Final Project

03/January/2011

Submitted To: Maam Aqsa Akbar

Lahore Business School University of Lahore 1-KM Defence Road, Bhoptian Chowk Lahore, Pakistan

Submitted By: Ali Arshad MBA02093152

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Table of Contents
About the Company .................................................................................................................. 4 Companys Introduction ......................................................................................................... 4 History .................................................................................................................................... 4 Vision ...................................................................................................................................... 6 Mission Statement & Analysis ................................................................................................ 6 External Environment Audit ..................................................................................................... 7 PESTLE (Including Demographic & Global) ........................................................................... 7 Political & Legal .................................................................................................................. 7 Economical ......................................................................................................................... 7 Social & Cultural ................................................................................................................. 7 Technological ...................................................................................................................... 8 Environmental .................................................................................................................... 8 Global.................................................................................................................................. 8 Demographic ...................................................................................................................... 8 Five Forces Industry Model ................................................................................................... 8 Bargaining Power of Buyer ................................................................................................. 9 Threat of New Entrants ...................................................................................................... 9 Bargaining Power of Supplier ............................................................................................. 9 Threat of Substitute Products ............................................................................................ 9 Rivalry Among Competitors................................................................................................ 9 Competitive Analysis ........................................................................................................... 10 Internal Environment Audit .................................................................................................... 10 Value Chain Analysis ............................................................................................................ 10 Primary Activities.................................................................................................................. 10 Inbound Logistics .............................................................................................................. 10 Operations ........................................................................................................................ 10 Outbound Logistics ........................................................................................................... 11 Marketing & Sales............................................................................................................. 11 Customer Service .............................................................................................................. 11 Secondary Activities ............................................................................................................. 11 Procurement ..................................................................................................................... 11

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Human Resource .............................................................................................................. 11 Technology ....................................................................................................................... 11 Top Executives .................................................................................................................. 11 Objectives ................................................................................................................................ 12 Strategic Objectives .............................................................................................................. 12 Financial Objectives .............................................................................................................. 12 The Role of Corporate Governance ........................................................................................ 13 STAGE 1 .................................................................................................................................... 14 External Factor Evaluation ................................................................................................... 14 Internal Factor Evaluation .................................................................................................... 14 Competitive Profile Matrix ................................................................................................... 15 STAGE 2 .................................................................................................................................... 16 SWOT Analysis ...................................................................................................................... 16 SPACE Matrix ........................................................................................................................ 17 Graphical Representation of SPACE Matrix ......................................................................... 18 Boston Consulting Group Matrix .......................................................................................... 19 Internal External Matrix .................................................................................................... 20 Grand Strategy Matrix .......................................................................................................... 21 STAGE 3 .................................................................................................................................... 22 Quantitative Strategy Planning Matrix................................................................................. 22 Strategy/ Structure Match ...................................................................................................... 23 Strategy Evaluation ................................................................................................................. 23 Appendix .................................................................................................................................. 24 Balance Sheet (2010)............................................................................................................ 24 Profit & Loss Account (2010) ................................................................................................ 25

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Companys Introduction
The world is rapidly changing into a global village. There is need for products & services in security sector, be it corporate security, cyber security or public security. The recent deterioration of the law & order situation in Pakistan has posed a lot of questions and created a lot of problems for general public and organizations alike. The answer to these questions and the solutions to these problems lie with the technology and the solution that Astaa technologies provide. Astaa is prepared to meet the challenges with world class consulting, products and training. It has strengthened security business globally and has a wide network of manufacturers and service providers of security products and services. Astaa technologies has been offering professional innovative surveillance and security solution to commercial, institutional, government and law enforcement agencies since 2001. Astaa offers the markets broadest and most consistent range of high quality IPCCTV/CCTV cameras. Its main business partners include AXIS from Sweden, Jennys from the United Kingdom and Brickcom from Taiwan. From these suppliers, Astaa acquires a range of IPCCTV/CCTV cameras from these suppliers and is currently the biggest provider of ICCTV cameras in Pakistan with an impressive 75% market share in IPCCTV market. Astaas head office s located in Lahore and they have regional offices located strategically all over the country to provide timely service to their numerous clients. With its innovative leadership, Astaa is taking giants leaps of success at a great pace and is aiming to become the largest service provider in Pakistan in both IPCCTV and CCTV cameras in Pakistan.

History
If you consider video in the simplest of terms, video surveillance began with simple closed circuit television monitoring. As early as 1965, there were press reports in the United States suggesting police use of surveillance cameras in public places. In 1969, police cameras were installed in the New York City Municipal Building near City Hall. The practice soon spread to other cities, with closed circuit television (CCTV) systems watched by officers at all times. Installation of cameras became more popular, both in public spaces and retail stores, as the technology developed. Then the era of IP CCTV cameras came. An Internet protocol camera, or IP camera, is a type of digital video camera commonly employed for surveillance, and which unlike analog closed circuit television (CCTV) cameras can send and receive data via a
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computer network and the Internet. Although most cameras that do this are webcams, the term "IP camera" is usually applied only to those used for surveillance. The first centralized IP camera was released in 1996 by AXIS Communications. It used a custom web server internal to the camera. In late 1999, the company started using embedded Linux to operate its cameras. Axis also released documentation for its low-level API called "VAPIX", which builds on the open standards of HTTP and real time streaming protocol (RTSP). This open architecture was intended to encourage third-party software manufacturers to develop compatible management and recording software. IP cameras are available at resolutions of from one to 11 Megapixels. Astaa Technologies is one of the leading companies in Pakistan in providing latest security surveillance technologies and other Network services to its valuable clients and customers on an affordable price. Their latest imported surveillance products meet the existing and future requirements particularly in the wake of the prevailing law and order situation in Pakistan. Astaa is offering professional network video surveillance equipment and security accessories particularly to commercial, government and law enforcement agencies. Operating since 2001, Astaa Technologies innovative video surveillance products include a variety of network surveillance and explosion proof cameras, wireless surveillance systems, network video recorders, and video management systems etc. All of their surveillance solutions offer advanced video surveillance using IP networks and a variety of IPSurveillance products at reasonable prices.
Astaa Technologies is involved in the design, creation and merchandizing of superior

surveillance products. They have steadily expanded their product portfolio using expertise in video surveillance to deliver the integrated surveillance systems which are utilized in a variety of applications such as commercial, government and law enforcing agencies etc. Their satisfied clients include schools, universities, banks, hospitals, continence stores and government agencies. Astaa Technologies started in a small room with two individuals and a laptop in 2001. From that day onwards the company has never looked back and now employees over 150 qualified and well trained personals with each having their own laptops for easy and timely communication with each other and the clients.
Astaa Technologies believe that there is always a solution to every problem. We just

have to look for it in the right place. The issue of security has become the top concern for most companies after the increase in the terrorist attacks and acts of public violence. The world paces on at an increasing rate, and with new technology being
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introduced each day, people demand for more speed and efficiency in work, more luxury in their lifestyles and to achieve the target, businesses focus on growth. With each branch office, outlets and assets, the threat to security increases and the priorities change. People who keep up with time realize the effective security goes hand in hand with technology, and that one should learn to adapt the change offered by modern science in order to reap more fruits. Those who comprehend this statement are the ones that exhibit growth. And that is why Astaa wants to keep up with times and embrace the technological breakthroughs as they come.

Vision
To become the leading security service provider in Pakistan and also make the Astaas presence felt globally

Mission statement & Analysis

Astaa Technologies mission is to become a global leader in surveillance and security products and solutions, serving the needs from small companies to multi-national corporate. Our mission and responsibility as a surveillance and security solutions provided is to: Provide the latest surveillance technology available in the world Maintain the highest level of customer satisfaction and service Form strategic alliances and partnerships

S.N 1 2 3 4 5 7 8 9

Elements
Product and Service Customers Market Technology Philosophy Concern for Society Concern for Employees Core Competition

Analysis
Product & Service Both Satisfaction in service Niche Latest Quality and reliability Quality conscious Training and motivation IP CCTV Technology

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External Environment Audit

PESTLE Analysis
Political & Legal:
The political factor has been hugely beneficial for Astaa Technologies. Given the recent deteriorations of law & order situation in Pakistan, the government has formulated a plan and made it obligatory for all organizations, educational institutions and every other soft target that can be affected by terrorism. Under the new policy, everyone was asked to enhance their security and surveillance, and this is where Astaa Technologies earn their bread & butter. Once the new regulation was passed, the company saw unprecedented growth as all the big organizations, whether be it private or government, looked for the best solution at the best price. The government itself i.e. NADRA, PM house and the Parliament choose Astaa Technologies as their service provider.

Economical:
Economical factor has been to some extent affected company inversely. Recent recession, bad business environment and many industries going out of business mean fewer opportunities and fewer customers. Those remaining in the market at large prefer cheap products and solutions rather than safe and economical in the long run. Astaa Technologies specializes in IP CCTV which is a far better solution but given the low budgets for security purposes in private organizations including the educational institutions, they go for cheap and to some extent obsolete technology.

Socio-Cultural:
Street crimes are not a new phenomenon in big cities such as Karachi and Lahore. Up till recently, not much attention was paid to prevent and to arrest the flow of such crimes. Due to the change in thinking and now that the patience of people have run out, local government are paying attention to look for a long term solution these long running crisis. The city government of Karachi under the leadership of Mustafa Kamal installed numerous IP CCTV and simple CCTV cameras around the city. This decision benefited the whole industry in general and Astaa Technologies in particular. This change was possible because the society has had enough of those petty criminals robbing them of their hard earn money and leaving them with empty pockets. The results are already showing as the recent footages of many ATM robberies and terrorist attacks were recorded and they served the purpose of investigation greatly.

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Technological:
Not very long ago, the technology that we had for security cameras was that of a normal CCTV and with the emergence of new situations, that technology is now obsolete. AXIS Technologies, the supplier of Astaa Technologies, with their innovation and research came up with the concept of IP CCTV cameras. This improvement in technology helped Astaa Technologies to gain the first mover advantage in Pakistan by introducing the first IP CCTV technology in the local market in Pakistan. So it can be said that the new Technology helped the company to increase their business and revenues.

Environmental:
The information burst about the environmental issues such as using the energy resources efficiently to save the planet has given a competitive edge to Astaa Technologies. In a given situation where a competitor will need to install and 160 cameras to cover a certain area, Astaa Technologies will only need 6. This serves the purpose of using the electricity in efficient and effective manner.

Global:
Astaa Technologies is the sole distributor of AXIS in Pakistan. In addition to this, they have partnerships with BRICKCOM of Taiwan, Jennies of The United Kingdom and many others.

Demographic:
Astaa Technologies target market comprises of major organizations, government organizations, armed services and educational institutions. They operate and provide their services from their different offices located around Pakistan and a few international locations

Five Forces Industry Model

Competitive Forces

Bargaining Power of Buyers Threat of new entrants Bargaining Power of suppliers Threat of substitutes products Rivalry among competitors

Threat to industry Profitability Low Medium High

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Bargaining power of Buyers:

LOW

They are using differentiation strategy They have a unique product and service Due to their excellent quality, buyers do not argue about the prices Buyers do not have many options to look for There is a lot of differentiation over the product and substitutes cannot be found easily Switching the security service provider is costly

Threat of new Entrants:

LOW

Threat of new entrants would be low because, They have absolute cost advantage They are a market giant The major chunk of market has already been covered by Astaa Technologies The cost of capital is very high to enter this industry

Bargaining power of suppliers:

MEDIUM

Bargaining power of suppliers will be medium because, Astaa Technologies have three suppliers for their three variety of products Axis Technologies is the main provider for I CCTV cameras while Jennies and Brick Com are relatively low priced Being the worldwide market leader in I CCTV cameras, AXIS Technologies enjoys the upper hand over any of its distributor There are a very few number of suppliers that Astaa Technologies deals in.

Threat of substitute products:

LOW

Substituting the product is low. This is due to the following reasons No particular substitute for a quality IP CCTV camera Switching cost is very high Rivalry among competitors in industry: MEDIUM Astaa Technologies have first mover advantage The only competitors of Astaa Technologies are Mansha Brothers and Vital Communications The reason for competition to be medium is because the above mentioned are mainly dealing in CCTV and not IP CCTV cameras

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COMPETITIVE ANALYSIS
Astaa Technologies does not have a serious competitor as far as the IP CCTV cameras are concerned. When we talk about ordinary CCTV cameras, their competitors include Mansha Brothers, Vital Communication and Digital+. Unlike Astaa Technologies, their competitors have not defined a niche and are providing their services to the general market. They are doing so because the strategy that they are following is that they are willing to compromise on the quality of the product while sacrificing the very critical factor such as reliability. Astaa Technologies, on the other hand has identified very clear target market which includes the telecom sectors, government sectors, armed forces, ports and the education sector as they do understand that the prices of their product may not be affordable to a domestic user i.e. homes and shops

Internal Environment Audit

Value Chain Analysis: Primary Activities:
Inbound Logistics:
Astaa Technologies main product i.e. the security and surveillance items comes through different vendors such as: AXIS from Sweden, Jennies from united Kingdom and BRICKCOM from Taiwan. The company has proper certification and documentation about their contracts with their respective companies. Difference sources are used to transport the product depending on the volume and the fragile nature of it. Both air and sea routes are used to transport the product from the respective suppliers to their offices in Pakistan.

Operation:
Astaa Technologies work on project basis. The quotation by different organizations about their requirements is rolled out in newspapers and Astaa technologies submit their quotations about the services they can offer and the price of it. On the organizations request, the expert team of the company goes out to the organization to present a demo about their product and services. Once the demo presentation is approved, the whole system is installed and handed over to the organization along with the relative knowledge about the operation of the whole system. Later on if the organization needs any further assistance, the expert team of Astaa Technologies is just one call away.

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Outbound Logistics:
The Company uses its own transportation that includes light and heavy vehicles for the purpose of providing the services which includes the demos, the presentations about the product, the installation of this product and the after sales service.

Marketing & Sales:

In the security and surveillance industry, the annual exhibition in which giants from all over the world in this particular industry showcase their products and their technologies. In partnership with AXIS, Astaa Technologies is a regular participant in that exhibition which gives them a chance to showcase their inventory and the service they can offer.

Customer Service:
After installation of the system, customer service is provided to the customers based on their requirements and needs. All the requests regarding any problems or ambiguities on how to run the system are entertained by the technicians of Astaa technologies by visiting the respective site.

Secondary Activities:
Procurement:
All the purchases are made by Mr. Tanveer and Mr. Kashif Frank. Both are the head of Procurement department and also handle the accounts and purchasing for the company.

Human Resource:
The operation of hiring and selecting suitable employees is done by Mr. Haider Azeem and Jahanzaib Ahmed.

Technology:
Mr. Khalid Mahmood is the civil departments head and is responsible for informing the procurement about what to purchase and what not to...

Top Executives:
Mr. Jahanzaib Ahmed, the CEO of the company and Mr. Haider Azeem, the country head are solely responsible for the decision making regarding the budgets and the strategies that the company pursues.

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OBJECTIVES
Strategic Objectives:
The strategic objective of Astaa Technologies is to diversify and progress in the department of storage services and BMS (Building Management Services). It also includes hotel mini BMS integrated systems and inject more products in their product line. Currently they are operating in different cities of Pakistan including Islamabad, Quetta, Karachi and Lahore and their international offices are in Dubai Bahrain and U.S.A. in the near future their strategic objective includes expanding and providing services in more areas around the globe.

Financial Objectives:
As per the country head of Astaa Technologies, Mr. Haider Azeem, the companys current financial objective is to reduce the companys expenses and not incur expenses more than 10% of the companys total revenue. Furthermore, the company financial objective is to increase its profitability and increase its market share by cutting down on its margins.

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The Role of Corporate Governance:

The companys hierarchy is as follows

The internal mechanism applied by the company is its chain of commands consisting of the CEO, Mr. Jahanzaib Ahmed. Mr. Haider Azeem, the country head Sales & Operations reports to the CEO and the top management that follows is answerable to the country head directly. Astaa Technologies, being a small sized organization, has so far avoided the complexities of a large hierarchy which makes it easier to trace the genesis of the problem whenever it arises. The external mechanisms including the threat of failure in which case a possibility of another company taking over the market or the company in question itself is a major tool in corporate governance. Astaa Technologies is fully aware that if there are not able to maintain the quality of their services, the near competitors will grasp the opportunity to gain the market control. This keeps the company in sharp frame of mind making room for improvement and progress.

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STAGE 1 (Input)
IFE Matrix:
Strengths 1. 2. 3. 4. 5. 6. Product Quality Service Reliability Customer Loyalty Large Market Share Trained Human Resource Supplier to major organizations Weight 0.06 0.03 0.08 0.3 0.05 0.1 0.2 0.1 0.08 1 Rating 4 3 4 4 4 3 1 2 2 Weighted Average Sum 0.24 0.09 0.32 1.2 0.2 0.3 0.2 0.2 0.16 2.91

Weaknesses 7. Marketing & Advertising 8. Loose Hierarchy 9. Small number of Vendors Total Weighted Score

Major Weakness (1), Minor Weakness (2), Minor Strength (3), Major Strength (4)

The IFE matrix shows that the company is internally strong.

EFE Matrix:
Opportunities 1. 2. 3. 4. Government Regulations Bad Law & Order Situation Web Marketing Introduction of BMS Technology Weight 0.4 0.08 0.02 0.06 Rating 4 3 2 2 Weighted Average Sum 1.6 0.24 0.04 0.12

Threats 1. Slow development in infrastructure 2. Bargaining Power of Supplier 3. Wrong perception of economical & cheap

0.33 0.04 0.07

4 4 4

1.32 0.16 0.28

Poor (1), Below Average (2), Above Average (3), Superior (4)

Total Weighted Score 1 3.76 The result shows that the company is externally strong and the external environment created more opportunities than threats for Astaa Technologies.

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CPM Matrix:

Astaa Technologies

Mansha Brothers 2 2 3 3 2 3 2 2 1 2 0.4 0.12 0.12 0.24 0.4 0.21 0.18 0.2 0.07 0.18 2.12 1 3 4 4 2 2 3 3 2 2

Vital Communications 0.2 0.18 0.16 0.32 0.4 0.14 0.27 0.3 0.14 0.18 2.29

Particulars
Market Share Product Quality Customer Service Customer Loyalty Advertisement Profit Margins Product Range Technology Brand Image Research & Development

Weight Rate
0.2 0.06 0.04 0.08 0.2 0.07 0.09 0.1 0.07 0.09 1 3 4 3 4 1 3 4 4 3 4

Weighted Average Sum

0.6 0.24 0.12 0.32 0.2 0.21 0.36 0.4 0.21 0.36 3.02

Rate Weighted Average Sum Rate Weighted Average Sum

From the CPM Matrix can see that Astaa Technologies is far ahead of its closest competition and is currently facing no serious threat from any other company.

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STAGE 2 (Matching)
SWOT/TOWS Matrix: Strengths
1. Product Quality 2. Service Reliability 2. Loose Hierarchy 3. Customer Loyalty 4. Large Market Share 5. Trained Human Resource 6. Supplier to major organizations 3. Small number of Vendors

Weaknesses
1. Marketing & Advertising

3. Introduction of BMS Technology

S5O3: Using trained human

resources to introduce the BMS technology

W1O4: Use internet to

enhance their marketing

Opportunities

2. Bad Law & Order Situation

1. Government Regulations

S1O1: Government Policy to

4. Web Marketing

W3O3: Locate multiple

vendors for new technology

install surveillance system would be beneficial by using superior quality

3. Wrong perception of economical & cheap

1. Slow development in infrastructure

S1T3: Use the superior quality

product to clarify the difference between the economical and cheap

W3T2: Locate more reliable

vendors to decrease the bargaining power of AXIS.

2. Bargaining Power of AXIS

Threats

S6T1: Convincing their

customers in the Gov. sector to enhance the infrastructure to support the upcoming technology

W1T3: Use marketing

channels to spread awareness about the quality of the product

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SPACE Matrix:
Internal Strategic Position
X-Axis Competitive Advantage (CA) (-1 Best, -6 Worst)
Market Share=-2 Customer Loyalty=-2 Product Quality=-1 Brand Image=-3 Service Quality =-2 Management Experience =-2

External Strategic Position

Industry Strength (IS) (+1 worst, +6 Best)
Growth Potential= +3 Market Entry= +2 Technology Knowhow= +5 Financial Stability= +4 Human resource availability=+3 Government Support=+5

CA+IS= 1.6
Y-Axis

Average = -2

Average= 3.6

Financial Strength (FS) (+1 worst, +6 Best)

ROI =+6 Working Capital=+4 Business Risk=+3 Ease of Exit=+3 Liquidity Ratio=+2

Environmental Stability (ES) (-1 Best, -6 Worst)

Threat of Entrants=-4 Inflation=-2 Technology change=-2 Competitive pressure=-3 Demand variability=-3 Price of Competing Products=-4

FS+ES= 0.6
Average= +3.6

Average= -3

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Graphical Representation of SPACE Matrix:

Conservative
+6

Aggressive

+4

+2

(1.6, 0.6) ) 3.00)

-6

-5

-4

-3

-2

-1 -2

+1

+2

+3

+4

+5

+6

-4

Defensive

-6

Competitive

The SPACE Matrix indicates that Astaa Technologies should go for aggressive strategies i.e Market Develpement, Market Penetraton and Acquisition.

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BCG Matrix:
Stars Question Mark

M ar k et G r o w t h

Astaa Technologies

Cash Cows

Dogs

Relative Market Share

Astaa technologies has a high market share while on the other hand the industry in wquestion is in the growth stage due to number of reasons, such as:

Government regulations Current law & order situation

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Internal-External Matrix (IE):

EFE Score Strong 4.0 Average Weak

--------------------------------------------------1 2 3 High

3.0

--------------------------------------------------4 5 6 Medium

2.0

--------------------------------------------------7 8 3.0 2.0 9 1.0 Low

1.0 4.0 IFE Score

IFE and EFE of Astaa Technologies is 2.91 and 3.76 respectively. This IE matrix shows that Astaa Technologies should go for Aggressive or growth strategy. Astaa Technologies focused on increasing market penetration and product development.

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GRAND Matrix:

Rapid industry Growth 2 1

Competitive weakness

Competitive Strength

Slow Industry Growth

Astaa Technologies should opt of Aggressive Strategies i.e. Market Development, Market Penetration, Acquision and Product Development.

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Stage 3 (Decision)
QSPM Matrix:

Market Penetration

Market Development

Key factors

Total Total Attractive Weighted Attractive weighted weights scores Attractive scores attractive Scores scores

Not Acceptable (1), Possibly Acceptable (2), Probably Acceptable (3), Most Acceptable (4), Not Relevant (0)

Strengths Product quality Service reliability Customer loyalty Large market share Trained human resources Supplier to major organization Weaknesses Marketing and advertising Loose hierarchy Small number of vendors Sum of weights Opportunities Government regulations Bad law and order situation Introduction of BMS technology Web marketing Threats Slow development in infra structure Bargaining power of Supplier Wrong perception of economical & cheap Sum of weights Sum of weighted attractive scores 0.33 0.04 0.07 1 4.37 1 2 2 0.33 0.08 0.14 1 2 1 0.33 0.08 0.07 0.4 0.08 0.06 0.02 3 3 3 1 1.2 0.24 0.18 0.02 3 3 3 4 1.2 0.24 0.18 0.08 0.2 0.1 0.08 1 3 2 2 0.6 0.2 0.16 4 3 2 0.8 0.3 0.16 0.06 0.03 0.08 0.3 0.05 0.1 4 4 2 1 4 2 0.24 0.12 0.16 0.3 0.2 0.2 4 3 2 0 4 2 0.24 0.09 0.16 0 0.2 0.2

>

4.33

Astaa Technologies should go for market Penetration as per the QSMs calculation. Though Market developments strategy should be kept in mind once the company has penetrated its target market completely. Page 22

Strategy / Structure Match

Astaa Technologies works in the business of innovation and staying updated. For this to happen creativity is a must element and in order for creativity to flow freely, an organic structure is vital. For implemeting Market Penetration strategy, Astaa Technologies will have to work its way around a few hurdles i.e. their competitors and a few environmental factors. To make all of this possible the ideas will need to flow and innovation to be top notch. Currently the companys structure is that of a funtional one as I shown below in the complete organizational structure.

Strategy Evaluation
After a thorough analysis of Astaa Technologies and the strategies they are currently using, we can say that the company is using dominant business level strategy as more than 80% of their revenues come from the IPCCTV/CCTV cameras. Even though they do deal in other security equipments such as bullet proof jackets, security barriers walk through gates etc, but their main source of income is the IPCCTV/CCTV cameras. In conclusion, Astaa should f=go for market penetration and also keep the option of market development open as being a market leader, they have the edge and capability to expand their operations both domestically and internationally.

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