Sustainability Marketing

Individual Assignment
Indika S. Jayasinghe 5603 FM 2015 008

CONTENT
Introduction to the company
Key business areas
Organizational structure
Stake holder analysis
External stake holders
Key sustainability issues
Most critical issue

How to overcome
Strategies implemented
Strategies to be implemented in future

INTRODUCTION
As a service provider and a system integrator, Solutioncity commenced its foot
print in year 2006 under Access Industrial Systems.(A subsidiary of Access Group)
In 2009 formed Solutioncity as a separate business entity with ex-Access
expertise and skilled force.
Initial focus on intruder alarm systems for both industrial and residential
purposes and later expanded as system integrator and a solution provider for
ELV(extra low voltage) sector.
Now Solutioncity has become one spot solution for all kind of electrical and
electronic based solutions and services. We never over estimate our core
competencies, but always appreciate our dedication toward our success.

BUSINESS AREAS
Intruder alarm systems
Video surveillance systems

Fire alarm systems

Access control and biometric readers
PABX and telephone systems
Public address systems
Structured(data) cabling and accessories

IP TV and MA TV systems

ORGANIZATIONAL STRUCTURE
Managing Director
(Mr. Indika Jayasinghe)

Board of Directors
(Mr. Indika Jayasinghe, Mr. Pradeep Perera)
Secretary

Chief Marketing
Officer
Projects and
Corporate

Head of Sales
Engineering

Channel
Development
Regional
Demo
Centers
Regional Dealer
Development

Chief Financial
Officer
Accountant
Engineering
Manager

Team Leader
Special Project

Snr. And Jnr

Technicians

Team Leader
In-house

Snr. And Jnr

Technicians

Imports
Executive

Head of HR &
Administration

Snr. Ex. HR &

Admin

Warehouse and
Logistics Manager

Ex.
Warehouse
and Logistics

STAKE HOLDER
ANALYSIS
A person, group or organization
that

has

interest

in

an

organization and its activities,

called as a stake holder.
Stakeholder can affect or can be

affected

by

the

organizations

activities, objectives and policies

source:http://www.businessdictionary.com/definition/s
takeholder.html#ixzz48bOQuth9

MAIN EXTERNAL STAKE HOLDERS OF SOLUTIONCITY

Customers

Government

Suppliers

Competitors

KEY SUSTAINABILITY ISSUES

Continuous changes in government economic

and tax policy affecting the business negatively

creating barriers make long term plans
Price

competition

due

to

Monopolistic

competition market structure where many

branded and unbranded competitors are trying

Supplier
Parallel
distributors
Competition

to selling differentiated products and set lowest

prices for approach to end customers.

Price
discrimination

Appointing parallel distributors for same product

by principle manufacturers to handle small
market, where competition will create through
the same brand at the customer point.

Grey market

Competitor Government
Monopolistic
competition
market
structure
Differentiated
Products
Price
competition

Inflation
Foreign
exchange
reserves
Budget
deficit
Tax policies

MOST CRITICAL SUSTAINABILITY ISSUE

Asian people more concern about the price rather than the product features and

attributes.
Price competition is the most critical issue in this product segment as well. Most of the
unbranded/branded Chinese products dominated the market because of the price.

Chinese products can be offer at low price because of the cheap labour and economies of
scale production method.
Even well famous European brands also trying to set up their plants around Asian
continent, where they can get cheap labour and offer products at low price to the end
customer.
Asia Pacific region will hold more than 50% market share of the electronic security
market in the future.

HOW TO OVERCOME
Solutioncity has also faced price competition in domestic market, where
company is try to promote quality branded products.
In corporate market the Solutioncity has established among other
integrators, which company provide customize unmatched solutions to the
potential customers by using their engineering expertise and past
experiences by handling mega projects.
Company has decided to implement following actions to counter attack price
competition in the particular product segment.
Offer routine after sales service by charging nominal fee/free of charge
Develop company own brand

Establish e-mall consist with multi brands

STRATEGIES IMPLEMENTED
Offer routine after sales service at nominal fee
Company has decided to offer routine after sales service (once in four months)
totally free of charge to the domestic market segment.(households)
And the corporate sector also offered the same service by charging nominal fee.
(price will depend on the type of system fixed, no of devices and no of branches)
Company can offer such service because they already established service teams
island wide for service existing customer base.
In every town in Sri Lanka, Solutioncity could be obtained even single customer, because company
cater following customers which have branches island wide.
Peoples Bank (740 branches), Nations Trust Bank(75 branches), NSB (30 branches), LOLC
(80branches), Dedigama Jwellers(60 branches), Cargills Bank(15 branches), Biyagama & Seethawaka

Free trade Zones etc.

STRATEGIES TO BE IMPLEMENT IN FUTURE

Develop company own brand
By developing own brand company can get the unique advantage,
Can avoid parallel competition
Create trust and finally make brand equity among buyers

Solutioncity has decided to make its own brand. In this case, two brands will
develop for cater different customer segments.
SOLIT brand low end brand targeting households and small enterprises
EYE brand high end brand targeting corporate sector and upper high income
households

STRATEGIES TO BE IMPLEMENT IN FUTURE

Establish multi brand store
In future plans, company will established multi brand store where anyone can buy
whatever the brand they are prefer.
Initially it will start as a e shopping mall and later company will invest for the open up
physical shopping malls.
Shopping mall will start with products and services related to safety and security segment
where any importer, distributor and system integrators can take part.

Energy solutions(solar systems) and the BMS(building management systems) will be add in
future once the concept is establish among potential buyers.
Company already started discussion with relevant parties to implement this project.

THANK YOU