STRATEGIC DECISION AND

EXECUTION
COURSE: BUSINESS STRATEGY

Prepared For:

Sheikh Morshed Jahan

Associate Professor, Institute of Business Administration
University of Dhaka

Prepared By:
Ridwan Al Mahmud
Batch: 52D
Roll: 58

DECISION AS A STRATEGIC ANALYST

SQUARE Hospital is located in Panthapath, Dhaka. It has no other branches
or units in any part of Bangladesh. For this reason SQUARE has not been able
to serve the desired number of patients and also was falling behind from the
main competitors. People from other major cities outside Dhaka not feel
comfortable to travel 200-300 kilometers for getting medical services. For
most of them it is not feasible either because they do not have any relatives
in Dhaka where they can stay one or two day. So for these people
opportunity cost is very high. Then again it is not easy to open a branch in
other city within few months or so. It requires huge amount of capital. Also,
cost benefit analysis and other feasibility tests have to be conducted before
taking a decision like this. As a strategic analyst of SQUARE hospital I would
propose them to diversify strategically. I think opening a branch with limited
facilities and services in Chittagong will be a good option. As Chittagong is
our business capital, a branch in Chittagong will be effective and also will
help to cover the south and south-east region of our country. Branch with
limited facilities means selected outpatient department services like
Medicine, Neurology, Orthopedics, Gynecology, Child Care, ENT etc. There
might be one or two visiting specialists of different departments like
Cardiology and Oncology. They will see patient during fixed hours of 2 or 3
weekdays. If the specialist thinks that patient need more service and have to
conduct few diagnoses, the specialist will suggest the patient to shift to our
Dhaka facility for comprehensive care.

ROADMAP TO EXECUTION
First step must be to clearly state and articulate what we are going to do. As the
desired strategic move is already selected, we need to perform some researches
regarding this decision. The information search will be focusing one the
healthcare service in Chittagong. Who are the major players, how many patients

are regularly visiting these hospitals, what are their key success factors, how are
they differentiating themselves from others. We also need to select the place for
establishing our facility. Which place will be suitable and will be able to attract
more patients is very important. Another important illustration that must be
done in this phase is how we are going to deliver the value to customers.
The next phase is managing strategies. Which strategies will be our focus and
main target? SQUARE hospital is a large organization. The management has to
take lots of strategic decisions every now and then. Not every decision is of
similar importance. The strategies with key importance must be identified.
Regular meeting about the strategy is another important step. It helps to
generate ideas. Also, the information sharing and team combination become
good. Few employees and one or two management committee member should
be in Chittagong during the project planning and performance phase. Meeting
with them over phone or in person will help others to know about the condition
of the project.
Communicating the strategy in every level can be a key success factor while
executing the strategy. Usually people tend to rely on management and decision
makers for making decisions and updates and news are only shared with them.
That is not a healthy practice. Everyone should be communicated. Doctors,
nurses, support staff everyone. Take opinions from the doctors who are willing to
visit Chittagong frequently and who are willing to reside their permanently.
SQUARE will need to hire some more quality doctors to execute this strategy.
Some of the experienced doctors along with the new ones should be sent there.
They also must keep communication among themselves to solve any critical
problem.
Linking the strategy along with budget is the most important part. In this case
SQUARE is going into a new market. The outcome might not be as good as
expectation. Cost benefit analysis is very important in this case. We will have to
cut budget short as much as possible during the entry phase. Further expansion
might depend upon the initial result of the project.
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