WizerTechnologies is a young proprietorship company establishedin early 2000 operating from Kolkata. Over the last 4 years it has branched out to Jamshedpur, Ranchi, and Bhubaneshwar. Its market coverage is confinedto eastern India only. Mr Umesh Mishra is thefoundel:CEO of the company and he was working withIBM before he started this company. The founder and CEO was worried about the emerging trends of computer hardware and networking devices marketing and the price-based negotiation behaviour of the com-
peting firms in the same industry. He needs to decide upon a strategy immediately to arrest the fall of sale for Wizer Technologies, particularly in computer hardware business. Wizer Technologies is basically an exclusive IBM Advanced Business Partner and an IBM Authorized Service Provider. Apart from the entire range of IBM ...view middle of the document...
They are also into sales of managed and unmanaged power solutions for desktops, servers, and networks. Basically, they are an integrated computer hardware and software company selling many of the reputed national and international brands. The market in itself is full of products and brands, and beside few players like IBM, many sales negotiations are done on the basis of price and also on the basis of additional service commitments at no extra cost. This kind of commodity-based competition is hitting the bottom line of many resellers such as Wizer Technologies. Wizer has four offices at Calcutta, Jamshedpur, Bhubaneshwar, and Ranchi. Each region is headed by an operations head. Sales and support or service heads report to the operations head. A sales head would have the regional salespeople reporting to him and the support or service head would have the service engineers reporting to him. Both the sales and support or service divisions have co-coordinators to look at the business from a holistic point of view to integrate the solutions for customers' total requirements. All the operation heads are required to report on a daily basis to the founder CEO of the company. Wizer Technologies sells directly to either companies or end-users through its sales force. The competition is basically from the other IBM business partners existing in the same regions, non-IBM business partners who are selling other brands such as HP or Dell, and other systems integrators and specific information technology consultants. A typical sales process starts with cold calls over telephone and field visits by the sales force, which lead to prospecting and lead generation. IBM also hands over leads to partners on performance basis. Appointments are made and salespeople visit customers and try to understand the technical requirement of the customers before a techno-commercial offer is made and then followed up till its closure. The salespeople have to