University Report: Marketing Strategy and Plan for Systecnic Solutions

This report presents a marketing strategy and business plan for Systecnic Solutions, an ICT company based in Dubai, UAE. It begins with an executive summary outlining the SWOT and PESTLE analyses, revealing the company's internal and external environments. The report delves into the political, economic, social, and technological factors impacting Systecnic Solutions, particularly highlighting the favorable political and economic climate of the UAE. It also examines the introduction of their new product, IWATCH, a security watch with integrated cameras, and its potential impact on market share. The report analyzes consumer behavior, competitive landscape, product details, pricing strategies, distribution channels, and promotional activities, including a detailed budget of $16,7200. The analysis identifies strengths like a diversified market and a growing client base, while also addressing weaknesses such as intense competition. The report concludes with recommendations for Systecnic Solutions to enhance its market position and achieve sustainable growth in the UAE market.

Running head: MARKETING STRATEGY AND PLAN
Systecnic Solutions
Name of the Student
Name of the University
Author Note

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MARKETING STRATEGY AND PLAN
Executive summary
This report deals with marketing strategy and business plan in the context of Systecnic
Solution. However, in this section, both SWOT and PESTLE analysis have been carried out
in order to reveal the internal and external environment of this organization. As per the
external environment analysis, the political, economic, social and technological environment
of UAE has been understood. Hence, it has been found that political and economic
environment of this country are favorable for Systecnic Solution to enhance their market
share. On the other, hand, rapid development of the technology in this country will be helpful
to innovate their new product IWATCH. On the other hand, client-based diversified market
of this organization is their major strength to enhance sale. Apart from this, introduction of
the IWATCH as a new product in the Dubai Market will be effective for this company to
improve their brand image and enhance their growth. On the other hand, high price of
IWATCH is a major concern for Systecnic solution as it resists all classes of people to
purchase this product. On the other hand, huge competition is another major weakness such
organization. However, introduction of IWATCH will be beneficial for this organization to
gain competitive advantages in the UAE market. On the other hand, this organization will use
the print media to promote their new product. The entire budget for the business promotion
includes $16,7200.

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Table of Contents
1. Introduction.........................................................................................................................3
2. PEST and SWOT Analysis.................................................................................................4
3. Consumer Analysis.............................................................................................................6
4. Competitive Analysis..........................................................................................................8
5. Product...................................................................................................................................9
6. Pricing..................................................................................................................................10
7. Place.....................................................................................................................................12
8. Promotion.............................................................................................................................13
9. Timing and Budget Section..................................................................................................14
10. Conclusion..........................................................................................................................16
11. References..........................................................................................................................17
12. Appendix 1.........................................................................................................................20

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1. Introduction
This report has been designed to produce IWATCH, which is a merger of security
cameras with that of a special security watch, which is associated to the cameras. This will
improvise the sales of IWATCH over the following two years. Systecnic Solutions LLC is
among the leading ICT Company with their headquarters in Dubai, UAE that provides
excellent services over the Middle East as well as the subcontinent to numerous sectors.
However, according to the company their success comes from their unique approaches in
their planning, implementing as well as managing their customer technological needs while
supplying them with specialized support protecting their business functions as systematically
and effectively as possible. However, their main mission of Systecnic is to maintain a
balance in between the interest of their customers, shareholders as well as their employees.
For the company their customers are mainly their strategic partners and the problems they
face are like challenges to them. Their main objective however is to provide innovative,
economical and reliable products and solutions to their customers, which is totally fit for the
motive, intended without compromising on the product’s quality at any point of time. Their
mission thus is to constantly update their system to use the state of art technology that is
available to attain their goals (Systecnic.com 2017). The products that they are currently
providing to their customers are CCTV, Network IP, HD-SDI video surveillance systems
along with CCTV equipments for home, businesses and Government installations. However,
the factors that influence the demand for their products are because it brings their customers
with wider range of surveillance products, they have been operating in various segments that
offer solutions for apartments, offices, small establishments inside or outside retails or Private
Villas of UAE. Moreover, they have also installations in countries like Qatar, KSA, DR
Congo, Kinshasa, Uganda and Azerbaijan, which further brings a multinational experience to

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their rapidly growing client base. Lastly, they are very much committed in getting the latest
technology in the video surveillance for their apparent customers. However, their latest
technology mainly comprises of remote control room setup through internet. It further
provides possibility where their customers can monitor their valuable belongings through
their Iphone, android phone or IPad.
2. PEST and SWOT Analysis
PEST analysis
 Political factors- The political factor that is beneficial for Systecnic Solutions is that
UAE has no political parties but that does not mean this country is not involved in
politics. However, they play major role in international politics. Therefore, they are
mainly found to have healthy trade relationships with many neighboring countries all
over the world. Dubai has been found to have political conflicts, which are mainly
occasional mainly about land or oil reserves. Therefore, overall political conditions
are beneficial for Systecnic Solutions.
 Economic factors- The economy of Dubai is vastly dependent on its export of oil
along with its tourism and commerce. However, the local people of Dubai do not
perform laborious jobs for which this country has to depend largely on foreigners to
join their workforce but the government has already forced certain strict restrictions
on the foreign labors and so no one can stay beyond certain period of time, which is
allowed by the Government. Dubai is mainly a trade free zone, which attracts
executives as well as investors. However, it does not have any trade barriers or any
kind of exchange controls. In Dubai, the foreign trades are mainly expanding with an
average of 11% for the last 27years that shows that it has become very popular among

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businesses to open their head offices here. This is where Systecnic Solutions is
benefiting.
 Social factors- The inhabitants of this country live a very comfortable lifestyle
because of their well paying jobs. Moreover, Globalization is moderately resulting in
a blend of various cultures within this country. For those who are expatriates and have
arrived from the third world countries with the motive to earn well, have difficulty
surviving their because of the living conditions in Dubai as well as the long working
conditions.
 Technological analysis- Dubai mainly has wealth along with middle-aged population
thus; technology is not at all a problem. Dubai is mainly advancing with their
technologies like for instance Fly Dubai and Emirates are among the largest airlines in
the world, which are world’s largest technologically furnished aircrafts. Not only it
has the busiest airport but it also has very advanced metro. The population there us
very much tech-savvy that permits the companies all over the country to influence
technology. This country can also afford to buy new equipment and be in the forefront
of technological development. Therefore, for such a technologically advanced country
the new product of Systecnic Solutions will be very much beneficial (GRADE 2013).
SWOT Analysis
 Strengths- Systecnic Solutions has a much-diversified market along with rapid
growing client base. They are very much committed in providing latest technologies
in their video surveillance. Another strengths point is that people can operate their
products sitting anywhere through their Iphone, IPad or android phones. However,
they have international pioneers in imaging business. They have wide range of
products starting from CCTV, network IP, HD-SDI video surveillance systems along
with CCTV equipments (GRADE 2013).

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 Weaknesses- The weakness that Systecnic Solutions faces in this industry is mainly
the intense competition, which means limited market share development for this
company.
 Opportunities- The opportunity one may have in this industry is mainly of the
increasing customers who are willingly to spend on these types of products for
monitoring their important assets. Another opportunity is their developing presence in
the international markets.
 Threats- There can be several threats as well for this company and the main threats
are having a single supplier of their raw materials along with decreasing ability to
spend on research and development due to their decreasing sales. Along with these,
the other two threats can be economic crisis or the fluctuating currency.
3. Consumer Analysis
The customers are mainly the rich people. Their products mainly attract those customers
who fall in the higher class. As Systecnic Solutions LLC provides security solutions, which is
mainly for those customers who have valuable products, so they can use this product to
monitor those assets (Gundala and Khawaja 2014). However, based on the customers
Systecnic Solutions the 6 important variables has been selected to create the target market
which are explained as follows-
 Customer need- Keeping this variable in mind those customers is identified who
will have similar needs that are offered by this company. Therefore, mainly
customers are from those areas, which are in need for CCTV surveillance products
as well as software solutions (Zenker and Beckmann 2013).

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 Customer preferences- Mainly those customers are targeted who have a preference
for these kinds of products, for instance people who have valuable assets at home
or are in need for monitoring properties.
 Demographics- For these variable customers are mainly chosen based on their
personal attributes. Mainly male customers are targeted who are more tech-savvy
from higher social class having an above average income.
 Geographic- Dubai is very much forward for their advancement of technology
thus, this location is any day at an advantageous point for any kind of
technologically advanced product. Maximum of their population is rich and have
luxurious assets and properties.
 Psychographic- Another variable of target market their customers are mainly
dependent on the lifestyle. The upper class people of Dubai prefer very luxurious
life, which mainly involves luxurious products. Thus, it is beneficial for the
people of Dubai who maintain luxurious lifestyle.
 Behavioral- This variable mainly group the consumer base on the behavior of their
customers towards the products and services Systecnic Solutions are providing.
Thus, people from public as well as private sectors, rich people and business
associates all are loyal to this brand (Gundala and Khawaja 2014).
Maslow proposed the Hierarchy of Needs in the year 1943. His theory mainly deals with
classical depiction of Human motivation. According to Maslow’s hierarchy needs which
comprise of mainly five levels of human need within a pyramid mainly states that people are
motivated to attain certain needs and that some of the needs take priority over others. His
five-stage model is mainly divided into deficiency and growth needs (Noltemeyer et al. 2012.
The first four levels which are physiological, safety, belongingness and love needs and
esteem needs fall under the D-needs or the deficiency needs and the top level which is the

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self-actualization comes under the B-needs or the growth or being needs. However, the
customers who are buying the product of Systecnic Solution are mainly satisfying their safety
needs. Safety needs as defined by Maslow mainly involve the physical, environmental as well
as emotional safety and protection. Thus, when people are buying this product their safety
and security needs are fulfilled because they are getting a financial security by monitoring
their luxurious assets or properties and family security. Thus, this product in a way satisfies
this safety and security need of the customers by providing them a worry free life from the
safety and security of their family or monetary assets (Lester 2013).
4. Competitive Analysis
Systecnic solutions face competition with other companies who are in this same business
offering the customers with ICT facilities. The main completion they faced is from
Technoxen- IT solutions, DOS Technologies LLC and I-Trust Systems. Technoxen is taking
the customer’s money being among the leading IT infrastructure and solutions proving on
different platforms. Presently, they are the IT equipment supplier of wider network of
vendors as well as collaborate across the UAE. Their main customers of Technoxen are
spread in different sectors like Hospitality, Telecom, Media, Banking, Healthcare, ISPs,
Network Integrators, Networking Consultants and Educational Institutes. Their consumers
are mainly from MNCs, large Enterprises, Small and Medium Enterprises to Service
Providers, Small Offices and Home Offices (Technoxen.com 2017). On the other hand,
competitor is DOS Technologies LLC, which is another Dubai based innovative technology
solution supplier. They are mainly famous for the IT solutions, telecommunications, and
security and automation systems in Dubai (Dubai and Emirates 2017). This company is of
biggest threat to Systecnic Solutions because customers are so satisfied with their products
and services that they have highly rated this company. Lastly, I-Trust Systems, which is in

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the Dubai, market since 2006 with the aim of providing their customers the latest
technologies, innovative, reliable security as well as sound system. This organization is a real
threat to Systecnic Solutions because they have built up their teams with qualified engineers,
technicians as well as experts to provide the most innovative security for their customers.
Customers are very satisfied with the working of the employees of this company and thus,
this company retains many beneficial customers (I-Trust Systems 2017).
5. Product
Systecnic Solution is a seller of electronic goods across Dubai. This organization offers
all types of security solutions like CCTV camera, HD-SDI video surveillance system and
network IP. However, it is important for this organization to compete in the current market by
innovating new features in their product. However, it is important for an organization to
improve their product feature or innovate something new to capture the customer attention in
the market (Hult and Ketchen 2017). However, Dubai is a technology-oriented country thus;
innovation of new technology in this country is beneficial for the electronic goods seller. In
the context of Systecnic Solution, it is important for this organization to utilize the advanced
technology and develop new products to cover a large portion of the target audience. As per
the given scenario, Systecnic solution is going to propose IWATCH as their new product.
This is a combination of security cameras with a special security watch. This will ensure the
security of an organization in a proper and innovative way.
However, such innovation of Systecnic Solution will be helpful for this organization to
get opportunities in the wearable market. However, wearable technology market has rapid
growth in the recent years (Lester 2013). Keeping this in mind Syatenic Solution needs to
develop the features of such IWATCH. IWATCH acts as a good activity tracker. This is the
major benefit of such watch. Wearing this watch the manager or supervisor of an

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organization will be much more aware of the employee's activity in the organization. They
can keep a tracker about the regular activities of the employees within the office premises.
Calling notification is another feature of the IWATCH. However, an individual will be able
to be notified by their wristwatch during their work (Silva-Rodríguez et al. 2016). On the
other hand, this advanced wearable device acts as the citymapper. That is a quality feature of
such product. People will be able to measure the time during their travel. Transportation time
can be measured properly by using this device. This device also acts as the substitutes of
passbook. The QR code of a ticket can be scanned quickly by using this watch. Hence, it can
be said that, IWATCH is a gift of the modern technology. This highlights the combination of
two latest technologies, which makes easier the daily life of the people.
The major drawback of this IWATCH is its high price. However, the price of an
IWATCH starts from $899. This is very costlier and hard to afford for the all classes of
people. Price of a product is directly associated with its sales (Cui and Wu 2016). Hence, the
high price of IWATCH may affect its market in those countries where people have been
suffering from extensive poverty. On the other hand, an overloaded notification is another
loophole of IWATCH. Apart from this launching of this technological device in the Dubai
market will be beneficial for Systecnic Solution to expand their business.

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Figure 1:
IWATCH
(Source: Lester 2013)
6. Pricing
Both internal and the external factor play a major role in the development of the
pricing in a business while introducing a new product (Olawale and Joel 2017). In the context
of Systecnic solution, they are going to launch IWATCH which is a technological innovation.
This product offers a combination of security cameras along with security watch. However, it
is important for this organization to set a proper price for the new product, which can be
affordable for the consumer and ensure the quality of the product. One of the major internal
factors of the pricing is promotional activity. However, a promotional activity of a company
is associated with the pricing (Hallberg 2017). In the context of the Systecnic solution if this
organization incurs a heavy advertising then they need to high their product price in order to
recover the cost, which they will expand for the promotion of the product. However,
IWATCH is a costly product hence, it is important for the organization to cut the cost of the
promotional activity to set a reasonable rate for this product. Competition is a major external
factor of the pricing based on which an organization sets the price of a product (Kienzler and
Kowalkowski 2017). Systecnic Solution needs to analyze the degree of competition in the