Introduction

Company Background

Leema creation is a company which provide well-known for total Interior solutions has come a long way from its humble beginning to be in the leading slot for all types of furnishings & interior decor in Sri Lanka and it operates under the manufacturing industry in Sri Lanka. They are the number one fully integrated manufacturer of wide range of Furniture to suit mood and moment for the last 10 years. They are the Sri Lankan’s leading and Major Provider of total Customized Interior Solution & Furniture to commercial institutions and up market household offering a ‘single-source solution’ for convenience, comfort and style. They develop and manufacture Furniture extrusions for an extensive range of applications such as chairs, doors, ceiling counters, bedroom furniture, living room furniture, kids’ furniture, sofas and etc. Mainly there product range is consisting with office furniture and home interior.

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Figure 1: Leema Products

Figure 2 : Leema Products

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Figure 3: Leema Products

Figure 4 : Leema Products

Leema can provide clients with a space that fulfil their needs which appeals to sense of style. Their professional designers are eager to serve clients who seek a successful & interactive approach to interior design. Over 80 skilled and semi skilled workers are work with them. Their skilled team is experienced in both creating new concepts and working from corporate standards to produce a complete range of solutions of over products. And they are ready to meet the market demand at any time by ensuring on time delivery.

One of their main concerns is to develop their staff to processes of designing, fabricating and installing furniture and interior decor. They also posses all the necessary modern equipment, such as Computer Controlled Routers, Wood Mizer Saw Mills, Multi Boring Drills, Persforming Machines, Membrane Presses, Fully Automatic Edge Banding Machines, Planers, Circular saws, Bench drills, Routers, Jigsaws & the like for the processing of Wood such as Plywood, MDF Boards, etc. & are also equipped with Compressors, Spray Guns and Sanders to put the finishing touch on their products.

Leema, as a vibrant organization, believes that they are the most recognized ‘single source interior solution provider in Sri Lanka’ to enhance the pervasive quality of commercial and household interiors. The purpose of the Company is to provide the client direct access to a professional team of Interior Designers, Quantity surveyors, Technicians from the inception of a project. By way of providing the assistance of a professional team, they create a distinctive difference in the market. Their aim is to provide all services at the most reasonable and affordable price to the Customer. In addition, they take good care of the Customer during and after the sale by extending specially made customer care programmes. Product quality is maintained to the highest possible standard by using the knowledge experience and the skill of the staff.

Leema is identified as an organization which is genuinely looks after customers’ interests. The company takes care of the staff and provides adequate opportunities for development. The products and services provided are of the highest quality. They are totally focused on the clients’ requirement and committed to deliver a satisfying product. Their products are reliable and services are durable. The staffs are being constantly advised to be consistent and be on alert about timely deliveries. The company believes in innovativeness and continuously providing new product designs to the market, particularly to households. They believe in customer convenience at all times and the management staffs are easily accessible for any issue.

Leema creation enjoys a clear market leadership based on its superior range of customized interiors. Because of their uniqueness they won the National bronze award at Entrepreneur of the Year 2013 and for the year of 2014 from Federation of Chambers of Commerce & Industry, Provincial Bronze Award Entrepreneur of the Year 2013 from Federation of Chambers of Commerce & Industry and National Merit Award at Entrepreneur of the Year 2012 from Federation of Chambers of Commerce & Industry.

Vision

“To be most sought after interior designing & decorating company in Sri Lanka”.

Mission

To satisfy our customers even beyond their expectations by providing them with high quality, innovative products made out of selected materials and assuring them of on-time delivery.

strategy

Still we are in strategic options under strategic choices in Leema Creations Pvt Ltd. In the above we have discussed about the corporate level strategies in Leema Creations Pvt Ltd. These corporate strategic option leads to the business strategic options.

Leema Creations Pvt Ltd is a strategic business unit which has a distinct external market for its goods. It engages in a single business of interior solutions and furniture and it has its own set of competitors and own buyers ( clients ) such as AAT Sri Lanka, Airport & Aviation Services Ltd, Alliance Finance, Asian Development Bank, Asiri Surgical Hospitals, Bank of Ceylon, Brandix, British School of Commerce, Cargills (Ceylon ) PLC, Central Bank of Sri Lanka, Central Engineering Consultancy Bureau Asset Holdings (Pvt ) Ltd, Attorney Generals Department, Autogrill Lanka Limited, Bartleet Electronics, Bharti Airtel Lanka (Pvt) Ltd, Board of Investment of Sri Lanka,British Council, Canthus Management etc. it has its independent management and strategy formulation.

Leema Creations Pvt Ltd focuses to offer custom levels of service & a breadth of products to personalize the design experience for their clients. It blends aesthetics and personal taste with function and Leema provides clients with a space that fulfill their needs which appeals to sense of style. Their skilled team is experienced in both creating new concepts and working from corporate standards to produce a complete range of solutions of over products. Through this path Leema is gaining the competitive advantage in their target market.

 

Core values

Customer focus

Organizations depend on their customers and therefore should understand future and current customers’ needs should meet customer requirements strive to exceed customer expectations.

Leadership

Leaders establish unity of purpose and direction of the organization. They should create and maintain the internal environment in which people can become fully involved in achieving the organizations objectives

Involvement of people

People all level are the essence of an organization and their full involvement enable their abilities to use for the organization benefit.

Process approach

Desired result is achieved more efficiently when activities and related resources are managed as a process

Systems approach to management

Identifying, understanding and managing interrelated processes as a system contributes to the organization’s effectiveness and efficiency in achieving its objectives.

Continual improvement

Organizations overall performance should be permanent objective of the organization

Factual approach to decision making

Effective decisions are based on the analysis of data and information.

Mutually beneficial supplier relationships

An organization and its suppliers are interdependent and mutually beneficial relationship enhances the ability of both to create value.

Culture

Whether we know it or not, culture impacts almost everything we do. Within business, one should always be aware of cultural differences. Yes, even within interior design. When thinking about cultural differences, interior design might not be the first field that comes to mind. They always working with the aim of being most sought after interior designing & decorating company in Sri Lanka. They always try to satisfy their customers even beyond their expectations by providing them with high quality, innovative products made out of selected materials and assuring them of on-time delivery.

However, in a great article on Prime Resi, Joe Burns explains that luxury homes will only meet the client’s wishes if the designer knows the ins and outs of their culture.

According to Burns, managing director and co-founder of interior design company Oliver Burns, central London’s property market is increasingly dominated by international buyers. These buyers might be looking to buy a second home or an apartment where their children can stay when they travel to England’s capital for their studies, but they all have one thing in common: all nationalities have their own culture that shapes their lifestyle preferences.

Leema Creation believes buyers and developers must try to understand the cultures of their clients to create a suitable home for them.They says that even though many rich clients have the same “international” taste that focuses on unique items of high quality, there are also individual preferences that need to be taken into account.

People that come to Leema Creation often have specific and complex wishes, they says. However, all wishes may be different, but almost all clients have limited time due to their busy business agenda. This is why Leema Creation tries to find out the clients’ needs and lifestyles immediately to make the most of their customers’ limited time. The company employs a multi skilled team that can meet every single expectation of the client.

Governance Structure

When we consider about the Leema creation Governance chain it mainly consisting with 7 layers. It explains in Exhibit 6. Family Share Holders are Invest in Leema creation and Funds are typically control by Board of Directors by getting the insights that are provided by the managing Director and CEO. Basically there are three management levels in Leema creation which comes under the Chain of Corporate Governance

Exhibit 1- The Chain of Corporate Governance: Leema Creation

Limited Reports

Investment Reports

Company Accounts, Analytical Reports

Budgets, Targets, Qualitative Reports

Operating Reports, Targets,

Operating Reports, Targets

Reports/Action

Source: Author Developed

Structure and Strategy

Business strategy is generally created at the upper levels of the organization. Strategies can be broken down into objectives and tactics to ensure that the strategy is relevant all the way down the organizational hierarchy. Business strategy and organizational structure may seem like very different concepts at first glance, but there are number of important correlations between these two. A company’s organizational structure must support its strategy. Employees at all levels of the company must be empowered to effectively complete the tasks necessary to achieve organizational objectives, and company structure can aid or hinder employees in their roles.

Both strategy and structure need to be refined and adapted over time. No matter how strategy and structure evolves, however, these two crucial elements always fully support each other, never hindering or impeding the effectiveness of the other. Organization Hierarchy was attached in to Appendix.

Evaluation of business process of Leema.

The business process is a collection of interrelated activities and tasks that will create a service as well as products for the consumers of business. There are three types of business processes involve in Leema and they are management process, operation process and supporting processes. The management process of Leema is all about the operation of a system which includes the strategic management and the corporate governance. Strategic planning in management process is very important because it includes business plans, risk assessment, risk management, financial objectives, management responsibility, continuity planning, quality control, IT threat, contingency plan, disaster recovery, and fulfillment.

Another type is the operational process which is the most essential among all the types of the business processes. It generally comprises the core business of Leema which is producing MDF furniture and fitting them at client places. In addition to this, it also generates the primary value stream. Purchasing, sales, manufacturing and marketing functions are usually included in its operational process. And the supporting process of Leema gives support to the core processes by recruiting personnel to increase manpower. It also includes accounting and technical functions as well.

These three types of business processes of Leema have their own distinctive attributes which add value to its service delivery process.

SUPPORT ACTIVITIES FIRM INFRASTRUCTURE.

Structured hierarchy permits Leema to build a massive amount of specialist knowledge in order to get a competitive advantage over economized firms.

HUMAN RESOURCE MANAGEMENT.

Invested in the expansion of customer service training in 2007 drawing attention of the best employees.

TECHNOLOGY DEVELOPMENT.

Leema has included value in this group over smaller companies by reason of lack of resources that can be employed to create the service in an innovative way.

PROCUREMENT.

As a result of the size and chronological business relationships and alliances, BA is able to influence suppliers and during economies of scale make efficiencies where competitors may fall short.

PRIMARY ACTIVITIES

INBOUND LOGISTICS

.

OPERATIONS

Enhanced Furniture quality.

Rapid check-in services and get orders with ability to customized additional services.

OUTBOUND LOGISTICS

Customer Service

Large database of clients.Marketing communications to all stakeholders.

Brand consenting to for large budget to be spent in this field.

POST SALE SERVICE

The loyalty club card is offered.

Bringing up to date communication on other services

CONCLUSION

Leema is one of well positioned inferior brand in Sri Lanka. It has a higher brand loyalty which will lead to have long term relationships with customers.

Although the problem associate with this product is, that it has already reached to its maturity stage of the product life cycle. But they still depend on the initial product that they introduced to the market, without any remedial action. Because of this reason they are unable to expand their market share, only trying to retain the current market share that they have attained..

And I do recommend that they should cater for different segments for slickly different product ranges. Pricing strategies is in line with competitors in this market. And I suggest they should maintain a monopoly in determining the prices as the market leader.

In respect of these strateies they should much effort to manage their internal environment. The managing activities should be heavily oriented on efficiency and effectiveness of the company.

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