BUSINESS+OBJECTIVES+AND+STRATEGIES

Strategic planning refers to the developing and maintaining a viable fit organizational objective/ skills/ resources such as Human. Financial, Technology, Intellectual property. **COMPANY OBJECTIVE** 1. Achieving medical interest 10,000 RM per month. 2.Implemere 100% fully functional translation service by the end of year 2012. 3. 10% customer growing in two years 4. To Promote customer satisfaction by delivering high quality services. **COMPANY’S OBJECTIVE GOALS** **Customer relationship management** The company aims to maintain the relationships with their customers in order to get repeat business that is earning customer loyalty. According to their website, the hospital is committed to provide value added services. The strategies to reach the specified objective goal are; Strategy The hospital aims to seek ways to improve their performances. The company aims to improve the quality of services they provide to exceed their customer expectations. The hospital is already known for its modern, clean and supporting work environment and so to increase the quality of services provided can be through hiring better nursing staff and committed staff to give better services to customers. **Growth** Sunway medical centre aims to be a world class health care organisation (Sunway.com/sunwaymed.) The hospital has already reached success as subsidiary of the Sunway Group which is renowned for its good management structure and strong policies that maintain the standard of their stockholders. Strategy Sunway medical should make an effort to get internationally accredited and that they subscribe to a high level of clinical and service excellence, besides having superior technology and patient-oriented facilities. According to Ramanna (2006) hospitals tend to seek accreditation because they see accreditation as a means of assuring medical tourists that they can get western quality healthcare at third world prices. **Productivity** Goal: To provide satisfactory return to shareholders. According to their website, Sunway medical is keen to maintain their relationship with their stakeholders and shareholders by making sure that the hospital profits are rising. Strategy Employees are also stakeholders of the company, and it is important to keep them happy and satisfied so as to improve the overall productivity of the company. One of the ways to motivate them to work harder is to give them benefits and incentives.
 * SUNWAY HOSPITAL**
 * Improve the quality of services provided
 * Innovative services like House calls, monitoring the clients’ health from home through special medical devices. According to Ammi Survey (2010) Outpatient and home-based care is expected to increase in the future and present significant opportunities for medical devices companies. Sunway medical centre should introduce a system where special care patients like surgery, cancer will receive medical attention even after they have been discharged.
 * Targeting new markets such as Vietnam, Cambodia, the Middle East, United States, Europe and Canada. The Malaysian government is now supporting medical tourism as a number of patients from neighboring countries like Indonesia are seeking medical services in Malaysia due to cheaper costs. Sunway medical should collaborate with the government to increase the number of foreign patients in the country. According to Ang (2009) Sunway Medical Centre chief operating officer Ch’ing Lin Ling acknowledged the Health Ministry and Tourism Malaysia for teaming up to promote the image of Malaysia as a tourist hub for leisure, travel as well as health.
 * International accreditation
 * Reducing costs. Sunway medical centre should reduce unnecessary hospitalizations and the length of stay in the hospital. By doing this, the hospital will be saving costs like water, food, electricity, cost of supplies and therefore improving productivity in terms of profits and return o investments.
 * Raising salary for the operational staff.