IRC Technologies Limited.pptx

7/28/2019 IRC Technologies Limited.pptx

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VisionTo be leader of Measurement equipmentsale and service in Thailand


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Due to the Global economic crisis had impacted

Thailand Economic which lead Thai Economic suffer from weaker

export growth make over all export index drop -30.4% in 2012

and -22.1% in 2013 consequently. Whereby electronic test and

measurement industry index is also have business overview

declining in order performance.

By this reason, The appropriate market strategies are

needed to implementing in order to gain more market share,

increasing company value toward customer perception andmaximize company profit in Test and Measurement Business.


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To develop effective short term and Medium

term market plan to maintain and increase

company intensive (opportunities growth

with in current business) growth rate

To develop market strategies to initiate long

term Integrative growth (opportunities to

build or acquire business that are related to

current business) and Diversification growth (opportunities to add attractive business thatare unrelated tocurrent business


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The market size for Test and Measurement in Thailand

is about 4,655,141,617 baht which have mainly two three of

customers segmentation

Technology Segmentation 1.General purpose instruments

2.High Speed Digital instruments

3.RF Technology instruments

4.Wireless Technology instruments

5.Optical Technology instrument

6.Other Test and Measurement Technology


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Order Generation by Technology (Percentage)

General purpose 50%

High Speed Digital 5%

RF Technology 30%

Wireless Technology 5%


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77%

22%

Private

Company

Government


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S =Strength

- Management has high experiences in products and markets

- Holding the good products

- Good relationship with customers

- High capital for investment

W=Weak

- Most of products have no price competitive

- Less of products portfolio- Lack of in depth applications knowledge for sales persons

- Low manpower support


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Opportunities

- Government Stimulus Package

- Economic purchase new products after flood- More support from Agilent

Threats

- Strong competitors in some product- Low marketing funding from Agilent


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Political

- Government Stimulus Package

Economic

- Sign of economic ramp up

Social

- Loyalty Brand Competitors (Fluke)

Technology

- 3G Technology


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Technology term

Trend for T&M business are the technology drive lead

customers to purchase and upgrade their test equipment according

to their technology demand which comprise of higher data transfer

Speed, higher test frequency and changed of test standard.

Economic Term

There are a lot of new players from China, Taiwan getting

to current T&M markets make all player play the price war. By this

reasons profit margin will be decreasing. Together with the global

economic crisis make most of contrast manufacturing lower their

order in Test and measurement Business and some of them aremove to China for lower labor wage.


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For short term business growth development Market Development

Strategy is appropriate for short run as Agilent

Technologies has transfer their customers base to IRC for medium and long

run Product Development Strategy is

best fit to maintain customer base and continue growth development. The

program formulation can be found in TOWN

matrix for both short run and long run business.


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Measuretronix (Fluke)

Monthly cover page advertisements on 3-4

Magazine (Electronic Semiconductor, Quality,

Industrial, EC Magazine)

Monthly article for HH products

E-commerce for HH products

4 Seminars per year

Focusing on sub dealer strategies


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Trinergy (Tektronix)

5 Big Seminars/ Year (Excluding mini seminar)

Yearly Tektronix symposium

Public 2 products article in Magazine per year

Full page Advertisements in Magazine every month

Public in 2 Magazine / year ( industrial & electronic

semiconductor Magazine)

Promotion buy 5 get 1 free for volume customers

70% marketing founding from Teks HQ

Bi week customers visit policy for key accounts


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SO Strategies

- Increase customers communication

channels

- Develop Sales technical and soft skill

- Improve customers relation

- Develop system integration

WO Strategies- Find more distribution channels


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ST Strategies

- Integrate market offering for new product

purchase

- Develop CRM in organization

WT Strategies

- Restructure

Retrenchment


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Increase customers communication channels

- Develop company web site with Product

portfolio details, Customer application base communities,

Ecommerce module.

- Develop News news letter (Paper base orelectronic)

- Implement customers feedback process

- Promote IRC Site by affiliate with other

technology site


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Develop Sales technical and soft skill

- Initiate sales technical training base on most top

5 applications

- Sales soft skill training for FE,AE

Improve customers relation- Develop on site seminar/VIP visit for Key (

Potential ) customers

- Implement customers feedback process

- Increase level of cooperation in technical

application support (for Key account)


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SO Strategies

- Expand globally

- Double salespersons

- Double advertising

- Develop new products

WO Strategies

- Joint venture


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ST Strategies

- Diversify

- Increase promotion

- Re-Engineering

WT Strategies

- Restructure

- Retrenchment


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For long run business normally will project over 5 year basis,

whereby company is needed to expand customers basemore widely as

well as need to develop new products in portfolio depended on

technologies requirement. By the reasonof more products in portfolio

therefore more sales and support are needed according to market size.

Where some activities for implementation are

- Develop New market for current product

- Expand more products in portfolio ( Telecom, High voltage,

Physic, Petroleum, Semiconductor industries)

- Find more joint venture

- Increase more staff

- Develop company image

- Re-Engineer organization


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Documents

IRC Technologies Limited.pptx