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Southern Electrical Company Ltd.
item, we direct him to features that provide a
better solution.We’re focused on selling the
customer what they want, as opposed to some-
body walking in the door and merely picking up
something.”
First to market; being on the cutting edge
of technology. “It’s important to keep up with
what’s new. Energy savings, energy-efficient
products, developing our own brand with facto-
ries and printing companies overseas.We have
a branded product on the shelves that belongs
to us.”
Positioning the brand and the company in
the market, in such a way that the contractor
doesn’t feel threatened that Southern Electrical
is competing with him on a project.
Gooding acknowledges, “We’re an electrical
and lighting hardware company. Two other
competitors on the island just specialize in
electrical, but they are also contractors.When
you have a small island like Grenada - 100,000
people - there may be 55 contractors. One of
the ways we separate ourselves is that we
have never gone into the contracting business.
This was part of Mr. Duncan’s vision for South-
ern Electrical: The contractors never have to
be concerned about purchasing goods from a
company that may be competing for a contract
or job. So, he stayed out of the contracting busi-
ness and just became a supplier. It’s separating
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ourselves by not being competitive to our main
customer –which is the contractor.”
Southern Electrical is avidly exploring new
product technologies to improve energy effi-
ciency, as well as complementary services for
existing products. They believe this is critical to
maximize return and enhance their service to
customers. Other initiatives include expanding
on their non-compete relationship with con-
tractors; cooperative agreements with suppliers;
extending their geographic market; and honing
prices and strategies.
Gooding adds, “Some of our shorter-term
expansions would be setting up showrooms in
homes, specifically for targeted clients.When it
comes to lighting, helping clients see how the
products would fit into the different projects.
Planning for the longer term is on the plate for