Manchester Metropolitan University: Strategic Assessment Report

This report provides a strategic assessment of a healthcare organization, beginning with an introduction to strategic thinking and its importance. It then analyzes market turbulence, including the competitive landscape and the organization's market share. A PESTEL analysis examines political, economic, social, technological, environmental, and legal factors impacting the organization. The report continues with an industry analysis, considering barriers to entry, threats of substitutes, and the bargaining power of buyers and suppliers. Cultural and institutional analysis explores the influence of social pressures and belief systems. A SWOT analysis identifies the organization's strengths, weaknesses, opportunities, and threats. The TOW matrix is utilized to develop strategies based on the SWOT analysis. The report concludes with a discussion on the balanced scorecard and contracting and commissioning, offering a comprehensive strategic overview.

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Assessment Plan

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Introduction 3
Market turbulence 3
PESTEL analysis 3
Industry analysis 5
Cultural and institutional analysis 6
SWOT analysis 7
TOW matrix analysis 8
Strategic choice model 10
Balanced scorecard 11
Contracting and commissioning 13
Conclusion 14
References 14

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Introduction
Strategic thinking is both critical and challenging for many organisational members. Even
though it is helpful in a global context, the organisations are finding it difficult to handle
important resources within the firm without the aid of a professional. Without proper planning
and strategic thinking, the organisation answer is wasting several critical resources without any
returns. Thus, it is critical to utilise proper strategic thinking aspects while dealing with
organisational development or a certain change (Grant 2016). This particular report will be
providing the basic assessment plan concerning the strategies to enable the growth of the
organisation.
Market turbulence
Market and the organisation have several layers of environment that enable the truth of the:
organisational environment, competitors, industry or sector, and macro environment. The current
market strategy organisation has been observed to be filled with competition. The primary
objective of the organisation is to provide effective healthcare opportunities to the individual
patients such that organisation can attain ultimate benefit. However, the organisation has been
facing problems concerning the competitive advantage because of the availability of many
competitors around the country. Even though the company has an efficient market size, earning
about a billion dollars, the organisation has been facing problems due to the rise of several
competitors in the healthcare sector. However, the organisation has been able to get the benefit
of large market share that can be utilised for the achievement of marketing opportunities among
the competitors (Chaffey and Ellis-Chadwick 2012).
However, the organisation has been facing issues concerning change certainly becomes the
complex problem for the organisation. Whenever the organisation face situation to acquire a
certain change, the firm face problems related to employee attitude and consumer behaviour.
PESTEL analysis
Political factor

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The political parties and regulations have a high impact over the organisational change and other
factors related to stability. The aspect such as environmental law, labour law, or tax policy can
promote restrictions within organisational development. It is clear that the healthcare
organisation can face several problems related to the style and facility of healthcare aspects given
to the employees (Srdjevic, Bajcetic and Srdjevic 2012).
Economic factors
Economic factors determine how profitable business can be. However, aspects such as interest
rates, inflation, economic growth and income of consumers affect the organisational
development at large. Such factors have affected the macro and microeconomics environment of
the healthcare organisation. Certainly, if the problem of recession rises around the country
organisation can face higher problems concerning economic development (Drummond et al.
2015).
Social factors
Social factors primarily affect the growth of the organisation. Such aspects involved the attitude
of individual organisational members and the customers as well while getting the benefit of
healthcare services provided by the organisation.
Technological factors
At the present date, technology has been able to change the domestic and international market in
many ways concerning distribution, communication, and production. Certainly, to have the
provision of effective healthcare facilities, the organisation needs to have effective technology
that can provide better facilities to individual patients (Kitapci, Akdogan and Dortyol 2014).
Environmental factors
Environmental factors can certainly from both the declaration of the organisation and place a
drastic effect over the development. If the organisational members face certain problems due to
the environment or bad weather, they are sure to missed opportunity of going into the
organisation and having the preparation of appropriate services and production. Other than that,
rising pollution can also have a dusting effect on the healthcare facility of the patients (Hardoy,

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Mitlin and Satterthwaite 2013).
Legal factors
Several legal aspects such as equal opportunities, consumer laws, health and safety aspects and
much more can have a direct impact on organisational development. It can place a pause in the
development and growth of the organisation members (Boonstra and Broekhuis 2010).
Industry analysis
The basic idea behind the industry analysis is the understanding of the primary drivers that
enable the competitive behaviour in the organisation. Five aspects involved such as customers,
rivalry, entrance, suppliers and substitute.
Barriers to entry
The organisation can be impacted by the barriers to enter a new market because of many aspects.
The factors such as legislative policy, switching costs, capital requirements and other factors
enable the organisation to face problems concerning development and marketing in the new
environment. The organisation can only face the developmental aspect when the barriers that
recognised can be overcome utilising unique strategies and operational methods (Büyüközkan,
Çifçi and Güleryüz 2011).
Threat of substitutes
The organisation has been excelling in providing healthcare facilities to the patients. Facilities
are provided by many competitors of the organisation around the country. However, the
organisation has been facing problems due to the availability of barriers and substitute threads
concerning services provided. The product or services related to healthcare facilities are based on
particularly the developmental aspects and technological factors used by the particular
organisation. However, the firm can achieve benefit by overcoming the obstacles (Basu et al.
2012).
Bargaining power of buyers
The buyer is certainly critical for the organisation. However, the role of the buyer is to have

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purchased of a large portion of services or products. The organisation has many customers that
can provide a developmental opportunity to the firm. However because of the availability of
many competitors around the country the customers are likely to choose another company that
can provide a similar healthcare facility at an affordable cost and better quality. Suggest the best
show that the buyers have high bargaining power (Moro Visconti 2016).
Strategic customers
Strategic customers are aspects that ensure appropriate strategy and analysis of the organisation.
The influential customer's involved wholesaler or other government forms that same potential
benefit because of the organisation. However, if the organisation doesn't have appropriate
strategy for targeting the customers they can face higher problems (Chahal and Kumari 2011).
Bargaining power of suppliers
The purchasing power of suppliers is high when the organisation does not have any substitute
available at affordable costs. At present, the organisation has been facing the problem of higher
bargaining power of the suppliers because of the availability of only a few affordable suppliers to
get technology and other healthcare instruments. Such aspects make the organisational
development harder (De Vries and Huijsman 2011).
Rivals
The competitors are available in majority numbers about 10 domestic and 20 international.
Because of the availability of such intense rivalry, the organisation has been facing problems due
to the loss of several consumers. Furthermore, the organisation also has the disadvantage of
having lower suppliers that enable customers to choose different organisations. Such factors
enable the organisation to to provide higher cost for the healthcare services to provide to the
patients that also enable the patients to go for other organisations (Acar and Acar 2012).
Cultural and institutional analysis
The organisation has been influenced by the institutional level that is centred around the
individual. It is a cognitive belief system that enables the organisation to function appropriately
in the market. For instance, there can be many institutional within the healthcare field that can be

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identical to provide better facilities to the patients. However, the social pressures unable to
promote different kinds of behaviour among the organisational and institutional members.
According to the new institutional theory, several factors impact the cultural behaviour within
the organisation. The social driver's organisation promotes the firm to act under appropriate
pressures that can be uncertain. However, if the drive is underpinned, the conversations can
primarily survive all the uncertainty is. Such factors include rationalised myths, drive
conformity, constitutional norms, models of behaviour, and isomorphism. Therefore the belief
system of the organisation should be handled within the organisation that can promote the
betterment of the patients and provide effective statistical growth in the firm (Macfarlane et
al.2013).
SWOT analysis
Strengths
The primary strength of the organisation is that the firm has been able to utilise resources
appropriately enough to ensure the development of the organisation. Within the organisation,
resources are the primary factors that can be considered as critical factors for the development.
The organisation handles technologies that can provide better health care facilities to the patients
within the firm. Such aspects enable the organisation to be customer centre we can also promote
satisfaction among the stakeholders (van Wijngaarden, Scholten and van Wijk 2012).
Weaknesses
The primary weakness of the organisation is the source from which the firm collect the
resources. It is observed that the organisation has been able to get primary resources from limited
suppliers. As seen earlier, the bargaining power of the supplier is high — such factors about the
weakness of the organisation that enables the firm to face atrocities concerning economic
department. Other than that, the organisation also faces problems because of the issue of
development within the firm concerning employee behaviour. The organisation has been facing
issues because of the rise of competition around the place that also makes it harder for the firm to
get many customers. Such aspects lower the possibility of the organisation to gain more
customers and financial benefit (Helms and Nixon 2010).

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Opportunities
Since the competition is high, the organisation can get the benefit of competitive advantage only
as effective strategies concerning the development has been involved. For that, the firm should
be able to collect more supplies that can provide affordable resources or make strategies to make
the bargaining power of the suppliers lower. More determined and dedicated employees can also
promote betterment of the firm in the provision of healthcare facilities (Ng et al. 2013).
Threats
The primary threat that organisation has been facing is about the rise of competition around the
place. Another threat that the organisation faces is highly concerned with the availability of
lower suppliers and high demand of the customers. These factors enable the organisation to
promote poor quality service to the patients. The organisation can also when over the customers
by having appropriate value chain and smart strategies to utilise available resources such that the
provision of service seems effectively better. The organisation can ensure fire development if the
threats such as higher competition and higher suppliers’ barrier are solved (Wazir, Shaikh and
Ahmed 2013)
TOW matrix analysis
The TOW matrix enables the SWOT analysis to combine all the essential ingredients including
external and internal environment to provide and suggest effective strategies for the growth of
the organisation — several strategies that can be utilised concerning opportunities and strengths.
Other than that, strategies about strengths to utilise it for the avoidance of threats can also be
used. By using this analysis the weakness and threats will be overcome using several
opportunities because of this model (Muhammad Butt and Cyril de Run 2010).
SO strategies
The primary key strategy is to utilise the key strengths such as effective utilisation of the
resources and proper customer care. Using such factors the organisation will be able to utilise
appropriate opportunities. For instance, the organisation can obtain the primary benefit of having
more customers and satisfied employees. The organisation can utilise key strategy of using the
resources smartly promote better facilities to the customers and patients. The key strategy of

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utilising technology can be used by the organisation for the benefit of the healthcare facility of
patients (Valente 2010).
ST strategies
Furthermore, the threats such as highest supplier power and lesser customers can be avoided by
using the strengths as key strategies. The organisation can utilise the strength of giving better
facility to the customers with all available resources. For instance, the organisation can purchase
affordable products for the location of better facilities to the patients with available money
instead of striving to go for costly technological aspects. Furthermore, the organisation can also
avoid threats by utilisation of several strategies to get the benefit of dedicated and determined
employees.
WO strategies
The primary opportunity is to get several suppliers that can promote the betterment of the
organisation to increase the facility to get affordable products of higher quality. Other than that
the competition is also another weakness observed. However, opportunities suggest that
realisation of the resources appropriately for the betterment of the organisation can be used to
ensure that the organisation can overcome weaknesses. Such aspects can ensure that the firm has
attained the benefit of lower parkening power of suppliers and more customers. The strategies
that have been utilised for overcoming the weakness has been obtained by using other factors
such as SWOT and PESTEL (Valente 2010).
WT strategies
Weakness and threats are two critical factors of the organisation that lead the organisation
towards its ultimate devastation. Even though, both the factors are unique and individual,
combined they can form a source of enforcing organisation towards its ultimate devastation.
Such aspects can happen only when the organisation has been facing problems on a long-term
basis. For instance, if the problems related to the suppliers and consumers stay persistent within
the organisation, the firm is sure to lose the benefit of getting affordable prices for the resources.
At such a time, the organisation would have to ensure that they can effectively overcome the
weaknesses and threads by utilising defensive strategies. For instance, the organisation can

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utilise the strategies related to the development of funds such that they can get more suppliers
and resources to satisfy the customers. If organisation is able to get more customers and patience
to promote high quality healthcare services, they are sure to obtain satisfied employees within
the firm (Ng et al. 2013).
Strategic choice model
Source: Ginter, Duncan and Swayne (2018)
The strategic choice certainly works on overcoming uncertainty within the organisation four
primary factors are involved in strategic choice such as shaping, designing, comparing and
choosing. It enables the organisation to make certain choices without facing atrocities.
Shaping
The primary problem that has been observed within the organisation is concerned to rise of the
bargaining power of suppliers and the ability of the competitors to gain more customers. That
means, primarily the organisation with have to attract more consumers to get enough funds for
the satisfaction of suppliers (Ginter, Duncan and Swayne 2018).
Designing
Several strategies are needed to be designed that can help in making the appropriate decision. To
design the corporate strategy, it is mandatory to recognise that root problem of the organisation.

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The primary root problem is the availability of appropriate funds within the organisation to gain
more suppliers. For that, the designing of appropriate strategies suggest to maintain funds by
gaining and attract more customers is essential.
Comparison
After comparison of the strategies used by the organisation to competitors, it is clear that the
competitors have been utilising their funds in a proper direction. The competitive can get more
consumers by utilising the first in advertising the services. Furthermore, competitors pose
facilities similar to the organisation. However, due to the utilisation of the organisation in
marketing process, the customers are getting aware of the products and services (Ginter, Duncan
and Swayne 2018).
Choose
Therefore, at the present moment the primary factor that can provide benefits to the organisation
is marketing and advertisements to attract more customers.
Balanced scorecard

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As seen above, four aspects of critical in the ultimate implementation of the process within the
organisation. It is initiated with the customer, internal, innovation, and learning & financial
perspective. Such aspects are important to initiate marketing and advertising procedure for
attracting more customers (Grigoroudis, Orfanoudaki and Zopounidis 2012).
Customer perspective
Goal
The primary goal of the organisation concerning perspective the customer is to ensure that the
consumers operations are able to recognise the firm and consume its services as the primary
choice.
Measures
It is mandatory for the organisation 10 sure that they have been able to utilise proper marketing
facilities such as social media and television to get the attention of more customers. for that, the
organisation would have to make a list of effective services that can satisfy customers at large. it
would be done by getting real time feedback from the consumers available in the organisation.
Internal perspective
Goal
The goal of the organisation concerning this section is to ensure that the firm is able to provide
High quality services to consumers.
Measures
To appropriately provide High quality services, the organisation should be able to develop
essential facilities for the satisfaction of the patients. The firm can enhance the quality of the
healthcare services after gaining more customers and funds. They can choose many suppliers and
get more resources so that High quality services can be provided to the individual customers.
Innovation and learning perspective
Goal

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Sometimes the belief system and environment within the organisation can create devastating
outcomes even after the possession of effective and more resources. the primary goal for the
organisation should be involved proper innovation and learning experiences among the
workforce so that they can improve the facility of the organisation to provide effective services.
Measures
The organisation can appoint many individuals to deal with the situation. Several trainers can be
used to provide proper learning facility to the employees. After that, the firm should maintain
weekly meetings to give chance to every individual concerning innovation of services.
Financial perspective
Goal
The primary goal of the organisation is to ensure that shareholders are satisfied appropriately.
Measures
the satisfaction of the shareholders comes with the provision of High quality services and more
income. The primary factor that can be used to ensure that is the utilisation of proper marketing
techniques to invite more customers. For that, social media and other factors can be used.
Contracting and commissioning
The factor of commissioning and contracting is necessary for the organisation to ensure that the
firm has been able to meet the needs of the particular area. It allows the company to introduce
appropriate system within the firm (Cagliano, Grimaldi and Rafele 2011).
Purpose
The primary purpose of the organisation concerning this commission plan is to enable the
employees related to marketing field to utilise social media as a critical factor for the promotion
of effective services of the organisation and utilise training facilities for promoting values within
the workforce.
Commissioning scope and responsibility information

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To ensure the development of the organisation, firm needs to have the facilitation of few
equipments such as small number of employees to handle and manage online marketing unit, few
computers, and trainers specifically excelling in the provision of healthcare facilities.
Commissioning and contracting process
The primary plan would be initiated with hiring of few individuals excelling in marketing skills.
Thereafter, the organisation would purchase several computers or laptops to manage the
marketing unit appropriately. The firm would also hire individuals excelling in training skills
also be hired to provide basic training facilities concerning value education and technical aspects
(Chahal and Bala 2012).
Conclusion
To ensure the development of the organisation, it is mandatory to have perfect strategy and
operational plan. Without a proper planning and strategic thinking the organisation answer
wasting several critical resources without any returns. Thus, it is critical to utilise proper strategic
thinking aspects while dealing with organisational development or a certain change. This report
provided the basic assessment plan concerning the strategies to enable the growth of the
organisation. Finally it has been observed that technical and managerial skills are critical to
overcome any situation within the organisation. If you expect such as marketing and training
facilities can help the individuals to get ultimate satisfaction of better environment and more
customers.
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