Confidential

SWOT Analysis of Ray Communications (Pvt.) Ltd.

Here is a brief SWOT analysis of Ray Communications (Pvt.) Ltd. The
analysis is being tried to be elaborated with the observation of
Market scenario and the present Technical and Financial status of
the company. It is very much kindly noted that no personal overview
has been influenced by the maker of the analysis. Kindly go through
the analysis more and more in professional point of views as your
clear understanding and realization is the key of the company
success. Again kind note that no personal praise or condemnation
has been applied during the analysis.
Strength
1. Hardworking Team (Specially both Directors)
(The Company has some potential and hardworking personnel undoubtedly. The
personnel might be refurbished and can gain more skill with proper guide and/or
training.)

2. Strong Production Team

(Production team is one of the great asset (Not greatest though) which helped to run
successfully the Branding sector of the company)

3. Communication Skills on versatile suppliers/vendors

(It is shown that Ray earned a value and respect from their suppliers/vendors and it
might be counted as an asset too.)

4. Partially strong Interior Team (Base on Execution)

(For executing any sort of low range or mid-range interior decoration Ray is
successfully able to show skill in the required arena. Clearly recorded that till July
2017 Ray has been successfully completed 100 ATM Booths Interior [Jamuna Bank
80, Eastern Bank 9, Islami Bank 1 and Trust Bank 10) and 1 Interior Decoration of a
Buying House.

5. Mid-Level Client Service Team

(Among the entire client service team some has gained dependency with certain
responsibilities through their performance)
Weakness
1. Lack of Adequate Knowledge/ or Lack of realization of gaining Proper Knowledge
(An example might be set that after almost 11 years of doing business as an owner of
a limited company the management didn’t know the limited company laws properly
or didn’t bother to know the value of laws which brought the result of fine of Taka 2
lacs to be deposited for Income Tax Duty. Either gaining adequate knowledge or
recruiting any related personnel or any related company as full time, part time or
consultancy for avoiding this sort of incidents the Management shows failure to
show proper performance in both ways.)

2. Very much weak in Planning. Management performs nil in IDEA Generating.

(Management performs tremendous success in any sort of executing in different
arenas like Branding, Event Management, Interior Decoration but unfortunately
couldn’t able to realize the value of IDEA/Planning which keeps an wall before the
opportunity of increasing business. Management should have to understand that
IDEA shows the opportunity and consequently base on opportunity by generating
planning and proper execution the number of business could be increased. )

3. Weak Communication Skill in the business arena (Specially in the top or almost top
positions of any reputed companies from where the opportunity of business is
thrown)

4. Improper Marketing (The Ray Team especially Management is very much stuck in
existing client sector thus the increasing number of clients is very poor. More than 6
years Ray is serving almost same clients/companies. No of clients have not been
added remarkably.)

5. Lack of objective
(Perhaps this is the greatest drawback of Ray. Due to absence of Proper objective
Ray found itself with lots of versatile activities but couldn’t make itself specialized in
any sector properly therefore the company earns unsecured position till date.
Absence of proper objective is followed by inability of proper planning and
consequently it earns different kind of crisis like financial, managerial etc. and the
company is stuck in the same position financially for approx. last 6 years where the
expenses fly vigorously)

6. Un-utilizing the skill of personnel or failure to motivate the potentiality of

personnel
(Here the example might be shown off that an interior designer is recruited since
2012 and he might be trained in 3D designing and could be utilizing the potentiality
 earned by Ray by training. Therefore the company experiences the trouble of
financial increasing without gaining the potentiality beneath the company personnel
which might be the key to earn more and overcome the existing crisis.)

7. Weak creative team

(One of the most unfortunate matter of respected Ray as it has been successfully
flopped to form strong creative team from the very beginning whereas according to
the expense ratio the creative team is most expensive in financial ways. Matter is
stated unfortunate because Ray has been started its career/identification as an
advertising company but is too far away from the starting identification. Starting as
an advertising company (other sectors has been on the boat later) Ray couldn’t
manage to form a strong creative team (where it is called a creative department
there no remarkable creativity is shown to earn respect and opportunity to lead the
certain market)

8. Huge gap of Replacement

It is noted that Ray usually suffers from required number of personnel in required
department. Despite having low number of employees Ray also couldn’t manage to
replace any vacancy on time which affects the existing work/activities of Ray.
Opportunity
This is the most difficult part of SWOT analysis of Ray as some dissensions (which seems as
minor but practically affects major) occur regularly among the Management. And the one of
the most disadvantage part is the ability or quality of proper planning is being declined due
to continuous practice of execution or professional pressure or some sort of individual
inability. It is highly stated clearly that Ray consists potential executives in different positions
from top to bottom but it has full absence of planner or IDEA generator or Dreamer. The
almost absence of ability to realize different perspectives or different point of views is also
fertilizing the existing field without being able to sow the opportunity for near and further
future.

Hence despite lots of dissensions some planning is being tried to form according to the
strength and weakness of the company. Here the planning is absolute variable and may vary
depends on very much proper discussion and understanding.

The plan indicates huge marketing policy with curtailing the sectors were Ray rambles. The
fundamental sectors are chosen to be expanded are Interior Decoration and Event
Management.

Upon analysis the below positions are found existing at present (August 2017) and proposed
positions are highlighted with the existing positions

Management

Managing Director 1

Director Client Service/Finance 1

Director Operations 1

Subject to Management

Front Desk Executive 1

Office Coordinator 1

Interior Decoration

Project Manager 1

Interior Designer 1

Supervisor 1

Accounts

Manager Accounts 1
Sr. Executive Accounts 1

Procurement

Manager, Procurement 1

Sr. Executive, Procurement 1

Store Keeper 1

Creative

Visualizer 1 + 1

Graphics Designer 1

Client Service

Asst. Manager, Client Service 2

Sr. Executive, Client Service 1

Executive, Client Service 1

Production

Production 10

MLSS 2

Cook 2

Driver 1 + 1

Marketing (Interior Decoration)

Executive/Sr. Executive Marketing 2

Gender Equality is highly encouraged

Event Management

Event Coordinator 1

Note: some optional posts should be (highly prior base) filled by consultancy i.e. legal
advisor, company secretary etc. (Example IT officer is responsible on part time basis)
Marketing Policy
Interior Decoration Sector

There should be detail Marketing Policy to enter the market and capture gradually.

Ray has to be focused on highly standard procedure about presentation. Ray should take
necessary initiatives of expanding skills of existing personnel (example: Interior Designer).
He should acquire additional skill on 3D designing which is very much necessary in Interior
Decoration Sector as well he should be more skilled in Auto Cad Designing.

Simultaneously Ray should have to have a very much standard brochure on Interior
Decoration. It has been noted that the brochure is being old day by day but the necessity of
brochure can’t be denied to expand marketing. Rather it can be suggested to upgrade the
brochure gradually.

It is highly noted that upgrading the company information according to the market is
extremely recommended. This decade is almost biased by net marketing thus Ray has to
focus on the net marketing by using web page, Facebook etc.

Directors should be focused on expanding communication skill. According to the value of

Positions the present scenario doesn’t encourage Directors to do the marketing as executive
personnel (like door to door marketing or communicate with entry level of the company) as
it shows degeneration the core value of the company.

Marketing Executives should be recruited and should be preferable from Interior Decoration
Background and must be well smart and highly presentable. It is stated that Marketing
Executives represent the standard and value of Ray thus hence it should be on top prior
base rather the expense on them. They can be motivated by target oriented challenge and
can work as whole team. They should be in charge of upgrading the company information
through online marketing and hence it should be followed up by the Management. It is
highly stated that the posts are required for Ray with highest priority as it will be observed
as non-professionalism and immaturity to do all sorts of marketing by the Management
only. And Management should be more concern about what type of responsibilities should
be done.

So At a glance here is the short responsibilities should be done by entire Ray:

List of Clients: The most necessary part of Marketing. Have to have a proper list of
Marketing in different arenas like MNCs, Group of Companies, Banks, Leasing Firms,
Telecommunication Companies, Fashion Companies etc.

Net upgrading: very much necessary for capturing the present Market and people are aware
of Net Marketing now a day.
Brochure/Leaflet: Another part to reach the client group. Upgrading of the brochures
gradually is needed. Design should be eye catching and very much presentable.

Management: Increase the communication skill and/or build up more Business Relation with
mid or upper level of client group.

Marketing Executives: Verse Marketing is very much necessary and it shows the usefulness
for the Company. As well follow up the Marketing is also necessary as it can be clearly
stated that only once or twice doesn’t bring any fruits to the basket. Simultaneously the
team should be responsible about the upgrading of Net Marketing and other materials like
brochure/leaflet, or Company Profiles.

Interior Designer: He/she should be entirely skilled on 3D Designing and Auto Cad Designing.
If any kind of training is required to fulfill the skill, Management Should have to take the
necessary steps regarding the training as it would be quite expensive to recruit the technical
related personnel at this moment and it is very difficult to do the work by out sourcing as it
shows the break of commitment from the out sourcing end regularly.

Creative Department: Creative department is responsible about creating 2D designing which

is needed in Presentation which will help the Marketing team as well as Management to
throw to the Market. Idea Generator related (Like Visualizer, Real Visualizer not falsely
exhibiting Visualizer which is existing at present) Personnel in creative sector should be
preferred.

Project Manager: Will be entirely responsible about executing any sort of Interior
Decoration work and must be followed by the Management.

Procurement Manager: Will be responsible about purchasing materials, keeping the records
and report to the Management.

Other related departments like Accounts, Client Service team, Office Coordinator can serve
their role according to their posts/responsibilities.
Event Management Sector

The most promising sector where Ray according to the present analysis doesn’t need to pay
more attention except proper marketing as Ray consists wide communication skill in
vendor/supplier sector. Ray successfully showed phenomenal performance in event sector.
All is needed for Ray to expand the sector by starting self-event related business which is
more profitable than to do the client thrown events. It can be started with very small scale
and gradually increase the market arena (like small campaign, some event shows like
fashion show, any kind of fair, like any awareness programme etc. depends upon
discussion). Management may take proper steps doing of self-event by getting help from
outsource as lots of outsources can rely doing business with Ray. Management can expand
the event sector by increasing the number of Clients/Companies also.

Branding Sector

The strongest sector of Ray where Ray expenses most as well. It can be flourished and can
be utilized more by proper marketing though the sector became squeezed in the market
( like billboard removing, price of print media/other materials has been uncovered, direct
marketing by the print house etc.). It is being discouraged to expand the market without
own setup as only service oriented organization Ray can’t flourish the market due to high
competition, huge operational cost.

Audio Visual Sector (Proposed)

This sector can be created and expanded to the market as this sector brings value and
acquaintance through easier way. Ray can take necessary steps about doing corporate
documentary or some documentary about any sort of awareness. Group of Companies or
NGOs can be target client group. It is not needed own a setup as outsource can be helpful
regarding this sector.
Threats
Unfortunately Ray earns lots of threats now a day due to not having proper setup in any
sector and also lack of verse marketing. Small setup owned by competitor in any sector
(Especially in Branding Sector) is a big concern of Ray. The awareness of Client about the
market price of service and materials is also another subject to requiring thoughts. It is
highly noted that as only service oriented organization Ray is not earning the proper value in
accordance with the existing operational cost. Ray should be more concern about the
proper objective and should create some values in different ways.

Conclusion
Management is deeply requested to go through the analysis more and more and to form
proper initiatives for overcoming the financial and technical drawbacks without which it is
clearly analyzed Ray will not be in good shape furthermore.