What is the strategic framework?
long-term strategic window is the limited periods during which the "fit" between the basic requirements of the market and the special talent to a competitor in this market is still at an optimum. In this paper we will use the case VXL Instrument to develop the concept.
What is Business VXL on that?
companies VXL Instruments and to enable all parts of the world on a flexible and secure building, manageable and effective in terms of infrastructure for information technology costs. Its range of thin client devices helps companies to beat the aging desktop cycle, internal resources free from jobs is productivity, and save millions of dollars spent in securing systems. Thin client server computing is a model which focuses on application software, data power, the CPU on the network server rather than on the client won computer.VXL tools "at the top IT- hardware source Prize in the category of non-SSI-" for the year 06-07 .
dilemma VXL in
VXL leader in the manufacture of thin client devices and commands 11% share in the global market instruments. Have the largest share of sales come from exporting to the United States and the European Union. And trying to explore new markets in India for thin client devices have company. Rivals such as Wise and HP offers a variety of products not only in the west but also in India. Therefore, it is time to start thinking about that company in the Indian market.
how to market TC in India?
company's products such as TC23xx and reliable and effective TC73xx cost. And (thin client) TC can help in eradicating various pain in server-based computing. It is very useful in the case of SMEs (small and medium-sized enterprises) where computing requirements are very specific. In the case of sectors such as hospitality, we need to explore the many valuable features open so they can charge a premium. The main challenges are the following:
1. How to provide maximum benefit to the product without a lot of the compound?
2. How to convince existing customers to change from a wealthy customer for thin clients?
3. How to market TC in India?
actually answer your third question will give us a framework for finding the answers to the first two questions.
it will consider VXL minimal risk from the company. It's more focused on the product of customer needs. Therefore, its products on a global level, but market penetration is not impressive. Presently, VXL markets its products through customer interaction and third party distributors like Priya Limited. This approach reduces marketing expenses but the approach has its own limitations.
In 05, the Mumbai-based distributor Priya Ltd invested $ 2 million (about Rs 10 crore) in equity in VXL Instruments. The investment was part of the trade finance arrangement that gave VXL $ 000000 (about 45 crore) aims to finance their growth.
VXL achieved expansion strategy and growth plans in order to increase the market share of thin client to 25 percent by 07-08. Made inroad in different sectors such as ERP, health, communication, education and banking planning with clients including SAP Belgium, Birmingham City Hospital, United Kingdom, the Department of Transportation India, BT List, IIM Lucknow, IIT Roorkie, Bank Haga Jakarta and HDFC India etc. but at present its stake in the much lower market target.
product awareness and awareness of the customer
We can divide nearly customers into two categories:
* Techno Savvy customers with financial muscle: This type of customers, already know about the products (TC), We need to convince them that thin client is the best client-fat option. The 5-star hotel next example Velankani group in the electronic city, Bangalore. Velankani and those in information technology and infrastructure, and they know about the technology and its implementation. According to Mr. R. Shiva Kumar (Information Management System, Velankani), these types of customers should be better approached when the product is in the embryonic stage. Once they get a rich client (FC) for their project, they will not be interested in TC due to switch more expensive. Here we need to market TC as a device that will not only reduce the total cost of ownership but also provide a simple solution for all comfort requirements.
* Less Techno Savvy with medium-range capabilities for investment: These types of customers do not have their own information technology department. They generally play safe and go for the fat client technology used by other players in their sector. More over they consider their own computing needs are minimal and can not find attractive IT investments. Here, we need to educate them about the different advantage of computing server is running and taking advantage of the TC FC. It should be dealt with these types of companies to provide a complete solution.
redefining the market
a lot, with the evolution of the markets, and the definition of basic changes in the market in ways that increasingly disqualify some competitors while providing opportunity for others. The trend towards marketing "system" of products rather than individual pieces of equipment provides many examples of this phenomenon. We will discuss this point with the help of state Docutel.
Docutel: This manufacturer of ATM machine company (ATM's almost) to provide all ATMs in the United States until late 1974. In early 1975, I found Docutel itself losing market share to the big computer companies such as Burroughs, Honeywell, and IBM as these manufacturers began to look at the banks total EFTS (electronic funds transfer) needs. Bank offered a range of equipment that represents a complete system for ATM, which was only an element. In essence, and its success can be attributed to the fact that they re-definition of the market in a way that appeared increasingly to deprive Docutel as a potential supplier.
conclusion
re-definition of the market is not limited to the banking sector. Are similar trends taking place in the scientific instrumentation (steel, cement and aluminum industries), process control equipment (Siemens, Vesuvius and SMS restore market definition); equipment industry machine tools and office and family (VXL is already a player) and equipment electronic control and some of the other examples. In each case, manufacturers based their approach on the marketing of individual hardware components are seeing their "strategic window" closing with the transmission of producers of computer systems to take advantage of emerging opportunities. The HP TC market and exploited enough by virtue of some aggressive M & A. In India, companies like HCL Technologies and Satyam are planning to enter the TC market as a total solutions provider. Wipro is also exploring opportunities in the small and medium enterprises. We can expect Wipro to venture into this sector in the near future.
With the growing competition in the small and medium enterprises have also become lean. Most companies keep track of Making to order manufacturing philosophy. All of these need the free flow of materials, information and financial urgency. The practices are changing, many new applications of networking technology have evolved. Here, we can see room for VXL being a provider of advisory services and not just the product manufacturer.
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