Od místního rodinného zdravotnického podniku k celostátní síti klinik: studie proveditelnosti

Romania’s healthcare sector, encompassing both Conventional and Complementary and Alternative Medicine, is facing macroeconomic and fiscal shifts, highlighting the need for adaptive business strategies. This thesis evaluates the feasibility of expanding “Family Health- Care Ltd.”, a local family health-care business, into a nationwide network of ‘Spoke’ clinics. The research was conducted using a PESTEL analysis, highlighting the macroenvironment from the Political, Economic, Social, Technological, Environmental, and Legal standpoints, followed by the application of Porter’s Five Forces framework to complete the comprehensive external analysis. The internal analysis, conducted using the VRIO framework and Porter’s Value Chain, assessed the clinic’s resources for competitive advantage and identified where value is added. The results of these analyses were summarised using the SWOT framework, followed by the identification of the optimal growth strategy using the Ansoff Matrix and the Business Model Canvas. The results show that, while macroenvironmental and operational risks are present, the expansion strategy is feasible through phased expansion, retail integration, and brownfield expansion.