcher of the study in turn has opted for
qualitative research methods to examine the impact of market analysis on the company strategy.
Research philosophy: This methodology helps in giving specific phenomenon in order to carry
out each activity in a systematic manner (Johnson & Christensen, (2019)). This is classified into
positivism and interpretivism approach. It has been examined that, interpretivism approach is
used which helps in predicting each elements of the study by integrating human efforts. The
researcher of the study has opted for interpretivism approach to determine best business strategy
for the company.
The Study Area:
The study will be conducted on the Jordanian market.
Data collection methods
Data collection is one of the prominent approach which in turn is very useful in adapting to new
set of information. This way it helps in effectively gaining wide set of information related to the
research topic. Primary method helps in gaining new set of data (Basias & Pollalis, (2018)).
Secondary data collection is useful in analysing already analysed information. This way it helps
in exploring wider sets of data through journals. The researcher of the study will opt for both
primary and secondary set of data collection method.

Population and sampling plan:
Sampling is one of the effective approach which helps in selecting the right appropriate size of
the sample to carry out specific study. This is classified into probability nod non probability
sampling method. Random probability method tends to give equal set of opportunity in getting
selected within sample size. The researcher will select 20 managers of the Genesys Biolabs will
be selected to be recruited in the study.
Instruments:
The researcher has adopted to qualitative research method where the researcher will collect
secondary data through google scholars and journals (Johnson & Christensen, (2019)). In order
to collect primary set of information, the researcher of the study will use instruments such as
questionnaire to gather wide range of information to find conclusive results on research problem.
Statistical analysis:
Thematic analysis helps in effectively interpreting and modifying wide set of data which
eventually leads to higher growth and efficiency (Creswell & Creswell, (2017)). The researcher
has opted for qualitative method so they will focus on interpreting and modifying data within the
help of thematic analysing using charts and graphs.
RESULTS
Questionnaire
Name:
Age:
Gender:
1. Do you understand the concept of market analysis?
 Yes
 No
 Maybe
2. Do you think, marker analysis tends to have high degree of significant impact on the
company strategy?
 Agreed
 Highly agreed
 Disagreed
 Highly disagreed

 Neutral
3. According to you what are the four main direction which the company can apply in
respect of enhancing growth?
 Market penetration
 Market development
 Product development
 Diversification. All of the above
4. Do you think business strategy is considered to be as the competitive move which leads
to higher sustainable growth and performance?
 Yes
 No
 Maybe
5. According to you what are effective business models and strategies which leads to higher
business success?
 Five Generic competitive strategy.
 Hybrid Strategy SAF model
 Bowman Strategic clock theory
6. What are the key capabilities of the organization which leads to higher success?
7. What are effective recommendation strategies and value proposition associated with the
company?
Theme 1: Yes, maximum number of respondents understand the concept of market analysis.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 15 75%
No 2 10%
Maybe 3 15%
TOTAL 20 100%

Interpretation: The above research is carried out by 20 managers of the Genesys Biolabs.
Among which 75% sought to establish the fact that, market analysis in turn is considered to be
one of the effective approach which is very prominent in analysing and assessing the qualitative
and quantitative market. It is very useful in analysing the various market segments and is very
useful in analysing the patterns.
Theme 2: Highly agreed, marker analysis tends to have high degree of significant impact on
the company strategy.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 5 25%
Highly agreed 11 55%
Disagreed 2 10%
Highly disagreed 1 5%
Neutral 1 5%
TOTAL 20 100%

Interpretation: The above research is carried out by 20 managers of the Genesys Biolabs.
Among which 80% sought to establish the fact that, market analysis is considered to be very
useful in influencing the company strategy. It is useful in looking into the value and volume of
the market and also helps in critically analysing the external and economic environment
associated with the growth and expansion of the company.
Theme 3: Market penetration, market development, product development and diversification
which is useful in enhancing the growth of the company.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Market penetration 2 10%
Market development 3 15%
Product development 1 5%
Diversification 4 20%
All of the above 10 50%
TOTAL 20 100%

Interpretation: The above research is carried out by 20 managers of the Genesys Biolabs.
Among which 50% sought to establish the fact that, Ansoff Matrix is very useful in analysing
and planning the effective strategies which eventually leads to sustainable growth and
development of the organization. It is useful in determining how the new range of products will
perform in the specific market and how it will help in enhancing the growth of the business.
Theme 4: Yes, business strategy is considered to be as the competitive move which leads to
higher sustainable growth and performance.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 13 65%
No 3 15%
Maybe 4 20%
TOTAL 20 100%

Interpretation: The above research is carried out by 20 managers of the Genesys Biolabs.
Among which 65% sought to establish the fact that, business strategy is considered to be as an
effective competitive approach which eventually leads to higher advantage. It is useful in
understanding the market and it helps in establishing appropriate value proposition in order to set
competitive position.
Theme 5: Five Generic competitive strategy, is considered to be an effective business models
and strategies which leads to higher business success.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Five Generic
competitive strategy.
9 45%
Hybrid Strategy SAF
model
4 20%
Bowman Strategic
clock theory
7 35%
TOTAL 20 100%

Interpretation: The above research is carried out by 20 managers of the Genesys Biolabs.
Among which 45% sought to establish the fact that, Five Generic competitive strategy is useful
in providing an effective strategic plan in order to gain competitive advantage which eventually
leads to better market place. It useful for the company in leveraging and strengthening the
position to attain higher competitive position.
Theme 6: Evaluating the key capabilities of the organization which leads to higher success.
Interpretation: The above research is carried out by 20 managers of the Genesys Biolabs.
Among which maximum number of respondents tends to establish the fact that,
organizational capabilities is useful in effectively managing various set of resources in order
to attain competitive advantage. This is very useful in understanding and meeting the needs
and requirements of the customers.
Theme 7: Effective recommendation strategies and value proposition associated with the
company.
Interpretation: The above research is carried out by 20 managers of the Genesys Biolabs.
Among which maximum number of respondents tends to establish the fact that, the key value
proposition of the company is to evaluate the needs and requirements of the customers. They
tends to provide effective customer services by attaining strategic strategies.
RECOMMENDATION
It has been recommended that, the company must in turn focus on adopting to the best set of
business strategy by completely analysing the market. This way it helps in attaining high degree

of operational growth and sustainability. The organization in turn must focus on establishing a
long set of value proposition which in turn is very prominent for sustaining long term business
growth and sustainability (Nurlansa, & Jati, 2016). This helps in attracting large number of
customers and attaining higher set of competition within the market. This way it helps in long
term growth and success for the business. The company must focus on identifying the various
customers who in turn are valuable for their business. It is very crucial for the business to
determine the various key indicators for the company which in turn are very prominent for the
success of the organization. Effective business strategy in turn are considered to be one of the
specific business plan which is very useful in targeting customers which helps in growing the
business. It has been recommended that, Porter’s generic strategy in turn is considered to be
relevant which is useful for higher success and growth rate for longer period of time. It has been
recommended that, quality products and services are offered to the customers which eventually
leads to higher success. It has been recommended that, the researcher must use effective cost
leadership approach which eventually results in attaining better competitive set of position and
gain higher sustainable growth.
CONCLUSION
From the above conducted study it has been summarized that, Business strategy in turn is
considered to be very useful in effectively adapting to the new business environment ad also
effectively strengthen the performance by providing quality set of services and attaining higher
operational goals. Market analysis in turn is considered to be one of the effective approach
because it helps in analysing various market patterns which in turn are useful in attaining higher
goals and objectives. Market analysis is beneficial in examining the external environment linked
with the growth and expansion of the company. It has been summarized that, business strategy is
considered to be as the competitive move which leads to higher sustainable growth and
performance. This is very useful in understanding and meeting the needs and requirements of the
customers. The researcher has used qualitative approach to critically evaluate and examine the
impact of market analysis on the company strategy. Corporate strategy is very useful in overall
strategic planning which in turn has been carried by the company in order to manage the vision
and mission of the company to sustain in market for longer run. The company tends to adopt new
products by analyzing the market and attaining competitive position. It has been concluded that,
market penetration is one of the effective measure which is very useful in new set of innovative

products and services which in turn leads to enhancement of higher customer needs and
sustainability. Diversification is very prominent in increasing the market share of the
organization. It is useful in gaining long term advantage within the company. It has been
concluded that, Porter generic strategy helps the companies in examining the competitive
advantage which has been gained by choosing the suitable market scope. It has been concluded
that, application of hybrid business strategy helps in allowing company by providing the high
valued products to the customer to resolve from the diseases. It is very important and crucial for
the organization in meeting the needs and requirements of the customers and complying with the
strengths in order to attain higher operational efficiency. It has been summarized that, the
organization must identify the needs of the customers by effectively verifying various set of
revenue streams. Adapting to effective business strategy is very useful in leveraging the growth
of the business.

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