b2b case study of sigma telecom

CASESIGMA TELECOM COMPANY

BY-Vikash kumar (10/MBA/39)Jitendra kumar(10/MBA/52)

COMPANY PROFILE

SIGMA TELECOM PUBLIC LIMITED MANUFACTURINF AND INSTALATION

OF TELECOM EQUIPMENTS ONECE OUPON A TIME LARGEST

MANUFACTURER OF EPABX(Electronic Private Automatic Branch Exchange)

Marketing Plans & Strategies

BEFORE Collaboration with MIKI of Japan for

manufacturing of EPABX systems Joint venture with Alfa Communication

Technologies for business communication systems, key telephone systems, multimedia systems and response system.

Collaboration with Japanese company for transmission products

This was an advantage for the supply of broad range of telecom products and services.

Manufacturing and R&D

2 Modern Manufacturing Units- Mumbai and Bangalore.

Mumbai unit –modern and fully equipped machines and testing facilities (ISO 9001).

Bangalore- Mass production of Terminal Equipments and mini EPABXs. World Class Telephone Manufactures(ISO 9002)

R&D- Heavy investment in Infrastructure and R&D It include Harnessing the Foreign Tech. Features like – Plug-on feature development, new

product design, and switching software development.

Distribution Channel

Four Regional Offices- Delhi, Calcutta, Mumbai,& Chennai.

45 Branch Offices and service centres 24 hour service. Heavy Investment on In House Training & own

Residential Centre Near Mumbai.

Promotion

Planned at Corporate office Mumbai Elements included- Advertising, trade shows, and

Exhibition Personal Selling Business Magazines and Trade Journals.

Market Segmentation

Total Market Size EPABX- Rs 220 crore Low-End Market Segment-48 lines configuration-

market size Rs 40 crore Competitors- Accord, Syntel, L&T, & Star Middle-End Market Segment- 48-100 lines

configuration- market size Rs 80 crore Competitors- Alcatel, Siemens, BPL telecom High-End Market Segment- More than 100 lines

configuration- market size Rs 100 crore Competitors- Alcatel, Siemens, BPL telecom,

Usha Electronics

Profitability Ratio Of Sigma Telecom

0 1 2 3 4 5 6 70

10

20

30

40

50

60

Chart Title

YEARPROFIT (Rs in Million)

Axis Title

Axis Title

Market Segment Composition

Govt. & Public Sec-tor Corporate Sector

Hospitality IndustryOthers

0

5

10

15

20

25

30

35

40

% Of Total Market

% Of Total Market

Influencing Factors for Buyer

0 1 2 3 4 5 6 70

10

20

30

40

50

60

70

80

Respondents(%)

Suggestions

Focus on new product development Should be maintain floor price and selling price . Tele-marketing should be enforced as a part of

after sale support. Should be introduce new promotional activity. More then one Service centers should be open

in large area. Training can be outsourced irrespective of in-

house training. Govt. sector is risky deal so the company should

focus on new segments. New distribution channel should be introduced.

THANK YOU