b2b case study of sigma telecom
TRANSCRIPT
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