A) Narrate the type of services the firm is providing to its customers?

Answer: -

 It is providing health care services to the customers.

 This is a well known hospital of Lahore named Sheikh Zayed Hospital Lahore.

B) Has the firm identified its target market and competitors? If so describe the target
market on the basis of demographics, and identify the competitors, of the firm?

Answer:-

 Hospital is directly competing with Jinnah Hospital Lahore and Doctors Hospital
Lahore.

 This competition is on the basis of better treatment that Jinnah Hospital and Doctors
Hospital are not providing better treatment and the reason of better treatment is the
diagnosing of Sheikh Zayed Hospital is better than the diagnosing of competitor
hospitals.

 Competition is also on the basis of the presence of Kidney Centre in Sheikh Zayed
Hospital which is providing Kidney transplant facility while no such facility is going to
be provided to patients by competitor hospitals.

C) Does the firm feel that there is a customer gap? How did they discover it? What
steps are being taken to address those gaps?

Answer:-

 Many of patients are unable to describe their diseases properly in front of specialist
doctors and feel a lot of hesitation to describe their actual disease.

 This is a big customer gap because how it can be possible for a specialist doctor to treat
properly if the patient is unable to give him the clear history.

 They have discovered this gap in a way that once upon a time management conducted an
interview with the patients and asked since when they are visiting the hospital and what is
 the actual position of their disease now and how much they have recovered during
interviews they have come to know that patients are feeling hesitation to tell properly
about disease.

 So management has identified the gap.

 For the sake of preventing this act they have started a program that before going to
Specialist Doctor an assistant takes full history of the patient and informs it to the
specialist doctor.

 This assistant properly and clearly guides them about the sided effects of diseases.

 So when they hear these side effects from their ears then they give the clear history.

D) Do they have providers gap? If so how are they managing it?

Answer:-

 Patients are a lot and Doctors including Specialists are less and the Pera Medical and
technical Staff also this is a big provider’s gap.

 For the sake of providing maximum facilities to patients and also for the sake of finishing
this gap they are employing Specialist Doctors and preferring House Job fresh MBBS
doctors.

 They are also employing Pera Medical Staff and fully trained technical staff.

E) Do they have any marketing programs to create awareness about their services? Do
they over promise or under promise their services? If so why?

Answer:-

 This is a well known hospital of Lahore and every body knows about its services so the
hospital needs no marketing programs to create awareness about their services.
  They have a lot of medical test machines and they claim that these machines are
functioning properly because these machines are up-to date and this act comes in over
promise.

 They also claim that patients can collect medical test reports in time and this is also
another other over promise.

 Their other over promise is that they claim that in OPD every patient can come for
check up.

 When patients reach at the test point they come under stress that machines are not
functioning properly and as a cause of that the machine is out of order medical tests of
patients delay. This comes in under promise.

 Patients can not collect these medical blood test reports in time because management of
lab forget that in which drawer and box they have picked up the reports of patients and
some times they change the reports of patients also and this is an other under promise.
Some times reports delay due to the reason of that the computer is out of order.

 But in OPD they do not pick up more than 20 to 30 patients for check up and the reason
is that OPD doctors also perform their duty in wards so they can not reach in time in
OPD and they have a very minimum time to see patients in OPD because they have to
go to the ward again this also comes in under promise.

 The reason of over promise is the patient attractions due to this attraction they collect
test charges from patients and increase the revenue of the hospital.

 The reason of under promise is that the work load is very high and the staff is minimum.

F) What ever the customer is dissatisfied with the firm what steps they are taking to
motivate the customer in order to bring him back?

Answer:-

 They are not taking any sort of such kind of step because they know that patients are a
lot if one patient will leave the hospital more other ten will come.
 G) Please conduct the SWOT analysis of the firm keeping in view its competitors?

Answer:-

Strengths:-

 Kidney Transplant facility is present here while there is no facility in competitor

hospitals.

 Dialysis of patients takes place on latest machines.

 Diabetic patients come here with the whole day medical record of sugar while in the
competitor hospitals patients come with only Blood Sugar Fasting (BSF) and first
Random Sugar Record (BSR).

Weaknesses:-

 Work load is high staff is less while in competitor hospitals staff is according to the
requirement where work load is divided properly.

 Machine out of order problem occurs due to the absence of technical staff while in
competitor hospitals such problem does not occur.

 The problem of loss of medical reports and the change of medical reports creates due to a
lot of medical results and one reason of this problem is mismanagement while in
competitor hospitals there is no element of mismanagement.

 Operation Theaters are less in number.

 Parking is a big issue here while no such issue in competitor hospitals.

 No proper place is present for attendants to stay.

Opportunities:-

 Due to work load and the shortage of staff job opportunities are present here while there
are less job opportunities in competitor hospitals.

Threats:-
  Hospital is fully on the Hit List of terrorists especially the nursing hostel same like the
problem faced by Jinnah Hospital recently while there is no such condition with Doctors
Hospital.

H) Are the employees of the firm compensated on the basis of performance along with
the firm’s standards if so how? Is it helpful in producing results?

Answer:-

 Every month they give award to one best doctor in the form of certificate and a bonus
which is equal of one month pay and paste the photo of doctor on the notice board.

 It has been seen that after receiving the award doctor shows better results than before.

I) Is the firm facing the problem of over or under demand of services? If so how do
they manage it?

Answer:-

 It has been discussed earlier that the demand of Doctors, Pera Medical Staff and trained
Technical Staff is increasing day by day due to increase in work load which comes in the
situation of over demand.

 So they are employing Specialist Doctors, Pera Medical Staff and trained Technical Staff.

J) How do they build employees commitment for better performance for better
performance and retention?

Answer:-

 Every of the employee is automatically committed because this profession comes under
the category of the service of pitiable nation.

 So due to this way of thinking they automatically perform better when they will perform
better and give proper treatment to patients and these patients will feel relief they will
 automatically come again in the hospital for treatment and also bring other patients for
treatment.

K) How much importance the firm is giving to the physical evidence and what
measures do they take to improve it?

Answer:-

 They keep their plants and trees always green.

 Walking track is very colorful but it has been broken from different sides.

 At night flood lights show a beautiful scene.

 Grass in different parks of the hospital looks very beautiful.

 In Every OPD Room, Private Room including each and every Ward a lot of AC’s are
present.

 They have an automatic electric system no power shut down take place at all.

 Patients feel comfort due to better electricity system.

L) Do they have relationship marketing in place, and how do they convert a “customer
as a stranger” into a “customer as a partner”?

Answer:-

 They convert these stranger patients into patients as a partner in a way that when patients
come here for treatment and if doctor diagnosed their disease correct and started their
proper treatment and due to the treatment if they felt relief then they come again if they
feel any problem again and again if they get relief they become loyal of the hospital and
then they will not go to another hospital again.

 They have a public relationship department in place.

 M) What dose a service firm do if customer expectations are “unrealistic”?

Answer:-

 They clearly inform the patients that their demand is unrealistic and it can not be
fulfilled by the hospital.

N) How does a company exceed customer services expectations and delight to him?

Answer:-

 This is a hospital and here customer expectation is only relief if they get relief their
expectations are fulfilled if they can not get relief their expectations can not be
fulfilled.

 In case of medical tests they expect to pay less charges but this expectation can not be
fulfilled because hospital charge fully of each and every test from every patient.

O) Do customer services expectations continuously escalate? If so how do they manage

it?

Answer:-

 For the sake of the provision of better services according to the expectations of patients
they are employing more staff in every field.

 Parking was a great problem they built up 7 steps parking area on the demand of patients
and their attendants.

 They are taking no step to expand the area of seating where patients could sit easily.

P) What challenges do the contact employees face while providing service in the real
time? What steps do they take to address those challenges?

Answer:-
  Every patient wishes to get preferred first by the contact employees so due to this reason
they quarrel with contact employees.

 But these contact employees calm them down in a very proper way and tell them that
they will prefer such patient first who come here first.

Q) What steps do they take to stay ahead of competition in meeting customer

expectations?

Answer:-

 Kidney transplant is very necessary for kidney patients they are providing this facility but
competitors are not providing the same facility to such patients so they are ahead from
competitors.

 Another way of a heading is that they have a proper arrangement in place to treat and
cure a serious disease of diabetic while competitors have not such arrangements.

 They treat with the diabetic patients with latest technology while competitors do not take
this disease as serious as the mentioned hospital take.

 Patients get relief earlier from the hospital rather than they get relief from competitor
hospitals a lot of patients leave competitor hospitals due to this reason that they are not
getting any sort of relief and the reason of earlier and later relief is that the diagnose of
Sheikh Zayed Hospital is proper while the diagnose of competitor hospitals is very poor
they are unable to diagnose the disease properly.

R) Are they using marketing research to know about their customers expectations?
Have they outsourced marketing research or they have some in house system in
place to conduct it?

Answer:-

 Their research method is very simple they have a from in place in every department of
the hospital when they feel that research is necessary then they deliver this form among
the patients and in this form it is clearly mentioned that what new services do you expect
from the hospital.
  They have no out sourced marketing research program in place.

S) Are they conducting mystery shopping research? If so have they outsourced it? Are
they satisfied with the performance of outsourced firm? Is mystery shopping helpful
in improving their employees’ performance?

Answer:-

 They have no such program of mystery shopping in place.

T) What are your overall evaluations of the firm? In your point of view what are the
critical success factors of the firm? And what are your suggestions to further
improve the firm’s business?

Answer:-

 Hospital is providing maximum satisfaction to patients.

 One key success factor of hospital is presence of kidney centre and the dialysis machines
are latest.

 Kidney Transplant facility is also another key success factor.

 Other key success factor is proper diagnosed of disease.

 They also succeeded due to the system of complete and proper treatment of diabetic.

My suggestions for the improvement of the operation of hospital are as under:-

 Parking area of the hospital must have to be expanded a lot.

 Staff must have to be increased in every field of the hospital.

 Patients are a lot and beds are minimum beds must have to be increased.
 Seating must have to be expanded.

 Security must have to be fool proof especially of the nursing hostel.

 Security Guards who perform duty at the gate of nursing hostel must have to be increased
in quantity.

 Every security person must have to be with latest arms.

 These security guards must have to be trained in using these latest arms.

 Operation Theaters must have to be in large number.

 Doctors of OPD must have to come in time.

 Doctors of OPD and Wards must not have to be same.

 Management of the hospital must keep in view that at what time doctors and other staff
reaches hospital and at what time they leave the hospital.

 When security threat occur they closed the main gait of the hospital so now a days
patients are facing a lot of difficulty in entering the hospital.

 One thing is also required improvement and which is that the basic requirement for
Kidney Transplant in this hospital is that they accept only the kidney of patent’s closest
relatives like mother, father, brother and sister etc they do not accept outsourced donors
they must have to accept outsourced donors because how it can be possible for blood
relatives to give and donate their kideney.