Business Growth Strategy

Systemteq Limited

“We engaged EXALTA to evaluate our business options for growth. We got a clear plan of action with growth improvements that we could make to the business and we are now in the process of implementing these recommendations.”


Tammy & PC Soong – Owners Systemteq Limited

Background


Systemteq is a world leader in the design, manufacture, and delivery of in-room technology, including lighting, HVAC, access control and energy management systems for hotels, apartments, offices as well as other commercial and residential properties.


With over 32 years of experience in developing cutting edge control systems for prestigious global partners, Systemteq consistently delivers an unrivalled standard of bespoke integration in any installation environment. Working mainly within the luxury hospitality sector, Systemteq has many years of working experience in delivering customer-driven solutions using vanguard technologies with innovative application software. The company pioneered integrated room-control systems combining various in-room-control sub-systems including AV, HVAC, lighting, guest services, access control and energy management.


Systemteq’s solutions are implemented in all types of properties such as high-end commercial, residential and luxury hotel properties including Mandarin Oriental Hotels, Shangri-La, St. Regis, and Hyatt Hotels. Indeed, the Mandarin Oriental Hotel Group have repeatedly chosen Systemteq as their long-term partner for in-room control and integration due to industry leading products and outstanding support services


Challenge


The main brief for the project was to develop a blueprint for business development by evaluating the market for Systemteq’s solutions and then to consider the opportunities for growth under several different strategic scenarios.


Objectives


  • Develop options for growth under several different go to market strategies
  • Prepare financial forecasts based on the growth plans for the next 5 years
  • Identify changes and improvements to the business to enable growth
  • Identify gaps in management that would restrict growth
  • Identify potential new market opportunities


Solution


A market survey was undertaken to look at the size and scale of the markets in which Systemteq operated, essentially the 5-star hotel and 5-star aparthotel market on a global basis. With a focus on this market and the availability of various growth opportunities to the business several different strategies were proposed, each having at its core the current competences of the business. Each scenario was then evaluated against investment, ROI, time, and ease of achieving the scaleup and success of the business. 5 different growth scenarios were worked on with as the base a standardised do-nothing situation. The options for growth were fully costed and the challenges to the business outlined with a final action plan of recommendations being presented to enable Tammy & PC to make decisions as to how best to move the business forward.


Conclusions


The owners are far clearer in both the decision making and general direction of the business, with improved strategic thinking and planning. This has helped the business to become more robust and operationally stable. The combined changes and improvements to processes, financial information and sales development through the recruitment of a sales director have all improved the business.


Tammy & PC have still set their sights on growth and have started to implement not only changes clearly identified also to consider other opportunities to grow the business through product diversification.


“Mike has continually pushed us and helped us to focus on the important activities to improve our business.”


Tammy & PC Soong – Owners Systemteq Limited