Noorulla MS, Operations & Marketing Head at Sungrow India
In a candid interview, Noorulla MS, the Operations & Marketing Head at Sungrow India, shared his insightful views on driving strategic functions to enhance efficiency and profitability in the Solar Inverter and Energy Storage sector. His focus on customer-oriented strategies and digital acceleration reflects his deep commitment to the industry’s growth and innovation.
How would you optimize supply chain, manufacturing processing and distribution channels in South Asia to enhance Sungrow’s probability and customer satisfaction?
To optimize Sungrow’s supply chain, manufacturing processes, and distribution channels in South Asia for increased profitability and customer satisfaction, we prioritize collaboration between our global headquarters team and local partners. Sungrow, as a leading industrial inverter manufacturer, places great emphasis on implementing stringent quality control measures for both products and raw materials, thereby ensuring enhanced customer satisfaction.
As a technology-driven entity, we are committed to continuous process improvement and digitalization. Our long-term strategy involves close collaboration with partners to streamline inventory management throughout the manufacturing process. With manufacturing facilities in India (10 GW) and Thailand (20 GW), in addition to China, we can efficiently supply the South Asian market with reduced lead times, thereby expanding our customer reach and bolstering profitability.
What are the key challenges and opportunities in the solar market in South Asia and India? How would you position Sungrow against competitors to gain market?
In the solar market of South Asia and specifically India, there are significant challenges and opportunities that shape the industry landscape. Challenges such as policy uncertainty, real estate constraints, grid limitations, slow adoption of new technologies, and reliance on imports are prevalent. Additionally, key hurdles in solar development include the lack of robust R&D infrastructure, modern development facilities, certification bodies, and necessary infrastructure. However, recent initiatives like the Aatmanirbhar Bharat Mission in India are gradually addressing these issues, presenting avenues for development.
On the other hand, South Asia, particularly countries like Malaysia, is in a learning phase and poised for rapid evolution in the solar sector in the coming years.
Despite these challenges, Sungrow has secured its position as the number one PV inverter provider in both India and South Asia. These challenges are not unique to Sungrow; competitors face similar obstacles. Over the years, Sungrow has diligently worked to overcome these challenges, culminating in a decade-long presence and success in the region.
Throughout this journey, customer confidence and satisfaction have been paramount, presenting numerous growth opportunities. Sungrow’s track record of successfully executing large-scale projects, rooftop installations, job creation, and participation in technology innovation has fueled market expansion. Timely delivery and product quality have been hallmarks of Sungrow’s service, setting it apart from competitors.
In essence, Sungrow’s commitment to overcoming challenges, delivering on promises, and maintaining product excellence has established it as a leader in the South Asian solar market.
Describe your approach to marketing and branding Sungrow product in diverse markets across South Asia. How would you adapt strategies of local preferences and regulations?
When it comes to marketing and branding Sungrow products across diverse markets in South Asia, our approach is firmly rooted in a “Customer First” philosophy. By deeply understanding the needs and preferences of our customer base, we differentiate our brand from competitors. Sungrow, as a technology-driven company with a strong focus on research and development (R&D), addresses the specific needs of the Indian market through a problem-solving approach, which reflects in our branding efforts.
Our products are meticulously designed to comply with local regulations, and we prioritize educating consumers about the latest technological advancements that can lower their project’s levelized cost of electricity (LCOE). With one of the largest manufacturing facilities in India boasting a capacity of 10 GW, we also emphasize our extensive service network and our unique position as the only company offering products across all segments, including battery energy storage systems.
In today’s marketing landscape, leveraging various mediums is crucial for brand promotion and positioning. In India, we observe this multi-channel approach in activities like elections, where TV, print, and digital platforms are utilized extensively to reach voters effectively.
The concept of Aatmanirbhar Bharat, which emphasizes self-reliance, was not as prevalent a few years ago, but it has now become a significant parameter for assessing the long-term reliability of products. This trend has led to the emergence of numerous Indian brands venturing into the manufacturing of renewable energy equipment, further shaping our marketing strategies to align with local sentiments and regulations.
How would you ensure Sungrow’s Business compliance with local regulation in South Asian market like India?
Ensuring Sungrow’s business compliance with local regulations in markets like India involves a multifaceted approach. Firstly, we invest in a robust quality management system and implement stringent document control policies. As a technology-driven company, we place a strong emphasis on continuous learning and training. This involves regularly updating our team members on local market requirements and regulations to ensure full compliance.
Teamwork is paramount in this endeavor, with each leader playing a critical role in understanding and fulfilling local market requirements. We prioritize fostering a culture of deep understanding and continuous learning within the organization to adapt to evolving regulatory landscapes effectively.
At Sungrow, we do not compromise on compliance. We are committed to aligning with all necessary regulations and are proactive in seeking education and understanding to not only benefit our company but also contribute to the overall betterment of our country.
What performance metrics and KPIs would you establish to measure the success of Sungrow Business Operations and marketing efforts in India? How would you drive continuous improvement based on these metrics?
At Sungrow India, our approach to performance is anchored in customer satisfaction and strategic planning. Our KPIs are tailored to each department, yet all are aligned with the company’s overarching objectives. We recognize that our people are central to the success of our Operations team in India. Achieving milestones like executing orders ranging from 300MW to 3GW per month not only underscores our support to the sales department but also signifies revenue growth, broadening of our customer base, increased market share, heightened customer satisfaction, and enhanced team productivity through optimal resource utilization.
For us, meaningful and feasible measurable values underpin our operations and marketing functions, enhancing our day-to-day cross-functional engagements and overall business performance. Setting and tracking KPIs are crucial for staying on course to achieve our targets. Particularly in marketing, whether our goal is to boost brand awareness, drive sales, or foster customer loyalty, each objective is accompanied by specific KPIs tailored to measure its success.
The development and refinement of these KPIs are ongoing processes, with feedback mechanisms playing a pivotal role. Over time, certain KPIs may require revisiting and modification to adapt to changing circumstances and facilitate progress towards our targets. In a data-driven environment, selecting the right KPIs is paramount. These metrics not only provide insights into current performance but also aid in forecasting trends and shaping future strategies.
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Source link : https://solarquarter.com/2024/06/19/optimizing-supply-chains-and-customer-satisfaction-strategies-and-insights-from-sungrows-head-of-operations-marketing-in-south-asia/
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Publish date : 2024-06-19 06:30:22
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