Mgt210

SEC: 11

Project on
Apollo Hospitals Dhaka & Anwer Khan
Modern Hospital Ltd.
Presented to: Nadia Ashraf

Lecturer, school of business,

North-South university

Presented By:

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List of Figures & Tables

Topic Page No.

SWOT Analysis of Apollo Hospitals Dhaka 08

SWOT Analysis of AKMHL 10

Table of Contents 2
Topic Page No.

Executive Summary 04

Brief Introduction 05

SWOT Analysis 06-10

Competitive Edge 11

Strategic Objective 12

Human Resource Management 13-15

Corporate Social Responsibility 16

Conclusion 17

References 18

Executive Summary
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There are several top private hospitals in Bangladesh and they are Squire, Apollo Hospitals
Dhaka, Lab Aid, Anwer Khan Modern Hospital Ltd, Care Hospital, and Popular
Diagnostics etc. They are leading the current market of health sector where Apollo Hospitals
Dhaka & Anwer Khan Modern Hospital Ltd. having the greatest market shares with wide range
of services and also with a strong management system than any other hospitals. These top
hospitals are trying to get patients satisfaction in different ways. Apollo is charging a higher
price for their international services whereas Anwer Khan Modern Hospital is providing same
services at a lower cost to get the patients satisfaction.

In a hospital it is very much necessary to work together to achieve its goal. These two hospitals’
employees are working hand in hand. Patients are continuously searching for Hospitals which are
providing better services at a low cost or a international service in their own country, considering
the higher cost.

Apollo Hospitals Dhaka is the only ‘JCI Accredited’ 450-bed multi-disciplinary super-specialty
tertiary care hospital in Bangladesh, working from 1997, confidently providing comprehensive
health care with the latest medical, surgical, and diagnostic facilities. They have supremely
skilled Consultants and Physicians as everyday heroes. Their vision is to be recognized as a
health care industry leader, valued by patients and health care providers, respected by health care
community,

In the other hand Anwer Khan Modern Hospital Ltd. is working as a model for the health
community, as they are introducing themselves to the people of Bangladesh very rapidly. As they
are a very new member in health sector their vision is to provide health care at a low cost to mass
people. With this vision they have started their business in Bangladesh at June, 2006. And they
are working very hard to achieve their goal.

Brief Introduction
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With the vision of being recognized as a healthcare industry leader, valued by patients and
healthcare providers, respected by the healthcare community, sought after as an employer and
admired by their competitors, the Apollo Hospitals Dhaka(hereafter referred to as AHD) was
established in 1997. The Apollo Hospitals Dhaka is very unique in providing service to their
patients. They are only hospital in Bangladesh who has ‘JCI Accredited’ 450-bed multi-
disciplinary super-specialty tertiary care. AHD is confidently proving comprehensive healthcare
with the latest medical, surgical and diagnostic facilities by expert medical professionals, skilled
nurses and technologists using state-of-the-art technology. Concerning on their vision and
mission Apollo Hospitals Dhaka is working very hard and hand in hand as the invisible and
unseen pillars that run the hospital to become a center of excellence.s

The growth of Anwar Khan Modern Hospital Ltd. mirrors the explosive growth of the health
care sector organization in recent years. Once the organization outgrew its previous break in less
than three years, it wants the new office accommodation to demonstrate its coming-of-age
through sophisticated and advanced technology, building design, while serving 24/7 diagnostic
facility, intensive care unit, general care, neonatal care and alike, why and how the extended
building is better for patients, doctors, attendance, better for the society, better for the community
and better for the country over all. Anwar Khan Modern Hospital Ltd. (hereafter referred to as
AKMHL or the company) is a private limited company incorporated on March 8 th, 2005 with
authorized share capital of 50.0 million is engaged in providing medical services. The company
runs under the flagship of Modern Group. Modern Group has 9 concerns in operation. But we are
going to introduce the management profile of Anwar Khan Modern Hospital Ltd.

SWOT Analysis
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The SWOT analysis provides us with an opportunity to examine the internal strengths and
weaknesses hospitals must address. It also allows us to examine the opportunities presented to
Hospitals as well as potential threats.
Apollo Hospital and Anwer Khan Modern Hospital Ltd. & Apollo hospital Dhaka have a
valuable inventory of strengths that will help them succeed. These strengths include: Reputation
and Goodwill, well facilities, Good nursing staff, Strong HRM system etc. Strengths are
valuable, but they do have to realize the weaknesses of the hospital, included: loss of control,
fewer ambulance service, small accommodation facilities etc.
Hospital's strengths will help them to capitalize on emerging opportunities. These opportunities
include, but are not limited to, a growing population, and the growing social bonds fostered by
community involvement. Threats that
Hospitals should be aware of include; A large number of competitors, fewer doctors, A slowing
economy, No job securities etc.

SWOT analysis of Apollo Hospitals Dhaka (AHD):

Strengths:

1. Reputation and Goodwill: Apollo hospital has a good reputation in Bangladesh. For this
reason, it is in the top position. Reputation and goodwill help a company to be succeeded. So it is
their main strength from any other hospitals in Bangladesh.

2. All Facilities under one roof: Apollo hospital has a good facility for the patient. They give
the opportunities to do all medical test in their one building with accommodation facilities,
surgery and so on. In fact, they provide all facilities under one roof.

3. Active Hospital Emergency codes and Strongest IT backup: Apollo hospital is the only
hospital in Bangladesh having active hospital emergency codes for the patients. They have the
strongest IT backup support having the only Jukebox in the country and demonstrating complete
EMHR (electronic medical health record of patient.

Weaknesses:

1. Loss of control: Apollo hospital has a risk to loss their control. It has a lot of employers that
they may not have co-ordination in their work. Their maintenance system is not as good as other.
A patient needs to wait for long time before admitting in hospital for their processing system
which may be dangerous for a serious patient.

2. High Expense: Apollo hospital is one of the expensive hospitals in Bangladesh. So only a few
numbers of people can go for this hospital. Middle level or low level people cannot effort its
expenses.

3. Few Ambulance Service: It is true that Apollo hospital is a well facilitate hospital, but its
ambulance services is not so good. It has a fewer number of ambulance and a slow service
process in a high cost than any other hospital.

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Opportunities:

1. Growing population: Day by day people are increasing in Bangladesh. Automatically, the
diseases are also going up. Apollo hospital may take this opportunity by capturing the people
with their better services.

2. Providing Homely Environment: Apollo Hospital has a good environment for the patients.
So many people like to have treatment from this hospital. If Apollo hospital can continue this
environment and be able to provide more homely environment, they can easily capture more
patients. It will be a great opportunity for them capturing more people by this way to be
succeeded.

3. Increasing more Ambulance Service: As Apollo hospital has only 4 ambulances, sometime
they cannot provide ambulance service for their limited ambulance. So they are thinking about
increment of the ambulance. For this increment of ambulance service they will be able to provide
more service by capturing more people I future.

Threats

1. A slowing economy: As every cost is increasing day by day, it affects the hospital cost.
Apollo hospital is a expensive hospital, if it charges more cost for the cost prices nobody will try
to go for Apollo hospital without thinking about other hospitals. After all Bangladesh is not a
highly rich country to cope up with their high cost easily.

2. Large number of competitors: Currently, Apollo hospital is enjoying first positioning

Bangladesh hospital market. There are many competitors in this market. Many private hospitals
are also ready to compete with it. So they need to be more aware about their competitors. It may
be difficult to duplicate them without thinking their best services.

3. No Job Security: Every year a large number of employee and staff turn over their job. As
their employers are multi skilled, it is a loss for them. Without giving them job security they
cannot stay here more times. If it continues, it will be their main caution to carry on.

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 Figure: SWOT Analysis Of Apollo Hospitals Dhaka

SWOT Analysis of Anwer Khan Modern Hospital Ltd. AKMHL:

Strengths

1. Good Facilities within low cost: Anwer Khan Modern Hospital Ltd. provides good facilities
and services within low cost. Their target is not only the rich people; they targeted all classes’
people. So they try to focus themselves to all.

2. Strong HRM system: human resource management should be very much fear and clear in a
company. Anwer Khan Modern Hospital Ltd. has a strong HRM system. They always select an
employee or staff by recruiting and having a meeting with their old and experienced members
where they do not have any chance to do cheating.

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3. Multi skilled managers and Co-ordination: Anwer Khan Modern Hospital Ltd. has
experienced managers who are multi skilled. One manager can participate in different sector, so
that they can easily find out the lacks of decisions. Because of their quality decision their work
co-ordination is also good, for what they are doing better in their completion market.

Weaknesses

1. Weak Emergency Services: Anwer Khan Model Hospital Ltd. is providing emergency
services with having few numbers of doctors and nurses. Many patients do not want to come
again who had taken the services once because of their late and poor services.

2. Small Accommodation Facilities: Anwer Khan Model Hospital Ltd. has a small building. So
it cannot provide more accommodation. Few numbers of patients can have service at a time for
small accommodation space. It is very much unwanted to the patients.

3. Poor Ambulance Service: Anwer Khan Model Hospital Ltd. has a few numbers of
ambulances. They are unable to provide ambulance timely even at a serious moment. They do
not send ambulance to long distance area for what they can capture only nearer patients of the
hospital.

Opportunities

1. Increasing Accommodation facilities: Anwer Khan Model Hospital Ltd. does not have any
large building that they can serve huge people. But their future plan is to build a large building or
creating more accommodation facilities. If they can increase their accommodation facilities they
will be able to take these opportunities by having a large number of patients.

2. Instrument Development: At this present situation Anwer Khan Model Hospital Ltd. cannot
give all instrument facilities to the patients because of their lack of instrument. In fact, A patient
always wants to have all instrument facilities in hospital. So if Anwer Khan Model Hospital Ltd.
can make sure about instrument problem they will be able to capture a lot of people what may be
their great opportunities.

3. Rapidly introducing to people: Anwer Khan Model Hospital Ltd. is not a well known
hospital in Bangladesh, but it is introducing to people. For this rapid introduction to the people
they will be able to create value to the people, what will be their opportunity to succeed by
capturing huge number of people.

Threats

1. Large number of competitors: A large number of private hospitals are competing as a

competitor with Anwer Khan Model Hospital Ltd. It is a strongly threat for this hospital. All the
competitors are highly aware and they are ready to compete in market sector. So it is a threat to a
single institution.

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2. Loss of Control: Anwer Khan Model Hospital has been losing its control due to continuing
the hospital activities. They have low maintenance problem for what they have the risk to loss
their control. If it continues, Anwer Khan Model Hospital Ltd. will move away from the market.

3. Few number of own doctors: Anwer Khan Model Hospital Ltd. has only a few number of
own doctors. On the other hand, the competitors have more own doctors, what is very
considerable thing for people. It may be a noticeable thing to loose of their patients.

Figure: SWOT Analysis of Anwer Khan Modern Hospital Ltd. (AKMZHL)

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Competitive Edge
Synergy of Apollo Hospitals Dhaka (AHD)

Apollo Hospitals Dhaka is using Management and Technological synergy. Apollo hospital has
skilled managerial team with efforts and full dedication. They perform their duty very honestly
and well. Apollo Hospitals transfer their technologies with each other. Apollo Hospitals Deli,
Apollo Hospitals Bangalore and Apollo Hospitals Dhaka use their superior technologies and
instruments with each other.

Competitive strategy of Apollo Hospitals Dhaka

Apollo Hospitals Dhaka use focused differentiation strategy. They target a narrow market.
Apollo hospital always uses latest technology. They always try to provide all kinds of facilities
with superior value towards their customer by using latest technology. For this reason, they have
to charge more money from their customer to carry this cost. For this reason people from every
class of our society cannot afford to take service from Apollo hospital. Especially poor people of
our society cannot take service from Apollo hospital. Only rich people of our society can afford
to take service from Apollo hospital. So, charging more money from customer, Apollo hospital is
targeting a narrow market and following focused differentiation strategy.

Synergy Anwer Khan Modern Hospital Ltd (AKMHL)

Like most of the organization Anwer Khan Modern Hospital Ltd. is using the management
synergy. As their managers are very much skilled they know what to do for organizations
betterment. So the organization can easily rely on them. One of the reasons of success of
AKMHL in healthcare is to have the multi-skilled managers. They are decent and honest in their
work.

Competitive Strategy of AKMHL:

AKMHL is following differentiation strategy. As they have a broad target (they are concerning
to mass people) and a differentiation strategy they are following differentiation. It’s very unique
in its work, it has specialized design building infrastructure that’s why it is following
differentiation strategy.

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 Strategic Objective
In life miracles don’t just happen as it does in stories. They take place every day when one
believes in touching lives. If hospitals believe that they never really cure patients; they treat
mothers, fathers, sons, daughters, grandmothers and grandfathers they can easily gain success.

Same things happen for Apollo Hospitals Dhaka & Anwer Khan Modern Hospital Ltd. There are
many reasons behind their success. As they believe in themselves & believe that they are not
curing patients only, they are curing their own family members. They tried their best to make
them well as soon as possible, and touch the hearts of everyone in their family by bringing a
smile to their faces. This is the miracle they perform.

The main reason behind Apollo Hospital Dhaka’s success is to provide the superior service to its
patients. They have a very strong HR system, very strong international machineries, and surgery
instruments. And also do operations like open heart surgery and High-end Plastic and
Reconstructive Surgeries.

Apollo Hospitals Dhaka has successfully implanted an IVC (inferior vena cava) Filter for the
very first time in Bangladesh. This happened because of their skilled doctors & very superior
machineries they have. They have successful radiology team too. They have a very modern lab
in their hospital. These all things work for Apollo’s success.

Anwer Khan Modern Hospital Ltd. is a very new member in health care sector in Bangladesh.
But is success is very rapid than any other hospitals running in Bangladesh. Main reason behind
its success is its own employees and the service it provide to its patients. The hospital has many
well renowned doctors, who are considered as the best doctors in Bangladesh. It has some
machineries which are available in very few hospitals like Apollo, Squire & Lab Aid. This
hospital is proving some superior services to its patients but at a very low cost. That’s why it is
introducing itself very rapidly to the mass people of Bangladesh. All these things are helping this
hospital to success. If this continues it is not very far away to be a leader in the health sector of
Bangladesh.

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Human Resource Management
Human resource management (HRM) is the management of an organization's workforce,
or human resources. It is responsible for the attraction, selection, training, assessment,
and rewarding of employees, while also overseeing organizational leadership and culture, and
ensuring compliance with employment and labor laws. In circumstances where employees desire
and are legally authorized to hold a collective bargaining agreement, HR will typically also serve
as the company's primary liaison with the employees' representatives (usually a labor union).
HR is a product of the human relations movement of the early 20th century, when researchers
began documenting ways of creating business value through the strategic management of the
workforce. The function was initially dominated by transactional work such
as payroll and benefits administration, but due to globalization, company consolidation,
technological advancement, and further research, HR now focuses on strategic initiatives
like mergers and acquisition, talent management, planning, industrial and labor relations,
and diversity and inclusion.
Apollo Hospitals Dhaka (AHD) & Anwer Khan Modern Hospital Ltd. (AKMHL) have their own
HR system. They manage their organization through strong HR management. We are going to
explain their HRM system here by:

Human Resource System of Apollo Hospitals Dhaka

 Au1thority: The Board is the highest decision and policy making authority of the
company to execute the directions. The Management Team is the executive leadership of
STSHL and is charged with managing the affairs of the Company. The management team
consists of the CEO and other key leaders within the company. The CEO is the leader of
the team. The management team endeavors to achieve the strategic goals and mission of
the hospital as set by the board of director.
 The degree of centralization: It is quite high as the decision making is carried out
mostly by the top management. The degree of the involvement is variable depending
upon the extent of delegation of authority from the top down and upon the reporting
requirement for the account stability from the bottom up.
 Staffing: The key process of recruiting; training and evaluation are practiced in all areas
of the operation department. The company’s equal opportunity employment policy
includes commitments to recruit people on the basis of their ability. Employee
competence and commitment are the key drivers of the competitive advantage of any
organization.
 Leadership: The leadership style of AHD is participative towards the middle level
management. However all decision making is carried out by the B.O.D and there do exist
considerable room for centralization.

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  Motivation: Apollo hospital Dhaka actively encourages employee involvement in the
company’s business through team briefings and regular meetings with various
departmental employees.
 Compensation package: This includes salary and wages paid to the staff.
 Incentive compensation package: They pay a lump-sum bonus to their staff at times of
occasion like Eid- ul-Fitr, Eid- ul-Azha, Diwali, Durga puja, Christmas etc.
 Promotional strategy: The Apollo Hospital Dhaka executes ‘institutional advertising’ to
promote their hospital to the public. They also perform service advertising to publicize
their services. For example: ‘ambulance services’
 Advertising: All of their advertisings are newspaper based and to some extent they
undertake online advertising.

Selection process of Awer Khan Modern Hospital Ltd.

Anwer Khan Modern Hospital Ltd. follows the following procedures to select its employees.

 Obtaining applications: At first Anwer Khan Modern Hospital Ltd. (AKMHL) seeking
applications from the interested people for the specific post. In these applications
references, applicants mark sheets, certificates are also included.
 Screening: After getting the applications Anwer Khan Modern Hospital Ltd. (AKMHL)
screen the applications. If there is any mistake in the application, the applicant is
considered as unable to sit for the interview process.
 Taking interview: Eligible employees sit for the interview after screening. By taking
interview this hospital selects the best employees for a specific position who are best
suited for the post.
 Enquiry of personal history: Anwer Khan Modern Hospital Ltd. enquires the personal
history or information after the interview from the references they gave with the
application.
 Medical test: Anwer Khan Modern Hospital Ltd. also takes the medical test of the
eligible employees.
 Final test: AKMHL takes a final interview to select the best employees from the selected
s

Training Process of Anwer Khan Modern Hospital Ltd:

 Job rotation: To train the managers AKMHL rotate their manager’s positions from one
sector to another sector.
 Apprenticeship: In this process AKMHL send their employees or hire new employees as
apprentice. This is a very good process to train employees.

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Motivation process: Anwer Khan Modern Hospital Ltd. believes that every employee needs to
motivate. It follows the following process to motivate its employees.

 Fair wages: Each and every employee gets a very fair wage from the hospital. This fair
wage or salary inspires the employees to work harder.
 Bonus: This Hospital also provides bonus for the over time duty, the religious occasions
& other occasions like wedding of the employees so that they can give more attention to
their duties.
 Advance: This institution provides advance salary against their salary for the employees
if it is an emergency.
 Transportation facilities: Top level and middle level managers get transportation
facilities from this hospital. If there is a political strike then it provides its ambulances to
their managers. It helps the employees to come in the hospital timely.
 Medical facilities: As it is a hospital it provides free and half free medical facilities to
their employees.
 Canteen facilities: This hospital has a very big canteen at the top floor of the hospital
building. The canteen provides very good quality of food a lower cost for the employees.
 Holiday with salary: If any employee is in holiday, it’s no matter they will be paid fully.
They will get the full salary.

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Corporate Social Responsibility
CSR of Apollo Hospitals Dhaka:

Healthcare delivery organizations are now regarded as “Corporate Citizen” and as a result, they
are attempting to fulfill their responsibility in this regard.STS Holdings Limited emphasizes
social, ethical and environmental responsibilities which must be taken seriously.

At Apollo Hospital Dhaka, they believe that their ability to make a difference extends beyond
their hospital walls. Both as organization and as individuals, they are dedicated in playing an
active role in providing services to improve quality of life factors. This sense of responsibility to
the community is a core element of their professional culture. Apollo Hospitals Dhaka in this
occasion mentioned the CSR activities of Apollo in creating awareness among people about
disease prevention, lifestyle change and need for vaccination.

Each day, they are discovering new ways adding new modern ways in CRS to make a positive
impact in the lives of people. Their continued growth, both a terms of size and stature has been
paralleled the expansion of their commitment to serving poor and disadvantaged patient. They
take great pride in offering free or reduced rate hospital care to qualifying patients through the
new notion of CRS. They also sponsor and participate in a wide range of physician training and
development programs and activities that ultimately benefit the rural population.

CSR of Anwer Khan Modern Hospital Ltd:

As Anwer Khan Modern Hospital Ltd. is a constantly growing institution its future plan is to
involve in CSR activities. But as it is now in its growing stage it is not involving itself to CSR
activities. As they believe that by involving to CSR activities they can help the people more and
can grab more market share, so it is their future plan to involve in Corporate Social Responsibility

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 Conclusion
With this overview of Apollo hospitals Dhaka & Anwer Khan Modern Hospitals Ltd we can say
that in a hospital it is very much necessary to work together to achieve its goal. These two
hospitals’ employees are working hand in hand. Patients are continuously searching for Hospitals
which are providing better services at a low cost or an international service in their own country,
considering the higher cost. These two hospitals are providing the services which are demanded
by the mass people.

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References

1. General manager, Anwer Khan Modern Hospital Ltd. (2012, pers.Comm,28 July)
2. Apollo Hospitals Dhaka, Annual report 2010, Dhaka.
3. http://en.wikipedia.org/wiki/Human_resource_management

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