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XYZ Healthcare and Beauty Project 1 XYZ HEALTHCARE AND BEAUTY PROJECT by [Name] Course Professor’s Name Institution Location of Institution Date

XYZ Healthcare and Beauty Project 2 Table of Contents Table of Contents ....................................................................................................................... 2 List of Figures ............................................................................................................................ 4 Executive Summary ................................................................................................................... 5 1. Introduction to the Project ...................................................................................................... 7 1.1 About the Project .............................................................................................................. 7 1.2 Objectives ......................................................................................................................... 8 1.3 Project Location ................................................................................................................ 8 1.4 Sustainability .................................................................................................................... 8 1.5 Competitive Advantage .................................................................................................... 8 2. Critical Evaluation of the External Influence (Macro and Microeconomic) ......................... 9 2.1 Microeconomic Factors .................................................................................................... 9 2.1.1 Customers .................................................................................................................. 9 2.1.2 Employees .................................................................................................................. 9 2.1.3 Supplier .................................................................................................................... 10 2.1.4 Retailers (Distribution Channel) .............................................................................. 10 2.1.5 Competitors .............................................................................................................. 10 2.1.6 Investors ................................................................................................................... 10 2.1.7 Price Elastic ............................................................................................................. 10 2.2 Macroeconomic Factors ................................................................................................. 11 2.2.1 Leading Factors ........................................................................................................ 11 Taxes ................................................................................................................................. 11 International Trade ............................................................................................................ 11 Retail Sale ......................................................................................................................... 11 Industrial Production ......................................................................................................... 11 Hosting the World Cup ...................................................................................................... 11 2.2.2 Lagging Factors ....................................................................................................... 12 Economic Growth Rate ..................................................................................................... 12 Unemployment Rates ........................................................................................................ 12 Inflation ............................................................................................................................. 12 Exchange Rates ................................................................................................................. 12 GDP Growth ..................................................................................................................... 13 Blockade ........................................................................................................................... 13 3. PESTLE Analysis ................................................................................................................. 13 3.1 Political Factors .............................................................................................................. 13

XYZ Healthcare and Beauty Project 4 List of Figure Figure 1 - Pharmaceuticals & Healthcare Forecasts (Qatar 2019-2025)(Sev.org.gr, 2022) .... 8 Figure 2 - Inflation Rate (Qatar 2013-2022)(Sev.org.gr, 2022) ............................................... 11 Figure 3 - Qatar GDP Growth 2020 (Invest.qa, 2020) ............................................................ 12 Figure 4– Risk Matrix for XYZ Healthcare and Beauty (Authors Own) (See Appendix A for Key) .......................................................................................................................................... 17

XYZ Healthcare and Beauty Project 5 Executive Summary The pharmaceutical and Beauty Products Import Project for XYZ Group is based in Qatar. The group intended to make a turnaround from loss-making to profit-making. The report looks at a critical analysis of external influences on the project and the role of ethics and social responsibility. PESTLE analysis tool was used to analyze the external factors. The report also analyzes the stakeholders of the project. Micro and macroeconomic factors analysis show the significant success of a project. Proper social and environmental guidelines were considered, and the project had a considerable impact on society. It is recommended that the project be done under strict adherence to national and international regulations as it involves products dealing with human skin and health.

XYZ Healthcare and Beauty Project 7 board members who have expertise in the health sector. On the other hand, the group's opportunities are minimal competition, a ready market for expansion, and the availability of technology for intensive advertisement in Qatar and overseas. XYZ group developed a three-year recovery plan using the best methods and scope, including product redesign, management change in the marketing department, creating and sustaining a new market, and introducing drastic customer loyalty programs. The measures aim to reduce production costs and create and maintain new markets. The implementation of the measures is expected to propel the group's revenue rapidly, creating higher margins every financial year. 1.2 Objectives 1. The project exists to provide the latest products and the best brands for the health and beauty sectors by providing innovative marketing concepts and excelling at Building Brand image. 2. Support the health and beauty sectors in Qatar. 1.3 Project Location The project is located in Qatar with branches in KSA. Qatar has advanced technological and physical infrastructure that will enable its rapid growth. The country also has access to a reliable sea and air transport system. 1.4 Sustainability The project is largely sustainable. Its geographical location allows for transport and communication convenience, thereby saving time and cost. It also provides a wide area for market expansion. 1.5 Competitive Advantage The project has the following competitive advantages.  Sole distributor of the products.

XYZ Healthcare and Beauty Project 8  The availability of advanced technology and skilled personnel.  Availability of board members with experience in health and beauty products. 2. Critical Evaluation of the External Influence (Macro and Microeconomic) Qatar will continue to attract innovative pharmaceutical and healthcare providers despite its limited market size, and the government will continue to encourage private sector investment while relying on imports. Qatar's pharmaceutical market reached a fair value in 2020, and the country spent the seventh-highest per capita on medications in the Middle East (Sev.org.gr, 2022). The project benefits both the health and beauty industries, and the product is sold in the following segments: consumer health care items and cosmetics and beauty products. Figure 1 - Pharmaceuticals & Healthcare Forecasts (Qatar 2019-2025)(Sev.org.gr, 2022) 2.1 Microeconomic Factors 2.1.1 Customers Products and machine is chosen to satisfy and meet customers' needs. Without attracting targeted customers, the organization cannot run a profitable business (Belen 2020). Building a customer base and boosting sales requires understanding the desirable customer types and creating effective marketing campaigns.

XYZ Healthcare and Beauty Project 10 2.1.7 Price Elastic Price elasticity measures the responsiveness of quantity demanded to change in price. Given the high demand in the sector, substitute availability is affecting the overall revenue of the project due to price stability(Walsh and Roma 2019). The product is highly price elastic because the market is competitive. 2.2 Macroeconomic Factors 2.2.1 Leading Factors Taxes Businesses in Qatar are charged low taxes compared to other countries in the Middle East region. All Qatari-owned projects are given 100% tax exemption. The low tax rates increase the incentives to invest in the region. International Trade The international free trade agreement impacts businesses in the region. It eases the process of supplying products and might affect the pricing of the products. However, the end of these free trade agreements might also have a negative impact on the business. Retail Sale A retail sale is a direct sale to the consumer. It is invaluable to the entire product distribution chain. When the retail sales increase, the demand for the product increase. Industrial Production Industrial production depends on the demand. An increase in demand causes higher production. Intensive product marketing will likely yield higher production to meet the demand.

XYZ Healthcare and Beauty Project 11 Hosting the World Cup World Cup event will attract many people for tourism. The increased number of people will cause higher demand for the products. World Cup event has also driven Qatar to enhance her infrastructure, which has caused transportation efficiency. 2.2.2 Lagging Factors Economic Growth Rate The performance of a business largely depends on economic growth. The economic growth rate impacts business and individual incomes. Therefore, the demand increases as the economy grows. Unemployment Rates Qatar has a low employment rate. The rate negatively impacts the project because it makes it difficult to find labor locally. Therefore, employees should be recruited from abroad. Inflation Inflation has a negative effect on the performance of a project. Inflation in Qatar will affect the project's expenses, raising the production cost (Nicol 2022). The inflation will also affect the customers' buying power leading to a fall in demand.

XYZ Healthcare and Beauty Project 13 Blockade Cut supply line, which leads to higher costs for the alternative supply chain and shipping costs. It helped Qatar to develop alternative supply routes and increase domestic production. The lifting of the blockade will open up the market abroad and increase local competition. 3. PESTLE Analysis PESTLE analysis can assess an industry's external environment since it categorizes external factors according to their influence (Marmol and Probert 2015). Variables in politics, economics, society, technology, law, and the environment all play a role. On the other hand, the internal environment looks at a firm's resources and capabilities. 3.1 Political Factors Product safety is a serious concern of the Qatar government. In health and beauty products, the government issues stricter rules and reviews them from time to time. The rules are tighter because beauty products are designed for skin-to-skin contact (Herman 2021). Most of the ingredients for making the skincare products are imported under strict international rules. Other cosmetics are occasionally banned from importation. Therefore, XYZ Healthcare and Beauty Project will require proper and thorough government compliance. 3.2 Economic Factors The beauty and healthcare industries are quite resistant to economic recessions. Consumers will only buy what they need during the recession. With increasing inflation in Qatar, the healthcare and beauty products sector is not expected to change significantly. With cutting-edge products in beauty and quality healthcare products, the project is likely to succeed.

XYZ Healthcare and Beauty Project 14 3.3 Culture and Social Factors Most people in Qatar and globally have brand loyalty. It takes creativity and innovation to cause a customer to switch between beauty products. However, with true innovation in packaging and quality, most young people are likely to change to XYZ beauty products. According to Qatar Cosmetics Products Market: 2022 - 27: Industry Share, Size, Growth - Mordor Intelligence, most healthcare products are imported by Pharma. Several pharmaceuticals have established relationships with the firm. The company will solely distribute XYZ healthcare products through other suppliers. Therefore, there will not be any stiff competition from the local importation firms. 3.4 Technological Factors Since the COVID-19 pandemic, the healthcare and beauty products market shifted online with 24-Hour service. Young adults prefer online shopping too. The XYZ Healthcare and Beauty project will need a very strong online presence to succeed in the market. 3.5 Legal Factors There are several legal acts locally and globally to comply. Law enforcement bodies also monitor ingredients based on their use (Kok 2020, pg 14). Success in this sector will require complete adherence to the laws. 3.6 Environmental Factors The beauty industry is currently going green like other sectors. The products packaging is becoming ecofriendly. Therefore, innovative eco-friendly product packaging will be important. 4. The Stakeholder Analysis Achieving good stakeholder management requires efficient communication and interaction. While Mendelow's Matrix provides a general framework for interaction, it is vital

XYZ Healthcare and Beauty Project 16 4.2 External 4.2.1 Resellers They are key stakeholders with high power and interest. They are responsible for product distribution and marketing. They need to be informed and satisfied. Communication will be through meetings, emails, phone calls, adverts, reports, and letters. 4.2.2 Qatar Government Key stakeholders with high power but low interest. The government needs to be informed and satisfied because they are the licensing authority. Through letters, reports, meetings, emails, and phone calls, communication. 4.2.3 Suppliers They are key stakeholders because they are responsible for supplying raw materials. They have a high level of interest with low power on the project's objectives. Through emails, phone calls, meetings, and reports, communication to suppliers. 5. Ethics and Social Responsibility The group will acquire all the necessary licensing and certifications. The project deals with safe products that are not harmful. Priority will also be given to environmental and physical conservation. Corporate social responsibility is a situation whereby an organization takes responsibility for the consequence of its action on customers, employees, shareholders, communities, and the environment. It also encompasses a company's efforts aimed at social welfare (Tchouange 2019). XYZ Healthcare and Beauty project will take an active role in offering educational scholarships to orphans and less privileged people. The company will also allocate 10% of its profits to charity.

XYZ Healthcare and Beauty Project 17 5.1 Project Risks and Management A project risk is an unforeseen event that could jeopardize the project's objectives. The significant challenge for the project is the rise in advertising costs. The project is mainly dependent on massive advertisements for success. The high price of the advertisement will necessitate the company to have a dynamic website. The website will cater to the advertisement and, at the same time, have provisions for orders and online payment. The subsequent more likely risk is changing the government policies. The government of Qatar has been reviewing the healthcare regulations rules from time to time (Burke 2010). If such happens, the company shall institute a compliance team whose mandate will be to quickly deal with the legal and political requirements to avoid closing down. Technological change threat is quite unlikely for the next three years. However, the company has state-of-the-art production equipment which is customizable to cater to any change. According to Focus on Surfactants (2017), COVID-19 has no great impact on the cosmetic and healthcare market. With the reduction in COVID-19 cases and the availability of vaccines, the risks it poses are minimal. Impact Low Medium High Low High Medium Likelihood R1 R8 R9 R2 R4 R5 R3 R6 R7

XYZ Healthcare and Beauty Project 19 7. Bibliography Anon, 2017. Rising Demand for Beauty Products Drives Asia Pacific Surfactants Market. Focus on Surfactants , 2017(4), p.3. Anon, Pest analysis: Qatar | Market Research Report | Euromonitor. Available at: https://www.euromonitor.com/pest-analysis-qatar/report [Accessed April 14, 2022]. Anon, Qatar Cosmetics Products Market: 2022 - 27: Industry Share, Size, Growth - Mordor Intelligence. Qatar Cosmetics Products Market | 2022 - 27 | Industry Share, Size, Growth - Mordor Intelligence . Available at:

XYZ Healthcare and Beauty Project 20 https://www.mordorintelligence.com/industry-reports/qatar-cosmetics-products- market-industry [Accessed April 14, 2022]. Belen U., P., 2020. Master Project Proposal. Burke, R., 2010. Fundamentals of Project Management: Tools and Techniques , R. Burke. Hermans, A.-M., 2021. Cosmetic Procedures and Beauty Products/Services in Advertising – General. Discourses of Perfection , pp.84–100. Hermans, A.-M., 2021. Negotiating Masculinities in the Beauty Market. Discourses of Perfection , pp.139–159. Invest.qa (2022) A stable and resilient economy [online] [Accessed 13th April 2022]. KEALY, T.O.N.Y., 2021. Evaluating Sustainable Development and Corporate Social Responsibility Projects: An Ethnographic Approach , S.l.: SPRINGER NATURE. Kok Y., G.C., 2020. Introduction to the Healthcare System, Health Laws, and Regulations. Health Law and Medical Ethics in Singapore , pp.1–25. Marmol, D.T., Feys, B. & Probert, C., 2015. Pestle Analysis , Namur: Lemaitre Publishing. Mendelow, A. L.,1991. Environmental Scanning: The Impact of the Stakeholder Concept. Proceedings from the Second International Conference on Information Systems 407- 418. Cambridge, MA. Nicol, F., Rijal, H.B. & Roaf, S., 2022. Routledge Handbook of Resilient Thermal Comfort , Routledge. Tchouangue, G.C., 2019. SWOT Analysis , Saint-Denis: Édilivre. Tradingeconomics.com (2022) Qatar Inflation Rate - March 2022 Data - 2005-2021 Historical - April Forecast [online] [Accessed 13th April 2022]. Walsh, K., Bhagavatheeswaran, L. & Roma, E., 2019. E-learning in Healthcare Professional Education: An Analysis of Political, Economic, Social, Technological, Legal and Environmental (PESTLE) Factors. MedEdPublish , 8, p.97.