This document outlines Singer's strategy plan for 2013 for its corporate sales and Colombo distribution operations. It analyzes strengths, weaknesses, opportunities, and threats for both business units. Key actions include appointing a new distributor for Colombo, increasing focus on telco sales and inventory, conducting training, and advertising smartphones. Support requested includes better sales tools, training budgets, meeting branding requests, joint advertising with Huawei, and improved after-sales service. The overall goal is to strengthen B2B and Colombo distribution through targeted strategies and actions.

1. STRATEGY PLAN - 2013
CORPORATE SALES &
COLOMBO DISTRIBUTION
Singer (Sri Lanka) PLC
Digital Media Channel
Prepared By: Tariq Makeen

2. BROAD OUTLINE OF STRATEGY
•
The main objective of this paper is to outline the
sales strategy for Huawei (Mobile / Broadband),
HTC, Samsung Cameras & Computers for the
year 2013, and obtain Management guidance
and consent to execute said strategies aimed at
strengthening the B2B & Colombo District
distribution operations.

3. SWOT ANALYSIS - B2B Operation
•
STRENGTHS;
▫
The formidable strength of the brand name
Singer, which is always associated with trust,
quality and high standards combined with wide
acceptance as a "preferred supplier".
▫
Existing business relationship with most Telcos
and key corporates through different product
lines.
▫
Experienced manager heading the operation.
▫
High level of awareness among customer base,
thereby allowing the product line to be kept
current.

4. SWOT ANALYSIS - B2B Operation
•
WEAKNESSES;
▫
Relatively "young" operation for Singer group,
therefore with limited knowledge / ability in
forecasting future sales to maintain adequate
inventories, resulting in lost sales opportunities.
▫
Lack of awareness being created among the local
population in general, in terms of ATL/BTL activities
aimed at capturing their attention.
▫
Intense competition especially in the Mobile category,
where Huawei tends to be overlooked as a serious
contender due to the above shortcoming.

5. SWOT ANALYSIS - B2B Operation
•
OPPORTUNITIES;
▫
Potential to exploit Huawei's dominance in the area of
Broadband Products, and expand the operation beyond
B2B, to retail level.
▫
Potential to capture a considerable share of Smart
Phone sales with the upcoming affordable smart phone
range from Huawei.
▫
Cross-selling opportunities due to the variety of
products in the Digital Meda Channel's portfolio.
▫
Ability to avoid common "pitfalls" faced by competition
through careful observation of their business models.

6. SWOT ANALYSIS - B2B Operation
•
THREATS;
▫
Loss of customer confidence due to prolonged &
repeated delays in supplying goods due to stock-out
situations.
▫
Service issues (especially HTC) resulting in the loss of
confidence in the brand in the short term and Singer's
image in the long term.
▫
Presence of small-scale vendors without business
standards or proper operating structures, who are
willing to provide same products as Singer at much
lower prices.

7. SWOT ANALYSIS - Colombo Operation
•
STRENGTHS;
▫
Strong presence of Singer trade name.
▫
Discount & incentive structure offered to retailers
on par with other leading brands.
▫
Knowledge base among retailers on all brands
very high.

8. SWOT ANALYSIS - Colombo Operation
•
WEAKNESSES;
▫
The brand Huawei's inability to attract a new
Distributor since the pull-out of previous
Distributor.
▫
Lack of models that can compete at key price
points (HTC, Huawei).
▫
Lack of industry experience within the Digital
Media resource pool.
▫
Low awareness levels of customers thereby
leading to purchase of cheap OEM products

9. SWOT ANALYSIS - Colombo Operation
•
OPPORTUNITIES;
▫
Increase of trust between the brand Singer &
Retailers will have direct impact on sales.
▫
Emerging youth market that can be tapped for
increased sales especially with the arrival of new
models, if priced competitively.
▫
Ability to offer products other than mobiles
(Cameras / Dongles etc) to Distributors, in order
to supplement their revenues.

10. SWOT ANALYSIS - Colombo Operation
•
THREATS;
▫
Competitors acting at higher speed than us to
carry out branding / POSM campaigns
▫
Retailers threatening to promote competitor
products if not afforded longer credit periods
▫
Out of all other main stream models, Huawei
/HTC are most likely to be replaced by a lesser-
known brand on the shelves, due to the lack of
brand presence.

11. ACTION PLAN - B2B Operation
•
Increase focus on Telco sales, studying their purchasing patterns, future
requirements and keep Singer management informed of potential business
opportunities.
•
Maintain adequate inventories of all products based on above information,
and keep them updated on features / benefits of current products as well as
for prodcts on the horizon.
•
Conduct regular interactions with decision makers (IT / Procurement
heads) of these institutions allowing them to experience first hand, our
product range and the benefits offered.
•
Actively seek new business opportunities with other large scalce institution
by way of providing solutions.
•
Secure complete autonomy when dealing with above customers, in order to
prevent Huawei directly supplying equipment, thereby undermining
Singer's sales efforts.

12. ACTION PLAN - Colombo Operation
•
New Distributor for Colombo to be appointed by
08/02/13, and business to commence by 15/02/13.
•
Carry out a mapping of all retailer outlets within the new
Distributor's territory and monitor coverage of the
retailer base.
•
Increase knowledge base / sales skills of Dealer Sales
Reps (DSR)
•
Focused advertising on smart phones, thereby increasing
the Depth of Distribution(DOD).
•
Invite Distributor input when deciding on Trade
Schemes, Consumer Promotions, etc., avoiding any
potential gaps in the distribution chain.

13. Support Required
•
Provide better sales tools to retailers (ex: spiral
bound catalogue with product features with
updates on new models that can be inserted)
•
Budget to conduct training programs for FOS /
Retailers on a regular basis, facilitating valuable
feedback from the market.
•
Pre-determined time frame on delivering
branding / signage requests, which should be
adhered to by all concerned.

14. SUPPORT REQUIRED
•
A combined effort is required by Huawei &
Singer to carry out effective advertising
campaigns aimed at familiarizing the public with
the brand name. Advertising on models should
be done while stocks are available in order to
maximize results.
•
A more professional approach to after sales
service from receiving customers to handing
over the repaired phone (HTC).
•
Key models to be in stock throughout the month.

15. THANK YOU.