Strategic Management Assignment Presenting SWOT Analysis ForGeneva University Hospitals

Question

Task: Task:
The aim of the strategic management assignment is for you to show you can collect data about an organisation from a variety of sources, analyse it objectively, and, using recommended good practice, produce a practical SWOT analysis.
We strongly suggest you review your own organisation as it is easier to collect data about it. If that is not possible, for example, if you are not working currently, then examine an organisation you are personally familiar with. Do not choose a famous name organisation like Google, IBM, Nestle, etc. unless you work for them. If you work for a large organisation, you will need to focus on one strategic business unit and if the organisation is operating in several locations, one geographical area. The choice of business unit and geography is based on your knowledge of the organisation to make sure it is coherent.

This Assignment is to prepare a SWOT of the organisation, which you will subsequently use as part of your Final Assignment. To do this, you must collect and analyse data using PESTLE, Five Forces, Core Competency analysis and value chain analysis.

Answer

Executive summary
The strategic management assignment report has shed light on the strategic management framework through SWOT analysis in order to depict the potential issues and current position of the Geneva University Hospital. In addition, the report has analysed the degree of uncertainty that the organisation has confronted and has showcased its strategies in uses. The study has also identified a recommended strategy in terms of a future strategy for the organisation that can potentially address the challenges and strengthen its position in the competitive health world. Academic analysis part of the report has analysed the strength and weakness of CSR and shared value strategy. It also evaluates its capability to restore the function of the HUG organisation. The study has also tried to point out the practical application method of CSR strategy and advised HUG to improve their function through the application of the strategy.

Introduction
The strategic management of an organisation needs to exploit the internal resources and capabilities in order to meet the demands of global competition in the business world. Conducting an internal analysis of the business environment is essential to keep the organisation smart and take on informed business decisions. The SWOT framework aims to identify the set of areas that are already succeeding and focus on the required objectives that are lacking to meet the business targets. In this study, the SWOT matrix shall be highlighted to identify recommended strategies of Geneva University Hospitals for their potential issues depending upon the academic analysis.

SWOT analysis
Current position of the organisation
The Geneva University Hospitals (HôpitauxUniversitaires de Genève) is strengthened for its improved healthcare services that they have developed through their advanced information system measures. Their medical errors and data consumption around the healthcare intervention is less which serves as a major advantage for better confidentiality of sensitive information. The solid and sound infrastructure of the hospital is due to its availability of timely data and paperless environment (El-Sawalhy and Farid, 2017). The decentralized integration practise of the organisation makes an inconsistent framework within the organisation. Their flexible health insurance system proposes an additional policy requirement agenda that serves a base for the centralised data storage system for the patients. They usually collect their data sources through various online modes including the HUG administration site and various healthcare reports of their interim and annual term from the Swiss healthcare system. The organisation has analysed their current position of their healthcare firm by the peer-reviewed journals and textbooks of the prominent researchers related to that of the healthcare field. In order to check their analytical variations, the organisation consulted with multiple stakeholders to address their challenges and ultimately achieve the business goals by improving the healthcare facilities of patients.

Analysis of the environment and degree of uncertainty
Despite the best services, the healthcare services of the organisation are more expensive than those of Sweden, Germany and USA. It can tend to cause a degree of uncertainty for the business environment in response to the subsided private or full private alternatives where patients will reluctantly aid with cheap services. The numerous stakeholders that serve within the branches of the Geneva University Hospitals is complicated and can add an extra layout for systematic biases due to missing out on key variables (Canetet al. 2021). The organisation is constantly confronting problems in reliance on the replacement of in-house development with that of off-the-shelf products. Being a private healthcare organisation, Geneva University Hospitals have certain limitations on the budget constraints and low slot of funding as compared to that of other healthcare providers in Geneva. Due to the absence of proper medication and intravenous healthcare systems in the organisation, the scope for better healthcare services is diminishing. Another degree of uncertainty lies in the lack of sustainable pharmaceutical pricing that can eventually decrease the number of patients in the organisation and can correspond to inelasticity of demand for a better healthcare system. The most likely trend of competing patients with advanced and technological healthcare tools is remaining an environmental challenge for the Geneva University Hospitals (Jalil et al. 2020).

Changes in the organisation
The Geneva University Hospital is constantly striving for excellence in terms of a better healthcare prevention system with fully automated medical equipment. For the futuristic purposes, the organisation should integrate standard frameworks under their core business chains in order to launch it as an ethical suit and establish a corporate sustainable chain throughout the business environment. To address the findings as per the SWOT analysis, they should build an actionable plan for the upcoming 2 to 3 years in order to spot instances where the internal core values of the business are matched through corresponding external threats. The Geneva University Hospital must target with a synchronized plan to make the overall targets clear and diversify the healthcare services with limitations of the hospital loan to ensure transparency in the future.

Strategies in use
TOWS matrix

Strategic issues
The Geneva University Hospital can incur multiple challenges after evaluating their strategic ways by TOWS matrix for better healthcare prevention. They can confront significant issues in reliance on the limitation of the stakeholders where they can outrage additional charges for removing them from the partnership fund of Geneva hospital. On the other hand, the budgetary constraints that the organisation dissolute throughout their working practice can increase the likelihood of going into debt that can serve as a disadvantage for the firm. Their visible pricing mechanism can be a great factor for the competitors who can turn on reduced pay-off services in their healthcare industry in order to compete better with the Geneva University Hospital. They have also held multiple threats in terms of their decentralised system responding to low transparency across the healthcare market (Canet, 2021). However, implementing centralised system can also involve struggling with wait times for patients where they may have to wait several months to receive specialised care after a referral. It can withstand reduced payroll for the medical professionals of the Geneva University Hospital which can lead to a shortage of healthcare providers. The poor medication services in the hospital without any strategic implementation of a common framework can tend to diminish the scope of healthcare excellence for the hospital in the future.

Recommended strategy
Recommended direction
The Geneva University Hospital should integrate with CSR and shared value in order to improve its relationship to the society and the surrounding environment. Implementation of corporate social responsibility chains can ensure ethical obligations of their practices determining the quality healthcare they deliver to their patients. The CSR in healthcare can gain immense popularity and prominence in the decision-making world where ultimate decisions taken by the medical professionals cater most importance for the patient's survival (Rhou and Singal, 2020). Geneva University Hospital needs to increase their number of medical practitioners by partnering with the existing medical colleges in Geneva for better expansion facilities. According to their CSR chain, they can also gain transparency around the rural areas where people have less access to greater healthcare resources for their desperate needs. Involving such responsiveness around the public healthcare environment, they need to reduce treatment costs for the patients with the promotion of health insurance in a brand agnostic way. The needs of diverse stakeholders in the Geneva University Hospital can be met instantly by the social responsibility of the healthcare firm that can also increase profits of shareholders. By incorporating CSR and shared value, the hospital agency can retain a large number of patients and meet the desired demands for the services with advanced technologies. Allowing shared value in the hospitality surroundings can define sustainable policies and practices that can influence the competitiveness of the healthcare firm and simultaneously improve the environmental or social conditions in Geneva regions (Martínez et al. 2020). The fundamental values of the organisation can embody sustainable dimensions for the healthcare practices through relationship-cantered care. Geneva University Hospital can go off with CSR and shared value practices to deliver convenience treatment and minimal out-of-pocket expenses for the patients. Becoming more aware of the public health footprint through the CSR and shared value can improvise the sustainable foundation of the healthcare firm in reliance on the advancement of the healthcare services and untapped power of the medical workforce. As Geneva University Hospital is holding a position in a competitive market, the hospital governance can be optimised better by CSR values through the reframed structure of the organisation culture with the unequivocal assurance of the stakeholders’ demand (Ettinger et al. 2021). In Spite of the irrational decision taken by the stakeholders, the CSR and shared values of the Geneva University Hospital can express effective interventions in management decisions that can improve the treatment chain of the patients for their long-term. Ensuring corporate social responsibility in the hospitality firm can address human rights in the paradigm of social responsibility that is one of the utmost goals of the Geneva University Hospital. Protecting the privacy rights of the patient's through a strong data management framework is a responsible behaviour of the employees of CSR to hide their sensitive information. The implementation of ethical code of conduct as per the CSR and shared value perspectives can incur a greater welfare for the people of the hospital and can promote sustainable policies to their decision-making processes.

Needs for the recommended direction
The Geneva University Hospital needs to change their direction towards the CSR and shared value chain to ensure popularity among the healthcare nation and provide better services to the patients in need. In order to deploy as a global CSR leader in the healthcare world, the organisation needs to make sure that they have sufficient natural resources to use in the need to prosper in the future (Bello et al. 2017). They should monitor their members of the supply chain including the pharmaceutical department and the medical suppliers distributing a wide range of medical devices to build a collaborative and sustainable environment around the complex environment of the hospital. The Geneva University Hospital needs to treat their employees fairly including medical professional teams and ward department members in order to enhance their well-being and improve the productivity scope of the hospital. This can also influence a grand corporate reputation surrounding the global health chain of the firm in terms of quality and ethics. They need to follow-up their strategic direction by complying with the labour law of employees and abide by the regulations or taxes in the need to deliver shared value among the members of the hospital. The hospital should raise sufficient awareness programs around the environment in order to spread the prevention methods of the diseases that are prevalent around the community level (Uyaret al. 2020). It should be their utmost social responsibility to provide care to the patients regardless of the patient's ability to make a successful payment in return of their services gained. In order to go towards the shared value chain, Geneva University Hospital needs to manage wastes with respect to the surrounding level in the need to provide a safe environment both for the environment as well as employees and patients for protecting them from unprecedented scenarios. They need to adopt the latest technological alliance in order to meet the required quality of care needed by the patient's and reduce the additional expenses of the hospital budgets. In the future, the organisation should look like a sustainable workplace for the employees where medical practitioners can freely aid better healthcare services to the patients at their immediate needs. The Geneva University Hospital should also boost local economies as a part of their CSR and shared value goal by considering local partners in the supply chain of their hospital in the need to launch advanced medical goods and equipment at a faster pace and reduce the lead times to manage on greater cure and prevention ways of patients (He et al. 2019).

Justification for the argument
Involving CSR and shared value as a part of the strategic plan in the Geneva University Hospital shall solve the discrepancies with budget constraints and funding limitations. Encompassing corporate responsibility chains throughout the hospital environment can introduce eco-friendly measures to reduce the energy consumption in the whole infrastructure that is often a great factor for the electricity bills of a hospital. The limitations of funding can be reduced by compelling Geneva University Hospital with various NGOs that can also aid in financial assistance as a part of the corporate sector. On the other hand, the CSR chain is utmost important for the organisation as they can deploy a centralised framework within the infrastructure that can ensure reorganisation of healthcare services under fewer specialised units in order to launch a highly regulated system for the health expenditure in terms of private insurance policies. As per the views of Ertunaet al. (2019), the integration practices in the hospitality shall also be of collaborative nature after the shared values are practiced throughout the environment. It can certainly hold a high degree of communication within the medical professionals that can not only improve the decision-making competencies of the firm but also seek safe treatment of the patients. Implementation of CSR and shared value practices in the organisation is effective in terms of removing the complicated nature of the hospital by encouraging timely participation of the stakeholders in respective meetings and aid to understand the financial implications of each stakeholders. The ethical business practices under the CSR in the Geneva University Hospital can also respond to effective pricing mechanisms to avoid shift of patients to the subsidiaries.

Academic analysis
Analysis of CSR and shared value
Corporate social responsibility and corporate shared value are the new concepts that are now enlisted within recent corporate activities and allow the business to use their resources in an effective way that can distinguish their function from associate organisations (Miethlich and Šlahor, 2018). The CSR mainly focuses on fundamental use of resources whereas shared value aims to change the core competency level of corporate organisation. Geneva University Hospital is among the top five university hospitals in Switzerland and one of the largest hospitals in all over Europe. Therefore, it is essential for the organization to rectify the difference between CSR and shared value and apply it in their function effectively to generate potential improvement from current position.

Strength
Implementation of corporate social responsibility and shared value concepts within the organisation function can enable them to form more effective relationships with their potential customer base and inspire the organisation to attain social and economic value in their practices. In order to improve the exciting performance of HUG and deliver service to a wide range of customers, involvement of CSR and shared value strategy is essential for the organisation. Researchers have suggested that organisations that engage with activities aimed to improve the present social condition are likely to increase the involvement of customers. Application of the strategic concept on the function of HUG can allow them to deliver solutions to complex problems and also guide them to focus on prioritising the need of the organisation that will distribute the resources in the specific areas as per their requirement. As suggested by López and Monfort, (2017), one of the strengths of CSR and sage shared value strategy is that it can increase the rate of employee satisfaction. Treatment of an organisation towards their employees reflect their intention towards the society. Employees are one of the main stakeholders of an organisation and management are responsible for treating their employees equally so that it can increase the rate of satisfaction. If employees feel respected and supported at their job, then their rate of productivity will rise significantly that ultimately influences the market position of the organization. As HUG functions deeply depend on the involvement level of their stakeholders, therefore, they need to concentrate on inclusion of CSR and share value strategies that can improve the engagement level of employees. As a part of health organisation, HUG is responsible for delivering 24*7 services to their customers and to attain the objective, they need to create a sense of community among their employees that can provide personal development opportunities to their workers. Other than increasing the level of employee involvement, CSR and share value strategy is capable of improving the public image of an organisation that ultimately increases the value of business by enhancing the rate of profit (Kelley et al., 2019). Multinational corporations in the US and Europe have been steadily ramping up their CSR and CSV strategy by addressing the global complex issues that rapidly change their national as well international image. It has been seen from the previous research that 55% of customers are willing to pay extra charges for the products of colonies that are involved with corporate social responsibility. Companies that are taking part in creating shared value concepts have been successfully enhancing their economic performance by participating in solving social issues. With the application of shared value concept and CSR, HUG can overcome the existing issue with funding and perform in-house development that are critical for their effective performance.

Weakness
Despite having the ability to improve the function of business, there are also associated limitations of CSR and shared value strategy that limit the growth of the business. In order to successfully implement CSR strategy, it is necessary for the organisations to involve sufficient funding that can allow them to practice CSR strategy. However, disproportionate distribution of cost in various activities can impact the overall activity of the business. Based on the concept of Nam and Hwang, (2019), often small businesses struggle to practice CSR strategy as it can increase the overall cost of the business. On the other hand, the operation cost of business operations can be increased due to the engagement of CSR concepts that can reduce the competitive edge of one business in comparison to other businesses that do not practice CSR strategy. In addition to that, large companies are also struggling to practice the CSR strategy as the cost of CSR can create obstacles for their business. HUG is required to focus on developing strategies that will enable them to overcome the economic obstacles and distribute financial resources as per the requirement of their department. As the organisation is already faced with issues in their budget management, therefore, involvement of a centralised system is essential for the organisation that will provide guidance in shared medical information. On the contrary, management of organisations are responsible for maintaining the level of profit that will help in engaging the interest level of shareholders. However, penetration of CSR and share value strategy often oppose the concept of maximising the profit level that can create conflict with the shareholder of the organisations. In order to maintain the duty towards the community and society, organisations often lose their business purpose that results in the degradation in their market position. HUG is one of the largest public health centres in Europe and they are responsible for delivering adequate service to their customers. As opined by Breliastiti and Josephine, (2017), multiple operating frameworks have been involved within the operation of the organization that create confusion among the stakeholders of HUG and reduce the potentiality pf their function. In order to restore their position in the international market, they need to indulge themselves in preparing corporate sustainable standards that will allow them to ethically practice their business operations and increase the engagement level of customers. Application of proper CSR strategy will help in advancing their technical aspects and deliver service as per the demand of their patients.

Practical application of work
CSR and share value strategy are a proven concept that has the capability to deliver successful outcomes in business performance. As per the opinion of Maestre-Matos et al., (2020), influential practice of business will help in establishing the credibility of organisations and strengthen their position in the global platform. However, it is important for businesses to link their objectives with the CSR practice so that organisations can add value to their activity while maintaining the interest of the investors. It is important for authorities of organisations to develop a long-term strategy that can provide continuous support to their CSR activity and invest proper investment to improve the function of business. As the function of a company depends on the workforce and technical superiority, therefore, organisations need to focus on preparing strategy based on the structural and technical improvement of the b business. In order to achieve desired results from the involved CSR strategy, the organisation needs to recognise the concern of the practice and modify the CSR strategy in such a way that it can redefine the practice of business and address the concern of stakeholders. The best way to practice the CSR and shared value strategy is to increase the awareness about the CSR among business stakeholders so that an effective CSR program can be prepared that will also benefit the society. Building CSR strategy around the core competency of business provides support to the business. It also helps in mitigating the risk of business and seize the existing opportunity that exists in the market. As per the suggestion of Chen et al., (2020), the practical approach of the CSR strategy can be enhanced by recognising the issues that are degrading the relationship with their customers. Health organisations are required to expand their support to the customers that will allow them to get access to their service and that will help in strengthening the relationship between business and stakeholders. Socially responsible companies are successfully establishing relationships with their existing customers that develop the brand loyalty of the organisation and improve their image in the global platform. On the other hand, avoiding the implementation of CSR strategy can deteriorate the engagement level with their customers and negative campaigns against the organisation can damage the reputation. Implementation of CSR programs help in retaining the talented employees within the organisation that are eligible to provide satisfied service to the customers. However, preparation of a central organised framework can establish a link between the performance of a company and interest rate of investors. Therefore, HUG needs to concentrate on relying on a central standardized health framework that can provide technical and enterprise level support to the business.

Application of the concept in organisation
In order to regain their place on the international market, The Geneva University Hospital altered their direction of work and focused on deploying a global CSR strategy that can enable them to achieve the CSR goal of their business. Affordability is one of the concerns of their business that demotivate their customers and disable them to get associated with their service. Due to the expensive rate of their service, most of their customers have selected subsidised or fully subsidised service over their service. With the implementation of the practical CSR approach, the HUG can revise their pricing strategy and deliver affordable care to their customers that will increase the engagement of customers. On the other hand, implementation of competence pricing strategy will improve the competitive edge of the organisation and strengthen their place in the market against their competitors. As per the suggestion of Chen et al., (2020), technical advancement is another direction that needs to be improved in the future practice of the university hospital. Technical alignment can encourage the organization to deliver the latest service to their customers and address their critical issues that can enhance the level of engagement between organizational function and customers. Concentration in improving the technical practice in their function can successfully deliver quality service to their patients. However, they need to pay attention in controlling their operational expense and deliver service within a flexible pricing system. On the other hand, implementation of more than one standardised framework is creating confusion for the organisational practice of HUG. Development of effective CSR and shared value strategy will ensure that the organisation will follow a central standardised system that will form relationships between core competencies of the business. In order to increase the effectiveness of their involved CSR and shared value concept, the organisation needs to pay attention to creating a CSR program that will improve the connection between different departments of the organisation such as human resource department, marketing group and many more and help in achieving sustainability in their service. Based on the opinion of Suripto (2019), the CSR efforts can impact the organisational performance of HUG therefore, incorporation of quantify social conscious effort can make significant changes in the outcome of business operation. On the other hand, attention in the exciting communication strategy is also important for HUG as cone communication strategy will help in prioritising the activities of business and enable them to focus on actions that can enhance engagement of the customers. Creating services that can ensure the wellbeing of individuals and investing in causes that will improve the condition of local communities are the key parts of CSR and shared value strategy. Quick response to the changing global social events is necessary for the organisation. Inclusion of flexibility in the planning such as modifying the budgets, involvement of trusted non-profit partners and redirecting the investment as per the existing condition of the market is crucial for successful practical application of CSR and shared value strategy in business function (Odia, 2018). Main aim of adapting the CSR and shared value strategy will assist the organisation to make relevant and timely changes and not only add value to the business but also to the society by aligning their revenue generated activities and corporate strategic functions.

Conclusion
From the aforementioned study, it can be seen that the Geneva University hospital is currently going through several strategic issues that created challenges for their business. One such issue is the budgetary constraints that limited the function of the hospital. Involved pricing mechanism is also not quite effective as it is not afforded by a wide range of customers. On the other hand, incorporation of a decentralised system in organisation has reduced the level of transparency and treatment level of their patients as they have to wait for months for getting effective care. In order to mitigate the existing issue within the organisational function, incorporation of CSR and shared value strategy can deliver desired results for the organisation. The strategy will not only guide the organization to implement transparency in their working procedure but also allow them to adopt latest changes within their technical application that will mitigate the need of a large number of consumers. In addition to that, partnership with credible NGOs can diversify their service and enable them to reach patients in rural areas. ?

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