One of the companies registered in the healthcare industry in Saudi Arabia is AlRefah. Mr. Akram is the owner of AlRefah who manages and invests in private capital. Mr. Akram focuses on the insurers growth and satisfactory financial performance (increase in total corporate value, increase in stock price, availability of comprehensive and reliable information, insurers reputation, and observance of corporate governance principles). He develops AlRefahs infrastructure and creates a positive working environment for employees. He has the highly responsible task of maintaining good relations with the owners of capital, employees, clients, and other entities in the companys external environment.

AlRefah can meet the needs of the citizens of Saudi Arabia for all types of insurances. However, in developing its business to compete and survive with other companies in the healthcare industry, AlRefah realised that the company must determine the strategy to overcome problems with both equivalent products and substitutes for the products it manufactures. AlRefah, like other companies, seeks to maximise profit by increasing its sales volume or revenue.

AlRefah began its business with only life insurance portfolio in a small company in Jeddah in 2010. Life insurance benefits can replace income in the event of death. That means beneficiaries can use the money to cover essential expenses, such as a mortgage or tuition for children. It can also be used to pay off debts, such as credit card bills or an outstanding car loan. Therefore, life insurance is highly recommended for all levels of society, especially for those who are at health risk because of their background. This portfolio is considered vital and the main financial and capital source for AlRefah. AlRefah straightforwardly works on life insurance and from time to time increases its skills and knowledge to offer up-to-date services to Saudi Arabia citizen. However, after four years, two competitors appeared in this industry, prompting AlRefah to expand its business and include health insurance portfolio in its offer.

For almost five years, the health insurance portfolio was profitable and generated significant profits for AlRefah. In 2019, with the increase in the number of public free health insurance, the government's recommendation for the adoption of this free insurance at all levels of society, and the increase in negative publicity about insurance companies offering expensive health insurance, AlRefah asked Dr. Yusuf (AlRefah's financial analyst) to find a new strategy. Dr. Yusuf prepared a proposal to introduce a new insurance service, Tourism Insurance.

After the necessary checks, AlRefah accepted the suggestion of Dr. Yusuf to have investments and launch a new portfolio, Tourism insurance as new insurance at the beginning of 2020. Tourism insurance is insurance that covers the costs and losses associated with a pilgrimage. It is useful protection for anyone traveling domestically or abroad. According to a survey conducted by AlRefah, almost half of the people have faced charges or had to pay for losses when they went on pilgrimage without Tourism insurance. AlRefah after some research on tourism insurance and its necessity found this portfolio is crucial for Saudi Arabia and for its survival. Although most tourism in Saudi Arabia still largely involves religious pilgrimages, there is also growth in the leisure tourism sector. As a new type of insurance, AlRefah required all the involved employees, and its exclusive agents, to pass some training and courses to overcome the prominent level of tourism insurance convolution. Therefore, AlRefah popularity has grown in Saudi Arabia once again with this new portfolio.

Even though the company is going through its golden age, it was necessary for AlRefah to know how to maintain business with several newfound competitors. Therefore, AlRefah organized a business meeting with its exclusive agents to find a new portfolio. Awatif is one of the exclusive agents who is an important part of AlRefah's internal environment. Awatif signed a contract with AlRefah whereby it undertook to sell only the products offered by AlRefah in each insurance sector. Awatif operates as a sole trader and is not a salaried employee of AlRefah. Awatif is considered an important stakeholder who works directly with insurers.

Awatif proposed a new portfolio, motorcycle insurance due to most of the people in Jeddah working outside the home, and they are using motorcycles. After a business meeting with exclusive agents, AlRefah accepted the proposal offered by Awatif, and decided to launch the motorcycle insurance portfolio in 2021. This portfolio offers protection against financial loss because it covers fire, explosion, lightning, burglary, housebreaking or theft, and accidental damage to the insured's vehicle, in addition to the protection against the legal liabilities to a third party for death and bodily injury and damage to property that may arise through the negligence of the rider.

Table 1 illustrates some financial information related to AlRefahs portfolios at end of April 2022.

Table 1: Portfolios Financial Information of AlRefah at the End of April 2022
Portfolios	Market Share	Market Share of largest competitor	Market growth	Revenue (Saudi Riyal)
Health Insurance	13%	28%	3%	60
Life Insurance	19%	16%	5%	700
Tourism Insurance	43%	38%	60%	160
Motorcycle Insurance	8%	18%	80%	80

Required:

(a) Using Paul Harmon a process-strategy matrix, determine how AlRefah can manage individual processes related to each portfolio.

(b) Explain desired advantages for AlRefah and Dr. Yusuf to manage their portfolio process.