澳大利亚作业代写范文：Strategic consulting on the future

本文是一篇澳洲留学生的课程作业代写范文（essay Writing Service），本文从战略咨询的角度运用PEST分析和SWOT分析，为卓盈未来的业务发展提供战略咨询建议。分析表明，卓盈拥有强大的研发能力，业务主要集中在省级市场，而医疗软件行业属于高新技术产业。因此，卓盈应采取差异化战略。本文基于卓盈当前的业务发展情况，就产品差异化、服务差异化和渠道差异化三个方面提出了战略建议，希望能对卓盈的发展有所借鉴。

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工作范围 Scope of Work

深圳市卓盈医疗科技有限公司是一家致力于医疗信息系统集成与服务的高科技企业。公司运用多元化组合的核心技术，为医院所有医疗机构提供一体化的售后服务、销售及实施服务。公司致力于高新技术产业化，注重国内外先进技术的引进、吸收和消化。通过技术和贸易积累资金，公司不断突破技术壁垒，保护成果，成功进入市场，拓展市场，并拓展了行业产业化推进模式，大胆创新，积极发展，健康稳定，逐步实现了最高网络化建设。

Shenzhen Zhuoying Medical Technology Co., Ltd. is a high-tech enterprise dedicated to the integration and service of medical information systems. By applying the core technologies of diversified combinations for all medical institutions in the hospital, it provides customers with integrated after-sales service, sales and implementation. Serve. The company is committed to high-tech industrialization and focuses on the introduction, absorption and digestion of advanced technology at home and abroad. Through technology and trade, the company has accumulated funds to develop products. Through technological barriers to protect the results, industries have entered the market, expanded the market, and expanded the industrialization promotion model of the industry, boldly innovated, active development, healthy and stable development, and gradually realized the highest network creation.

Zhuoying adheres to the people-oriented business philosophy, advocating the principles of integrity, improving the traditional industries with information technology, creating a healthy life with intelligent technology, and regard employees as the most precious wealth of the enterprise. In the process of the rising performance of the company, a good management team, a group of professional scientific and technical forces and market pioneering elite teams have been cultivated, which has become the core competitiveness of the company's development and growth. While creating excellent performance, they will fully contribute to the promotion of regional economic development and social comprehensive benefits, and bear more responsibilities to society.

Software companies need to survive and be invincible in the highly competitive industry and need to enhance their competitiveness by integrating their existing strengths and optimising them, thus forming a unique competitive advantage. The strategic objectives of Zhuoying are as follows.

Stabilise existing business. Based on the existing market scale of Zhuoying, the company will first stabilise its existing share and gradually achieve a market share of more than 60% in the province's regional secondary and sub-secondary hospitals.

Expand the market outside the province. In the next 2-5 years, through more optimal marketing methods, we will achieve a breakthrough of 100 hospitals outside the province, accounting for more than 25% of the company's market.

Expand the scale of the company. In the next 1-3 years, achieve existing business service coverage of more than 300 level 2 and below hospital coverage; at the same time, broaden the marketing of primary care institutions to achieve no less than 600 applications coverage; through the enrichment of business segments, enhance total revenue and achieve annual revenue crossing the 60 million yuan mark after 3 years. The size of the company reaches 150 people and the relevant management system is improved.

The consultant (me) undertook a strategic consultancy project for Zhuoying to plan the future development of the company. A comprehensive strategic development consultancy was designed for Zhuoying, using strategic analysis tools to analyse the current situation of the industry in which Zhuoying operates, its strengths and development potential from the perspective of the internal and external environment. Based on the analysis, specific strategic development recommendations are provided to the company.

The Consultancy Project Team and Client Stakeholders

The composition of the consulting team is shown in Figure 1 below.

Figure 1 Composition of the consulting project team

As can be seen from figure 1, the top is the consulting supervisor, that is, the team leader, the management consulting expert group, the survey group, the data analysis group and the marketing group.

As the leader of the consulting team, the consulting supervisor is responsible for negotiating with the project manager, informing the consulting situation of the whole project and putting forward consulting suggestions. Meanwhile, he supervises the work of the team, improves the consulting efficiency and leads the development of the whole consulting team. Management consulting expert group, mainly responsible for the evaluation and analysis of project risk, maturity, and quality, and give reliable suggestions. The investigation team is mainly responsible for collecting data such as field investigation and interviews of the project. The data analysis group is mainly responsible for sorting out the data collected by the investigation group, and using statistical analysis to output professional reports for review by the expert group. The marketing group is mainly responsible for the marketing consulting team to promote the transaction of more consulting projects.

The stakeholders of Zhuoying are shown in figure 2 and table 1 below.

Figure 2 Stakeholder relationship map

Table 1 Stakeholder terminology explained

Analysis and Findings

(1) PEST analysis

The interaction of external environmental factors will indirectly influence the strategic choices and development of the company(Chen, Y.Kwitonda, J. 2021). Based on the PEST methodology, an in-depth analysis of the political, economic, technological and social environment faced by Zhuoying was carried out.

1) Political environment

As a fundamental industry in today's information society, the software industry has created huge economic benefits and promoted economic restructuring and industrial upgrading(Deepak, K. Sanjeev, K. et al. 2022). However, due to the uneven development, the software industry has left behind many serious problems such as insufficient legal basis, insufficient protection of knowledge products and vicious competition among enterprises. With the continued expansion of reform and opening up, in order to guide the healthy development of the software industry, the state has started from macro-control, insisted on positive guidance of consciousness and strengthened policy and knowledge propaganda(Deepak, K. Sanjeev, K. et al. 2022).

In 2019, the country formulated the "Action Plan for Promoting the High-Quality Development of Healthy Long Night (2019-2022)" proposed to accelerate the goal of "Internet + medical development"(He, W. Wei, Y. Lu, D. 2022). At the same time, China has set standards for the regulation of software enterprises from top to bottom, introduced more detailed laws and regulations and tax incentives, optimised the business environment, encouraged enterprises to apply for intellectual property protection in accordance with the law, increased punishment for infringements and violations, guided the development and application of genuine software, and ensured the orderly, formalised and legalised operation of the market from a multi-dimensional perspective.

As of August 2020, more than 18 policies have been introduced at the national level for China's software informatization industry, and various provinces and municipalities have responded positively to the policy guidance and have successively introduced more specific and local characteristics of the industry policies, as detailed in Table 2.

Figure 3 software business revenue in China, 2015-2020

China's software business revenue has been a growing trend in recent years. in 2015, China's software business revenue was RMB428.48 million, increasing year-on-year by more than 13% in all cases, as shown in Figure 3.

According to the statistics of the main indicators of the national software and information technology service industry in 2020, China's software industry achieved revenue of RMB816.16 billion, an increase of 13.3% year-on-year. Profits in China's software industry continued to increase. in 2020, total profits of RMB 106.76 billion were achieved, an increase of 7.8% year-on-year; business income per capita exceeded RMB 1.15 million, an increase of 8.6% year-on-year. in 2020, the average number of employees was 7.047 million, an increase of 3.1% year-on-year, as shown in Figure 4.

Figure 4 per capita revenue generation in the software industry in China in recent years

Software industry exports. Affected by the epidemic, China's software industry exports will be US$47.87 billion in 2020, down 2.4% year-on-year.

China's software industry will be accompanied by the rapid evolution of new technologies, which will usher in a new round of rapid development of the strategic opportunity period(Hoeft, F. 2021). During the 13th Five-Year Plan period, China achieved the cultivation of more than 20 enterprises with tens of billions of software and information technology service revenue, and six enterprises with hundreds of billions of yuan. At the same time, to achieve more than 20 cities' industry revenue of more than 100 billion yuan.

In the future, China's software industry will continue to develop at a rapid pace and will achieve a double-driven and harmonious development in terms of the scale and quality of the industry.

3) Social environment

The software industry started relatively late in China, after the founding of New China, due to some of China's original solidified ideas, the entire population's consciousness has not been liberated to some extent, some closed old traditions, coupled with the constraints of the planned economy in the later years, to a certain extent restrict the development of the software industry(Jain, S. and Chen, H. 2022).

After the reform and development, the whole country and the public were liberated to the maximum extent and people started to explore the development of the software industry. In recent years, with the wave of the new industrial revolution, the low energy consumption, low pollution and high value-added software industry have been ushering in development opportunities. With its driving force in transforming the mode of economic development and adjusting and optimising the industrial structure, the software industry is integrating into people's lives and changing their lives and behavioural habits(Kaplan N. 2021).

The public service platform of information technology built by the government has improved the efficiency of the process and enhanced the timeliness and transparency of information; enterprises use information technology production business systems to increase the effectiveness of product output; users are now using mobile software applications anytime and anywhere, affecting the quality of life and habits from work, study, payment, games and other dimensions(Liu, P. Hei, Z. 2022). For example, the software has redefined photography to a great extent. Photo software in smartphones, such as Meitu Xiu Xiu and Beauty Camera, can intelligently adapt to different light and different environments, and after algorithmic application, present very professional results.

Nowadays, many of us ordinary users no longer need to carry around a large number of documents. We can no longer live without our mobile phones, and the applications in them help us solve every problem we can think of. We can use payment software to buy goods, we can use electronic ID cards to travel and stay in hotels, we can use social software to enjoy timely communication, etc. Software applications are replacing what was traditionally considered irreplaceable and creating a new ecological environment - An environment that is no longer familiar to us. 

4) Technological environment

In recent years, with the arrival of 5G commercial applications, a new generation of information technology has accelerated the integration with traditional industries, and the efficient integration of applications has brought more momentum and market space to the software industry.

Cloud computing is a service related to information technology, software and the Internet. This shared pool of computing resources is called the "cloud", which brings together many computing resources and automates their management through software, allowing resources to be made available quickly with little human involvement(Li, J.Zhang, J. Schaefer, R. 2022).

Big data is a collection of data that cannot be captured, managed and processed by conventional software tools within a certain time frame. Today, Big Data technologies are widely used in system applications such as MPP databases, distributed file systems and distributed databases.

Artificial intelligence is mainly used in automated reasoning, machine learning, knowledge processing systems, natural language understanding, intelligent robotics, etc. It is a new science of technology that is studied, and developed for simulation, extension and expansion.

Blockchain is similar to a decentralised distributed ledger database. Commonalities in technology: blocks, accounts, smart contracts, consensus(Li, J. Li, Q. Li, W. 2022).

These emerging technologies bring technological innovation to enterprises, reduce technology costs, improve the conversion rate of technological achievements and enhance the effectiveness of enterprise product output. Of course, it also lowers the threshold of entry into the software industry, increasing the number of potential entrants and increasing the intensity of competition in the industry. 

(2) SWOT Analysis of Zhuoying

1) Strengths Analysis

Stable market customer base. The main market area served by Zhuoying is the province, which accounts for more than 80% of the company's total market. As a local enterprise, the company attaches importance to investment in research and development, constantly improving user perception of products (services), and achieving a more timely response in after-sales service, while continuing to enrich the company's solutions, which is a corresponding guarantee for the stability of the company's market customer base.

Strong technological research and development capabilities. The company has a strong grasp of advanced technology development and has accumulated a lot of technical experience by developing cloud-based software products from a very early stage(Masoudi, N. 2021). As the new generation of information technology continues to mature, the company's technical staff quickly grasp and apply new technologies through training. At present, the company has successfully embedded the technology of deep learning and artificial intelligence in its medical big data platform, producing an average of one computer software copyright per month and two computer software system invention patents per year.

Strong team cohesion. The staff structure of Zhuoying is composed of more than 72% of which are under 35 years old, with a young age structure. Through the company's cultural construction and incentive mechanism, the team's staff mobility is low, and the cohesion and resistance to pressure are strong.

2) Disadvantage Analysis

Single marketing network. The marketing of Zhuoying adopts the traditional ground marketing method and project cooperation method, without perfect sales network planning, without a multi-channel marketing system, and too dependent on the business ability of marketing personnel. As an enterprise with its eyes on the national market, it often needs a more scientific, reasonable and flexible sales network to achieve precise linkage marketing when expanding the external market.

High investment in research and development. Zhuoying's research and development expenditure is increasing every year, accounting for a high percentage of operating income. As a high-tech enterprise in the medical information technology industry, it needs to work hard to maintain the competitiveness of its products and services through technological innovation, innovation in product design, innovation in customer service and rapid product iteration, which determines that the company needs to continuously invest a large amount of capital in R&D.

3) Opportunity Analysis

Favourable industry policies. The medical information technology industry in which Zhuoying is located. In recent years, the state has introduced many policies from above and below, including preferential tax policies for software enterprises, policies to support the declaration of science and technology projects, preferential policies for enterprise certification, etc., which greatly stimulate market enthusiasm, reduce operating costs and gain tangible revenue support.

Dividends from technological achievements. The technology research and development that Zhuoying is engaged in relies heavily on the innovation of development technology. In recent years, new technologies such as cloud computing, big data, microservices, application middleware, AI and 5G have accelerated innovation, bringing smarter and more convenient new technology selection, technical routes and development languages, greatly enhancing the efficiency of information technology research and development for software companies.

4) Threat analysis

Industry vicious competition. The continuous development of the general environment information technology, as well as the further reduction of the industry's entry threshold, attract more manufacturers to join the competition in the medical information technology industry(Miranda, V. Ross, B.,Franken, J. et al. 2022). At present, many companies focus on the medical information technology industry, there is a certain homogenization of products (services), secondary packaging traces are very heavy, and the industry competition is relatively fierce. Zhuoying company service is user is mostly secondary and secondary medical institutions below, for this type of institution annual service revenue in the range of 1-5 million yuan. Many regions have taken the lead of the Health Care Commission and all medical institutions in the region have centralised procurement, increasing the qualification requirements of suppliers and increasing the commercial capability requirements of suppliers. As a result, many large manufacturers with higher qualifications, through business operations and resource consolidation, participate in a large number of bids and then subcontract to downstream suppliers after winning the bid, who in turn subcontract to further downstream suppliers. In addition, many fixed suppliers with interests in cooperation group together to win the project, and then divide it up.

Recommendations

From the SWOT analysis matrix of Zhuoying, the company's advantages in terms of technical capability and market scale are relatively outstanding, and the company's management team is relatively cohesive, so it can achieve independent research and development based on customer needs, and efficiently produce differentiated products. At the same time, we can take advantage of the relatively stable customer base and the scale of the market to further improve the marketing system and better promote the marketing of our products(Miranda, V. Ross, B.,Franken, J. et al. 2022). Thus, Zhuoying is more suitable for the differentiation strategy.

(1) Product differentiation

1) Product design based on healthcare data governance

Zhuoying's existing core products are mainly hospital informatization software systems, mainly medical institution business informatization systems, such as IEMR electronic medical record system, PEIS medical examination system, LIS hospital information system, etc. The implementation of Zhuoying's product differentiation competition strategy is mainly based on product direction, design standardisation and innovative technology.

Product of Zhuoying should design based on health care data governance. The data governance process involves data production, data collection, data processing, data cataloguing and other processes to realise the product's data fusion, data standardisation, data application and data sharing capacity building at the data level(Meng, X. Yi, Y. Meng, Y.Lv, G. et al. 2022).

2) Product design based on the principle of standardization

Completeness. The system design and planning are complete, starting from the functional requirements of medical and health data application analysis, meeting the business and technical needs of customers from multiple perspectives and levels, etc. At the same time, sufficient research and demand analysis is conducted to provide more functions that meet local characteristics and personalised needs(Nag, 2022).

Advanced. The design and development of the software must be in line with the actual needs, making full use of mature and advanced technology to ensure that the system processing capacity is scalable and maintainable.

Security. Security and reliability are the norms that bind system information security and the stable operation of the business. Ensure the security of information data during the operation of the system, the security of the information exchange process with other systems, the security of the Business Management system and the encryption security in the transmission of information(Traiyarach & Banjongprasert, 2022).

Compatibility. The system is compatible with a wide range of products and standards. Among them, the communication interface design: medical information data using the internationally accepted HL7, FHIR and other standards, support for WebService, RestfulHTTP protocol; support for Unix, Linux and other operating systems; support for Chrome, IE11+ and other browsers(Vaz, L. Raes, M. L. Mariano L. M. 2022).

Standardisation. The system is designed and developed to meet relevant national and healthcare industry standards and specifications for information technology and data.

Ease of use. The system is designed with clear and simple user management and use process, reducing the complexity of system operation. The system interface style and operation method are simple. The system is deployed using the update server method, which improves the ease of use of the software and reduces the maintenance pressure on the IT department.

Easy to maintain. The system provides powerful monitoring and auditing tools, which can monitor the status of equipment and software systems at any time, and provide convenient statistics on the application and operation status of various parts of the system, facilitating analysis of various applications and the use of various services at various times, and providing an effective basis for decision support for the expansion and deployment of the system.

(2) Service differentiation

Zhuoying company engaged in the medical information technology software industry, in order to fully optimize and enhance the service capacity of the user object, can be from the "pre-sales", "in-sales" and "after-sales" technical services(Meng, X. Yi, Y. Meng, Y.Lv, G. et al. 2022).

Pre-sales technical service. In the process of recommending products, pre-sales engineers help to promote the construction process of the project by realising personalised requirements based on business and technical feasibility, according to the individual needs of the customer.

In-sales technical service. In-sales technical services are strictly in accordance with technical solutions and implementation plans, according to reasonable implementation steps, integrating technical forces, transferring all project results to customers by means of theoretical and on-site practical training, and carrying out acceptance in strict accordance with standards(Vaz, L. Raes, M. L. Mariano L. M. 2022).

After-sales technical services. After the project acceptance, in case of system problems, provide diversified service methods to solve the faults and restore the system operation within the specified time.

(3) Channel differentiation

Zhuoying's existing market expansion is mainly based on direct sales channels, and the company develops its own products and takes B2B and B2G approaches. In order to improve the sales capacity of Zhuoying company, improve the coverage of the channel, the company adopts the sales model of direct sales + distribution, to achieve the implementation of the competitive strategy of channel differentiation and enhance the company's competitive advantage in the market(Kaplan N. 2021).

1) Company direct sales model

Zhuoying's direct sales model can be adopted by the company's customer groups are mainly regional health departments, medical associations, medical communities and single medical institutions, in which regional health departments have the function of co-ordination and planning, including unified procurement, funding payment and unified management; medical associations and medical communities have the advantages of centralised procurement, centralised bargaining and co-ordinated management, and like health departments, most of them adopt the form of public bidding for project Procurement(Li, J.Zhang, J. Schaefer, R. 2022).

For many customers, three approaches can be taken simultaneously: for the health care sector, participate more in medical informatization policy discussions and standards development, based on the bidding needs of the government procurement website, certification research, and active bid response; for medical bodies and medical communities, seek in-depth cooperation, not limited to technology, business, research, etc., in-depth system understanding of needs, proactive mining of potential needs, also based on public bidding needs, certification research For single medical institutions, dig deeper into the vertical information technology needs, broaden horizontal product applications, adopt direct sales, face customers and provide value-added products (services). At the same time, the establishment of diversified direct sales channels, the use of telephone, social software to carry out peer-to-peer marketing; the use of the Internet promotion platform to create advertising and promotion, to increase the coverage of channels and benefits.

2) Distribution model

Zhuoying's existing market is relatively poor outside the province (as shown in Table 3), with a total of 42 medical institutions outside the province, occupying 21.11% of the company's overall market. Thus the distribution model adopted by Zhuoying is mainly to expand the out-of-province market.

Table 3 distribution of existing out-of-province markets and their share of the company's total business in Zhuoying

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