Systrix IT — SME Case Study (UAE)

Systrix IT is the leading travel software solution organization which is located in the UAE. It came into being in 2008 with the purpose of becoming the “travel technologies specialist” in the Middle East region (Aerial, 2020). As the organization within the industry of software located in UAE, Systrix IT has made many amended solutions, which help in executing business with minimum effort. In addition with this, there are many organizations which are still attempting to explore solutions which would help them complete routines and tasks without any error and with ease. Each organization is different from the other in the form of how it provides its products and services and therefore, the software that organizations require must avail and adjust to their personal requirements. Systrix IT is this kind of organization and therefore, establishes products which fulfill the required needs.

Systrix IT Figure 30: The Systrix IT Solutions Logo

The mission of Systrix is to advance the adoption and establishment of commercially viable solutions in sustainable real estate and renewable energy for the purpose of addressing sustainable challenges of the UAE, international markets and the Middle East (Hogan, 2020). Moreover, the organization has desire of establishing new and innovative applications which are able to replace the old ones in the field of enterprise software planning resource, web-based solutions and other types of web-based design and applications, customized establishment, software applications, applications of smartphones, optimization of search engines, domains and hosting software and branding.

Vision Statement The vision of the organization is to make Abu Dhabi the reference world for collaboration and knowledge in renewable advanced energy, sustainable development and clean technologies. It is the vision of Systrix IT to offer consumers with consistent and high quality software that improves their recent expectations, fulfill their requirement, and become able to work in a manner which is similar to what they are using, therefore providing consumers a sense of familiarity.

Organizational Structure of Systrix IT

Headquater

Top Manager

Department

OPERATION

Department

MARKETING

Department

R&D

Department

SALES Figure 31: Organizational Structure of Systrix IT The organizational structure is the system which explains how activities are directed for the purpose of achieving the goal of the Systrix IT organization. These activities may include responsibilities, roles, and rules. The organizational structure of Systrix IT determines how information flows among levels within the organization (Quamar, 2021). The above diagram presents the organizational chart for Systrix IT. It can be seen from this chart that the organization has a hierarchical structure in which a single person visualizes the organization as complete and acts like a managing director with some others being in charge of directions of the organization.

Below, it can be seen that the organization has many managers, every manager is in charge of a distinct activity and department. As the position of leader is explained in this, it is very essential to understand the positions of others. For these concerns, the manager of research and development is one of the in-charges of research within the organization with the purpose to further explain the complete, innovative strategies and efforts of the organization. Moreso, the management of human resources of the organization is in charge of managing all its employees, which includes conflict resolution and conducting negotiations of contact. In addition, the sales manager of the organization has the role of handling all information linked with sales, conducting them and therefore closing the sale. Furthermore, the manager of customer services of the organization has a role to speak with customers and make sure that their services are properly conducted.

Leadership, Team and Founders of Systrix IT As the Systrix organization is based in the UAE and has also extended to other countries, its complete team remained relatively short, from around 20-25 staff members per country. Every office of the organization is directed and managed by a single CEO and managing director who visualizes all the performance of staff and offers help and feedback as required.

The founder of the Systrix IT organization is Siddiqui Naviwala. He is the administration and chief human capital officer at Injazat. He has the responsibility for delivery and explaining the human resource strategy of Systrix IT to support the overarching business plan of the organization. He visualizes all the retention and recruitment methods which includes succession planning, change management, talent management and also performance and organizational management.

Naviwala has gained much experience through numerous positions of leadership over 25 years, which includes his role as vice president of Human Capital and corporate support helping to create procurement and finance at Malaria (head of HRM for Turkey, North Africa and Middle East at the GE power and Chief HR office at the Mandala GE capital (Garnett, 2020).

Restructure of Systrix IT After the COVID-19 Pandemic The COVID-19 pandemic and subsequent lockdown sent shock waves in business all over the world. But the influence of the pandemic was different for everyone.

The organization of Systrix IT had two main priorities

¡ To continuously provide a similar level of services to customers with minimal disruption ¡ To enable the members of team to either work form their own home or feel safe when operating at the site To get the team ready for remote working is the only thing, but when it is not possible for a few critical workers, finding balance is very different. It is important that when the organization takes care of all its people, it can stay productive. That means that organizations can accomplish the goals of business (Lopez, 2020).

Moreover, and because of this pandemic, organizations like Systrix IT, are forced to let staff members go because they are not able to hold expenses and costs. This has made the complete number of staff of organizations to fall. The Systrix IT as a software-based organization became able to deal with the recent pandemic without struggling very hard.

Figure 32: A look at the products offered by Systrix IT

of Systrix IT ¡ Smart Travel accounting system (STAX) ¡ Smart Travel Platform Plus (STP plus), a B2C/B2B online booking engine ¡ Reward management system ¡ Mobile Ready Travel Websites ¡ Google for work Business Strategies of Systrix IT The organization of Systrix IT is a professionally managed organization which has potential to grow and extend either in or outside the region. The target investment sector of Systrix IT may include communication, entertainment and technology. It is the wish of Systrix IT to avail the below mentioned things with the help of

greatly advanced solutions of software

¡ Enhance the competitiveness of the organization.

¡ Retain and adopt employees who are greatly qualified and sum up considerable value to the company in the form of IT usage and development.

¡ Establish recent technology and business oriented IT to administer and manage daily tasks of organization.

¡ Permit for a sale license abroad with the help of international offices, therefore providing its parent organization with contractual partners in foreign regions and extending its activities.

¡ Streamline and minimize the expense to operate and maintain the solutions of software.

¡ Minimize the expense of service equipment.

¡ Enhance effectiveness of management activity.

¡ Enhance softwares sale in which said software can be availed.

SEO Tips for Small Businesses Google by Businesses Listing Unique Contents Descriptive product pages Fast Website No Broken links & Images Crawlable by Google SEO Tips for Small Business Figure 33: SEO Tips Systix IT uses Operational Strategies of Systrix IT Operational strategies are methods which Systrix IT uses for the purpose of reaching its goals. By establishing operational strategies, the Systrix IT organization can analyze and apply efficient and effective systems for the use of personnel, resources and the process of work.

Systrix IT solutions offer software solutions for the travel industry like booking for car rentals, flights and hotels.

The organization in question is utilizing an amount of operational strategies. The first of these strategies includes continuous offering of product and services.

The most essential thing for an organization, particularly for the software solution industry like Systrix IT, is to remain competitive. This is something which needs the continuous establishment of products and services. It is the belief of an organization that it has to implement a focus to control and activities like it does for IT. For example, in the retail of new products and services, the organization offers comprehensive expansion and product launches in a synchronous and coordinated way with the customers of the organization to ensure controlled compliance and launch. The strategic direction of this mainly rests in the identification of channels and consumers because some have profiles and needs which are largely distinct from the main channels of the organization. For this concern, Systrix IT is able to utilize its flexible system and operations, therefore becoming able to deal with different channels.

Inbound

¡ Create a portal for vendors for the purpose of exchanging information related to buying orders, delivering, and invoicing.

¡ Achieve visibility with the help of inbound shipment of technology equipment.

¡ Enforce and create vendor compliance and contractors.

Outbound

¡ To address the manner in which the cost of transportation equipment and time length which is required for transport can be minimized with the help of third-party achievement, multi DC strategies, zone skipping, and last minute deliveries.

Marketing Strategies of Systrix IT A marketing strategy is the method which permits the Systrix IT organization to concentrate its limited resources on the largest opportunities of enhancing sales and achieving sustainable, competitive advantage. The marketing strategy of Systrix IT is to center on the main concept that customer satisfaction is its primary goal (Härting, 2020). With the help of rigorous evaluation and research of the organization, I was able to explore which two strategies market themselves. Being a software organization that provides equipment in many cases, Systrix IT pays attention to marketing its services and products with the help of social media marketing and search engine optimization. The process of search engine optimization may include enhancing web traffic quality and quantity with the organization itself attempting to bring users to its website for the purpose of learning about the organization and its services.

Systrix IT has good leadership practices which is helping the company to sustain a competitive edge. Additionally, it always focuses on the innovative and creative approach to keep the business activities to the next level. It is a clear source of a business’ competitive advantage. Systrix IT is very successful in maintaining its business by not only paying attention on expansion of size but instead, it pays attention on extending its activities by maintaining its recent staff and increasing its experiences. The second best practices which organizations use is to personalize each software which it has established for its consumer, therefore offering individual consumers with few things which they are able to feasibly understand and utilize.

When it comes to past challenges, in the initial phase of the company startup, it has faced challenges to create a marketing presence. Presently, it is facing issues to keep the workforce aligned with the SOPs followed by organizations during Covid-19. It is impacting business practices in a terrible way. In the future, it might face challenges related to the advancement in technology (Badache, 2020). By the pace of time, organizations like Systirx IT have faced many challenges, the major of which involves the advancement and establishment of technologies, therefore making it challenging for Systrix IT to keep its pace with these alterations like infrastructure, apply new equipment, offer consumer higher value in comparison with its competitors, providing constant support which include increment and upgrades, enhancing web solution development design and enhancing mobile applications. The amount of information technology has failed itself by the industry because of the influence of globalization and extension to many countries, therefore enhancing the number of organizations to an infinite amount. There are many challenges which organization like Systrix IT face, the

main challenges are listed below

¡ The great amount of competition which was brought on by globalization.

¡ Legacy systems and older infrastructure, which cause problems to employees and users who want newer infrastructure and new systems.

¡ Pressure of the market to enhance aviation of rate and time.

¡ Internal sourcing and outsourcing because of lack of staff members.

¡ The integration and interface problems which are brought by changes in trends.

¡ Different complex resolution of software bugs and iterations of testing.

¡ Different requirement levels of complicated users.

In order to create the market presence as a past challenge, Systrix IT has adopted the good practice of marketing and hired the best market managers.

Presently, to manage the workforce during Covid-19, it has limited the physical existence of staff in offices and allowed leverage to work from home. To meet the future challenge, the company must keep up with the growing development in the technological sector (Glukhova, 2020). The software development industry is a greatly complex one which needs organizations like Systrix IT to rapidly avail changes and adjust their time, therefore become able to fulfill the needs of its consumer’s user bases. The organization must be constantly forth on its recent time of availing to alteration in timely fashion by maintaining its competitors.

In order to manage the failure in business practices, Systrix IT management follows a proactive approach to find out solutions to the issues. In addition, during the phase of change, the management company puts high focus on each aspect to avoid the failure states. One of the biggest failures of Systrix IT is that it is not able to readily adjust to changes and trends in the competitive market, therefore depending on others for the purpose of availing new and recent technologies. This has cost the organization to consider a high quantity of revenue over the years.

Today the company has created a more dominant and sustainable position in the market since its establishment.

From the business perspective, it focused on the outdated to innovative strategies to create a sound position in the market. It has moved towards agility and transformed business practices from a financial perspective (Klat, 2020). Recently the organization has maintained the same level of flow which it had in 13 years of development. The organization has minimized its members of employees by short quantity, but it has the ability to maintain its activities on a restricted budget. In addition, the organization contained around 50 employees and all of them had reported to the UAE head office of the organization.

Recommendations/Analysis Following are the recommendations formed for Systrix

to improve business practices

Analysis Use high-impact marketing It is important to avoid ineffective marketing and focus on social media marketing to create low- risk factors.

Monitor trends Changed at the global landscape impact of business practices.

Therefore, focusing on the current trend allowing Systrix IT to implement relevant strategies.

Motivate staff In order to retain the highest level of performance, keep a continuous concern on the staff motivation and talent management.

For retaining the sound and sustainable market position, it is highly important to focus on the current business trends and changing market needs. This allows firms to grab a solidified market presence and constructive image against competitors. Moreover, I learned the aspects which organizations must focus on and how small organizations extend internationally without providing harm to complete margins of profit. In addition to this, I learned how small organizations can constantly enhance their provision and keep the members of staff loyal.

It is concluded that Systrix IT is the leading travel software solution organization which is located in the UAE. It came into being in 2008 with the purpose of becoming the “travel technologies specialist” in the Middle East region. The association of Systrix IT had primary needs to give a comparative level of its support of the client with less interruption, empower the individuals from the group to either work from their own home or have a sense of security while working on the edge. Systrix IT is the head of the market in network protection, cloud and advanced change, which gives aptitude and innovation to its customers and is the motivation behind boosting the profitability. Today the organization has made more overwhelming and practical situations in the market since its foundation. From the business point of view, it zeroed in on the obsolete to imaginative procedures to make a sound situation in the market.