Contents

Introduction………………………………………………………………………………………………………………………………. 1

Operations …………………………………………………………………………………………………………………………………2

PEST Analysis……………………………………………………………………………………………………………………………….2

Political Factors……………………………………………………………………………………………………………………………3

Economical Factors ………………………………………………………………………………………………………………………4

Social Factors………………………………………………………………………………………………………………………………. 7

Technological factors……………………………………………………………………………………………………………………

BCG MATRIX.........................................................................................................................................11
Strategy Selection......................................................................................................................................19
Scorpio technique......................................................................................................................................20
1. Customer.......................................................................................................................................20
2. Industry/Market.............................................................................................................................20
3. Segmentation.................................................................................................................................21
4. Positioning and targeting...............................................................................................................21
5. Offering.........................................................................................................................................21
6. Retention.......................................................................................................................................21
7. Organization process and culture...................................................................................................22

Introduction:
Pyramid Global is a medical billing company based in Rawalpindi which assist
American based doctors to bill their customers and insurance companies. We are
linked with American doctors and assist them as their data entry operators and
agent and claim bills on their behalf.
A brief intro of the company is; Pyramid global was established in 2014 with total
of 3 employs, with the passage of time the company reputed itself in the field of
medical billing and now it has 27 employs. It has many competitors as well but
Pyramid Global has competitive advantage of being the first company of that
particular area.
This report is basically related to strategy implementation, in which we will
conduct SWOT analysis, PEST analysis and BCG matrix of a Pyramid Global. At the
end of this report, BCG strategy will be implemented and SCORPIO technique will
be applied.

Operations:
As said above the company is located in Scheme 3 Rawalpindi and it has 2 owners
and finance and operations manager and they look after every team and every
team has a team leader as well who help his teammates in doing job as and when
required.

PEST Analysis:
It is a measurement tool which is used to assess markets for a product or a business
at a given time frame. PEST stands for Political, Economic, Social, and
Technological factors. Once these factors are analyzed, organizations can take
better business decisions. First, all the factors which can affect the medical billing
business will be explained and then we will discuss trends and forecasts of these
factors.

Political Economic Social Technological

Political Stability Economic Growth Education Innovations
Technological
Tax Legislation Interest rate Population growth
Infrastructure
Currency Exchange
Wages Legislations Career Expectation Digital Marketing
rate
Corruption Inflation Income Groups Email Marketing
Law and order Market Demand Cultural New Inventions
Political Factors

→ Political Stability:
Political Stability that is continuity of the government, in recent decades the
political stability in Pakistan is better as compare to past. So it can help influence
businesses to grow and expand their businesses.

Trend:
From last decade there is positive and increasing trend of Stability of the
government and growth of IT sector.

Forecast:
As there is trend of political stability and democratic parties are in full control and
power of forming strong institutions and want to work together for democracy so
it is forecasted that stability of government will continue.

→ Tax Legislation:
Taxation / tax legislation for an industry plays a vital role in the development of
that industry and government of Pakistan and FBR are taking this issue seriously
so there are many reforms in the recent years for tax legislation. If an industry is
taxed beyond a certain limit then product or service cost also increases.

Trend

In past the small IT companies and freelancing was tax free but now they are
imposing around 17% of taxes for IT companies. The recent government has taken
a Digital Pakistan vision 2025 which will further contribute in the development
and growth of IT industry.

Forecast

Keeping in view the indigenization policies of the government the future forecast
for the IT companies is great as this sector will grow well but the tax legislation
will increase the cost of the company product or service.

→ Corruption:
Corruption is the number one problem of the 3rd world countries like Pakistan and
it’s in the roots of our system. Pakistan can only be stable and can improve its
economy and win people trust if government can eradicate corruption as like
cancer.

Trend: In past it was normal thing in the Pakistan government and private sector
but now people are aware and due to social media and governments seriousness
there is a huge decline.

Forecast: From above statements we can forecast in future that one day it will be
eradicated so that businesses specially IT businesses will grow as their will be less
bribery and foreign companies will feel free to invest in Pakistan.

ECONOMIC FACTORS:
 →Interest Rate
The interest rate is the amount charged, expressed as a percentage of the principal,
by a lender to a borrower for the use of assets. The total interest on an amount lent
or borrowed depends on the principal sum, the interest rate, the compounding
frequency, and the length of time over which it is lent, deposited or borrowed. It is
the rate a bank or other lender charges to borrow its money, or the rate a bank pays
its savers for keeping money in an account.

Trend:
Pakistan has obtained a huge amount as loan from different foreign source. Interest
rate is directly related with loans so it has been increased in Pakistan from 4.04%
(in 2017) to 10% (in 2019). It can be concluded that interest rate has an increasing
trend in Pakistan. It affects investments in all sectors as many investors cannot
afford loans at such high rates.
Forecast:
As interest rate has been decreased considerably during 2020 due to Covid-19
situation, hence, a reduction in interest rate in Pakistan is forecasted.

→Economic Growth:
Businesses growth contributes in the economy of the company if the economy is
stable the per capita income and GDP GNP will be in favor of the population and
government.

Trends: The present government has taken a huge initiative to build and grow the
economic model of Pakistan. And we can see a seriousness in their efforts.
Forecast: There is a positive forecast as present government has taken many
initiatives to make economy strong. And CPEC will be the game changer as well
as our infrastructure and telecom sector are growing day by day which is a positive
sign for the IT industry so the future belongs to IT.

→Currency Exchange Rate

In finance, currency exchange rate is the rate at which one currency will be
exchanged for another. It is also regarded as the value of one country's currency in
relation to another currency. Normally, the currencies are compared with US
dollar.

Trend:
Pakistani rupee has been devalued consistently during past two decades. It is the
effect of increasing foreign debts and instability in economic and peace condition
in the country. Pakistan has borne a huge loss due to war on terror. As compared to
US dollar, Pakistan rupee has been devalued from 1 USD = PKR 108.5 (on 30-06-
2017) to
1 USD = PKR 155.1 (on 31-12-2019). The same has been further devalued to 1
USD = PKR 165.5 (on 09-12-2020).

Forecast:
Pakistani economy is not stable yet and covid-19 has further created uncertainty.
Therefore, a further devaluation of Pakistani Rupee is forecasted during coming
years.
Social Factors

→Population Growth
Population growth is the increase in the number of individuals in a country.
Population in the world is currently (2020) growing at a rate of around 1.05% per
year (down from 1.08% in 2019, 1.10% in 2018, and 1.12% in 2017). The current
average population increase is estimated at 81 million people per year.

Trend

Population of Pakistan has been continuously increasing with an annual increase of

2.1%. Currently, it has crossed 230 million and became 5th largest population in the
world. Increasing population means we have to work on our labor force and
developed and equipped them with modern technologies so we can take huge
remittances from abroad through freelancing.

Forecast
As, a consistent increase in population of Pakistan and government initiatives of
Digital Pakistan therefore increase in IT exports.
→Education:
Education in Pakistan is free and compulsory for all children between the ages of
five and 16, or up through grade 10, or what's referred to as “matriculation”
in Pakistan. It is a fundamental right accorded by Article 25 A of the constitution.

Trend:

Pakistan has been developing during previous years in terms of literacy rate and
employment rate. People have become more civilized and educated and for
digitalization and skills improvement social media has played an important role.
All these factors have contributed to an increasing trend in the IT sector.

Forecast

Keeping in view the current enhancement in education sector an increasing trend is

expected to be observed in coming few years.
→Career Expectation:
IT persons are involved in e-commerce, website design and development, software
engineering, and information management on a digital level.

Trend: Due to the increased demand for information security, technology

upgrading, computer repair, and internet protection in recent years, many
opportunities have arisen for IT experts and companies like Pyramid
Global.

Forecast: Future forecast for career expectation in Pakistan IT sector is

great specially in medical billing sector as there is less competition among
employs and huge opportunity for promotion.

Technological Factors:
→Digital Marketing
Digital marketing is the component of marketing that utilizes internet and online
based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services. Its development
during the 1990s and 2000s, changed the way businesses use technology for
marketing

Trend

American businesses and doctor offices are mostly using social media and social
media sites; therefore, digital marketing has become the asset for medical billing
companies in Pakistan to reach the doctors in America to offer them our services.
This marketing also includes email marketing as by email marketing we can
approach to our targeted audience.

Forecast

Keeping in view the increasing use of social media & internet and further
advancements in information technology, it is predicted that there will be a further
increase in digital marketing by Pyramid Global in future

→Technological Infrastructure:
Pakistan has 27th largest population of internet users in the world. So the
Government of Pakistan aims to spend Rs. 4.6 billion on information
technology projects, with emphasis on e-government, human resource and
infrastructure development
Trend:

In Pakistan, we can see the trend of that both small and large industries
are adopting the latest tech trends for better output in order to compete in

the international market.

Forecast:

Technology has become a game changer. Realizing the fact that it is not
possible to get progress in any industry without the adoption of advanced

and latest technologies, most industries and businesses have started the
digital transformation journey. From above mentioned facts there is huge

chance that government will spend on Technological infrastructure and

there is positive future forecast for it.

→Innovations:
Pakistan’s start-up community and all sectors of businesses are actively using new
technologies for commercial and impact use. Investments by the government,
private sector and UN agencies are in huge amount for this purpose as innovations
research and development are assets for technology

Trend: Innovations encompass developed and developing countries alike.

In Pakistan, for instance, technology has opened up more natural ways of
doing things. Online education platforms and online shopping are result of
it. Our daily tasks are on our finger tips so there is positive trend for
innovations as well.
Forecast: Pakistan needs to follow the examples of Korea and Austria to
compete in this 21st century digital world, as we have the best potential in
innovations and technology so we can innovate and automate everything and can
bring our economy at the right path. So all of these factors are showing great
positive future forecast.

BCG MATRIX
BCG matrix is a chart created by Bruce D. Henderson for the Boston Consulting
Group in 1970 to help corporations to analyze their business units, that is, their
product lines. This helps the company to allocate resources and is used as an
analytical tool in brand marketing, product management, strategic management,
and portfolio analysis. In this study, BCG Matrix will be implemented on the
business stats of Pyramid Global for the years 2017-2018 and 2018-2019.
2017-2018
Overall Market Growth=

MG = [(R2 – R1)/R1]X100

13400000-7800000/7800000*100

=71.79%

Average Market Share= 0.82

2018-2019
Overall Market Share=

MG = [(R2 – R1)/R1]X100

14,400,000-13400000/13400000*100

8.95%
Average Market Share 0.82

BCG Matrix 2017-18

BCG Matrix 2018-19
BCG Explanation:

Average Market Growth for 2017-18 is 71.79% and 2018-19 is 8.95% as

government was change and new government taxes legislation and strikes of
different political and religious parties was at peak. Sudden taxes pressures and
political and economical downfall across the globe specially in Pakistan has cause
a damage to businesses as well.

In 2017-18 Pyramid global market growth was 75% with 0.83 market share
whereas in 2018-19 market growth was 28.57% only and market share was 1.09.
In 2017-18 Ace Solution has 61.53% market growth with 1.13 market share and
in 2018-19 they have 28.57% market growth and 0.66 market share.

In 2017-18 MTBC has 66.66% market growth with 0.47 market share and in
2018-19 they have 40% market growth and 0.62 market share.

In 2017-18 PMTEC has 85% market growth with 0.88 market share and in
2018-19 they have downfall to 10.81% market growth as there were clashes
between the owners of the company and company was dissolved and shifted into
two offices but there was slight change in market share and it was recorded as
0.91.

SWOT ANALYSIS

SWOT analysis is a study undertaken by an organization to identify its internal

strengths, weaknesses as well as external opportunities and threats.

STRENGTHs

→7 years of providing billing services

Pyramid Global has a vast experience of 7 years and it is often a old company of
this medical billing sector, so it’s a unique feature and quality assurance for their
customer.
→Communication and Interaction

Pyramid global has communication with their customers through mail, web and
different portals as well as they also have vertical and horizontal communication
between owners, manager and there employs.

→Number of Customers.
As it is a field of medical so our customers are doctors in America, we have large
number of our customers and more than 10 practices are in our hand for which we
do medical billing.

→Culture of safety and share decision making

As said above there is a vast range of communication between owners, managers, team leaders
and employs so there is culture of employs safety and share decision making.

Weaknesses

→Work Overload
There is huge amount of work so there is a work overload for the employs which is
one of the weaknesses for Pyramid Global.

→Staff turnover
Work load and different other options of Medical companies are the cause of Staff
turnover and it cause damage to work and daily tasks as new employs take time to
set in the company environment.
→Salaries Structure
They are providing less salaries to their employs as compare to other medical
companies that’s the factor and basic cause of employs morall and it can affect
employs performance.

Opportunities

→5G Technolgy
As 5G is going to be launched in Pakistan in upcoming days so there is a huge
opportunities for IT businesses specially for Pyramid Global to improve there
infrastructure and grow their business.

→Innovations in Medical billings

The sector of medical billing need innovations as when we call to insurance
companies their in America we have to wait for 10 to 20mints, this delay can be
eliminate and other problems like software upgradation, portal buffering issues
need to be eliminate to minimize time wastage.

→Technological Infrastructure development

Pakistan has a great potential in technological advancement and new inventions so
this upgradation and better internet services should be provided in rural areas as
well so the businesses like medical billing can be expanded to those areas as it will
give skills improvement opportunities as well as employment to many people.

Threats
→Tax rates on IT businesses
Increases in taxes recently, is a threat for billing companies .

→Competitors
In all type of business there are competitors and competitors are threat for
business, so in this pyramid global needs to maintain their core competencies.

→Economic Downturn
We are quite aware that just like any other business, one of the major threats that
we are likely going to face is economic downturn. It is a fact that economic
downturn affects purchasing and spending power.

Strategy Selection
BCG based strategy will be used for my selected company. As BCG based
strategies are build harvest hold divest. From these I will use build strategy. As
Pyramid global has good market growth and it has good market share as well
comparative to its competitors it falls in stars in BCG Matrix.

I will use BCG build strategy because I want to expand my selected company as
business is giving huge amount of profit. So, there should be expansion of
business either have another big branch of company and more revenue will be
generated. Owners should do market research so that they will know about the
new practices in medical billing and how employs are satisfied in other
companies so it will help them to reduce employ turnover n Pyramid global. .As
this is business giving huge market share so expanding this business will double
its customers and its profit margin. The main reason for expanding the business is
that market is growing day by day due to increase in population there are more
employs who demand jobs so they should be given skills and then there more
customers are added in market and value of market is increased.

→Scorpio technique
Scorpio technique is a continuous process of every company and each and every
company have own time frame to review the technique, may be in one year or
one month or may be one week.
This technique is used to justify the strategy that we have selected while doing
analysis of BCG Matrix.
I have selected build strategy for Pyramid Global So, I will explain the impact of
build strategy on the following sectors:

 Customer
 Industry market
 Segmentation
 Positioning and targeting
 Offering
 Retention
 Organization process and culture

1. Customer
 There will be great impact on the customer as I am using build technique. I
will expand business by making another office. By this way more customer
will come and it will lead to customer value addition.

2. Industry/Market
Pyramid Global will be market oriented. They will follow the needs and
demands of customers As time to time they can change to look customer
needs and satisfaction.

3. Segmentation
There will be proper market segmentation. Categories should be defined
which type of customer you are targeting. Provide services to every type of
customer as customers good word of mouth is a asset for any company.

4. Positioning and targeting

They will make brand image by giving free services for trial purposes to
different doctors and position your brand in form of top quality infront of
them. We can also target our customers through email marketing and by
showing our quality of work and standard rates for our jobs.

5. Offering
Pyramid Global can offer one month free services for trial purposes as to
attract customers and make them satisfied.

6. Retention
Retention is how business can have loyal customer. Retention is same when
you are dealing with old customers. The company agree with work on
customers loyalty and its subsequent affects . Pyramid Global will be
providing services to their customer along with different facilities.
 7. Organization process and culture
At Pyramid Global. Our culture comes from how we run the company every
day. At the heart of their responsibility growth strategy in their commitment to act
responsibly which includes their commitment to ethical behavior, acting with
integrity and ethical laws. Pyramid Global bound structure and composition enable
it to oversee and hold senior management accountability of managing all types of
risk, including those related to compliance and conduct.