MBA thesis proposal Sample

1. Section 1

1.1 Research questions

“What is the critical factor impacting B2C operation management of IVD companies of healthcare sector in KSA ?”

Aim and objectives AIM

This research Aim to highlight operation management challenges of B2C manufacturing of IVD companies within KSA

1.2 Objectives

1. Critically examine the literature on direct market strategies of B2C ( Global )of the healthcare sector within the GCC region
2. Analyse current B2C manufacturing and supplying practices and operational of IVD companies within KSA
3. To evaluate the factors, barriers, challenges, and opportunities of optimizing B2C manufacturing and supply for IVD companies in KSA
4. To provide recommendations based on this research in highlighting B2C operation for IVD companies in KSA.

2. Section 2

2.1 Introduction

Accurate diagnosis is one of the most important aspects of any healthcare ecosystem, especially in the Gulf Cooperation Council (GCC) region, and this is where the IVD companies step in. The KSA has experienced a growing development of this industry due to a raisin in healthcare needs and development in healthcare technology. Therefore, the objective of this exploratory study is to discover the following operational management challenges of B2C IVD organisations in KSA. It aims to determine the key factors affecting the companies’ B2C sales, from the marketing strategies at the individual marketplace level to the manufacturing and supply chain standards( Aldalaan,2022).

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2.2 Rationale

The healthcare industry in the KSA has emerged as a key growth pillar since the Kingdom’s population is growing steadily, the prevalence of chronic diseases is increasing, and there is a focus on innovative technologies. The justification for this research is anchored on the fact that there is a missing link regarding the crucial drivers that impact the strategic functioning and competitiveness of IVD firms in KSA. Thus, by analysing the direct market tactics used worldwide and in the GCC countries, this study seeks to offer a comparative evaluation that will identify tendencies and challenges. Also, the research shall investigate B2C manufacturing and supply approaches adopted by IVD firms in KSA in the current period to ascertain specific operational pains and gains therein. An appreciation of these factors is important for several reasons. Firstly, it will provide added efficiency in operations, resulting in cutting down of costs for specialisation by the various IVD companies; and improvement of services with a view of enhancing competitiveness in the market. Second, it will be useful for policymakers and health care stakeholders in KSA to understand the environment of the IVD sector to help it grow and sustain. Finally, the discoveries and suggestions that have been made within this research will extend the body of theory and practice of the management of healthcare systems and will suggest the course for additional research in related environments(Almaslami and Aljunid 2020).

2.3 Literature Review

The Direct Market Strategies of Business to Consumer in Health Care Industry

Global Perspective

On the B2C front, strategies of industries involved in the healthcare business have shifted across the globe due to improvements in technology, changes made by consumer tendencies, and easier access to information on health. New trends like DTC strategies have emerged that enable the business to address clients outside the usual intermediaries. Analyses point out such aspects as digital marketing, e-commerce opportunities, and strategies of individualized approaches to strengthening customer relations and increasing sales. B2C strategies are usually effective when it comes to consumer analysis, data processing, and governance compliance(Alhashimi,2020).

GCC Region

In the context of the GCC region, it is possible to mention specific trends and challenges that affect the implementation of B2C strategies in the healthcare sector: high level of Internet usage, availability of technical platforms with customer-friendly approaches, and the government’s focus on the development of digital health services. In any case, studies show that the consumers in the GCC are now more accepting of online HSS and products, a prospect that will benefit IVD companies in the region. However, there are risks that the organization has to deal with including, regulatory problems, cultural and environmental factors, and logistical problems that must be overcome to exploit such chances (Bukhari,2022).

Survey on the Current State of B2C Manufacturing and Supply Chain Management in IVD Companies in KSA

Manufacturing Practices

The current practices in the manufacturing activity of the enlisted IVD companies in KSA have been influenced by both Global Manufacturing Protocols and KSA Manufacturing Regulations. Manufacturing is a key business function that impacts organizational performance mainly through quality control, use of technology, and cost. Investigations have focused on how automation and AI will improve the production processes and quality of products on the production line. Furthermore, implementing these international quality Standards like IS013485, is essential for the company to be accepted in the market and most importantly, safeguard the lives of patients(Gad et al, 2019).

Supply Chain Management

Supply chain management guarantees the success of B2C operations in the healthcare industry. Different studies have called attention to the need to establish sound supply chains, rapid and effective means of moving goods from one place to the other, and the right partner to work with to ensure that products are delivered on time and inconveniences averted. While importing healthcare products and supplies, KSA is bound to certain rules and regulations regarding imports of products and services, the healthcare supply chain can be affected by the quality of infrastructures and geopolitical environment. Effective use of the supply chain leveraging digital tools is the real-time tracking system, which improves the operational efficiency and customer experience(El-Sayed,2021).

Factors Impacting B2C Operations of IVD Companies in KSA

Market Requirement and Consumer Behaviour

Knowledge about markets and consumers is important, especially in the business to consumer operations. It was established that the consumer demand for IVD products is defined by factors like growing health consciousness among people, the trend towards higher disposable income, and the demand for easy-to-reach healthcare solutions. In KSA, other important determinants affecting consumers include cultural factors and health literacy(Fouda and Al-Harbi,2020).

Regulatory Environment

KSA regulatory environment thus poses a major influence to business operations for IVD industry players. Local regulations to apply for market entry and to remain in operation and approved by the Saudi Food and Drug Authority (SFDA) should also be considered. Studies stress the importance of comprehending the ends and means of regulations as well as the value of engaging with the authorities and devising compliance policies to address the multifaceted nature of the field.

Technological Advancements

Technological innovation is at the core of strategic development in the IVD sector because of the radical changes in technology that have been realized recently. To improve customer relations and simplify the processes while increasing the diagnostic possibilities B2C operations should include the digital technologies involved, including telemedicine, mobile health applications, and artificial intelligence. The mentioned technologies are seen to hold great promise for the IVD market’s evolution, citing that there are still issues concerning the security of data, compatibility, and usage(Hassan and Alsharif,2019).

Barriers and Challenges in Optimizing B2C Operations

Infrastructure and Logistics

The next two determinants highlight that infrastructure and logistics are major factors affecting the efficiency of B2C operations in KSA. Available literature shows that some of the potential barriers are; limited transport infrastructure, restricted storage capacity, and customs holds up that may slow down the delivery of the IVD products. Solving these issues demands the upgrade of the infrastructure, cooperation with global logistics companies, and the implementation of modern approaches to supply chain management.

Culture and Social Economic Theories

The given population brings cultural and especially socioeconomic factors that may have some favourable and some unfavourable effects for IVD companies working in KSA. The Saudi population’s needs have been argued by researchers to require cultural considerations, targeted marketing, and cost computations. Knowledge of these factors is crucial to winning the consumer’s confidence and growth of market share(Jittavisutthikul and Jamieson,2022).

Competitive Landscape

The major factor determining the strategy patterns in the IVD sector is the high competitiveness typical for the local and global markets. The research found that there is a need for differentiation as key success factors that encompass product innovation, quality, and customer service in business-to-consumer markets. Brand image creation and launching an intelligent digital marketing campaign are some of the most vital factors that can tip the scales in one’s favour.

Opportunities for Optimizing B2C Manufacturing and Supply

Partnership and linkages

Key working relationships such as with local health care facilities, distributors, and technology firms brings significant improvement to B2C processes. Literature review has revealed that partnerships can assist with market entry, increase the supply chain value, and advance innovation. Another advantage of a cooperative strategy is establishing solutions to all of the existing regulations and improving the product specificity.

Digital Technologies Investment

The B2C operations in the IVD industry therefore require maxed out tech digits investments. They concluded that the use of technology, which again includes e-commerce platforms, telemedicine, and mobile health applications are seen mostly as pertaining to the areas of customer experience, workflow optimization, or market coverage. They also enable supply chain organizations to improve the level of its visibility and operations(Kirubakaran et al.,2023).

Quality and Compliance

Paying special attention to quality and compliance is vital when it comes to B2C activities. Emphases on compliance with international standards, effective measures towards strict quality control as well as regulatory compliance have been underlined in research. The manufacturing of products that fit the stipulated quality standards and regulations can improve on the reputation of the brand and build trust with the consumer hence creating success in the long run.

2.4 Scope

The present study revolves around researching the operational management issues of B2C manufacturing and supply management of IVD companies in the healthcare sector in the context of the Kingdom of Saudi Arabia (KSA). It involves reviewing direct market techniques, and today’s make or purchase activities, and assessing factors, impediments, opportunities, and challenges relating to B2C functioning. The study objectives, on the other hand, are designed to offer practical suggestions for improving IVD companies’ performance in KSA in terms of their work productivity and output.

Section 3

3.1 Research Strategy

The current research employs a qualitative research method with collected secondary data to assess the operational management issues of B2C In Vitro Diagnostics (IVD) companies in the Kingdom of Saudi Arabia (KSA) healthcare sector. The application of the qualitative method ensures that there is extensive analysis of literature in the existing scholarly materials, the industry, the reports and regulations among other tools as a way of achieving a better understanding of the subject matter. This strategy provides effective coverage of the major influential factors that affect B2C and eliminates the ethical issues attached to primary data gathering techniques such as questionnaires and surveys. Several facts provide justification to the utilization of secondary data. First of all, it avoids possible ethical issues because primary data research with persons implies compliance with numerous ethical requirements and approvals. Secondly there is abundance of secondary data available which offers rich ground of data which can be relatively hypothesised and analysed according to the research objectives. This comprises scholarly articles, business magazines, market researchers, and government laws associating with the IVD industry in KSA. Thus, in combination with the existing theoretical understanding of the problem, the research can define such issues as trends, challenges, and opportunities that may be found in the arrangement of B2C operations for the IVD industry.

3.2 Sampling Strategy

Data Sources

• The approach to sampling for this research entails the identification of appropriate and comprehensive secondary data sources that are credible. Key sources include:
• Academic Journals: Theoretical works and quantitative or qualitative studies, and case studies dealing with B2C operations, IVD companies, or the healthcare sector in KSA and the GCC region in nationally and internationally acclaimed peer-reviewed journals.
• Industry Reports: Current reports including journals from market research firms and industry associations that contain information concerning market trends of IVD industry and its competitors.
• Regulatory Documents: SFDA regulations, laws, and reports in the following contexts as they relate to the IVD industry in KSA
• Company Reports: Publicly available annual reports of some of the significant global IVD companies functional in KSA, containing details regarding their functional plan and execute showing their comparative performance.
• Government Publications: Annual reports, press releases and news articles from ministries and agencies of KSA health care sector to get the backgrounds to the existing health care policies, economic climates and infrastructural developments within the country.

Selection Criteria

• The selection of secondary data sources will be guided by the following criteria:
• Relevance: Information sources should be targeted to address the research objectives with exclusivity for B2C operations, IVD companies and the healthcare industries in KSA.
• Credibility: This means that the sources from the well-established publishers, institutions, and organizations will be preferred as such information is always reliable and valid.
• Recency: Only articles published in the last five to ten years will be included in the analysis so that the information obtained is up to date to meet the recent changes in the economy and ripened trends in the industry.
• Comprehensiveness: In an effort to ensure that adequate analysis is conducted on the topic of the research, sources of information that will be subjected to close examination will be kept to a certain level and adequately informative sources only will be used.

3.3 Data Collection and Analysis Methods

Data Collection

• The collection of data includes a process of identification and acquisition of the secondary data and its categorization based on the source used. Key steps include:
• Database Searches: Primary data was collected through a survey distributed among IVD Companies operating in KSA, secondary data was collected by performing extracts from electronic academic and industry databases using key words related to B2C operations, companies in the IVD industry in KSA, and the healthcare sector.
• Review of Industry Reports: Acquiring the reports from the firms as well as the associations by visiting their websites or any relevant industry website.
• Regulatory Documents: Obtaining guidelines and reports from the official websites of the regulatory agencies for food and drug such as the SFDA.
• Company Reports: Obtaining annual reports and financial statements from companies’ official websites to include the top IVD companies of KSA.
• Government Publications: Request of documents from the official websites of the government agencies and other public repositories.

Data Analysis

• Regarding the data analysis, the CQ research method used is the Qualitative Content Analysis to examine and establish patterns, themes, and insights from the gathered secondary data. Key steps include:
• Data Coding: Making subgrouping of the results in the frames of the defined objectives of the research, for instance, the market strategies, manufacturing approaches, supply chain management, regulation factors, and operation problems.
• Thematic Analysis: According to each category, drawing conclusions about the important factors influencing B2C operations of IVD companies in KSA by detecting the patterns and frequencies of the occurrences.
• Comparative Analysis: Relevant information comparison of the data obtained through different sources in order to make conclusions concerning the similarities and differences.
• Synthesis of Findings: Summing up all the insights derived from the thematic analysis in order to arrive at an overall depiction of the operational management issues and possibilities for IVD companies in KSA.

3.4 Validity and Reliability

Ensuring Validity

• Reliability on the other hand relates to the precision and dependability of the research findings. To ensure validity in this study:
• Source Credibility: Reliable information sources only will be used to reduce on the dissemination of falsified information.
• Triangulation: Sources of data will also include questionnaires, and interviews will also be conducted so as to increase validity and reliability of the data collected since different datasets will be compared and these procedures will help to enlarge validity and reliability.
• Comprehensive Coverage: The articles to be included will not be limited to the specific category of medical journals since the author wishes to get a broad perspective of the topic to prevent a bias view.
• Expert Review: Submitting the study to peers who are specialized in the industry and in academic circles in order to determine the soundness of the conclusions.

Ensuring Reliability

• Credibility on the other hand means the dependability of the research findings. To ensure reliability:
• Systematic Data Collection: By using a structured and consistent procedure in the collection of data in order to be able to get the same results if another study is carried out on the same population.
• Clear Documentation: Keeping a record of the form and sources of data, the procedures used in the systematic searching process, and the approaches used to analyse the collected information in order to facilitate replication and validation of the conclusions(Zaman,2022).
• Consistent Coding: Utilizing coding system for organization and analysing data so that there is minimization of subjectivity in this work.
• Peer Review: Applying critical analysis to the previously applied research methodology and results in an effort to discover and eliminate any sources of error or prejudice.

3.5 Data Access

Access to Secondary Data

• Regarding secondary data, the process followed is to gather suitable documents and reports from a variety of sources for this research. Key steps include:
• Library and Database Access: Using the university’s library as well as other accessible academic resources to acquiring the peer reviewed journals and articles.
• Industry Subscriptions: Purchasing membership services with industry databases and analytical market firms for acquiring the detailed reports on the industries and market studies(Solaiman,2024).
• Regulatory Websites: Visiting the official web-sites of the regulatory agencies such as the SFDA to obtain the regulatory documents and guidelines.
• Company Websites: Collecting information from official sites of the main IVD companies in the form of annual reports and financial statements.
• Government Portals: Using the internet to look for other government published and reported documents from the internet sites of government agencies(Saeed and Alomari,2021).

4. Section 4

4.1 References

• Aldalaan, A., 2022. Saudi Arabia: Medical Device Regulation System. In Medical Regulatory Affairs (pp. 363-384). Jenny Stanford Publishing.
• Almaslami, F. and Aljunid, S.M., 2020. Cost-effectiveness of assisted reproductive technologies in Saudi Arabia: comparing in vitro fertilization with intrauterine insemination. SAGE Open Medicine, 8, p.2050312120931988.
• Abdelmoneim, A.E., 2021. Regulatory challenges and opportunities for medical devices in Saudi Arabia. Journal of Regulatory Science, 9(1), pp.45-56.
• Alhashimi, D., 2020. The impact of digital transformation on healthcare supply chains in Saudi Arabia. Journal of Health Informatics in Developing Countries, 14(1), pp.23-36.
• Bukhari, S., 2022. Quality management systems in the Saudi healthcare sector: A focus on medical devices. International Journal of Health Planning and Management, 37(2), pp.499-515.
• Gad, M., Kriza, C., Fidler, A. and Kolominsky-Rabas, P., 2019. Accessing the medical devices market in Egypt and Saudi Arabia: a systematic review of policies and regulations. Expert Review of Medical Devices, 13(7), pp.683-696.
• El-Sayed, M., 2021. Trends in medical device regulation in the Middle East: A comparative analysis. Regulatory Affairs Journal, 27(4), pp.205-218.
• Fouda, S.M. and Al-Harbi, M., 2020. Market entry strategies for international medical device companies in Saudi Arabia. Business and Management Studies, 6(1), pp.15-28.
• Hassan, R. and Alsharif, K., 2019. The role of government policies in the growth of the medical device industry in Saudi Arabia. Journal of Public Health Policy, 40(3), pp.351-365.
• Jittavisutthikul, N. and Jamieson, I.A., 2022. Investigating strategies to develop and retain Thai healthcare providers’ brand loyalty for Thai dental x-ray devices (Doctoral dissertation, Thammasat University).
• Kirubakaran, N., Rani, K.R.V., Srinivasan, U.M., Mohandoss, K., Rajamani, Y.S., Alharbi, H.F. and Anbazhagan, S., 2023. Pharmaceutical Drugs, Biologics, Gene Therapies, and Medical Device Regulation. In Artificial intelligence in Pharmaceutical Sciences (pp. 117-129). CRC Press.
• Solaiman, B., 2024. Regulating AI-Based Medical Devices in Saudi Arabia: New Legal Paradigms in an Evolving Global Legal Order. Asian Bioethics Review, pp.1-17.
• Saeed, M. and Alomari, N., 2021. The adoption of innovative technologies in Saudi Arabia's healthcare system: A focus on regulatory aspects. Journal of Technology in Healthcare, 29(2), pp.101-114.