INDUSTRIAL PRODUCT STRATEGY

SYSTEK (PVT.) LTD

PREPARED FOR:

Mr. Mohammed Ahmed Butt

Course Instructor; Business Marketing Management

Prepared By:

Mohammad Faisal Naeem (1531-303-001) MBA Marketing

PRESTON UNVERSTY OF MANAGEMENT SCIENCE AND TECHNOLOGY

 Acknowledgement

I wish to express my sincere appreciation to those persons who gave so freely

of their time and advice; their good counsel and guidance enriched the report

in many ways.

Most importantly, my greatest appreciation goes to my Business Marketing

Management Teacher Mr. Mohammed Ahmed Butt, who gave me the

opportunity to conduct this Assignment. Through his guidance, direction,

counsellation and cooperation throughout the work kept me to follow the

right path.

Mohammed Faisal Naeem

Secondly My sincere appreciation goes to Mr. Mohammed Zaheeruddin

Qadri Sales Executive of SYSTEK (PVT) Ltd who provided me a lot of

information and solve my problem to make to make strategies regarding

the Business Markets in electronic company and their products.

Mohammed Faisal Naeem

 Executive Summary

Making of these Business Marketing Strategies is not an easy task. But with the

help and guidance i have accomplished this task.

It was about weekly process. I was work as an individual and was work on a

product that is SYSTEK Electronic systems in my case.

OBJECTIVES OF BUSINESS MARKETING STRATEGIES

My prime objectives were to study the practical implementation of the strategies

that we have studied in my course of Business Marketing Management. I were

told to find out and study the Business Market Segmentation, Targeting the

potential Business Customer, Positioning the product in Business Market, Product

analysis, Pricing Sensitivity Distribution Tactics, and Promotion effectiveness and

give recommendation and implementation for future strategies.

 SELECTION OF BUSINESS MARKETS CRITERIA

My selection of Potential Business Markets criteria related with the based on

Commercial Enterprises, Government/semi Government Organization and

Educational Institutions is in the whole city of Karachi and as well as other city of

Pakistan. The gathered data was analyzed and presented in the form of

Descriptive material.

LIMITATIONS

The overall process was new for me and it was the very first time that i was

working and making Business Markets Strategies. I have come across a lot of

obstacles and hurdles and new world of experiences.

Here I would like to mention some of the obstacles and limitation that I came

across so that it will benefit others to keep these points in view while making and

working on these Business Marketing Strategies.

Firstly I have very less efforts, to make and work on these tasks and find out the

resources of Business Organization that give me the opportunity to make their and

search out their Business Marketing Strategies.

Secondly, I have faced a lot of difficulties in getting the information about the

strategies that organization practically implemented with their business Customers

and what is the tactics that Business Organization applies.

 Company Introduction

SYSTEK (Private) Limited is a research and development (R&D) based company

that came into being in August 1992. It is an Electronic Engineering Enterprise,

which is engaged in manufacturing of its valuable produced quality electronic

products.

The company has bee very successful in its endeavors and has come up with two

product lines. The first line comprises of Uninterruptible Power Supplies (UPS)

and the second one comprises of Telecommunication Switching Systems (PABX).

There are various models of these products, which are aimed at the commercial as

well as consumer markets, separately.

In the field of UPS the company has carried out pioneering work. It was the first

firm within the country to introduce a product with large autonomy times with

sealed maintenance-free batteries lately; it became the first firm to come up with a

true On Line, pure Sine wave UPS made in Pakistan. Today it produces UPSs

from 300 VA to 5 kVA rating with back-up times from 10 minutes to more than 6

hours at full load maintenance-free operation of UPS is achieved on sealed

batteries, which reduces maintenance requirement and management cost besides

enhancing reliability.

With UPS designed for Pakistani environment, SYSTEK has more than 5,000

satisfied customers, who enjoy the best value for money with its quality products

comparable to any imported UPS at much attractive prices. In the arena of

Telecommunication, SYSTEK has produced Electronic Private Branch Exchanges (EPABXs) and

Intercom Systems. Its Electronic Switching Systems range from 10 lines to nearly 200 lines, in the

form of stand-alone and Personal Computer (PC) based systems. Apart from UPS and PABX

systems, SYSTEK has also been engaged in various customized products and

projects. These have only been because of the extensive design experience and

expertise of its R&D team.

 Company Objectives

SYSTEK believes in continuous innovation in all aspects, to ensure customer

satisfaction to the fullest.

SYSTEK offers its customers a unique combination of benefits that are meant to

fulfill and satisfy the requirements of the best and the top ranking companies in

Pakistan.

Some of these are:

 Nation wide service and support.

 Reliable products designed to suit local environment and power

conditions.

 State-of-the-Art design with a long list features and benefits.

 All this at a very attractive price that ensures the best value for your

money.
Along with these the following are some product benefits that our customers

enjoy.

 Longer backup time with continuous rated design.

 Robust and reliable.

 Wide range of AVR.

 Modular Design for quick and easy maintenance.

 Wider input frequency range.

 Intelligent computer interface with comprehensive monitoring and control

software.

 Solutions available on liquid maintenance free and dry maintenance free

batteries.
Company Product Line and Product Mix
Introduction
PRODUCT LINE

SYSTEK (PVT.) Limited

Uninterruptible Power Supplies (UPS)

Telecommunication Switching Systems (PABX)

 PRODUCT MIX

UPS

ELITE SERIES (UPS) EXCEL SERIES (UPS)

ELIXIR SERIES (UPS)

ECONO SERIES (UPS)

EXCELSIOR SERIES (UPS)

 PRODUCT MIX

PABX

COMTEL

PROTEL

SMATEL
 Company Departmental Structure
Top Management

Research &
v

Production Department

Assembly Customer Support Department

Testing
Maintenance
Marketing
Field

Quality Control In-house Maintenance

Sales Wiring
Purchase
Finance and Accounts
Stores
Administration Installation

Personnel

Business Marketing

SYSTEK has carried out R&D in various fields since its inception, which include

Power Electronics, Telecommunication, Digital Systems and Computer Software.

The company has been ever-vigilant to the changing needs of the market and has
aptly responded by launching products periodically to fulfill those needs. The

strength of the company lies in its strenuous efforts to study the market and

develop products that attempt to solve the problems peculiar to the local

environment.

The company has come up with two product lines; the Uninterruptible Power

Supplies (UPS) and the Telecommunication Switching Systems. There are various

models of these products which are aimed at the office and home markets

separately. Besides, it has also been engaged in various custom-made products

and projects.

In the field of UPS series it was the first firm within the country to introduce a

product with large autonomy times. Then it became the first firm to launch a Quasi

Sine-wave UPS and later on it also became the first firm to come up with a true On-line,

pure Sine-wave UPS made in Pakistan. Lately it has become the first Pakistani firm to

produce an Intelligent Line-interactive Sine-wave UPS. It manufactures UPSs from

300 VA to 3 kVA ratings with back-up times from the conventional 10 minutes to

more than 6 hours at full load.

In the arena of telecommunication SYSTEK has produced Electronic Private

Automatic Branch Exchanges (EPABXs) and Intercom Systems. It's Electronic

Switching Systems range from 10 lines to nearly 200 lines in configuration as stand-alone

as well as Personal Computer (PC) based systems. There are three different products in

this category with various models.

SYSTEK also importance the developing a close and continuing working

relationship with business market consumers and understanding the requirements

of the total range of buying influential in the target company.

Segmentation Criteria

SYSTEK is the most valuable leader in UPS series and Tele communication

electronic product with more volume sales per year. The heart of firm’s business

is selling equipment that directs data around big corporate networks. Small and
medium businesses are also rapidly growing market for corporate electronic

product.

SYSTEK also supplies equipment to telephone companies and also supplies

intercom electronic products to the telecommunication organizations.

SYSTEK SGMENTATION STRATEGY:

SYSTEK have a number of potential clients and groups of customers, each with

very different needs.

In the Commercial Enterprises who cater to small and medium-sized businesses;

SYSTEK have sales personnel. There’s a big difference between the needs of a

small business, SYSTEK recognized their sales personnel to serve these different

groups.

In order to offer more targeted features to different segments, SYSTEK refined its

client profiling by the making with relationships and then let customers explicitly

choose the types of information they need, the products they want to track, and

the services they want to access. As customers volunteer more information about

their needs, their industries, and the product and the services they value, they

segment them selves in natural communities with distinct needs and interests.

SYSTEK is then ideally equipped to refine its offering to appeal to each of these

more targeted segments.

 Targeting criteria

SYSTEK targeting on the potential customer based segmentation. Through

concentrated marketing, SYSTEK knew the strong knowledge about the

segment’s need and achieves a strong market presence.

SYSTEK targeting those potential customers who want to more purchase of their

product.

SYSTEK also makes the customize products for the different groups of customers

and build the strong reputation in the customized product area.

SYSTEK sells an assortment of products for telecommunication organization.

SYSTEK gains a strong reputation in serving this customer group and becomes a

channel for additional products the customer group can use.

SYSTEK have a golden Track Record of selling Hundreds of UPSs to some

prestigious names in the corporate sector such as:

Eastern Federal Union (EFU)

A very special client since 1993. EFU has purchased more than a hundred UPSs

from us perpetually. Currently EFU is in the Phase of Replacing the old SYSTEK

UPSs purchased ten years ago with the latest, state-of-the-art UPS from SYSTEK.

Being a very sensitive client, we give maintenance and preventive services to its

branches, all over Pakistan.

Pakistan Industrial Credit and Investment Corporation (PICIC)

An old client having more than a hundred UPSs installed in its branches, all over

Pakistan enjoys our products and services even in the most remote branches

throughout the country.

Bank Of Punjab (BOP)

Bank of Punjab has purchased more than two hundred UPSs from SYSTEK

which are installed all our Pakistan.

Pakistan Railways:

We have designed special power supplies for the communication equipment used

in the engines of Pakistan Railway.

Pakistan Air Force (PAF)

In a situation where imported products failed to fulfill the requirement. SYSTEK

has provided dozens of its True Online UPSs to be used with the mobile RADAR

equipment all over Pakistan. Furthermore, SYSTEK has designed and produced

special power supplies for PAF to be installed on their RADAR equipment, hence

saving precious foreign exchange.

Pakistan Navy

SYSTEK has designed special power supply for their Electronic Warfare

Equipment, Eliminating the dependence on foreign companies in this area.

Engineering Development Board (EDB) recognition

A note of pride is that Pakistan Engineering Development Board recognizes us as

the only genuine manufacturer of UPSs in the organized sector, the prof of which

is our listing in the Custom General Order.

PSI

Pakistan Standard Institution has requested SYSTEK to develop the standards in

UPS manufacturing in Pakistan.

NED

After comprehensive testing and evaluation. SYSTEK has become the preferred

choice in this situation.

 Positioning Criteria

SYSTEK (Private) Limited has emerged as leading electronic products

manufacturer in the private sector within the country and has attained market

leadership in sales as well as product technology in UPSs and EPABXs. The

marketing of quality products and dependable after-sales support has earned the

firm an enviable corporate image.

In the mind of customer and organizations SYSTEK is most valuable and more quality

product of UPS series systems.

SYSTEK provide the nation wide service and support. Customers have the strong

relationship with this organization.

SYSTEK designed to suit local environment and power conditions. Customer has

easily worked with the product in their environment.

SYSTEK made the product at very attractive prices that ensures the best value for

your money.
SYSTEK has been striving for the last 12 years to innovate and develop newer

and better products to satisfy its customers.

SYSTEK have proved many a times and have established that where there is a

will there is a way.

 The only company in Pakistan manufacturing Pure sine wave products

 The only company in Pakistan manufacturing UPS of True Intelligent

Design.

 Line conditioners in 3kVA and 5kVA capacities.

 SYSTEK is in the phase of developing 7kVA sine wave UPS.

 Marketing Mix Criteria

PRODUCT

SYSTEK has come up with two product lines; the Uninterruptible Power Supplies

(UPS) and the Telecommunication Switching Systems. There are various models

of these products which are aimed at the office and home markets separately.

Besides, it has also been engaged in various custom-made products and projects.

In the field of UPS it was the first firm within the country to introduce a product

with large autonomy times. Then it became the first firm to launch a Quasi Sine-

wave UPS and later on it also became the first firm to come up with a true On-

line, pure Sine-wave UPS made in Pakistan. Lately it has become the first

Pakistani firm to produce an Intelligent Line-interactive Sine-wave UPS.

It manufactures UPSs from 300 VA to 3 kVA ratings with back-up times from the

conventional 10 minutes to more than 6 hours at full load.

In the arena of telecommunication Systek has produced Electronic Private

Automatic Branch Exchanges (EPABXs) and Intercom Systems. It's Electronic

Switching Systems range from 10 lines to nearly 200 lines in configuration as

stand-alone as well as Personal Computer (PC) based systems. There are three

different products in this category with various models.

PRICING

SYSTEK pricing is sophisticated level of product range and technology.

Basic Pricing means of Product Technology.

SYSETEK pricing dependent to imported electrical parts.

SYSTEK is advance in product technology and their cost fo product much high

then their competitors product.

 DISTRIBUTION

The company has its head office and manufacturing facility in Karachi and

regional marketing offices in Lahore and Islamabad. Besides, a network of dealers

throughout the country act as sale points as well as after-sales service centers.

Head office:

KARACHI, cover entire Sind and Baluchistan.

Regional Offices:

SYSTEK has regional offices, for the coverage of National level sales and

services, in the following cities.

LAHORE, Cover Punjab up to Jehlum.

ISLAMABAD, covers North Punjab from Jehlum upwards, Azad Kashmir and

NWFP.

DISTRIBUTION AND DEALERS

 Muzaffarabad (Azad Kashmir).

 Rawalpindi.

 Peshawar.

 Gujranwala.

 Sialkot.

 Multan.

 Sukkar.

 Quetta.

 Bahawalpur.

PROMOTION
SYSTEK promotion is based on Exhibition in EPB, Brochure and News Papers

Advertisement.
 Future Direction

SYSTEK (Private) Limited has embarked upon a very ambitious research and

development program which stretches well into the 21st. century. Near future will

witness the launch of new Telecommunication and Power Electronic products by

it which would easily compete with any similar product in the international

market. The company is very conscious about product quality and their

continuous effort in this direction has yielded tremendous results.

With SYSTEK the journey has just begun. Although the firm has achieved quite a

lot in such a small span of time yet it is brimming with determination to be the

very best in whatever field its endeavors. Insha-Allah time will bear testimony to

its rapid and persistent growth in times to come.

 Business Marketing Strategy Objectives

UPS
Uninterruptible Power Supplies

SYSTEK has entirely different Promotional, Pricing and Distribution strategies

for the one Category of product.

The physical nature of the Business Good and its intended use by the

organizational customer dictate to an important degree the requirements of the

marketing program.

SYSTEK has made this product for the backup system of computer accessibility

as well as this product help the commercial electricity backup.

SYSTEK make the longer relationship to give the free after sales service for their

potential buyers.
UPS system has have dry battery technology there is no need to replacement

again again and fill up problems

UPS has several series with different features:

ELITE SERIES UPS

Ideally suited for: Servers, Bio-Medical equipment, Military and other power

sensitive equipment.

Features: Double conversion, True On-Line, Pure Sine-wave UPS, with

complete isolation and Built-in Stabilizer. Recommended for the protection

of the highest order.

ELIXIR SERIES UPS

Ideally suited for: Servers, Mission Critical Applications and other No

Compromise and expensive equipment where performance and reliability is

the criteria.

Features: Intelligent, Line-Interactive, Pure Sine-wave UPS with built-in

AVR, user programmable, shut-down software interface and comprehensive

protection features.

EXCELSIOR SERIES UPS

Ideally suited for: Servers, networks and High Performance Stand-alone

PCs.

Features: Intelligent, Line Interactive, Near Sine-wave UPS, with built-in

AVR, shut-down software interface and comprehensive protection features.

EXCEL SERIES UPS

Ideally suited for: Work stations in networked environment as well as stand

alone PCs.

Features: Line-interactive, near sine-wave UPS, with shut-down software

interface.

ECONO SERIES UPS

Ideally suited for: Domestic applications and stand-alone basic PCs. In

situations where price does matter.

Features: Affordably priced Off-line, Square-wave UPS.

SYSTEK UPS is the central force in the marketing strategy and direct

manufacturer–to–user channels of distribution.

SYSTEK UPS are less costly and more standardized for every customer.

SYSTEK UPS focal point in installation more effective relationship and after

sales service that provides a higher return on investment than its competition.

SYSTEK Promotional Mix includes Brochures, Posters, Catalogs and Seminar to

gain the customer relation ship and direct dealing.

 Marketing Strategy

UPS
Uninterruptible Power Supplies

Product Strategy:

Related with the UPSs series I make the valuable strategy for this product, specify the

desirable product features and benefits, and provide guidance during the product

development phase.

I must understand what the need is and customized of the product features, manage the

product sourcing.

More new enhancement to make this product features and benefits.

Increases the UPSs line conditioners in 3kVA and 5 kVA.

Longer backup time with continuous rated design.

Pricing Strategy:

The pricing adjusting related with the market conditions. I must control the selling cost

also because of price disadvantages. I make the price demand oriented because of

familiarity with customer response patterns, as well as competitive pricing behavior.

Distribution Strategy:

In the distribution channels for more comprehensive networking through nation wide for

easily distributing place to place. I made the direct distribution through out the direct

linking with the corporate for the business and potential customer. For home and small

business I made the distributors dealers for the small business potential customers. I

made my UPS series easily affordable and made the web services where the customers

easily want their information need and orders.

Promotion Strategy:

In promotion strategy I make the personal interview for the business to business

customers to make relationship and aware of my product as my product is R&D based so

I make the research evaluation for the well knowledge of my product. I make my sales

efficiency to aware my product. I need to remind actual and potential buyers of UPS

series through News Paper advertisement and Exhibitions or need to make them aware of

innovative technology, and after sales service.

 SWOT Analysis

S
 High quality. No compromise on quality.

 Effective Marketing.

 Effective Value.

 Network.

 Sales team.

 New Technology.

 Safety.

 Right positioning of the product.

W

O
 Market is unsaturated.

 There is still room in the market to penetrate.

 People are shifting towards UPS.

T
 Electronic Industry.

 Innovative Technology.

 Competitors.

 Government policies.
 Limitations, Obstacles and Hurdles

The overall process was new for me and it was the very first time that i was

working and making Business Markets Strategies. I have come across a lot of

obstacles and hurdles and new world of experiences.

Here we would like to mention some of the obstacles and limitation that I came

across so that it will benefit others to keep these points in view while making and

working on these Business Marketing Strategies.

Firstly I have very less Effort, to make and work on these tasks and find out the

resources of Business Organizations that give me the opportunity to make their

and search out their Business Marketing Strategies.

Secondly, I have faced a lot of difficulties in getting the information about the

strategies that organization practically implemented with their business Customers

and what is the tactics that Business Organization applies.

 Recommendations

 Reduction in cost by improving efficiencies.

 Further improvement in quality through increased innovation.

 Diversification towards more Compact Technology and more backup

time.

 Advertisement on electronic media and print media especially in

Technological magazines.

 Weekly innovation information ad, articles in news papers, TV and other

media.

 Improved network and distribution channels.

 SYSTEK PROMENENT CLIENT’S LIST

GOVT./SEMI GOVT. ORGANIZATIONS

 Army Air Defense Centre.

 Pakistan Steel Mills.
 Fauji Fertilizer
 Pakistan Air Force.
 Pakistan Rangers.
 Pakistan Navy.
 Sui Southern Gas Co.
 P.I.C.I.C.
 PN Dockyard.
 PAF Base Masroor.
 Dept. of Physiology University of Karachi.
AIRLINES/TRAVEL AGENCIES/CARGO SERVICES

 Pakistan International Airlines.

 TCS

 TNT Express Worldwide.

 Cathay Pacific.

 DHL Pakistan (Pvt) Ltd.

BANK/LEASING COMPANIES

 United Bank Limited.

 Bank of Punjab.
 First Women Bank Ltd.
 M.C.B.
 Habib Bank Ltd.
 National Bank of Pakistan.
 Paramount Leasing (Pvt) Ltd.
ADVERTISING/PRINTING/PUBLISHING AGENCIES

 Hamdard press Pakistan.

 Jang group of News.
 Pak American Book.
 Rehbar Publishers.
 Communication Advertising.

INDUSTRIES

 National Foods Ltd.

 Habib Group of Companies.
 A.F Furgoson.
 Lever Brothers (Pvt) Ltd.
 Ahemd Food Industries.
 Shan Food Industries.
 General Tires.
 Exide Pakistan Ltd.
EDUCATIONAL INSTITUTION

 Oratech system (Pvt) Ltd.

 Preston University.

 Institute of Business Administration.

 Karachi University.

 City School.

 Fast Institute of Computer Science.

 NED University of Engr. & Tech.

 Oxford Grammer School

 Sir Syed University.

 Aga Khan University.