Group Members IDs

Mouza Mohammad AlKaabi 200715434 11th January 2010

Omnia Ragab Abou El Hamd 200834604
Naseefa Slayem Al Amerri 200715021 Dr. Ali Al Naqbi 

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Agenda Of Today’s Presentation
• Executive Summary

• Vision , Mission and Goals

• Products and Services

Main Products And Machines used

•Marketing Plan

•Marketing Analysis
BCG Matrix
SWOT Analysis
Strategic Position and Action Evaluation Matrix

• Management
positions and salaries

• Financial Plan
Numbers and Graphs 2
Exit Plan
 Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

We aim to serve 30 patients Daily with the price of 1,500AED for the main Dialysis session .
Services prices range between 10 AED to 60 AED Depending on the selection of the service.

Mission
From Traditional dialysis treatment to pleasurable ,exceptional experience.

Vision

Health care integration with industry of customer service, by innovative techniques and product diversity .

Goals
•Offering excellent choices and good services .

•Maintaining reasonable prices .

•To encourage good relationships with customers and suppliers.

•Maintaining the competitive advantage by continuous originality.

Mouza Alkaabi 200715434@uaeu.ac.ae 3

 Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Services

Entertainment
Café
Home Theater
Saloon

Knowledge seeking Opportunities

Internet Connection
Learning Language & Quran

Naseefa Alameri 200715021@uaeu.ac.ae 4

 Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Our customers
•the patients undergoing dialysis .

Competitors
•Al Mafraq area in Abudhabi
•In Sheikh Khalifa Medical City in Abu Dhabi .
•Tawam Hospital in Al Ain.
•New Center by Friends of Kidney Patients.

Location
Villa in AlJimi Area in Alain.

Naseefa Alameri 200715021@uaeu.ac.ae 5

 Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Barriers that can face project :

•Lack Of recognition of the new idea.
•Require a large capital investment.
•Varity in devices suppliers and qualities.

Marketing Strategies:
•Membership card where customers will have 10% discounts.
•Organize a lectures about the dialysis treatment offered.
•Advertisement using brochures.

Pricing strategy :
•The price of 1510 AED to 1560 AED ,Depending on our finical Analysis ,overall costs and competitors prices.

Naseefa Alameri 200715021@uaeu.ac.ae 6

 Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

BCG Matrix
See Appendix – figure 1

1. Dogs . 3. Stars
•High Costs to push growth . •Spending Funds On Stabling The Market Growth .
•Services and product diversification . • Maintaining a high growth as long as possible.
•Well operating expense planning .

2. Question marks. 4. Cash Cows .

•Maintain A Constant Customer Base . •To keep investments low.
•Producing innovative ideas . •May provide funding for “stars” and “???” .

Mouza Alkaabi 200715434@uaeu.ac.ae 7

 Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

SWOT analysis See Appendix –figure 2

Strengths weakness

IFE •
•
Familiar location.
Positive atmosphere.
•
•
Price .
Lack of background about the subject.

EFE • Privacy. • Startup costs.

Opportunities • Lunching other centers in different full of • Providing other services that require low cost .
activity points in other emirates.
• Stretching the business. • Taking a short term loan that covers only the first
• Experience in the market. • Introducing new methods to attract period of the project until making profit in the fourth
customers using innovative services ideas and month.
• Positive first impression.
advertising the mean features of delight
center. • Focusing on marketing to attract customers .

• Maintain a positive relationship between • Building a good reputation by offering awareness

customers and the center by offering sessions and high quality service.
feedback from the consultants to help
eliminate any worries from the patients side.

Threats • Contracting with aljimi hospital that is near • Focusing on showing the distinction between delight
the location of delight center to have a shared center services and the traditional treatment which is
• Sensitive Market. base of patients since the hospital does not offered to the customers by the competitive centers.
• Possibility Of Having A New have a dialysis unit.
Competitors. • Maintain a good relationship with suppliers to ensure
• Bringing the best consultants that cover the having access to any new devices or equipments that
lack of information and create an atmosphere may help upgrading our business.
of trust.

Mouza Alkaabi 200715434@uaeu.ac.ae 8

 Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Strategic Position and Action Evaluation Matrix See Appendix –figure 3

According to the Action Evaluation Matrix :

Conservative FS Aggressive

Delight Center strong competitive position in the

market with rapid growth.
(0.75,1)
Also Delight Center should adopt an aggressive
strategy. CA IS

It needs to use its internal strengths to develop a

market “attack” and market development strategy.

Defensive ES Competitive

CA – Competitive Advantage FS – Financial Strength

IS – Industry Strength ES – Environment Stability

Mouza Alkaabi 200715434@uaeu.ac.ae 9

 Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

•Top Manager.

•Specialist Doctor.

•Consulting Doctors.

•Well trained nurses.

•Technical Engineer.

•Reception Worker.

•Cleaning Workers.

Omnia Ragab 200834604@uaeu.ac.ae 10

Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Prices for the services:

Service Price (AED)

Ordinary dialyzing 1,500
Café 10
Cinema 30
Learning (language and/or Quran) 40
Beauty Salon 60

Omnia Ragab 200834604@uaeu.ac.ae 11

Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Capital investment: 9 millions

Loan: 3 millions.

Overhead cost = overhead for the dialysis devices + other electricity consumptions =
26,000 AED /year.

Marketing:106,250 AED

Omnia Ragab 200834604@uaeu.ac.ae 12

Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Employee Number Salary per month (AED) Total salary per year (AED)
Top Manager 1 0 0
Specialist Doctor 1 35000 420,000
Consulting Doctor 2 20000 480,000
Well trained nurse 4 8000 384,000
Technical Engineer 1 0 0
Reception Worker 1 3000 36,000
Cleaning Worker 3 700 25,200
Total Salaries 1,345,200

Omnia Ragab 200834604@uaeu.ac.ae 13

Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Other expenses:

Item Number needed Cost per item Total cost (AED)

Dialysis device 10 300000 3000000
Water treatment Unit 1 285000 285000
Laptops 6 2160 12960
Projector + Screen 1 2325 2325
Coffee maker 1 1616 1616
Medical beds 10 1400 14000
Other Furniture 1 100000 100000
Total cost (AED) 3,415,901

Omnia Ragab 200834604@uaeu.ac.ae 14

Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Breakeven

Omnia Ragab 200834604@uaeu.ac.ae 15

Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Omnia Ragab 200834604@uaeu.ac.ae 16

Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Omnia Ragab 200834604@uaeu.ac.ae 17

Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Profit with different scenarios:

Net Income (AED) Year 1 Year 2 Year 3 Year 4 Year 5

Without Manager Salary (806,909) 5,171,508 5,857,437 6,875,883 8,295,950
With Manager Salary (1,371,909) 4,595,208 5,268,897 6,274,858 7,682,191

Omnia Ragab 200834604@uaeu.ac.ae 18

 Executive Vision , Mission Products and Marketing Plan Marketing
Summary and Goals Services Analysis Management Financial Plan

Exit Plan
Transfer management to one of the new Governmental Centers.
Pros
•Trust Worthy.
•Maintain The Quality.
•Gain The Experience.
•Enhance the reputation.
Cons
•Limits the originality .
•long time execution of ideas.
•Possibility of conflict in opinions.

Naseefa Alameri 200715021@uaeu.ac.ae 19

A p p e n d i x

Figure 1

http://3.bp.blogspot.com/_B120Z6U1by8/S_iaS6KRGnI/AAAAAAAAACk/gwlMOFDhXIw/s1600/BCG+matrix+2.gif

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A p p e n d i x
Figure 2
Excellent >0.40 0.21 < Caution< 0.39 Threat< 0.20
Key internal factors Importance Execution score weighted score
Strengths   1-4 Importance X score
familiar location 0.3 4 1.2
privacy 0.3 3 0.9
positive atmosphere 0.2 4 0.8
weakness      
price 0.05 2 0.1
Lack of background in the subject. 0.05 1 0.05
Startup Costs 0.1 2 0.2
Total 1

Opportunities
Stretching the business 0.3 3 0.9
Experience in the Market 0.2 2 0.4
positive first impression 0.4 4 1.6
Threats
sensitive market 0.05 2 0.1
possibility of having a new competitors 0.05 2 0.1
Total 1
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A p p e n d i x

Figure 3
1 = Worst, 6 = Best -6 = Worst, -1 = Best

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 References:
http://www.pcworld.com/shopping/detail/prtprdid,818186871-sortby,retailer/pricing.html
http://www.insanedeals.com.au/breville-class-espresso-machine-bes820-p-598.html
http://www.projectorsuperstore.com/product_details.cfm?productid=29071
http://www.nextag.com/Draper-Star-Square-Format-521855583/specs-html
http://www.entrepreneur.com/management/operations/article78512.html
http://www.scribd.com/doc/21349919/BCG-Matrix
http://www.googleearth.com
http://www.promamec.com/Images/PDF/AK_95S.pdf

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