By Aaron Fernandes Macqwin Fernandes Zoheib Sheikh

COMPANY PROFILE
Incorporated in USA in the year 1973.

Alfa Networks Solutions started in India in 1996 by opening office in Mumbai & Bangalore.
Company is into the development of affordable network solutions. Alfa Network Solutions is the leader in worldwide market of network solutions. Company has a wide distribution channel.

VALUES & SERVICES OFFERED

The company provides affordable network solutions.

Company provides its customers integration voice, data, fax, LAN & WAN traffic over a single circuit.
Focus was to provide multimedia access networking solutions to large, medium and small companies. The company provide benefits such as : - substantial cost savings while integrating communication traffic. - most economical WAN connection.

ISSUES FACING BUSINESS

After sales and debugging services provided by distributor was poor Time taken to send engineer after receiving complaints was more then 2 days.

Distributors quoted much higher price then the competitors.

Distributors supply lower version of software's to its customers.

Distributors priorities their own products.

THE APPARENT PROBLEMS

Existing distribution channel problems
Achieving effective after sales focus Debugging Services

Are the apparent problems the real problems or only symptoms of the real problems?

They are the real problems

WHAT SHOULD THE COMPANY DO?

Multi-Channel Marketing Not only depend on the existing four distributors But consider different channels to effectively reach different segments of the market. Allocation of customer organizations could be based on geographic proximity of Alfa networks as well as distributors sales and service offices.

 Alfa networks could set up small direct selling networks and also appoint independent distributors with required qualifications and experience This could be done on commission basis for customers dispersed in far flung areas.

POSSIBLE PROBLEMS WITH SUGGESTED RECOMMENDATIONS

Costly Time consuming Long drawn process of selecting partners and distributors

CHARACTERISTICS OF THE ENVIROMENT

Large number of profitable industries who are potential customers Intense competition

CHARACTERISTICS OF THE INDUSTRY All companies wanted to integrate voice, fax, LAN and legacy data over a single circuit

This saved money and simplified management

Also improved corporate communication

How does the company compare with other similar companies?

On the basis of Market Share and Ranking

COMPANY ALFA NETWORKS MOTOROLA MARKET SHARE 37% 22% RANKING 1 2

ECI TELECOM ASCOM TIMEPLEX

OTHERS

09% 09%
23%

3 3