Royal London Hospital: Strategic Analysis and Global Marketing Report

This report provides a comprehensive analysis of the Royal London Hospital, focusing on its business strategies and international marketing approaches. The report begins with a PESTLE analysis, examining the political, economic, social, technological, environmental, and legal factors affecting the hospital's operations. It then explores the advantages and disadvantages of global expansion for healthcare providers, considering factors such as market penetration and cultural complications. The report further compares and contrasts the application of Porter's generic strategies (cost leadership, differentiation, and focus) and the Ansoff growth matrix (market penetration, market development, product development, and diversification) to the Royal London Hospital, evaluating their effectiveness in achieving strategic goals. The report also analyzes the hospital's target market, interaction strategies, control mechanisms, continuity plans, and marketing mix elements (product, price, promotion, place, and digital marketing) within the context of new international markets, offering insights into how the hospital can enhance its global presence and improve financial performance.

ROYAL LONDON HOSPITAL

Table of Contents
INTRODUCTION................................................................................................................................2
Task-1...................................................................................................................................................2
Task-2...................................................................................................................................................4
Task-3...................................................................................................................................................5
Task 4....................................................................................................................................................7
International marketing mix royal London hospital provides services:..........................................7
CONCLUSION....................................................................................................................................9
REFERENCES...................................................................................................................................10
INTRODUCTION
Royal London hospital is based in London and part of NHS. This hospital provides district general
hospital facilities across the London. This file discusses about the PESTLE analysis of royal
London hospital that how factors affect the business of royal London, what will be the global
approaches of royal London hospital and how they can help out to expand the hospitality of royal
London, comparison and contract the use of porter strategy and prof. Ansoff'sn growth matrix as
applied to royal London hospital, analysis the target, interaction, control, continuity and product,
prise, promotion, place and digital marketing strategies taking in consideration in the new
internation market. And the facilities which are providing by the royal London hospital to the
patients, and the services which are hospital is providing.
Task-1
Pestle analysis of Royal London hospitality
There are many factors comes which affect any business and organisation threw the various sources
these factors can affects the business of any industry on large scale.
Political factor- globally political factors have deep and direct effect the hospital industry.
Whether it is problems of terrorist attacks or anything. Stability of political should be always good.
Because political factor is an important just because of the through this many kinds of policies can
develop for the welfare of hospital industry. This is the factor which can affect their industry in
wrong way like all the before made policies about hospital can be stop by the new political parties.

Who does not feel satisfied with the policies of govt(Marques, Valente, and Lages, 2018). For the
hospital industry. Royal London hospital is working with NHS so it can be possible in some the
cases where the Govt. I.e. NHS is not satisfied with the work of royal London hospital and wants to
improve the work for treatment and machineries. Also, these are political factor which affect the
royal London hospital from outside. Consumer protection and changing tax legislation and change
in insurance policy these are all the elements which comes in the area of political factors which can
affect the Royal London hospital.
Economical factor- this factor is all about the economic position of the country and the
contribution of the royal London hospital in the economy. Royal London hospital pays its taxes
regularly . It is one of the best hospital in the London because it has several branches district wise in
the London so it is a centre of attraction of all the people. Inflation rates of interest and
unemployment are the examples of the economic factors and somehow these factors affects the
health care organization. For example if hospital has its own manufacturing unit who produce
many quality equipments of health care but there are only few peoples who can understand the.so
unemployment can cause of economic factors to affect the business of hospital industry.
Social factor- every hospital should have knowledge about all different types of
communities because this types of communities help to be in contact with the people and it helps to
avoid the violations. This type of factors also plays a marketing strategy for the royal London
hospital. This factor can affect the marketing strategies of hospital because if there is no inter link
connection between hospital and society . Hospital can not expand its business. So somehow it
affects the marketing strategy of hospital.
Technological factors- this is the factor which connect the hospital with global environment
. And helps to expand the business globally through the use of technology. There are different kinda
of software has made for the purpose to know about the hospitals and , their facilities and treatment
facilities. Royal London hospital is providing different application for the patients. These types of
applications allows to patients to be connect with doctors. Royal London can use the digital
marketing style to approach the people.
Environmental factor- environmental stability can affect the business of royal London
hospital. There are many hospitals which are seeking LEED certification to design environment
friendly buildings. Many programs are there where hospital can contribute their effort to make an
echo-friendly environment.
Legal factor- sometimes it is a big problem to understand the laws and regulation of Govt.
which has made for the purpose of healthcare sector. All the legal factors should be described in the
general ways which be understand by the people so they will try to understand the legal procedure

of hospital industry.
Task-2
There are many advantages and disadvantages of health care sector when they expand their
business globally in different countries
Advantages -:These are the advantages to approach international market.
Expand in target customer- That means hospital have many opportunities to expand the
business worldwide and this expansion will help to increase the financial growth of the hospital. If
hospital have targeted peoples properly , then the would not change their mind when hospital,
decide to expand the business globally. When hospital expand its business on internationally . So it
has many opportunities in the market to attract the people towards them.
Direct exporting- when Royal London will enter the internation market of like south Africa
where economic stability is downturn in domestic level so there will be many chances of loss. So
diversification of business stable the business of hospital .
It provides foundation for internation growth- it is very necessary for every company to
expand its business on internation platform. Lets consider that royal London hospital wants to
expand its branches and business in south Africa it will provide a foundation to hospital to achieve
revenues from the diversified portfolio in different markets rather then limited people based single
domestic market.
International approach improve financial performance- It is a big advantage to
understand that to approach an international market can be improve financial performance of the
royal hospital. Royal hospital will improve the financial performance by entering the several
markets of the internation level. Because it will be a good opportunity for the hospital to attract new
people by providing them new services .
It spread out the risk and business must assume- hospital can batter improve its services
on the international level. From the diversification of the work place , hospital can spread out the
risk pattern to maintain profitabilityKingma, M., 2018
Joint ventures/International business encourages market competitiveness – when royal
London hospital will enter the market of south Africa as well as in other markets then it should
focuses on the competition on domestic level. It will help to provide the better services to the people
by observing the competitor services.

International exchange rate can be beneficial to a business- hospital and hospitality
involved with international trade can decrease their risk by taking advantage of monetary exchange
rates. If hospital does most of the trading in US dollars then trading with south Africa which have
all most different currency so it can be an advantage.
Buying a company It can be used to get around heigh level of domestic competition-
Domestic markets carry many products services and the new things it will help to small market to
call the internation companies to expand their market( Kingma, M., 2018).
Disadvantage to approach international market-
There is always a licensing risk involved when enters the international market-
because there are many problems occurs when company enters the international market. So in the
case of royal hospital there will be many problems related to political structure can affect the
business of hospital. Because there are so many rules and laws for the international companies or
hospitals in the international market which they have to follow so this is the big problems for the
international business.
There can be exchange rate risk- There are many companies and hospitals which re
focusing on the emerging the market to create much profitability. But some time market emerging
can affect the exchange rate as the result of this business become less competitive midnight.
International business can also present cultural complications- the culture of the country
can affect the business because foreign companies always come with new technology in
international market so it is very difficult for people to adopt new technology. So it is very difficult
to understand foreign culture and it can cause of dis advantage.
Franchising problems- This is also a major problem to do internation business where
franchising can not get if company do not have a strong or unique business model.
Task-3
Compare and contrast the use of porter strategy and Ansoff growth matrix for Royal hospital.
Porters Generic strategies
Cost leadership strategy is also known by the low cost producer for level of quality. In this
theory and organisations a sales its products for profit maximization compare by its rivals. In the
race of price war company will maintain the profitability while other competitors will suffering
from the losses. in both firms ,a firm which will produce more cheaply products will always remain
profitable and achieve long term goals. There are some basic requirements which should have in

firm to full fill the long term goals of the company like access the capital for the production
investment. Second basic thing which is require is skill to design products for the manufacturing
and the high level of experienced people who can be done their work so effectively.
Differentiation strategy this strategy is all about to provide the services which are requiring
by the customers and according to perspective of customer. And this type of exceptions of the
customers differentiate the service and the product quality of the other company. To make
differentiate strategy company would have too access about leading scientific research. In this kind
of strategy company require for high skilled creative team which can work effectively. This type of
strategy is not suitable for the small companies it is more suitable for the big companies. it depends
on the product differentiation that which company is providing good facilities and products and
services to compare by another company. It is important for the other company to take a feedback
from public to improve their product compare by another company.
Focus strategy Is all about the focus on cost and differentiate of products in cost focus
company seeks a cost advantage. And the differentiate focus is all about the differentiate the product
quality and cost.
Ansoff matrix this matrix is all about the new or existing products and new or existing market
Market penetration- It is a factor of growth strategy where the business will focus on the
selling existing products in the existing market in this point some points are there in which company
have to maintain the market shares of the products and this share can be achieve by the several
things like pricing strategy , promotions of the sales and the advertising of the products. Dominance
of secure the continuous growth of the product in the market it is the second point.Third is re
arrange or re structure the existing markeT in the mature,market to out the rivals. Market
penetration requires more aggressive promotion strategy and pricing strategy and designed to out
the rivals of the company. This kind of marketing strategy is about BUSINESS AS USUAL. That
means business is focusing on the market and the products. Because company should have all the
knowledge about the competitor as well as expectations of the customers.
Market development- It is strategy where all the existing products sell in the new market.
There are various strategy to approach this like product will export to the new country where the
demand of the products is very heigh so it is obvious that sell will be also high on high price. New
product packaging will attract the customers towards the products. Use of new channels for the
advertisement of the products by using different techniques and tools. And the different types of
discount policies on the products. It is risky strategy compare by market penetration because in this
strategy company has to target new market.

Product development- This strategy is all about to develop new products in the existing
market . So company can easily get the profit. This strategy says that development of new products
in the existing market can helpful to get profit. Because consumers attracts from the innovation in
new products . And market is also require for the innovations. so the consumer will easily target
through this strategy easily. This type of strategy works where the need of differentiation of
products are needed in order to compete with existing. A successful product development strategy
can place where the need of innovations , research and development exists.
Diversification-
Diversification is all about new product in the new market of other country. This is one of the more
risky strategy because new products can not survive in the new market without its recognition.
Because it is very hard for the customers in new market to trust easily on new product without
knowing their feedback. So it is very difficult strategy for the business to set up in new market and
launch any new product. So, according to above theories of Royal hospital should use the strategy
of Ansoff and use the strategy of product development.
Task 4
International marketing mix royal London hospital provides services:
Product:
Royal London hospital provides services for dementia services. They are support teams and
other hospitals' industry in south Africa and learn more about the dementia society. Dementia means
memory illnesses impact patients, and peoples. So they are joining this group then dementia group
caring and support with patients. Dementia group given service for home based carers, society
workers and social care facilities. They are development of welfare and health items and materials
which provides to training home based facility and carers and another health help line of health
professionals. Royal London hospital specialised services provided to South Africa patients.
Dementia service a good need for group of family and friendly support and care services, so this
service nature & behaviour and also daily living have been identified for problems(Trakulsunti, and
Antony, 2018).
Price:
Royal London hospital will provide Skim pricing strategy for south Africa country. They are
through health care facilities for south Africa. Royal London hospital given dementia services to
minimum cost of maximum benefits for patients health and better quality services. Dementia
services are long termed care service and low of costs.

Effectiveness of this strategy:
The strategy good education and training or growth of society psychiatric support to the
group of home. This is comfortable service so person who in health care facility homes are very
minimum paid. There are hands on care provided by person who have not lengthy time in country,
they have limited English and very struggle to express the unique needs of patients altered by
dementia. South Africa in adults people develop dementia. This is very difficult condition. Patients
want to good treatment for their health so they are join to dementia organization. Royal London
hospital this service provides to poor price to patients. This facility done to secure good quality
service of life and good economy if dementia group can be supported in private service like home
based carers or good home schemes service. They are change the patents profile which advice more
patients may be supported for long time at house. So that is educational investment in facilities
services for home care is to likely to minimum price benefits as well as good quality of services
gains.
International marketing mix royal London hospital targeting, interaction, control, and continuity.
Targeting:
Targeting is most important care to dementia patients like need to frequent health. Royal
London hospital will provide to these facilities like targeting, integrating, control, continuity. These
are patient safety goals and objectives. Such as effectiveness, timeliness, appropriateness etc. royal
London hospital achieve the main target for south Africa patients to provides health services. They
are making decision minimum cost for better dementia services and help them.
Interaction:
Interaction of royal London hospital the use of services shared to dementia patients. They
have interaction to all medical records and clinical orders. Royal London hospital given medicines
and clinical facilities for dementia patients. And also provides beds facilities, toilet facilities, and
hospitality facilities(Trakulsunti, and Antony, 2018).
Control:
Royal London hospital control dementia disease and prevention. Patients need to better care
and good treatment. Dementia group help to provide all facilities for dementia patients. So they are
want to control dementia disease. These facilities low of cost though for patients.
Continuity:
Royal London hospital create a continuity plan for given good and safe services. This is
primary care so that very important factor of service. Continuity of care most of important concept
in clinical medicine. This in not only improve to patients, but it is suggested that good improve to

patients health. Continuity of care different patients for use in hospital medicine. That is use to
dementia patients. They are specific facilities provides them. Like home care facilities, clinical
facilities and medical facilities as well. Dementia group face to face meeting with dementia patients.
Then they are decided which care use for people. Royal London hospital one who is daily contact
with dementia specialists.
CONCLUSION
From the above study it has been summarised about the pestle analysis about the royal hospital
which is base in the London , and what was the approaches to enter in the market of any country
that means global, their advantages and dis advantages, how these approaches affected the business
of the Royal hospital, factors which affects the business of Royal hospital, compare between Ansoff
matrix strategy and porter strategy and the selection of best strategy for the Royal hospital to
expand its business in new international market. And prepared a marketing mix covering two of the
traditional 4Ps had believed successful in the south Africa Ps were focused on the product and price,
product , price and applied has took into consideration the effectiveness of this strategy, and
evaluated the targetting, interaction, control and continuity for the royal hospital taking into
consideration in the new international market.

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