UNL1002 Business Environment: HIKMA Pharmaceuticals Strategy Report

This report provides an analysis of the business environment surrounding HIKMA Pharmaceuticals PLC, focusing on the impact of technological changes, business ethics, and corporate social responsibility (CSR) on the company's strategy and decision-making processes. It examines how HIKMA Pharmaceuticals leverages technological advancements like social media engagement, machine learning, and artificial intelligence to enhance efficiency and gain a competitive edge. The report also discusses the importance of CSR and business ethics in building a positive brand image, increasing customer loyalty, and improving employee engagement. Furthermore, it identifies key influences on the company's decision-making, including business objectives, data availability, competition, and social responsibility, highlighting how these factors shape HIKMA Pharmaceuticals' strategic choices in a dynamic and competitive market.

Report writing

Executive Summary
Business environment is a combination of various internal as well as external elements.
The study is based on HIKMA pharmaceuticals that is a embarking technological changes in
order to ensure future growth of business. It is found that CSR and business ethics help an
organization in strengthening its brand image in an efficient manner. It is analyzed that there are
elements such as profitability, business objectives, availability of data, competition and more
which influence the decision making strategy of the organization.

Table of Contents
Introduction.................................................................................................................................................3
Effects of technological change on company and the technology strategy of company to get
competitive advantage.............................................................................................................................3
Impact of business ethic and corporate social responsibility on business organizations..........................5
Influences of business decision making and its impact on the company..................................................6
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

Introduction
Business environment is highly dynamic as it includes several internal and external
elements which can change over the period of time. Each and every business entity works in a
particular environment which further affect their operations profoundly. In addition , change in
political conditions and new technologies have been transformed business in an efficient manner.
now, the companies are required to incorporate such changes in business to ensure long term
growth and sustainability (Koenig and Sneddon, 2017). The present study is based on HIKMA
pharmaceuticals PLC which is a multinational pharmaceutical company based on London. It
was founded in 1978 by Samih Darwazah and produces non-branded & in-licensed
pharmaceutical products. The study will cover the impact of technological changes on the
company along with the detail of its technology strategy. Additionally, impact of business ethics
and CSR will also discuss in the following report. Furthermore, influencing elements of decision
making process of the company will also discuss in the given study.
Effects of technological change on company and the technology strategy of company to get
competitive advantage
Nowadays, technology has become a crucial part of business. Companies are likely to
implement advance and unique techniques to ensure smooth functioning of the entity in longer
period of time. Here, technological changes allows a business entity to offer best possible
experience to the customers by improving the efficiency of the organization (Okano and et. al.,
2021). In pharmaceutical industry, technology helps in accessing and using the information of
patients to provide better health care. In addition, it also makes the entities enable to minimize
the cost of drugs and enhancing the overall efficiency. Impact of technological changes on
HIKMA pharmaceuticals are briefly explained below:
More Social Pharma: Technological enhancement allows a company to get engage with
the patients at social media platforms. Here, it is possible to use online platforms to collect the
information and useful data which further help in making the brand image of the organization as
a social entity. In context of HIKMA pharmaceutical, they also maintain the presence on social
media platform which allows the entity to get connect with the patients. Here, they can gather

necessary data by the use of such platform which will help them in improving the quality of
drugs in future period of time.
Machine learning and analytics : Data is a crucial part of pharma industry. Use of
machine learning and analytics helps in analyzing the data appropriately and select the most
suitable information in terms of drug production and marketing (Am Ende, 2019). In context of
HIKMA pharmaceuticals, they can use computer systems to manage the data appropriately.
Here, it will help the entity in analyzing the vast amount of data in an appropriate way. In
addition, use of machine learning not only helps the company in collecting the data but also
makes them enable to design the personalized treatment for patients.
Effective Treatment: Use of technology makes the pharma company enable to produce
the quality drugs which are effective too. In reference of HIKMA pharmaceuticals, using
artificial intelligence allows the entity to reduce down the side effects and provide effective
treatment to patients. In addition, technological advancements also make the entity enable to
provide personalized care and treatment to the patients that is crucial for positive brand image.
Technology Strategy to get competitive advantage
Innovation: The respective company is using innovation in terms of artificial
intelligence, machine learning and more. Here, the entity is able to maintain the data and
information accurately by using AI and other such techniques (Bogdan and Dombrowski, 2019).
In addition, they can use the information in order to provide better care and health treatments to
the patients. In other words, use of technology enhances the overall efficiency of the entity so
that they can sustain in the competitive environment for longer duration.
Use of social media platforms: The respective company uses social media platforms in
order to stay engage with patients. Here, they interact with the customers through online
mediums. These social media platform makes the organization enable to collect necessary
information from the patients so that they can provide personalized care to the patients without
any side effects.
Use of artificial intelligence: In context of HIKMA pharmaceuticals, they adopt AI to
collect and maintain the data properly. This technology makes the entity enable to analyze the

vast amount of data efficiently which further help in producing the best quality drugs. In
pharmaceutical industry, data is highly important hence the organization use latest and updated
technology to use the available information for future betterment.
Impact of business ethic and corporate social responsibility on business organizations
Corporate Social Responsibility is a business practices that is related with accomplishing
social responsibilities while working towards the attainment of organizational goals. In current
time, CSR and business ethics have become a crucial part of business as it helps in formulating
positive brand image of the organization in market. In addition, CSR helps an organization to
develop commitment and loyalty towards customers and employees so that the sales & revenue
can be enhanced. In other words, it helps an entity in fulfilling their duties towards the society. It
is not about merely following the laws but producing the products or services in such a manner
which minimizes the environmental pollution and exhaustion of resources. In pharmaceutical
industry, impacts of business ethics and CSR are briefly mentioned below:
Positive business reputation: nowadays, the organizations are likely to contribute in
enhancement of society and environment. When an entity contributes in societal well-being, it
creates positive image among the stakeholders (Manuel and Herron, 2020). It helps a business
entity to become responsible towards the environment and society which further lead towards
competitive advantage. In addition, customers also prefer to deal with such companies that are
responsible for environment and society. In context of HIKMA pharmaceuticals, they are follow
suitable CSR and business ethics practices which further improve their reputation in market.
Following business ethics will help the entity in contributing in social growth which will allow
the entity in making a unique identity in competitive environment.
Increase customers loyalty: Customers are the most important stakeholders of business
as they are the major source of revenue who buy the products or services of the organization. If
company maintains positive relation with the customers, they are likely to associate with the
entity for longer duration (Freeman, Parmar and Martin, 2020). Here, CSR activities play a
crucial role in enhancing the loyalty of customers. Customers are likely to get attracted towards
the organization which are responsible for society as well as environment. In context of the
respective organization, following CSR and business ethics will help the company in improving

the customer loyalty. Here, loyal customers are likely to stay with the organization for longer
duration that further provides competitive edge in an efficient manner.
Enhance employee engagement: Likewise customers, employees are also one of the
most important stakeholders of business. If employees are well-familiar with the CSR activities
of the company they feel more engaged and connected. It is assumed that employees enjoy to
work with such organizations which have sound public image. In context of HIKMA
pharmaceutical, they follow necessary CSR and business ethics so that the employees get a
positive environment to work. It enhances the engagement of the employees that is crucial in
order to minimize the employee turnover in business.
Advantage over competitors: Competition is increasing rapidly in business
environment. Through applying CSR activities, an entity can stand out in competition. It helps a
company in setting positive reputation in the competitive market (Donia and et. al., 2019). In
reference of HIKMA pharmaceutical, it is working in a highly competitive industry. By adopting
necessary CSR and ethical practices, the entity can easily get an edge over the rival firms in an
efficient manner.
Influences of business decision making and its impact on the company
In each and every business, decisions are taken on regular basis. Decision making is
important for the success of the organization. By taking timely decisions, an organization can
easily avail the opportunities of growth. Additionally, it is also possible to avoid the future risks
by taking timely decisions. There are certain elements which need to consider during decision
making are given below:
Business objectives: The business started with a particular objective. Here, the main aim
of each and every entity is to attain the pre-defined objectives within minimum period of time.
All the decision taken by the managers have direct link with the business goals (Carvalho, Viana
and Mine, 2020). When decisions are taken, it is also consider how these decisions will affect the
objectives and goals. In context of HIKMA pharmaceuticals, their decisions are influenced by
the goals and objectives of business. Here, they are likely to go ahead with the decisions which
are favorable in terms of business goals.

Availability of data: Data is one of the essential components for decision making. Data
helps the decision makers in understanding the each and every aspect in detailed manner so that
effective decisions can be taken. For this purpose, information is gathered through different
sources such as social media, records of company and more (Ramadani and et. al., 2018). Here,
managers analyzed the data properly before taking the final decision. In context of the respective
company, they are collect and maintain the data properly which make them enable to take better
decision in future period of time. In addition, the adequate amount of data assists the business
entity in decision making an also contribute in future success.
Competition: Competition is the major factor which affect the decision making of an
entity. As the market is highly competitive in current time hence it is imperative to consider the
activities of rival firms during decision making. For this purpose, business people are required to
pay attention to the business operations of their rivals. Assessing the competitors activities guide
a firm to take better decisions in an efficient manner. In context of the respective company, it is
working in a high competitive environment hence they need to undertake competitor’s analysis
while taking future decisions. This will not only help the entity in taking better decision but also
allow them to survive in the competitive environment for longer period of time.
Social Responsibility: Social responsibility of a company towards the customers and
society also influence the decision making efficiently. All the business decisions need to taken in
common good and in interest of general public (De Winnaar and Scholtz, 2019). For this
purpose, the organization needs to consider the well-being of society while taking business
related decisions. In context of HIKMA pharmaceuticals, they follow CSR and business ethics
during decision making. These practices allow the company to maintain positive social image
while working towards goal attainment.

Conclusion
Out of the above-mentioned information, it is assessed that business environment is
dynamic as it includes several elements which cannot influence the operations of a business
entity. It is analyzed that technological advancements have become an essential part of each and
every business. It is quite difficult to survive in the current competitive environment without
adopting efficient and advance techniques. The above study is based on HIKAM
pharmaceuticals which is undertaking technological advancements for future growth. It is
concluded that company is adopting technological strategies such as innovation, use of artificial
intelligence and more to ensure competitive advantage. Further, companies follow CSR and
business ethics to strengthen the brand image, enhance the profit and more. Moreover, it is
identified that business objectives, competition, availability of data are certain factors which can
influence decision making of the organization.

References
Books and journals
Am Ende, M.T. ed., 2019. Chemical Engineering in the Pharmaceutical Industry: Drug Product
Design, Development, and Modeling. John Wiley & Sons.
Bogdan, A.R. and Dombrowski, A.W., 2019. Emerging trends in flow chemistry and
applications to the pharmaceutical industry. Journal of medicinal chemistry, 62(14),
pp.6422-6468.
Carvalho, L., Viana, A.B.N. and Mine, M., 2020. What factors influence the decision of
entrepreneurs in choosing a business incubator?. International Journal of Innovation and
Regional Development, 9(2), pp.137-157.
De Winnaar, K. and Scholtz, F., 2019. Entrepreneurial decision-making: new conceptual
perspectives. Management Decision.
Donia and et. al., 2019. CSR by any other name? The differential impact of substantive and
symbolic CSR attributions on employee outcomes. Journal of Business Ethics, 157(2),
pp.503-523.
Freeman, R.E., Parmar, B.L. and Martin, K., 2020. BUSINESS AND ETHICS (pp. 129-140).
Columbia University Press.
Koenig, S.G. and Sneddon, H.F., 2017. Recent advances in flow chemistry in the pharmaceutical
industry. Green Chemistry, 19(6), pp.1418-1419.
Manuel, T. and Herron, T.L., 2020. An ethical perspective of business CSR and the COVID-19
pandemic. Society and Business Review.
Okano and et. al., 2021, January. Digital Transformation as an Agent of Change in a
Pharmaceutical Industry from the Perspective of Dynamic Capabilities. In 2021 IEEE
11th Annual Computing and Communication Workshop and Conference (CCWC) (pp.
0896-0902). IEEE.

Ramadani and et. al., 2018. Impact of geomarketing and location determinants on business
development and decision making. Competitiveness Review: An International Business
Journal.