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Corporate Strategy
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Contents
Organization Background
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SWOT analysis
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Product Portfolio
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Strategic decisions by the company during last 3-5 years and impact after implementation
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Organization Background
2010-11
2011-12
2012-13
2013-14
2014-15
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KK Bansal
Key People :
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Vision The vision of the company is To provide superior user experience, for a better life
Our goal is to become a successful, sustainable global enterprise. Fenda, and her thousands of employees, are
active members throughout our local communities. We strive to become a good corporate citizen in the global
industry. We preserve the philosophy of continuous development and we care about global environment and
humanity.
Mission
The mission of F&D is Har Ghar Cinema Ghar. It is targeted towards males and the age group is around 18-40.
The brand envisions to provide value for money audio systems and make every home enjoy a rich experience
like a theater through its systems.
The mission of Soyer is Your Perfect Partner. It is targeted towards the females of the society. The age group
is again 18-40. The mission is again to provide value for money products for kitchen appliances and small home
appliances.
Present strategy
The present strategy of the company is to provide products catering to the mid income group <Rs.5 lakhs per
annum, reach 1000 crore turnover by 2020, enhance their brand presence and grow and spread the brands
under FAIPL
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SWOT ANALYSIS
Strengths
Weakness
Customers perception about company is not so good about the products despite of being good quality
products because of poor brand visibility
Products under 5000 MRP does not offer in home warranty service while competitors do
Brand is not very resonant with the category it deals with, not so famous in India till now as only
products are advertised and the company has still no profile online
Opportunities
Make the mass more aware, the company can advertise on a large scale medium, can even hire a brand
ambassador to promote the product, tie ups with same category brands as well, which it has not done
till now
The company can increase its service centres across India, a lot of markets are yet to be entered, and
threats can be eliminated with new product innovations
Can foray into other IT products rather than being only in the sound category for F&D
Threats
Lot of companies are coming up which provide value for money products these days
On higher side, more renowned brands such as Philips have the same price points like F&D in certain
product categories
Online market is booming faster than organised retail in India and in store products are at threat
High technology state of the art products are being launched by certain companies, if the company loses
out on innovation, the sales will go down
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Product Portfolio
Present SKU contains 85 products which is huge in number of product portfolio.
F&D has products in the home audio category in the 2.0, 2.1, 4.1 and 5.1 category. Besides the normal systems,
it deals in new technology NFC and bluetooth enabled wireless audio systems as well. It also deals in DVD
players, bluetooth dongle, mobile speakers. It has recently launched two headphones and two earphones and a
new line of the same are to be introduced soon as well. F&D has also launched power banks. The Pandora series
m1 and m2 have been a good seller. With the new slice launching in sometime, the company plans to take the
power bank industry by storm
Soyer has cookwares such as Kadai, home appliances such as normal iron and steam irons, sandwich maker,
toaster, juicer mixer grinder, induction cooktops and kettle under its name. The kettle and iron have been very
good sellers till now.
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The CFO is Mr. Mukesh Bansal, younger brother of Mr. Rajesh. He has also been working since the inception of
the company. He is an alumni of IMT Ghaziabad. He heads all financial decisions for the company and is also the
head of HR.
All decisions are taken in accordance with these two key people.
In the strategy formulation, quarterly targets are set amongst teams.
The Modern Trade and Sales Team It deals in sales of organised retail. There is a monthly target of achieving 1
lakh in sales as well. The sales is generated through distributions in various stores namely Aditya Birla Group
Malls(More Stores), Bharti Retail stores, Future Retail (E-Zone stores), Infinity Malls(Tata Group, Croma), Jumbo
Stores, Spar Hyper Market, Metro Cash and Carry, Spencer Retail Ltd., Reliance Digital stores. The modern trade
is more of a experience for people to visit and experience the product through demos. The team trains the F&D
salesperson(promoter) who is present in different stores and he/she is the one who interacts with the
customers so that he/she could influence their buying opinion. The salesperson would be initially given a
thorough knowledge of all the products with all their specifications. The other things that salesperson should be
aware of are the comparison and advantages of F&D products over the competitors and finally would be trained
for enhancing the selling skills.
Shahid Khan is the head of this team. He has been associated for 8 years in the company now. He worked in BPL
and Salora prior to joining F&D. He is an electronics engineer.
Online Trade This team deals in online sales of the company. It caters to e- commerce sites such as Flipkart,
Snapdeal, Amazon, Ebay.in, shopclues etc.
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Logistics and Operations team This team deals with overall supply chain management and logistics of the
company. The operations in this company is backed by an old IT system which is to be given a due update soon
to make the functioning smoother. It deals with PO(Purchase Orders) for LFR(Large Format Retail) and Online
Trade and caters to them accordingly.
Service Team The service team looks at after sales service of the products for the company. When there are
faults in the products and a complaint is raised, they cater to the specific locations pan India. They are extremely
fast in their operations.
HR Team - The HR is responsible for coordinating the meetings that take place and motivation of the employees.
The team has a portfolio called Growth Reward which continuously encourages employees to achieve maximum
productivity through recognitions, perks and rewards in achieving targets.
Mrs. Priya Balhara is the executive HR of the company, an MBA alumni from Symbiosis University, she has 2
years of experience at Luminous Power Technologies. Mr. Mukesh Bansal is the head of this team.
Marketing Team This team looks at the marketing strategies of the company. It is right now especially involved
in Digital marketing which involves brand visibility through various campaigns be it advertising, PR agencies,
word of mouth or other such avenues. The PR agencies for FAIPL take care of Press Conferences, Press Release
, Spokesperson Profiling, Product launches, CSR Activities , Event Management , Bloggers Meet etc.
In social media, the presence of F&D and Soyer is growing. The present likes on Facebook Page of F&D is around
143000 and Soyer page has a fan following of around 78000. Websites for the F&D page www.fendaaudio.com
receives a footfall of 1200 per day and of around 100 per day for Soyer.
Vivek Bara is the head of the team. He has an MBA from AMITY university. He has been associated for more than
a year in the company now. He has 2 years experience at Amkette.
IT Team - The ERP system used by the company is LOGIC and the complete system including the Head Office as
well as the Regional centers and other Offices work on this platform and collaborate with the help of it. Recently
a dashboard has been designed for taking Strategic decisions which used to be done earlier by accessing direct
data from the excel sheets. Now with the help of the dashboard the data from excel sheets would be picked up
by the dashboard and displayed in graphical manner collectively on a single page which used to be present on
different excel sheets and had to be traversed manually would be automated.
These teams meet with Mr. Rajesh Bansal and Mr. Mukesh Bansal and set the targets. There is a bi-weekly
update meeting with every team after their targets are set.
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Awards and Accreditations
F&D won various awards for 3 years in a row from CHIP and DIGITAL TERMINAL - in 2010-12 and 3 awards from
Digit Magazine
Best Buy - for the product V620 - in 2.0 category speakers - 2010
Runner up - Best Performance - F&D 6000 - in 5.1 speakers - 2010
Fastest Growing Multimedia brand - Digital Terminal - 2010
Best Performance Brand - Chip Magazine - 2011
Best Value for Money - Digit - 2012
Most Valuable Multimedia Brand - Digital Terminal - 2012
MICROSOFT COMPLETELY BOSS CHALLENGE - FAIPL was the regional Winner of Microsoft Completely Boss
Challenge. It was adjudged as the top 3 best companies to work in New Delhi by Microsoft
Strategic decisions by the company during last 3-5 years and impact after implementation
The former model was a revenue building model. It interacted directly through dealers and stores and was
aimed towards increasing profits for the company.
The current model is to increase visibility and awareness among the mass. Initiatives have been taken to
increase the brand value of F&D. Marketing initiatives and investment have been incorporated in the last 3 years
and the sales figures have been impacted as well towards the better side. With penetration and proliferation of
online marketing, different agencies have been hired for online marketing and Social Media management tasks.
A PR agency has also been taken for media exposure of the brand as well as company profiling.
Some recent advertisements include -
Articles by bloggers
Advertisements in IT Magazines(Chip, Digit etc.)
Ad Campaign with Mid - Day newspaper in Mumbai during Ganpati
Online Banner Ads on Chip, Digit and Digital Terminal and other technology catering sites
Radio campaign in Kerala during Onam
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Research and Development
The company has a R&D centre in the head office itself but has not heavily invested on it. It relies on its strategic
partner Fenda China for the R&D attributes. The centre has excelled in making state of the art technology at
reasonable prices. Latest products deal in Near Field Communication technology and other wireless forms.
Recent cases of M & A, Strategic Alliances, New Market entry
M&A:
The recent acquisition by FAIPL was in 2011 when it acquired Soyer Electronics. The products which Soyer had
included Mobile Phones, Mp3 Players, DVD players, etc.
Soyer Electronics was rebranded in 2014 as Soyer Appliances and has been converted to a Kitchen Appliances
brand with the tagline Your Perfect Partner. It caters to the woman in the society.
Soyer electronics though was not a huge acquisition but till now the brand value of Soyer has crossed 10 crore
mark past financial year(2014-15) and doing well. Soyer has helped FAIPL to diversify itself into other fields than
sound systems and speakers.
Strategic Alliance:
FAIPL has alliance with Shenzhen Fenda in China. It imports the completely built unit from the China factory and
assemble it here. Shenzhen Fenda is a publicly listed company while Fenda India is still privately owned.
New Market Entry:
New Market Entry include products with better design, most notably the A150x, designed to take on the main
competitor on the 2.1 category, the Philips 4040F, priced in the same range, it has been designed to kill the
competition once and for all.
Slice line of powerbanks which are one of the slimmest and lightest powerbanks are set to make a dramatic
entry in Indian markets soon.
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