Strategic Marketing Report: KFSHRC Healthcare Company Analysis, 2019

This report provides a strategic marketing analysis of the King Faisal Specialist Hospital and Research Centre (KFSHRC), a healthcare provider in Saudi Arabia. The report begins with an executive summary outlining the business description, marketing objectives (profit, patient satisfaction, and customer growth), and strategic focus on product development and brand positioning. The introduction emphasizes the significance of the healthcare industry and the report's purpose. A market summary follows, including quantitative analysis of target markets, demographics, consumer behavior, and competition, alongside qualitative analysis of market trends and brand perceptions. A SWOT analysis identifies KFSHRC's strengths (diverse services, dedicated staff, research focus), weaknesses (lack of specialized facilities and resources), opportunities (oncology and cancer treatment), and threats (competition from other hospitals). The report then details the marketing strategy, including mission, objectives, sales forecasts, and financial objectives. It covers brand positioning (affordable healthcare, service development, and advanced technology) and the marketing mix (product, pricing, placement, promotion, and people). The report also outlines marketing communication methods, budget determination, and evaluation metrics, including financial reports and customer feedback. Finally, the report concludes by summarizing key findings and recommendations for KFSHRC's strategic marketing efforts.

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strategic marketing
[Type the document subtitle]
10/2/2019
student name

Strategic marketing 1
1. Executive summary - Business Description
The purpose of the report is to analyses strategic marketing pertaining to our healthcare
company. Healthcare and hospitals are one of the important industries in any nation that is
reflecting social and economic environment of the country. King Faisal Specialist Hospital and
research Centre are working under health care centers and group of hospitals that his government
service provision that is managed by MOH.
Marketing objectives for KFSHRC include Increase in profit, Patient satisfaction, and Increase in
number of customers. The opportunity reflects improvement in cancer and oncology treatment
within the hospital. Strategy through this marketing plan reflects product development strategy.
The company can go for price differentiation strategy along with the cost. The brand positioning
through this marketing plan for KFSHRC includes Affordable healthcare, Service development,
and advanced technology.

Strategic marketing 2
Contents
1. Executive summary - Business Description................................................................................1
2. Introduction..................................................................................................................................3
3. Market summary..........................................................................................................................4
3.1 Quantitative analysis:.............................................................................................................4
Target markets.........................................................................................................................4
Geography and demographics.................................................................................................4
Consumer behavior..................................................................................................................6
Competition analysis...............................................................................................................6
3.2 Qualitative analysis................................................................................................................7
Market trends...........................................................................................................................7
Perceptions towards brands.....................................................................................................7
3.3 SWOT analysis......................................................................................................................8
3.4 Competition.........................................................................................................................10
3.5 Value Proposition................................................................................................................10
4. Marketing strategy.....................................................................................................................10
4.1 Mission and values..............................................................................................................10
4.2 Objectives based on marketing plan....................................................................................11
Increase in profit....................................................................................................................11
Patient satisfaction.................................................................................................................11
Increase in number of customers...........................................................................................12
Sales forecast.............................................................................................................................12
5. Financial objectives...................................................................................................................13
5.1 Brand positioning.................................................................................................................13
Affordable healthcare............................................................................................................13
Service development..............................................................................................................13
Advanced technology............................................................................................................14
5.2 Marketing MIX....................................................................................................................14
Product strategy.....................................................................................................................14
Pricing strategy......................................................................................................................15

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Placing strategy......................................................................................................................16
Promotional strategy..............................................................................................................16
People....................................................................................................................................17
5.3 Marketing communications methods...................................................................................17
1. Knowing target audience...................................................................................................18
2. Developing situation analysis............................................................................................18
3. Determination of communication objectives.....................................................................18
4. Determination of budget for marketing.............................................................................18
5. Tactics and strategies.........................................................................................................19
6. Evaluation and treatment...................................................................................................19
5.4 Break even, monthly sales, marketing budget.....................................................................19
7. Controls (Success Measurements to evaluate the objectives of the plan).................................20
7.1 The key success factors include...........................................................................................21
Financial report of the company............................................................................................21
Customer feedback................................................................................................................21
8. Conclusion.................................................................................................................................22

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2. Introduction
There are various factors that are responsible for the functioning of an organization, this may
reflect the structure of organization, which includes also need to processes and strategies that’s
are providing periodic evaluation and monitoring of the strategy of the company so as to
analyses the success rate of the company and threat involving be functional areas of the company
(Chiang et al., 2016). The purpose of the report is to analyses strategic marketing pertaining to
our healthcare company. Healthcare and hospitals are one of the important industries in any
nation that is reflecting social and economic environment of the country. The availability of
healthcare is one of the major causes for development of the nation (Baker & Bowen, 2015).
There are various organization working in this industry in Saudi Arabia, one of which is king
Faisal Specialist Hospital and research Centre which will be considered for analyzing the
strategy for which various tools will be used in order to provide marketing plan for the
organization in the report further.
King Faisal Specialist Hospital and research Centre are working under health care centers and
group of hospitals that his government service provision that is managed by MOH. This is
considered to be a national Centre in Saudi Arabia that is considering the neurological science,
oncology, cardiovascular diseases, genetic diseases and organ transplantation. Considering the
mission and objectives of the hospital the organization is found to be also referred used
organization which has converted itself from traditional to advance hug. The aim of the
healthcare organization is to become flexible while considering is offering to the clients that this
patient and through its operation so as to bring it to the fullest potential of the hospital.
Moreover, aim of the hospital is to increase oh no quality services to the patient as it has been

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identified that the need for oncology services in Saudi Arabia has been increased since years and
the organization is also aiming to enhance strategic planning, which will be one of the focus
through this marketing plan for the hospital (kfshrc.edu, 2019).

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3. Market summary
Healthcare industry is found be very important and must be analyzed in order to attain the
development in nation. As per the recent trend, the hospital and health industry in Saudi Arabia
reflect that the government has been taking various initiates for improving hospital availability
and increased available heath care service to maximum population of the nation. This reflects
through the actions and performance of KFSHRC, as it is government hospital (Bruns, 2013).
The qualitative and quantitative analyses for hospital industry in Saudi Arabia,, for which the
marketing strategies will be developed in this section below.
3.1 Quantitative analysis:
Target markets
The target market for the health care service include the whole population of Saudi Arabia,
which also include provision of free services that will focus towards the availability of health
care service for the one who are unable to afford the same. The government has taken various
initiatives and reflects this as one of the major part through the financial budget of the nation
(Feng & Chari, 2018).
Geography and demographics
Considering the quantitative analysis for the contents of demographic and geographical
environment of Saudi Arabia, the statistics for Kingdom of Saudi Arabia considering the
healthcare includes the government priority towards this industry and various opportunities
which reflect higher potential business investment (Davis et al., 2016). Considering the vision of
government norms regarding 2030 and Ministry of health and national transformation reflect the

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expenditure up to $71 billion for next five years. As per the report, KSA healthcare sector is
expected to grow by 12.3% by 2020 considering the compound annual growth rate. Moreover
there has also been identified considerable rising people in nation increasing over 60 years of age
which reflect the higher requirement for the healthcare sector and also implement Mendes tree
health-insurance in Saudi Arabia (globalhealthsaudi, 2019).
The government has also explored and considers the involvement of private sector in order to
improve infrastructure of healthcare of Saudi Arabia. Through PPP models that is public private
participation introduction for this industry to government has also worked regarding value
unlocking in fast tracking healthcare reform and health system which will include planning
towards contribution of private sector which will increase the healthcare spending by 2020 to
35%.
From the graph below its can be reflected that the target for 2050 as per the stats include 77.2
million people that will be associated with healthcare line (Betton, 2017).

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Figure 1: (Source: (globalhealthsaudi, 2019)
Consumer behavior
The consumer in this industry reflect various behaviors as the service received from the company
is because of bad cause that is improper health of an individual. Thus, it can be said that the
consumer in this industry is attempting to avoid visiting the place unless it is an emergency or
need to get checked up. The behavior depends of the demographic factors that are income group
of the potential customers. Since it is the government services offered through KFSHRC,
majorly people who are not able to afford the treatment are visiting the place (Chatzoglou &
Chatzoudes, 2018).
Competition analysis
The direct competitors that are reflecting industry rivalry within the university are the top
hospitals in Riyadh Saudi Arabia like Aldara hospital, and King Abdulaziz medical city, as the

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treatment which are not easily available in KFSHRC may be offered in these hospitals, and may
attracts more customers. These are the top competitors as per the customer rating in 2019
(m.edarabia, 2019).
3.2 Qualitative analysis
Market trends
As per the current trend the technology is considered to be the key future aspect that will be
reflected in the industry. As per the 2019, overview of the healthcare market in nation, the
reduced cost and increased efficiencies. The major trend that has been analyzed for hospitality
business in Saudi Arabia include technology as one of the major factor that is responsible for
KSA healthcare industry up gradation. True vision 2030 by government along with Ministry of
health and transformation program the company is responsible for investment in information
technology within the industry so as to provide solution considering resources, accessibility,
quality and cost (Jaworski, 2018).
The trend also reflects increase in private sector contribution to what’s the healthcare
infrastructure and to what is the GDP to 65% in 2030 from 40% in 2018. Increase in private
sector sheer has been analyzed as one of the current market trends within the healthcare sector in
Saudi Arabia in order to search for alternative service providers and finance methods (Menon &
Edison, 2015).
Perceptions towards brands
Perception of various stakeholders towards the brands includes a government hospital that is
providing large number of services within affordable prices and availability of dedicated staff
and professional doctors. However the lack of private sector investment within the hospital made

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flag the perception regarding lack of resources available and lack of standardization within the
hospital (kau.edu, 2019).
3.3 SWOT analysis
SWOT analysis is one of the internal analysis tools that will help KFSHRC for analyzing its
potential strength, weaknesses and considering the external environment for the opportunities
and threats for the company. This will help gaining understanding regarding the areas of
weakness, organizational intricacies and help the company to prevent potential threats.
The keys strengths that has been analyzed for the hospital include
1. Diverse range of service
As per the strength, it has been discussed that the company has been offering various services to
the patients which involve treatment for large number of diseases which is considered as one of
the major strength as customer will be more satisfied having treatment in one hospital for various
list of diseases if happen (Oral, 2014).
2. Concentrated staff
Hospital in the city is considered as one of the services to be provided to potential customer, this
reflects the major relevance of human resource of the company as doctors, nurses, what boys and
similar employees of the company will be largely responsible for patient satisfaction and
treatment. This is considered as one of the strength for KFSHRC which reflect concentrated staff
is present in the organization it is contributing large portion with dedication towards the hospital.
3. Research and development

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It has been identified that the company has been concentrating towards research and give less
importance to this aspect so as to find new treatments and better use of employs and machinery
in order to improve patient satisfaction and treatment provided to the patient. This is one of the
major strength of the company that has been identified (Quirke, 2017).
Weakness of the company include
1. Absence of Facility
It has been identified that for various kind of cancers the facilities are not available to larger
extent of the hospital which is considered to be one of the weakness.
2. Lack of resources
Another weakness identified is the resources that are needed for treatment of colorectal cancer
and breast cancer or not available within the hospital.
Opportunities for hospital include
1. Oncology and cancer treatment
There are various types of cancer and various cases of ownership that are considered as
complicated and require improve treatment, this reflects an opportunity for hospital to increase
services pertaining to these diseases
Threats for hospital includes
1. Other hospitals within Riyadh