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Product and Brand Management Term Paper Outline Name: Arihant Jain SMSID:110350 SID: RB12016 Batch: PGCBM-21

Faculty: Dr Sanjay Patro History


Synechron Technologies Limited previously known as "Fusion Technologies". Faisal Husain is the founder and CEO of Synechron Technologies, is responsible for leadership and providing the vision which facilitated the successful establishment of Synechron as a big brand in the IT industry. He has 14 years of IT experience in IT services as well as product development.[citation needed] Faisal completed his Bachelor of Technology degree in Aeronautical Engineering and Masters degree in Computer Science. Prior to establishment of Synechron he was working for spearheading the technical development of enterprise level e-commerce applications for financial majors such as Merrill-Lynch and Dun & Bradstreet. Zia Bhutta is the co-founder of Synechron. Zia is responsible for worldwide operations of Synechron Global offices with specific focus on Financial Planning and Control. He completed his Bachelor and Masters degree in Computer Science.[citation needed] He also completed his masters degree in Business Administration (MBA - Finance).[citation needed] Zia has 14 years of experience from Business Development to Software Development and Project Management.[citation needed] Tanveer is the General Manager of Synechron, manages Global development facility at Pune, India. He has wide experience in Human Resources.

Executive Summary
Synechron is a Global leader in Architecting and developing IT-Powered Strategies and capabilities for emerging and evolving businesses across industries. Synechron was founded in 2001 as a privately owned company with global offices in New York, New Jersey, Connecticut, Charlotte, Denver, Nashville, San Diego, Canada, London, Amsterdam, Tokyo, Singapore, and Dubai. Synechron's global delivery centers work in tandem with its 2 state-of-the-art Global Development Centers based in Pune, India. Synechron works for many industry verticals primarily being Capital Markets, Mortgage Banking, Digital Media and Technology, Insurance and Others

Market Situation - Situation Analysis


Currently Synechron has almost 4000 employees working in different domains. Currently It is growing 30% Year on Year. This is very encouraging performance,
and we are amongst the highest in our industry in terms of growth! Synechron continues to be a profit making, self financed company with no debt.It has some of the largest clients in the financial sector like Wellsfargo,BankOfAmerica etc

Competitor Analysis and Strategy


Synechron has very large as well as small competitors.It competes with some of the Big Size compainies like TCS,Infosys as well mid size companies with the likes of Zensar,Birlasoft etc.

Objectives
Some of the corporate objectives are the following. Front End Advisors combined with Domain Rich Execution Teams Flexibility & Responsiveness (Service Advantage)- Big enough to scale rapidly yet compact and flexible enough to provide a higher level of service. Not a factory - The people who work for synechron are passionate about what they do. Rated Top 15 employer five years in a row by Dataquest Focus on Financial Services and Digital Media Trusted Partners-Synechron is privately held and doesn't have the same pressure as some of its competitors to continually sell to clients

Product/Brand Strategy
Synechron has adopted a client-focused strategy to achieve growth. Rather than focusing on numerous small organizations, it focuses on limited number of large organizations throughout world. In order to cater its clients, the company emphasizes on custom-built softwares. Another differentiating factor forSynechron is that it commands premium margins. Company does not negotiate over margins beyond a certain limit and some time prefers to walk-out rather than compromise on quality for low-cost contracts. This has helped in building an image for quality driven model rather than cost-differentiating model.

Pricing Strategy
Synechron is developing many pricing strategies to acquire new clients and generate revenue. Low cost Global delivery 24/7 Model. Invested in developing training centers

To maintain low-cost advantage they have opened offices in UAE,Singapore etc

Forecast & Implications


Synechron is spending heavily on new Executive Hires who will be instrumental in taking synechron to the next level There are new client acquisitions happening across the globe New Global Offices are being set up in all parts of the world to acquire new clients Participating in industry conferences as a way of marketing, business development, brand building and raising our overall market visibility