NAME: ALI NAEEM SUBJECT: BE

TASK*1

SHIFA INTERNATIONAL
Shifa International, as a business, they have board certified Oncologist Radiologists, Surgeons,
qualified nurses and technicians. They have day care unit facility for patients suffering from various
benign and malignant disorders.

PURPOSE OF THE BUSINESS/OBJECTIVES

The vision and aims of shifa international is that Shifa clinical research center envisions leading nation
and global collaboration efforts in clinical research, aiming for creation of beneficial knowledge. It is a
university hospital which is not for profits. The quality policy of Shifa international hospital is to
provide cost effective quality medical care to all patients, ensuring ethical practice of medicine. Our
quality objective is to continuously improve patient satisfaction.

The Shifa clinical research center has set as its mission, facilitating an ethical, scientific and
collaborative journey of reflection, inquiry, discovery and innovation. It is non profit organization
which help poor people and give free medical checkup to them.

OPERATION SECTOR
Shifa international was as a private limited company in 1987 which was converted to public limited
company in 1989. The currently operating rooms at Shifa international hospital are divided into four
venues. They have 20 functional operating rooms which are taking care of every kind of surgeries at
SIH. They are also operating 1500 surgeries over every month.

ORGANIZATION SIZE AND SCOPE OF OPERATION

THERE ARE MANY EMPLOYEES WORKING THERE AND EMPLOYEES ARE

SPECIALIZED AND MORE OFTEN THERE ARE NEW AND FRESH DOCTORS . DUE TO
A BIG ORGANIZATIONS STRUCTURE MANY EMPLOYEES COME UNDER THE
CORPORATION , THE ORGANIZATION SIZE IS LARGE MORE OVER THE LABOR IS
SKILLED AND READY TO WORK HARD FOR THE ORGANIZATION .

PAKISTAN INSTITUTE OF MEDICAL SCIENCES

It was established in 1985, it includes three semi autonomous hospital which is a 592 bed hospital
spread over 3.5 hectares, It is a government running institute located in the capital city Islamabad. It
is associated with my medical collages and it is playing a big role for upcoming medical students or
doctors.

PURPOSE OF A BUSINESS /OBJECTIVES

PIMS is associated with Islamabad Hospital, Children’s Hospital Maternal and children’s health care.
The mission of PIMS is to be a premier research intensive medical university that will educated
medical student, paramedics, and postdoctoral fellow in accordance with international professional
standard; to prepare clinicians to practice patient centered medicine of the highest quality; and to
identify and answer fundamental questions with regard to prevention and treatment of disease, in
health care delivery and in basic sciences there by to improve health through leadership, discovery
and innovation in patient care, education and research.

OPERATIONAL SECTOR
The institute is governed by the government of Pakistan and all the funds are given by the
government to the institute so it provides public health care services in the public sector.

ORGANIZATION SIZE AND SCOPE OF OPERATION

The hospitals run under the institute are quite large with extensive departments with a wide scope of
operations, with many employees comprising the staff, from numerous doctors and nurses to a large
number of hospital maintenance staff.

LEGAL STRUCTURE
It is non profit organization and more over it is run my government and its aim is not to make profits.

Agha Khan Hospital:

Agha Khan is one of the best hospitals in Pakistan and the only teaching hospital accredited by the
Joint Commission international, which dubs it as one of the most top notch health care providers,
rivalling international hospitals. Agha Khan Hospital has been providing the best health care services
for thirty years (AKUH, Welcome).

Purpose of the business/objectives:

The aims of the hospital include provision of exemplary health services regardless of gender, race or
religion, development of innovations in health care, education and research and providing world class
teaching services to the next set of doctors.

AKUH is not for profit organization dedicated to the development of a better health care system and
the provision of new services in response to the demands of the patients and society. AKU also has
various outreach and research programs through which it accomplishes its aims to improve health
care provision in Pakistan.

Operational sector:

AKUH operates in the private sector as the services it provides are top notch and expensive, which
cannot be easily accessed by everyone. Due to a constant increase in the adoption of internationally
recognized methods of health care service provision, AKUH cannot provide its services freely and
must charge according to the complexity of the methods and equipment it provides. It is due to this
that AKUH received the Gold Award for Innovation in Hospital Management at the Asian Hospital
Management Awards in 2017. (AKUH, World class quality health services)

However, AKUH does have several outreach programs which aim to benefit the general community
free of cost and expand upon the principles of good health care provision at all levels of society.

Organizational size & scope of operations:

AKUH has quite a large organizational size due to the operation of the huge hospital with 545 beds,
hosting 42,000 hospitalized patients and over 500,000 outpatients annually. In addition, to the
hospital it also has several outreach programs and is affiliated with the Agha Khan University, making
its scope of operation wide, from providing excellent healthcare to providing quality education.

AL MAROOF
It is a privately own hospital which is giving excellent health services by there excuse machinery and
professional staff. The doctors are 24/7 there with professional teams. They are providing world class
services and a great environment which appeals to the staff and the patients.

Purpose of the business/objectives

It is a profitable organization which works for profits and the advance is given before admission. It is
privately owned and it is ruined without government funds and the only reason they are still there is
by earning profits.

OPERATION SECTOR
The operation sector of the hospital is a private sector and is very expensive hospital only because of
a good technology and better machinery

Shaukat Khanum Memorial Trust:

Shaukat Khanum Memorial Trust was set up to provide excellent health care services to cancer
patients and revolutionized how cancer patients were treated in Pakistan. Shaukat Khanum Hospital is
a tertiary care provider of medical services present in both Lahore and Peshawar. It is also a forefront
runner in oncology research and has research centers based in both cities as well. The hospitals were
set up with keeping in mind the best international medical practices.

Purpose of the business/objectives:

The mission of SKMT is to provide relief to the suffering of cancer patients by providing them with the
best possible medical services regardless of their ability to pay. Shaukat Khanum also sought to
provide services which rival international standards and to ensure no aspect of the services it
provides are deficient in anyway. (Shaukat Khanum, Mission)
There are several Shaukat Khanum Hospitals set up in different cities along with outreach cancer
screening clinics, diagnostic centers and laboratory collection centers. (Shaukat Khanum, Projects of
SKMT). SKMT is a not for profit organization as it is dependent on donations and the charity of citizens
for its functioning.

Operational sector
SKMT runs in the private sector as its services like diagnostics and treatment are quite expensive and
can only be afforded by a few individuals. However, it also adheres to the public sector through
providing free treatment to less privileged patients through the donations provided to the trust.

Organizational size & scope of operations

Shaukat Khanum has a very large organizational structure due to the fact that it operates in several
cities of Pakistan and has extensive employees spread out all over Pakistan, either busy in conducting
researches or busy with the diagnosis, treatment and management of cancer patients. Other than the
hospitals it has various outreach programs to help identify cancer patients early on in their disease.
Additionally, Shaukat Khanum also employs counsellors who can guide and advise patients and help
them choose the best mode of treatment for themselves.

B) Interrelationship of Functions of organizations:

The organizational charts have already been shown, so now the focus will be on the discussion of how
the function and structure of each organization is related.

Shifa International:
Shifa International showcases an extensive organizational structure with there being a large number
of managers with a long vertical hierarchy. This is important as Shifa International is a huge
corporation comprising of various sectors and parts, which is why a large staff is necessary to ensure
smooth operation of its functions. Hence, the organizational structure is favorable for the functioning
of the organization.

Shaukat Khanum:
Other than the medical officers and managers in the medical field, Shaukat Khanum also has an
operations director and a marketing manager. This shows that due to Shaukat Khanum's reliance on
donation it must rely on a prominent marketing team to get the word to in order to secure enough
funds. The financial manager will also have a prominent role in order to ensure the proper
distribution of the funds which are collected. Hence, the organizational structure is quite favorable
and is molded exactly according to the functional needs of the organization.

AL- Maroof:
Al-Maroof's organizational structure shows a prominent role of marketing and finance. This is quite
different from the other two organizations as it showcases the need for Al-Maroof to promote itself
and make profits through attracting more customers. The manager of accounting and finance has a
prominent role in this organization due to the greater focus on generating profits. Hence, it can be
seen that the functional organization of Al-Maroof is in agreement with its organizational structure
and is favorable for the organization.
 PART 2
TASK2: IDENTIFICATION OF THE NEGATIVE AND POSITIVE
IMPACT OF MACRO ENVIRONMENT ON BUSINESS
OPERATION :
Advancements can provide different business opportunities to the AGHA KHAN HOSPITAL. if they can
take it. Technology opens home shopping networks, new retail markets, web-based retailer and other
online market and provides extra online market to any organization Therefore, it increases point-of-
sale to increase sales by allowing any organization to process cash, debit and credit card system.
However, these technological advancements have one negative impact i.e. online customer’s only
selects those organizations that have real technological proficiencies. If AGHA KHAN HOSPITAL. Plc.
cannot apply effective technological advancements, then they can lose their competitive
advancements. Law, policies, and different governmental regulation have a positive and negative
impact on the business. If governments help AGHA KHAN HOSPITAL. by providing different
governmental assistance, loan, and subsidiaries and assist them to establish their organization then it
can positively help any organization. On the other hand, tax rates on any corporate organization may
negatively affect any organization.
However, there are several cases where social factors and government overlap each other in
different areas and may harm different organizations.

PESTLE Analysis:
In marketing, before any kind of strategy or tactical plan can be implemented, it is fundamental to
conduct a situational analysis. And the PESTEL forms part of that and should be repeated at regular
stages to identify changes in the macro environment. Organizations that successfully monitor and
respond to changes in the macro-environment are able to differentiate from the competition and
create a comparative advantage.

Macro Factors Affecting Agha Khan University Hospital

Political Economic Social
The main hospital is Political and social There is a great deal of
located in Karachi instability will mean caste and regional
which is plagued with that more of the hatred and
continuous political budget of the hospital discrimination.
instability. needs to be dedicated Even though AKUH
Protests and violence to improving security prides itself on not
can prevent doctors measures. holding any such
and staff from reaching Regional poverty, biases, these biases
the hospital. It can also inflation and the can affect the
cause a sudden influx instability of the attitudes of certain
of patients, all of Pakistani rupee affect patients towards
whom cannot be the spending power of certain doctors,
treated due to a the patients. This limits leading to breakdown
limited staff. the number of patients of effective rapport
There is also a constant who will come to AKUH building and
threat of terrorist to seek treatment. treatment.
activities which can Social beliefs regarding
pose a threat to the going to Hakeem’s and
hospital itself and can quacks will mean that
affect the efficacy with patients do not come
which treatment is to the hospital till their
provided to patients. condition is critical.
The resultant death of
the patient is then
blamed on the
hospital.

Technological Environmental Legal

AKUH prides itself on Even though There are certain
always making Pakistan has no strict medical practices
available the latest policies regarding that are illegal in
equipment for waste disposal and Pakistan e.g.
diagnostic and carbon footprint abortions and
treatment purposes. limitations, AKUH physician assisted
However, political can implement such suicide. Theses legal
and economic policies to showcase restrictions must be
instability can affect itself as an respected by the
how much of its environmentally hospital.
budget is allocated to conscious institution. There are also laws
obtaining such The depletion of regarding minimum
technology. resources can affect pay and no religious
the operations of the discrimination which
hospital, more the hospital must
uphold.
 Internal strength and weaknesses of business and their
relationship with external macro factors:
INTERNAL AND EXTERNAL ANALYSIS OF THE SPECIFIC
ORGANIZATION FOR THE IDENTIFICATION OF ITS STRENGTHS AND
WEAKNESSES :

Strengths:
 They are the leading market player with diversified product range
 They have geographic diversification
 The company has a good corporate culture that increases the loyalty of both the customers and
employees towards their organization
 They have the huge loyal customer base.

Weaknesses:
 They invest huge money on their one business allied bakeries, but due to less amount of investments
in other business they may suffer
 They are suffering from limited liquidity position
 They are facing some problems to implement some common norms and standards because they do
not follow national culture

INTERRELATION OF STRENGTH AND WEAKNESSES WITH

THE EXTERNAL MACRO FACTORS :
When looking at the internal weakness and threats of AKUH and comparing them to the external
factors which affect the functioning of the hospitals it is evident that there are several aspects which
are holding back the hospital.

Application of SWOT/TOWS analysis and justification of it in decision-

making:
Strengths Weaknesses
 World class quality of health care  Image of being expensive and exclusive
services  Referral network is inadequate
 Competent staff and the state of the  High staff turnover leading to
art equipment deficiencies in trained manpower
 Excellent governance and  Limitation of physical infrastructure and
management space available for in-patients
 Constant inclusion of new services  Limited equipment for a giant patient
and equipment population
 Excellent training through residency  Secondary hospitals are not as popular
and fellowship programs as the main hospital
 Provision of many services in one  Little awareness about outreach
hospital programs or tendency to consider them
 International accreditations as inferior health services
 Focus on growth and development
1.

Opportunities Threats

 Facilitate teaching and research  Limited financial resources for

opportunities
 Take on the role of a leader in
provision of exemplary health care
 Increase access to primary, secondary
and tertiary health care
 Increase networking with other major
health care providers in the region
 Expand upon international scope
through utilization of e-medicine and
e-health care
 Improve image and health care
facilities of secondary hospitals 1.
1.
expansion and acquiring newest medical
technology
 Regional instability which causes many
excellent staff to leave the hospital
 Regional socioeconomics deters
patients from going to AKUH
 Losing patients to competitors due to
perceived expense of services provided
at AKUH
 Lack of research credibility
Limited marketability of on-campus services
when relocated to secondary hospitals

SWOT analysis is one of the subjective methods that are involved in trying for attaining an objective.
SWOT analysis also involves in the specification of the objective and identification of the external as
well as internal factors that are unfavourable and favourable for the achievement of the objective.

Reflection of macro and micro factors on business objectives

and decision-making:
From the external and internal factors, it is clear to me that Associated British Foods Plc. has a strong
strategic position and has a good set of loyal customers so they can easily enter the new market.
Along with that, they also have loyal employees and switching rate among employees are very less so
they can expand their business in the different geographical region. I have seen that they are
operating in the market with five businesses that are Grocery, sugar, ingredients, retail and
agriculture. Therefore, it is clear that they have an effective product differentiation strategy and along
with that they follow a p[rice differentiation strategy so they can easily grab the customers not only
from the UK but also from other organization. However, I have seen that during their operation in
different countries, they have faced a wide range of competition from other organization and along
with that; different political and legislative factors of those countries affect their business in greatest
extent.

References:
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https://www.shifa.com.pk/chairman-message/. Accessed on 5th
December 2017
Shifa International. History. Retrieved
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December 2017

Shifa International. Corporate Profile. Retrieved from:

https://www.shifa.com.pk/corporate-profile/ Accessed on 5th
December 2017

Tameer-e-Millat Foundation. About us. Retrieved from

https://www/tmfsindh.org/aboutus.html/ Accessed on 5th
December 2017

Shifa International. Management team. Retrieved from:

https://www.shifa.com.pk/management-team/ Accessed on 5th
December 2017

Fayyaz, S. Management Practices at Shifa International

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December 2017.

Pakistan Institute of Medical Sciences. Eduvision. Retrieved

from http://www.eduvision.edu.pk/institutions-
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medical-sciences-islamabad. Accessed on 5th December 2017.

Pakistan Institute of Medical Sciences. WHO Global Health

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Maroof Hospital. Our mission. Retrieved from

http://maroof.com.pk/about-us/our-mission/ Accessed on 5th
December 2017
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December 2017

Maroof Hospital. Management committee. Retrieved from

http://maroof.com.pk/management-committee/ Accessed on
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Maroof Hospital. Departments. Retrieved from

http://maroof.com.pk/departments/ Accessed on 5th
December 2017

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https://shaukatkhanum.org.pk/about-us/mission/ Accessed on
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https://shaukatkhanum.org.pk/about-us/projects-of-skmt/
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Shaukat Khanum. Our services. Retrieved from

https://shaukatkhanum.org.pk/patients-families/our-services/
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2017

Kotler, P., Armstrong, G., & Cunningham, M. H.

(2005). Principles of marketing. Toronto: Pearson Prentice
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Agha Khan University Hospital. Welcome. Retrieved from:
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Agha Khan University Hospital. World Class Quality Health

Services. Retrieved from:
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https://www.shifa.com.pk/chairman-message/. Accessed on 5th
December 2017

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from:https://www.shifa.com.pk/history/ Accessed on 5th
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https://www.shifa.com.pk/corporate-profile/ Accessed on 5th
December 2017

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