Course:- Managerial Policy Group Members Saeed Ahmed 10603 Tariq Mehmood 56908 M Sikandar Iqbal 10952

1. April 26, 2020 1
ASSIGNMENT # O4
WHAT ARE THE CORONA PANDEMIC EFFECTS IN 2ND
AND 3RD
QUARTER OF THE YEAR 2020 AND FURTHERMORE IN 2021???
INDUSTRY:
DIAGNOSTICS
COMPANY/ORGANIZATION
KEYYANI MEDICAL SOLUTIONS
CLASS:
MS IN MANAGEMENT SCIENCES
GROUP MEMBERS
1-SAEED AHMED
2-TARIQ MEHMOOD
3-MUHAMMAD SIKANDER IQBAL - 10952

2. April 26, 2020 2
INTRODUCTION OF INDUSTRY:DIAGNOSTIC INDUSTRY OF
PAKISTAN:
PAKISTAN medical devicesanddiagnosticindustryisestimatedtoworth approx. $600mn in 2017. The
industryisprimarilyimportdrivenasover90% medical devicesanddiagnosticproductsconsumedin
Pakistanare importedfromvariouspartsof the world.Pakistanisknownforexportof fine quality
surgical instrumentsfromSialkotwhichcontributessignificantlyinthe country’sGDP.
There are veryfewMD&D multinationalsoperatingwithinPakistanwhereasmostof the MNCs are
representedthroughvariousimporters/distributors.The medical devicesanddiagnosticindustryisin
processof recentlyimplementedregulationbygovernmentthroughMedical DeviceRules,2017 as the
governmentaimstoregulate all MD&Dproducts inthe nextcouple of years.
The medical device industryisestimatedatUS$150bn worldwide asmedical deviceshave now become
indispensable toolsinmodernclinical practice.MD&Dindustryisrepresentedthrough‘Healthcare
DevicesAssociationof Pakistan’ (HDAP) whichisa veryactive associationof medical devices&
diagnosticindustrystakeholdersinPakistan.
The product range of medical devices&diagnosticindustryisequallydiverseandincludesdisease
screeningtechnologies,therapies,equipmentandsupplies–From simple productslikebandages,tapes
& syringestoheavilycomplexcapital equipmentlike MRIscanners& ICU ventilatorsandhighly
researched&developedproductslikeimplantable devices.
There are a range of businesstypesthatmake upthe medical devices&diagnosticindustryinPakistan.
1. Importer of medical devices& diagnosticas subsidiaryof multinational company
An importerof medical devices&diagnosticwhere the Pakistanicompanyisasubsidiaryof the
same multinationalcompany.Usually,mostof the productssoldwill be fromthe parentcompany.
2. Third party importerof medical devices& diagnostic
An importerof medical devices&diagnosticthatisnota subsidiaryof amultinational companybut
a local company.Usuallysuchlocal companiesare importerof several multinational companies.
3. Supplier/Distributorof medical devices& diagnosticmanufactured
A supplier/distributorof medical devices&diagnosticwhoprocuresproductsfromimporteror
thirdparty importerof medical devicesanddiagnosticsinPakistan
4. Manufacturer of medical devices& diagnostics
A manufacturerof medical devices&diagnosticsinPakistanwhichcaneitheralocallyowned
companyor a subsidiaryof amultinational company.

3. April 26, 2020 3
COVID 19 EFFECTS ON DIANOSTIC INDUSTRY OF PAK
Diagnostic industry of Pakistan import 90% products throughout the world and mainly from
china, but China’s exports contracted sharply in the first two months of the year, as the fast
spreading coronavirus outbreak caused massive disruptions to business operations, global
supply chains and economic activity.
There are multiple effects of covid 19 on diagnostic industry of Pakistan.
 Import is a big issue for industry to run business in a smooth way ,By import issues
globally, leads to business downfall as product not reached at right time and in the same
way supply of the product could not reached at right time in healthcare institutes /
hospitals /laboratories performing multiple test and reports as well.
 Patients are also suffered from this delay, in ICU patients required ventilators,
unfortunately in this pandemic most of the healthcare institutes don’t have enough
amount of ventilators to save patients life as patients increased because of low
immunity level of the senior citizens.
 Corona virus spreading its wings in China and other parts of the world continuously now,
Pakistani business community got alternatives and manufacturing local products to get
rid of this business downfall and covid19 as well. For example locally made sanitizers,
alcoholic products, face mask etc...

4. April 26, 2020 4
KARACHI IS A BIG MARKET:
Karachi is in lockdown condition nowadays, so the multination organizations are
partially closed, local markets are open in specific timings, so big suppliers got
product from local manufacturers for Health care institutes/hospital/medical
laboratoriesto best care of an individual.

5. April 26, 2020 5
INTRODUCTION OF COMPANY:KEYYANI MEDICAL SOLUTIONS
Keyyani Medical Solutions(KMS) isspecializedinthe supplyof Laboratory,Hospital and Medical
equipmentfromreputable American,EuropeanandCanadiansuppliers,namelyinBloodBanking,Micro
plate Technology,Industrial MicrobiologyandControlledEnvironment.
Alongwiththe supplyanddeliveryof the capital equipment,we ensure toprovide sales,marketing,
after-sale,service supportandstockingdistributiontoourcustomersandend-usersviaourspecialized
networkof local dealers.
DIAGNOSTICproductsmanufacturinginDifferent partof the worldandlocal supplywithinthe country.
KMS can provide consultingservicesforsite planningandproductrequirements(BOQ) forBloodBanks,
Hospitals,Laboratories,ResearchCentersandUniversitiesinbothprivate andpublicsectors.
Extensive productportfoliothatincludesthe KMSProductbrand for basicLaboratory and BloodBank
instrumentlike Bloodcollectiontubes,test tubes,serologicalpipetts,hitachicups,microbiologicalkit,Elisa
kits,biochemistry kits,blood bags,cryo-freezingbags,centrifugemachines,biological safetycabinets,
pharmacyrefrigeratorsandso on….
The KMS networkof local distributorsandKMSin-house engineerscanassistwith:
 Servicingof Instruments
 Installation,Commissioning,Training
 Spare Parts Availability
 MarketingSupport

6. April 26, 2020 6
INTERNAL FACTORS:
FINANCE:
The CEO of companyworkas a CFOof the company.He is mindful forthe speculations within
the company. Companyhas a few issuessituateditemswhichofferassistance torunits money
relatedcycle.5-(F-S)
HRM:
HR division comprise of one HRmanagerand one operational head.Eachhave diverse work Duties.One
isfor keepingup payroll, motivatingforces; costetc. 2nd
isfor preparingof workers.1-(HR-S)
SALES AND MARKETING:
Dealsand promotingisdone bythe field drive.Itcomprises of approx., more than12 workers all over
the Pakistan at highpayingsalaries. Astheycompany’s centerobjective is deal soitisthe
foremostpotentialoffice of the company. Nowadays circumstance the company presents sanitizers/
face mask / corona dresskits whichison tall requestinthiswidespread circumstance.2,3-(S-S)
PROCUREMENT:
KMS have 90% importedbrandsthan neighborhood fabricating.Importedbrandsare obtained by
the obtainmentoffice andthe neighborhood fabricatingitemsare made bythe thirdparty.
An enormous shortcomingisof the imported itemssince momentisprohibited inthesedays.More
overincase purportwill be permitted sothe fabricatingof these imported itemsis
additionally prohibited intheirparentfabricatingcompany since of lockdown.4,6-(P-W)

7. April 26, 2020 7
EXTERNAL FACTORS:
1-ECONOMICAL:
Economic element is immediately involved in company.AsiCompany is doingnicely and involvein all theactivities
which make the company grow in the industry t’s normally brands areimported so the fluctuation of dollar will
come to be once in a whilea possibility or someday Loss for the Company due to exchange of economy.9-(E-T)
This COVID state of affairs will beultimatetwo months greater because ORGANIZATION is a salesbased,so
company took some steps to collaboratewith local manufacturer / local suppliers to recover its somehow loss.
10-(E-O)
2-SOCIAL:
It’san accurate probability forthe organization todeal in these products whichare wishedinthese
COVID-19pandemicconditions asemployerisflexibleinlocal manufacturingmerchandise and
the businessenterpriseislookup oriented(1-socialopp).
3-POLITICAL:
The general modifications inthe HDAP/ DRAP licensingcommittee sometimescreate Political problems.
Andthe adjustments inthe rulesandlegislation orthe taxesandauthoritiesof importisa dangerfor
the organization.3,4-(T)
4-GLOBAL:
CompanyisworkinginPakistan only there isno internationalpresence of the employer.6-(G-T)
5-DEMOGRAPHIC:
PopulationSize of KEYYANIMEDICALSOLUTIONS crew consistof around 50 core businesscustomersall
overthe Pakistan whoare willingtopurchasingdiagnostic&surgical products.5-(D-0)
Shiffainternational hospital Islamabadisourcore customerof thisCYOFREEZING BAG product. 11-(D-
O)

8. April 26, 2020 8
6-TECHNOLOGICAL:
CryoMACSFreezingBags are forcryopreservationapplicationsat ultra-low temperatures.The
CryoMACSFreezingBags are intendedforasingle cycle of freezing,storage (downto-196°C),and
subsequentthawing(at37°C) of hematopoieticprogenitorcells2-.(T-O)
Shiffainternational hospital Islamabadisourcore customerof thistechnological product.
7-COMPETITOR:
Some of the Competitorsare Imranscientificcompany,musajiAdam&sons,Allmedsolutions.7-(C-T)
8-INDUSTRY:
Companyisdoingnicely andinvolve inall the activitieswhichmake the company grow inthe industry.8-
(I-O)

9. April 26, 2020 9
EXTERNAL DATA:
External
(O & T)
Macro
Economic
10. becauseORGANIZATION is a sales based,so company took some steps to collaborate
with local manufacturer / local suppliersto recover its somehow loss.(O)
9.Normally brands areimported so the fluctuation of dollar will cometo be once in a
whilea possibility or someday Loss for the Company due to exchange of economy. (T)
Social
1.COVID-19
pandemicconditions asemployerisflexible inlocal manufacturingmerchandise a
nd the business enterprise is lookup oriented.(O)
Technological
2.CryoMACS FreezingBags are intendedforasingle cycle
of freezing,storage (downto-196°C),and subsequentthawing(at37°C) of
hematopoieticprogenitorcells...(O)
Political/Legal
3.The HDAP/DRAPlicensingcommittee sometimescreate Political problems.(T)
4.Adjustments inthe rulesandlegislation orthe taxesandauthoritiesof importis
a dangerfor the organization...(T)
Demographic
5 PopulationSize of KEYYANIMEDICALSOLUTIONS crew consistof around50 core
businesscustomersall overthe Pakistan whoare willingtopurchasingdiagnostic
& surgical products..(O)
11-Shiffainternational hospital Islamabad iscore customerof thisCYOFREEZING
BAG product.(O)
Global
6. CompanyisworkinginPakistan only there isno international presence of
the employer...(T)
Micro
Competitor
7. Competitorsare Imranscientificcompany,musaji Adam&sons,Allmed
solutionsetc....(T)
Industry
8. Companyisdoingnicely andinvolveinall the activities whichmake
the company grow inthe industry.(O)

10. April 26, 2020 10
INTERNAL DATA :
Internal
(S&W)
FINANCE
5. The CEO of companyworkas a CFO of the company.He is mindful for
the speculations withinthe company.Companyhas afew issuessituateditemswhichoffer
assistance torun itsmoneyrelated cycle.(S)
HR
1. HR division compriseof one HRmanagerand one operational head.Each
have diverse work Duties.One isforkeepingup payroll, motivatingforces; costetc. 2nd
isfor preparingof workers (S)
Marketing
2. More than12 workers all overthe Pakistanathighpayingsalaries...(S)
Procuremen
t
4. KMS have 90% importedbrandsthan neighborhood fabricating.(W)
6-The neighborhood fabricatingitemsare made bythe thirdparty...(W)
Sale
3.. Nowadays circumstance the company presents sanitizers/face mask/corona dress
kitswhichison tall requestinthis widespread circumstance…(S)

11. April 26, 2020 11
STRENGTH:S
5-The CEO of company work as a CFO of the company. He is mindful for the speculations within thecompany. Company has a
few issues situated items which offer assistanceto run its money related cycle .(S)
1. HR division compriseof one HR manager and one operational head.Each have diversework Duties. One is for keeping up pay
roll,motivatingforces;cost etc. 2nd is for preparing of workers (S)
2. More than 12 workers all over the Pakistan athigh payingsalaries...(S)
3.. Nowadays circumstancethe company presents sanitizers / facemask / corona dress kits which is on tall request in
this widespread circumstance…(S)
WEAKNESS:
4. KMS have 90% imported brands than neighborhood fabricating.(W)
6-The neighborhood fabricating items aremade by the third party...(W)
OPPORTUNITY:
10. because ORGANIZATION is a sales based,so company took some steps to collaboratewith local manufacturer / local suppliersto
recover its somehow loss.(O)
1.COVID-19 pandemic conditions as employer is flexiblein local manufacturing merchandiseand the business
enterprise is lookup oriented.(O)
2.CryoMACS Freezing Bags are intended for a singlecycleof freezing, storage(down to -196°C), and subsequent thawing (at 37°C) of
hematopoietic progenitor cells...(O)
5 Population Sizeof KEYYANI MEDICAL SOLUTIONS crew consistof around 50 core business customers all over the Pakistan who
are willing to purchasing diagnostic & surgical products..(O)
11-Shiffa international hospital Islamabad is corecustomer of this CYOFREEZING BAG product.(O)
8. Company is doing nicely and involvein all theactivities which makethe company grow in the industry.(O)
THREAT:
9. Normally brands areimported so the fluctuation of dollar will cometo be once in a whilea possibility or someday Loss for the
Company due to exchange of economy. (T)
3. The HDAP/ DRAP licensingcommittee sometimes create Political problems.(T)
4. Adjustments in the rules and legislation or the taxes and authorities of import is a danger for the organization...(T)
6. Company is workingin Pakistan only there is no international presenceof the employer...(T)
7. Competitors areImran scientific company,musaji Adam& sons,Allmed solutions etc....(T)

12. April 26, 2020 12
SWOT ANALYSIS
INTERNAL FACTOR EVALUATION (IFE) MATRIX
(Rating Strength 3 and 4, Weakness 1 and 2)
Key Internal Factor Weight Rating
Weighte
d Score
S.No Strength
1. 5-The CEO of company work as a CFO of the company. He is mindful for
the speculations within thecompany. Company has a
few issues situated items which offer assistanceto run its money related cycle .(S)
0.3 4 1.2
2. 2. More than 12 workers all over the Pakistan athigh payingsalaries...(S) 0.2 3 0.6
3. 3.. Nowadays circumstancethe company presents sanitizers / facemask / corona
dress kits which is on tall request in this widespread circumstance…(S)
0.05 4 0.2
4. 1. HR division compriseof one HR manager and one operational head.Each
have diversework Duties. One is for keeping up pay roll,motivating
forces; costetc. 2nd is for preparing of workers (S)
0.2 4 0.8
WEAKNESS:
5.
4. KMS have 90% imported brands than neighborhood fabricating.(W)
0.2 2 0.4
6. 6-The neighborhood fabricating items aremade by the third party...(W) 0.05 2 0.1
TOTAL 1.00 3.3
IFE MATRIX RESULTS:
Accordingto the internal factorsKEYYANI medical answerperformance isvery suitable because the
weighted ratingis3.3 sowe are anticipatingmore opportunities infuture.Now we canconclude that

13. April 26, 2020 13
company’sresponse to interiorstrength&weakness are above average &KMS diagnosticemployerisin
favorable conditions
EXTERNAL FACTOR EVALUATION (EFE) MATRIX
(Rating 1 to 4)
Key Internal Factor Weight Rating
Weighte
d Score
S.No OPPORTUNITIES
1. 5 Population Sizeof KEYYANI MEDICAL SOLUTIONS crew consistof around 50
core business customers all over the Pakistan who
are willing to purchasing diagnostic & surgical products..(O)
0.3 4 1.2
2. 2.CryoMACS Freezing Bags are intended for a singlecycle
of freezing, storage (down to -196°C), and subsequent thawing (at 37°C) of
hematopoietic progenitor cells...(O)
0.2 4 0.8
3. 10. because ORGANIZATION is a sales based,so company took some steps to
collaboratewith local manufacturer / local suppliers to recover its somehow
loss.(O)
0.03 3 0.09
4. 1.COVID-19
pandemic conditions as employer is flexiblein local manufacturing merchandise
and the business enterpriseis lookup oriented.(O)
0.02 3 0.06
5 11-Shiffa international hospital Islamabad is corecustomer of this CYOFREEZING
BAG product.(O)
0.1 4 0.4
6 8. Company is doing nicely and involvein all theactivities which make
the company grow in the industry.(O
0.04 2 0.08
THREATS:
7
9. Normally brands areimported so the fluctuation of dollar will cometo be once
in a while a possibility or someday Loss for the Company due to exchange of
economy. (T)
0.1 `3 0.3

14. April 26, 2020 14
8.
7. Competitors areImran scientific company,musaji Adam& sons,Allmed
solutions etc....(T) 0.03 2 0.06
9 3. The HDAP/ DRAP licensingcommittee sometimes create Political problems.(T) 0.1 4 0.4
10
4. Adjustments in the rules and legislation or the taxes and authorities of import
is a danger for the organization...(T) 0.04 1 0.04
11
6. Company is workingin Pakistan only there is no international presenceof
the employer...(T) 0.04 3 0.12
TOTAL 1.00 3.55
EFE MATRIX RESULTS::
Accordingto the external factors keyyani medialsolution overall performance is
very properbecause the weighted score is3.55 so we are lookingforwardto greateropportunities in
future.The company’s response to externalopportunities &threatsisabove average &employerisin
favorable condition.

15. April 26, 2020 15
COMPETITIVE PROFILE (CPM) MATRIX:
CPM “identifies a firm’s important opponents and its precise strength and weaknesses in relation to
a pattern firm’s strategic position”. The opponents of KMS organization are Imran scientific company,
musajiAdam&sons, Allmed solutions etc.…
CPM RESULTS
Critical successfactorsreferredasstrengthandweaknessrespectivelyinternalandexternal.
Scoring1 as more weakenedand4as more strengthen…
By CPMIMRAN SCIENTIFICCOMPANYisdominantoverKMS,scoringhighas 3.62 got 1st
position,KMS
got 2nd
positionscoringas 3.42.
COMPETITORS IMRAN SCIENTIFIC
COMPANY
KEYYANI MEDICAL SOLUTIONS
CRITICAL SUCCESS FACTORS WEIGHT SCORE WEIGHTED SCORE SCORE WEIGHTED SCORE
QUALITY OF PRODUCT 0.4 4 1.6 4 1.6
BRAND MARKETING 0.2 3 0.6 2 0.4
PRODUCT SUPPLY 0.3 4 1.2 3 0.09
CUSTOMER LOYALTY 0.05 2 0.1 1 0.05
NUMBER OF PRODUCTS 0.03 2 0.06 4 1.2
BRAND REPUTATION 0.02 3 0.06 4 0.08
Total 1.0 3.62 3.42

16. April 26, 2020 16

17. April 26, 2020 17
Perceptual Mapping:
Perceptual map:
A perceptual map is of the visible approach designed to show how the average target market client is
aware the positioning of the competing products in the marketplace
Perceptual mapping of KMS:
Nowwe use perceptual mappingof KMSfirstwe picktwo determinate attributesforperceptual
mappingthan pickmajor competitors of KMSCorporation& the last stepof perpetual mapping
isgrowingscores.
STEP NO 1
We select two main attributes are;
1. QUALITY OF PRODUCT
2. BRAND REPUTATION
STEP NO 2
In thisstepwe selectcompetitorsof KMSCOMPANY;
1. Allmedsolutions,
2. Imran scientificcompany
STEP NO 3
In closingstepof perceptual mappingis developingscores.Accordingtoperceptualmapping
ALLMED solution score ishighdue tothe fact of high-quality &brandreputation.KMS
have highproductfantasticbut low brandreputation &IMRAN SCIENTIFEChave
productquality & brandreputation eachare low..

18. April 26, 2020 18
QUALITY OF PRODUCT
HIGH
BRAND REPUTATION
HIGH L0W
LOW

19. April 26, 2020 19
COMPANY PROBLEMS DURING COVID19:
Due to the Pandemic situation of COVID-19. The Import of
the company stops OR PARTIALLY on because of global lockdown
company took some steps to contact local manufacturer and make
possible supply to healthcare institutes at high purchasing coast of the
product, so the March which decrease the income of that month….
The Reasons of below Forecast of April is that in this month the import
is partially open due to the fact of lock down. More over there will
be additionally an influence of Ramadan due to which sales decreases.

20. April 26, 2020 20
3rd
and 4th
Quarter and the Years 2021
 Moreover Company promiseto supply the Full income barring any
deductions.
 There is no extra have an effect on of COVID-19 in 3rd or 4th quarter of
2020 and so on due to the
fact organization deals in neighborhood producer products which is
the need of healthcare institutes as the core patron have
no trouble of cash so they
will always purchasethese products as advocated via healthcare
professionals.

21. April 26, 2020 21
PROBLEM FACED BY COMPANY:
The important problem organization faces in quarter 1 Due to the Pandemic situation of COVID-
19. The Import of the organization stops due to the fact of lockdown. KMS l& China is
a important producer of low-coast diagnostics.
STRATEGY OF KMS IN FUTURE:
Now;organization implementsthe unique techniques toclearupout the issues happen due tothe
corona virus& company alsosolvesthe salesissues.
Companyhave nownot closeddown yetregardlessof goingthrough scarcityof imported
DIAGNOSTICS substances fromChinaandare as an alternative attemptingtosource them
fromdifferentsources.Now inthis state of affairsCompany
use those merchandise storage, whosave forextravolumeoneachand every monthin increase incase
for goingthrough any critical scenarioso employermakesuse of thisstorage material.
Now company use this STRATEGY dealingwithpandemicscenariodue toCOVID19.