1.DWNC Bandaranayake SEU/IS/08/MIT/009 2.B.B.J.L. Kumari SEU/IS/08/MIT/016 3.H.L.E.W.DE SILVA SEU/IS/08/MIT/028 4.B.N.S.BogodaSEU/IS/08/MIT/032 5.W.W Anusha.

Hemas Holdings Limited 1

1. DWNC Bandaranayake SEU/IS/08/MIT/0092. B.B.J.L. Kumari SEU/IS/08/MIT/0163. H.L.E.W.DE SILVA SEU/IS/08/MIT/0284. B.N.S.Bogoda SEU/IS/08/MIT/0325. W.W Anusha Dilrukshi SEU/IS/08/MIT/0476. A.M.U.G. Abeykoon SEU/IS/08/MIT/0617. A. Mayuriya SEU/IS/08/MIT/063

2Hemas Holdings Limited

Hemas Holdings Limited

Hemas Holdings Limited is the holding company of a Group comprising twenty active subsidiaries and three active associate companies. The Group is engaged in a diverse set of business activities, focused on,

Healthcare Personal Care Leisure Transportation Strategic Investments

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History

Hemas was born in 1948 when Sheikh Hasannally Esufally formed a company named Hemas (Drugs) Limited to trade in pharmaceuticals and chemicals in the newly independent Sri Lanka. The company began diversifying its operations as opportunities emerged in the 1960s, first in the manufacture of toiletries in collaboration with a French company. With the liberalization of commerce in Sri Lanka in the late 1970s, the Group ventured into travel & tourism, commodity exports, apparel, power, and transportation. Hemas Holdings, the parent company of the Group went public in 2003. Today, Hemas Holdings has a solid reputation as one of Sri Lanka's foremost business houses, built around traditional values, a dynamic management team with futuristic vision, a highly competitive family of employees, and a steadfast commitment to quality and service to the community.

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Management Structure

Husein Esufally Derector & CEO

MD (Helthcare)

MD (personal care)

MD (Leisure)

MD (Transportation)

MD (Strategic Management)

Group Management Committee

Derectors & Non Executive Derectors

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Our Mission

We are committed to delivering to our Shareholders the best ever returns a listed Company has given over the first seven years of listing. For our Employees, we are committed to creating exciting new opportunities and a rising share of wealth. For our Business Partners, we will be a winner to grow with. To our Customers, from all quarters, we will deliver excellence... every time. We are a responsible corporate citizen close to the lives of the Community. To the State, we are a future winner with the nation at heart.

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Our Core Values• Passion for customer • Obsession for performance • Driven by innovation • Concern for people

Our purposeTo passionately deliver Outstanding Products and Services thus Enriching the Lives of our Customers and creating Superior Value to our Shareholders.WE WILL DO THIS BY:• Being a National leader in Personal Care and Healthcare solutions• Investing in Growth industries with Potential for Superior Value

Creation• Establishing a Regional footprint Through a Team of Passionate,

Capable and Empowered People.

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Group Structure

Hem

as

Hold

ing

Lim

ited

(Hem

as

Corp

ora

te S

erv

ice (

pvt

) L

td

)Personal Care Sector

01.Hemas Manufacturing(pvt) Ltd 02. Hemas marketing (pvt) Ltd

Helthcare Sectore 01. Hemas Helthcare (pvt) Ltd 02. Hemas Pharmaceuticals (pvt) Ltd

Leisure Sector 01. Hemtours (pvt) Ltd 02.Leisure Asia Investment (pvt) Ltd

Transportation Sector

01. Hemas Air Services (pvt) Ltd 02. Forbes Air Services (pvt) Ltd 03. Discover the World Marketing (pvt) Ltd 04. Hemas Travels (pvt) Ltd 05. Prime Destinatiion (pvt) Ltd 06. Hemas International Freight (pvt) Ltd

Strategic Investments

01. Helaclothing (pvt) Ltd 02. Hemas Development (pvt) Ltd 03. Hemas Power (pvt) Ltd 04. Heladhanavi (pvt) Ltd

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FMCGThe largest sector of Hemas, the FMCG Sector is involved in the development, manufacture, marketing and distribution of a vast range of consumer products, most of which have become household names over the decades. Backed by an ISO 9001 certified production facility, the FMCG sector has a distribution reach across the length and breadth of Sri Lanka.

Personal Care Product

Baby Care : Baby Cheremy ProductSkin Care : Fire Rose Fairness Cream, Clair Products,

Velvet SoapHair Care : Kumarika, Dandex ShampooOral Care : Clogard ToothpasteFemale Fragrances : Goya, CapriMale Fragrances : Gold products, Pro Sport Products

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Healthcare

Their Healthcare Sector is built on the foundation of nearly 60 years' experience with the world's leading pharmaceutical products, and we currently represent more than 30 multinational companies from around the world. For pharmaceutical distribution, Hemas is the market leader in the private sector.

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Leisure 

Hemtours is one of Sri Lanka's best known tour operators, with long-term relationships with some of the leading travel operators in Europe and Asia. Their hotel properties, namely Hotel Serendib, Club Hotel Dolphin and Hotel Sigiriya, are popular tourist destinations that are located along the coastal belt and in the cultural triangle.

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Transportation

Their Transportation Sector provides a diverse range of services. Whilst they have the largest share in the market for Airline Representation, they are also engaged in Travel Retailing, Freight Management and Courier Services.

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Strategic Investments The strategic investment in three areas those are, Power Sector They made two years ago through the Heladhanavi Power Plant (100MW) at Puttalam has thus far proven to be a successful one. With this experience, now we are exploring investment opportunities in mini hydro power generation. Property SectorIn the Property Sector, They make their presence through Hemas House, owned and managed by Hemas Developments, which has been achieving healthy growth year on year. Hemas House is a 11 storied office complex with modern facilities that caters to a high profile clientele. GarmentsIn Garment sector, they are the one of preferred supplier for international brand names like Nike, Tesco, and Next.

SWOT AnalysisStrengths

• A well Qualified and experienced Board Of Directors and a management committee.

• ISO 9001 certified company.

• Prestigious Japanese Akimoto 5s award winner for the cleanliness and orderliness of operations.

 • All companies of the Serandib Hotels Ltd , (Serandib , Sigiriya and

Stafford Hotels) are listed companies on the Colombo Stock Exchange.

Strengths

• Well established sales and distribution system.  • Marketing Strengths of a youthful , dynamic , trained

marketing and Sales team full of enthusiasm and ideas. • Partnered with some of best international players ,

Emirates and Malaysia Airlines , and Specialists on key gateways LTU , British Midland , Island Aviation and Druk Air.

Weaknesses

• Hotel system is not expanded enough to capture major market share.

 • Less number of airline partners. • The distribution network of pharmaceuticals is not established

enough to cover the whole corners.

Opportunities

• Hemtours is amongst the leading Destination Management companies (DMC) in Sri Lanka.

 • Have wide range of products & services, so can share the

services of each sector. • Internationally recognized company, So have lager Potential

market for the products. 

.

Opportunities… • Because of the recognition of the company easy to introduce

New products to the market. • Almost all of the Apparel company’s exports are non-quate

thereby strengthening its readiness for a quota free environment.

Threats

• Have to compete with many other powerful companies,(some if them are specialized in only one field that Hemas does business)

 • Threat of Drawn back in share market , as they some what rely

on the stake holders equity. • Terrorism problems may sometimes effect in drawn back of the

Leisure sector of the company. • On going project of coal power plant will be threat for the

strategic investments, In future.

External Factors Analysis Summary

Industry Analysis- porters 5 forces model

Clogard’s strategy in context of Porter’s Five Forces

• Understanding the dynamics of competitors helps establish opportunities and differentiate a business. One of the most respected models to assist with this analysis is Porter’s Five Forces Model.

• Techniques for Analyzing Industries and Competitors”, has proven to be a useful tool for both business and marketing-based planning. It identifies five forces that determine the long-run profitability of a market or market segment.

• we discuss Hemas’ efforts to introduce Clogard and the market situation in the context of the Five areas described in Porter’s “Five Forces Model”, namely Suppliers, Buyers. Potential Entrants.

• Substitutes and Market Rivalry. The Five Forces model is used here to make a very simplistic analysis of the context of Hemas in the Toothpaste industry.

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Strategic Decisions

Strategic decisions are the decisions that are concerned with whole environment in which the Hemas operates, the entire resources and the people who form the Hemas and the interface between the two

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Business Strategy• Who are the customers? Demographic, geographic, lifestyle choices (tastes and values), personality traits, consumption patterns (usage rate and brand loyalty), industry characteristics, and organizational size. • What are the goods and/or services that potential customers

need? Knowing ones customers is very import in obtaining and sustaining a competitive advantage. Being able to successfully predict and satisfy future customer needs is important. (Perhaps one of Compaq's mistakes did not understand who their real customer was and what that customer -- end user -- wanted.)  • How to satisfy customer needs? Organizations must determine how to bundle resources and capabilities to form core competencies and then use these core competencies to satisfy customer needs by implementing value-crating strategies.

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Functional strategySelection of decision rules in each functional area. Thus, functional strategies in any organization, some (e.g., marketing strategy, financial strategy, etc.). It is desirable that they have been fixed in writing.

In particular, functional strategies are as follows:• Production strategy (“make or buy") - defines what the company

produces itself, and those purchases from suppliers or partners, that are, how far worked out the production chain.

 • Financial Strategy- to select the main source of funding: the

development of their own funds (depreciation, profit, the issue of shares, etc.) or through debt financing (bank loans, bonds, commodity suppliers' credits, etc.).

• Organizational strategy- decision on the organization of the staff (choose the type of organizational structure, compensation system, etc.).

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May be allocated other functional strategies. for example, the strategy for research and experimental development (R & D), investment strategy, etc.

• In addition, each of the functional strategies can be divided into components. For example, organizational strategy can be divided into three components:

• Strategy of building organizations - to select the type of structure (divisional, functional, project, etc.)

• strategy to work with the staff - a way of training (mainly administrative staff), training of staff (in a business or educational institutions), career planning, etc.;

• Strategy wages (in the broader sense - rewards and penalties) - in particular, the approach to the compensation of senior managers (salary, bonuses, profit sharing, etc.).

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An Organization directional strategy is

composed of 3 general orientation

• Growth Strategy • Stability Strategy • Retrenchment strategies

30Hemas Holdings Limited

Strategy Implementation in Hemas Holdings PLC

Follwoing are the main steps in implementing a strategy in Hemas Holdings PLC:

• Developing an organization having potential of carrying out strategy successfully.

• Disbursement of abundant resources to strategy-essential activities.

• Creating strategy-encouraging policies.

• Employing best policies and programs for constant improvement.

• Linking reward structure to accomplishment of results.

• Making use of strategic leadership.

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The process of Strategy Evaluation consists of

following steps in Hemas Holdings PLC-

• Fixing benchmark of performance • Measurement of performance • Analyzing Variance • Taking Corrective Action

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Strategy Evaluation

Strategy Evaluation is as significant as strategy formulation because it throws light on the efficiency and effectiveness of the comprehensive plans in achieving the desired results.

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Thank You…