INDEX
IT LIMITED Is an
ISO Certified (9001:2008) Company specializes in the import and distribution
business of computer components. Since its inception in 1994 Index has been
doing their operation with quality, support & moderate price. From 1997 this
company is also the authorized distributor of Samsung IT and lifestyle Product
INDEX IT LIMITED is also Authorized partner of Hitachi Hard Drive, Moserbaer
CD/DVD, Digital Computer case, mouse & keyboard, EVM Memory (RAM) in
Bangladesh market and authorized Business Partner of HP, PC Security Shield.
v History
of Index IT Limited:
INDEX IT LIMITED Is an ISO Certified
(9001:2008) Company specializes in the import and distribution business of
computer components. Since its inception in 1994 Index has been doing their
operation with quality, support & moderate price. From 1997 INDEX IT
LIMITED the authorized distributor of Samsung IT and lifestyle Product (LCD
Monitor, LED Monitor, Hard Disk Drive, Laptop, Digital Photo Frame, Multimedia
Projector, Optical Media Storage & RAM) & one of the older distribution
of Samsung Electronics in South Asia.
INDEX IT LIMITED is also
Authorized partner of Hitachi Hard Drive, Moserbaer CD/DVD, Digital Computer
case, mouse & keyboard, EVM Memory (RAM) in Bangladesh market and
authorized Business Partner of HP, PC Security Shield (Anti Virus and Anti
Spyware protection). INDEX IT LIMITED is operating their business throughout
their 11 retail outlets in all over Bangladesh. We are going to launching from
July 2011 new two branch and one service center in the Dhaka city.
BCS Digital Expro-2009
For the first time in Bangladesh,
The BCS Digital Expo organized by Bangladesh Computer Samity has been
inaugurated this year. Prime Minister Sheikh Hasina inaugurated the most
significant IT event on March 25,2009. Samsung through INDEX IT LIMITED &
Smart Technologies was the sponsor of this year Digital Expo -2009. In the
Samsung Pavilion different types of lifestyle product displayed. Everyday quiz
program arranged for the visitors. People get the idea of new Samsung digital
lifestyles products such as digital photo frame, multimedia projector, digital
camera, digital camcorder, LCD monitors from the pavilion.
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Annual CSE Festival 2008 of CSE in The annual CSE Festival 2008 of Computer Science and Engineering (CSE) BUET CSE students manifested their |
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Samsung CEO visited INDEX IT in A high level delegation recently visited INDEX IT IDB Bhaban sales center. The team also visited the IDB Bhaban market & expressed its satisfaction. |
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Inauguration Ceremony of Samsung INDEX IT LIMITED authorized distributor of Samsung Electronics Private limited |
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Promoting to retail sale of |
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After that INDEX IT LIMITED |
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Samsung-INDEX Business Conclave 2008 The Samsung-INDEX Business |
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Speaking on the occasion, Mr. Y Y |
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Index IT Limited is the authorized |
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v Organogram
of Index IT Ltd:
The
main corporate of the company’s operation done by below
gram of INDEX IT LTD
v Mission,
Vision, Objectives, Goals and Strategies
Mission:
“To stay ahead of the competition by importing
high quality IT products based on the market demand that combine performance
with value pricing. Establishing a sustainable relationship with our clients
and suppliers by implementing our slogan- “Satisfaction
Ensured”.
Vision:
To remain as one of the leading
IT product importer and distributor in Bangladesh and expand our product mix
and our distribution network in all over the country.
“To continue to be the leader in
the IT industry in the region and provide a complete communication solution to
our customers with a smile.”
It
may be noted that in the vision stated there is an emphasis on strong customer
relations. This is important to Index IT Ltd especially as, until recently,
they positioned their packages as high-end packages. This means that they need
to promote their packages especially to corporate and business users. Such
customers will require strong support for brand loyalty to develop.
v Objectives:
The
business strategy of Index IT Ltd is focused around two objectives:
Qualitative
Objectives:
§ Increasing service offerings.
§ Expanding the network.
§ Creating innovative, unique, and
cost-effective various products to customers.
§ Increasing loyalty by focused customer
retention program.
§ Develop operational procedure for the fast
deployment of service.
Quantifiable
objectives:
§ Increase customers base over
after sell service and good and warranty products all over the Bangladesh. As
present world are too much competitive so our goal to increase customer with
our mission and vision “Satisfaction Ensured” June 25, 2011 we achieve more
than 75% customer over our 13 branches.
Goals:
The
current strategic goal of the company is to occupy a unique position in
Bangladesh in the IT sector. One way to achieve this is to develop a strong
subscriber base to be able to penetrate in the markets with other attractive
products like Note book, Net book, Desk top computer and all sort of IT
products. The ways to ensure a strong subscriber base is to:
- Meet customer requirements
- Establish technological leadership trough
choice of appropriate technology - Establish service leadership through quality
manpower - Expand the footprint of cellular coverage
- Expand the customer base
v Network
Coverage of Index IT Ltd :
Figure: Network coverage of Index IT
Ltd
v
Import and Export system:
All the company in the IT
business done some activities from producer to end user. Index IT Ltd also done
for his activities from producer to the end users. To done these L/C or Work
order, company done step by step are given below:
Purchase
order (P/O):
Index IT Ltd firstly takes a
decision about the quantity of import IT products. After decided they issue a
purchase order to the manufacturer or exporter. The manufacturer company
analysis order and previous activities of the purchase order company.
Performa
invoice (P/I):
Second step of import product is
Performa invoice. Mani quotation of any performance invoice is:
Ø
Goods
description
Ø
Units
price
Ø
Loading
delivery (Land port, Air port, Sea port)
Rent
or freight:
Freight is very much important
for any import, because it is increase or decrease the total cost of any
products. In the PI & PO it is clearly mention that.
Port
to port:
Freight could be port to port. In
that time insurance company did not take risk on the time when the products are
on the road or middle time of port to port.
CFR (Cost and Freight): Freight
will be beard by exporter.
FOB (Free on Board): Freight will
be beard by importer.
Factory
to port:
When exporter company deal with
Importer Company that he will serve the products from factory to port that time
all risk and transport cost will bear the importer company.
DC / LC:
Let us get some official formalities about DC
and LC.
Ø
Required Docs
Ø
Commercial invoice.
Ø
Packing list.
Ø
Certificate of Origin.
Ø
Bill of lading
Ø
Truck Receipt
Ø
Challan for Road
Ø
Air way Bill
Ø
Bill of Exchange
Ø
Insurance Cover note
Ø
Policy
Ø
LCAF ( Letter of Credit
Application Form)
v Index
IT Ltd’s products:
|
Samsung Monitor |
Printer |
Tonner |
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Samsung Laptop |
Key board |
Speaker |
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Samsung Net book |
UPS |
Cartridge |
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Hard |
Mother |
IPS |
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UPS |
Cable |
Scanner |
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External |
LCD |
Sarver |
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External DVD writer |
Laptop battery |
Cooling fan |
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Portable hard disc |
Laptop bag |
Bar code |
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Pen drive |
Blank DVD, CD |
Mouse |
Price
with package:
INDEX PC OFFER
29, March, 2011
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The Price of all goods should be For Individual sales follow |
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For Individual sales follow |
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Budget |
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Break |
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Main |
2800 |
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Processor- |
2800 |
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Ram– |
1250 |
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Hard |
3050 |
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Optical |
1350 |
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Case– |
1350 |
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Keyboard– |
325 |
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Mouse– |
175 |
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Sound |
700 |
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Monitor– |
7900 |
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Cost |
21700 |
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Total |
TK. 22000/= |
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Professional |
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Break |
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Main |
5300 |
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Processor- |
9500 |
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Ram– |
1600 |
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Hard |
3050 |
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Optical |
1350 |
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Case– |
1350 |
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Keyboard– |
325 |
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Mouse– |
175 |
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Sound |
700 |
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Monitor– |
8300 |
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Cost |
31650 |
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Total |
Tk. 32000/= |
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Home PC |
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Break Down Price |
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Main Board |
3200 |
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Processor-Intel |
4850 |
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Ram– |
1600 |
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Hard Disc Drive– |
3050 |
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Optical Disc Drive– |
1350 |
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Case– |
1350 |
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Keyboard– |
325 |
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Mouse– Digital Optical |
175 |
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Sound System– |
700 |
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Monitor– |
8900 |
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Cost Price |
25500 |
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Total Price |
Tk. 26000/= |
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Entertainment PC |
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Break Down Price |
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Main Board |
6700 |
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Processor- |
9500 |
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Ram– |
3300 |
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Hard Disc Drive– |
3050 |
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Optical Disc Drive– |
1350 |
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Case– |
1350 |
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Keyboard– |
325 |
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Mouse– |
175 |
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Sound System– |
700 |
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Monitor– |
10900 |
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Cost Price |
37350 |
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Total Price |
Tk. 38000/= |
Promotion:
The
company that had once relied on its name to gain new market share now has to
sensibly market their brand and packages among the customers. The main
advertising is done in newspapers and electronics media. The advertisements
have a general look targeted towards everybody. Index IT Ltd ads in the past
used to emphasize on building a solid aristocratic image of the different types
of PC packages and a ‘light and happy’ image of the users expectation wise
selling packages. But at the moment there is no differentiation in the ads
because Index IT Ltd does not have any use of ‘aristocracy’ any more. It
targets the general population. The ‘light and happy’ image is visible,
however, on the advertisements in television and sometimes on newspapers.
Overhead plastic billboard ads of Index IT Ltd are visible on every major and
important road of Dhaka and other cities.
Personal
selling is done not just for IT but also for new data transfer services to
corporate customers. This is done by the services marketing department under
CSO and also by Corporate Sales department under Marketing and Sales.
The
marketing department carries out public relations. It emphasizes on PBTL’s
contribution to the development of the IT sector industry in Bangladesh and the
introduction of advanced CDMA technology. As part of their promotional activity
the marketing department gives out banners, poster and calendars to its
distributors, Retailer and different pear groups. Notebooks, T-shirt, Pen, and
calendars are given out to corporate clients every year. For supporting sales
activities, for example, Index IT Ltd had offered every month different types
of scheme for both Customer and Dealer.
Both
schemes are define with example below:
Dealer
promotion scheme:
As we are the “Authorized distributor of
“Samsung electronics company” so we offer different sort of Dealer Promotion
Scheme and customer promotion scheme which we are get from SAMSUNG’s head
office. Samsung and Index IT Ltd think that by these types of scheme definitely
increase sell and Brand power.
This year 2011 we offered monthly
scheme which are given below:
March
scheme:
09th March 2011
Samsung Channel Partners
.
Bangladesh
Dear Channel Partners,
Samsung
Monitor Channel Partner’s Scheme from 10th March to 10th
April 2011.
We are happy to announce “Samsung Monitor Channel Partner’s Scheme from 10th March to 10th
April 2011.” which will be valid for purchasing Samsung LCD/LED monitor
from INDEX IT LIMITED. This effort from Samsung and Index IT Ltd is to
recognize you and your effort to become a valued member of Samsung family
member. We always respect your loyalty towards Samsung Monitor and we believe
our all success comes from your endless effort.
Please find detail scheme below:
- Scheme Period: 10th March to 10th
April 2011.
2.
Eligibility:
This following scheme will be valid till mentioned period purchase from INDEX
IT LIMITED for any model of SMASUNG
LCD/LED Monitors.
- Awards:
|
SL |
Quantity |
Gifts
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1. |
250 Units |
1 Person Malaysia (SDMA Visit) |
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2. |
200 Units |
2 unit Samsung Net Book – N148 |
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3. |
175 Units |
2 unit Samsung 23″ LCD |
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4. |
120 Units |
1 unit Samsung MFM – Monitor TV |
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5. |
100 Units |
1 unit Samsung IT sector |
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6. |
75 Units |
1 unit Samsung LED |
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7. |
50 Units |
1 unit Samsung Camera |
Terms
and Conditions:
- Samsung and Index IT Ltd
will take the responsibility for Air ticket and hotel booking. For visa
processing our valued dealer will take their own responsibility. - Only channel LCD monitors
will fall under this scheme. - Dealers cannot sell Samsung
LCD monitors at low price and unauthorized Samsung LCD monitor if any
dealers found practicing this type of activities, will be automatically
disqualified from the scheme - Channel Partners (Dealers)
need to submit photocopy/Scan copy of purchase invoice provided by Index
IT Ltd to Samsung Dhaka Branch Office on Saturday of every week where
quantity, price, serial no: is clearly mention.
- Mention
“Samsung Monitor Channel Partner’s
Scheme” in the subject for scan copy sent through e-mail. Mention
Dealer’s name and detail contract (Name, Phone number, address) clearly
in sender address. Name/Address need to match with Index IT Ltd’s
invoice.
E-mail
address: mohammed.h@samsung.com
- Mention
“Samsung Monitor Channel Partner’s Scheme” on the
top middle side of the envelope for invoice copy sent through courier.
Mention Dealer’s name and detail contract (Name, Phone number, address)
clearly in sender address. Name/Address need to match with Index IT Ltd’s
invoice.
Address:
|
Mohammed Enamul Manager Samsung Dhaka Casablanka, Gulshan |
- All invoice copy from Index
IT Ltd need to reach Samsung Branch office by dealers and no claim will
not be accepted after one week (5 working days) of this scheme period (10th
April 2011). - One dealer is eligible for
one award only. - For foreign visit dealers
need to submit name and detail of the person who will visit after
confirmation from both Samsung & Index IT Limited. - Samsung reserves the right
to change this scheme at any time. - Sales return will not be
allowed for this promotion.
We believe this scheme will strengthen
our relationship and enhance you and your team’s status among the Samsung
family members
Happy Selling
Ajeez Rahman
Managing Director Index IT
Limited
B.S. Bhaban, Level – 5, 75-76,
Laboratory Road
Dhaka – 1205
Phone: 8613663, 8610349
E-mail: marketing@indexitltd.net
Customer
promotion scheme:
April’s Scheme (Customer promotion
Scheme)
From 10th April 2011 to
10th May 2011
Borso Boron Uppohar 1418:
From 10 April 2011 to 10 May
2011
If any customer purchases less
than 21.1 inches monitor than he will get a green coupon+ taka 100 Agora gift
voucher. If any customer purchases less than 21.1 inches monitor than he will
get a green coupon+ taka 100 Agora gift voucher, and
purchasing more than 21.1 ” than he will get one red coupons and 2oo taka gift
voucher. coupon will be draw every week and customer could win 12.5 mega pixel
camera or net book or note book for all coupon holder but red coupon holder
could be win at the end of the scheme that is trip of Thailand or 32”LED
Samsung TV or 42” led Samsung TV. In our Narayangonj branches one customer win
digital camera and he is very much proud and his opinion that he will be
purchase all sort of computer related accessories from our Narayangonj branch
even that he will be make his relatives friends and neighbor to our customer.
Before this sercullar scheme that was dealer promotion scheme. We faces some
problem in this scheme period that was AGORA is not available all over the
Bangladesh, that’s why without Dhaka and Chittagong branch we decided that
customer will get same amount research in his cell no.
DEPARTMENTS OF SALES &
MARKETING
Department
of sales and marketing is one of the most important part of the organization, cause it is help company’s
products to promotion and increase sales day by day.
Sales & Marketing Division
The
major marketing goal of the Sales & Marketing Division is to capture a
significant market segment that will yield maximum revenue by means of passing
on directly or indirectly, a high-end IT service.
Marketing
System:
Different
types of advertisement:
All over the it farm,add budget
always got big because of that customer cannot get news without ass. There are
several system for It add,these are(1)Electric media,(2)Print media(3)It
festibal(4)road show(5)campain etc.let get some knowledge and information about
add system.
Electric
media:
In Bangladesh we didn’t get any
add in It sector but our neighbor country and all over the developed country
are very serious about this. Latest processor, monitor, laptop, net book, note
book etc are take place for this sort of adds. People can get information and
usual stricter incivility by media adds.
Print
media:
Bangladesh
is not backward in print media. news paper, it magazine, Souvenir, Bill board,
Voucher, are available use for print media. If we view in our Dhaka city or big
city in 6 districts of our country everywhere are surrounding with bill board,
light board and pana flex.
Road
show:
Arrange several markets at a time
by hire specific place (approximately 10´x10´, 12´x12´) or something like that.
Always road show arrange for 3 days. In March Samsung arrange seven spot at a
time there road show for Brand promotion and sell promotion. I personally
participate in Multiplan center.
Campain:
Campain are always good for
spread knowledge to the visitor specially student.In my experience on
28.04.2011 & 29.04.2011 in Buet Project competation we try to introduce our
Pc security”Shield deluxe”we get sponsorship by donate 50,000/= Buet authority add in there T-shirt our shield dulexe logo
and we decorated BUET by pvc,standi all the campus.This campain duration was 2
days long.
Some important activities for
Brand promotion and promote company’s sell-branding:
IT
Festival:
All over the BD different sort of
festival are organized by event management firm. In my experience AIUB job
festival, CUET Laptop festival, Samsung road BCS digital expo Dhaka, BCS
digital expo Khulna, Sylhet etc that
lots of visitor are interested for it sector and sells are very much well by
expectation visitors get new product, new experience, discount.
IT Festival is the largest event
in IT business. These sort of event are organized for sell and brand promotion. All the IT company
participate with their products with special discount in the fair event time.
Some festival/Event done Index IT Ltd these are:
1.
Event
Name: BCS Digital Expo, Dhaka
Venue: Bangabandhu
International Conference Center, Dhaka
Date: March
10 to 13, 2011
Time:
Daily 10:00 AM -8:00PM
2.
Event Name: Chittagong Laptop Festival, Chittagong
Venue:
Engineering Institute
Date:
May 01 to 03, 2011
Time:
Daily 10:00 AM -8:00PM
3.
Event
Name: BCS Digital Expo, Rajshahi 2011
Venue:
Ingineering Institute
Date:
January 15 to 17
Time:
Daily 10:00 AM -8:00PM
4.
Event Name: BCS Digital Expo, Khulna
Venue: New Hotel Tiger Garden,
Shibbari More, Khulna
Date: February 19 to 23, 2011
Time: Daily 10:00 AM -8:00PM
5.
Event Name: BCS Digital Expo, Jessore
Venue: Pouro Community Centre, Munshi Meherullah
Road, Jessore
Date: January 25 to 29, 2011
Time: Daily 10:00 AM -8:00PM
Sponsorship: Ticket Counter
6.
Event Name: BCS Digital Expo, Sylhet
Venue: Hazi Complex, Dhopa Digirper, Sylhet
Date: February 02 to 05, 2011
Time: Daily 10:00 AM -8:00PM
7.
Event Name: Qubee Summer Laptop fair, Dhaka
Venue:
Venue: Bangabandhu International Conference Center, Dhaka
Date:
June 10 to 14, 2011
Time: Daily
10:00 AM -8:00PM
8.
Event Name: AIUB Job Fair 2011
Venue: AIUB Gulshan Campus
Date: March
Time: Daily 10:00 AM -8:00PM
1.
Event
Name: BUET Project show
Venue:
BUET Campus, Dhaka
Date:
Aril 09
Time:
10:00 AM -4:00PM
Laptop
Festival:
Laptop festival different from IT
festival. It made for two or three days long. All laptop company are displayed
their latest laptop for sell with specific offer. As we are the authorized
distributor of SAMSUNG, so we displayed always Samsung laptop. In June 10, 11
and 12 at QUBEE SUMMER LAPTOP FAIR 2011, we participated and sell our products
with offer and gift item. In fair we offer to the customer that “ with every
Samsung Note book and Net book get 1 PC Security Free”. Other company also
offer with their products like “ T-shirt, Mouse, Keyboard, Pen, Cap, Pen drive,
etc.
Samsung, Dell, HP,
Compaq, Sony via, ACER, Toshiba, ASUS, Lenovo, MSI, LG, Gateway etc company
displayed in the festival. Branded company think that it is a great chance for
the company to branding.
v
Sponsorship offer system:
BCS (Bangladesh Computer Samity)
or any event management organization offer the companies for their event
participate as sponsorship or stall hair. In the BCS ICT WORLD which will be at
November 21 to 25, 2011 are offering us below:
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Bangladesh Computer Samity The ICT Industry Association of Bangladesh
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12th Tel: +880 2 9670955/56, Fax: +880 2 9670955/56 Ext. 108, Email: samity@bcs.org.bd, URL: www.bcs.org.bd |
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v How people get merits by Add:
These are several
people who have lack of knowledge about IT sector. They can get knowledge from
our different sort of activities, especially student are always interest to
visit IT festival, Road show or campaign so by our event activities they get
directly knowledge, information and data. There are some categories of people
who live outside of Dhaka. They are always worried about IT. Our print media
advertisement is able to serve them for fulfill these lacks. Now-a-days people
can’t imagine there identification without web address or E-mail address,
because of personal or business relation is not bounded in specific place or
specific country. Now people are chatting always all over the world and get
knowledge, information, data any required web address. So our main activities
in IT sector like PC, Network, office mgt etc. We are able to get/give MMS
service to rural area’s people so people can get there required by using
Internet & MMS service.
Product Development
This
department is responsible for find out the innovative features that can attract
the existing and potential customers. Product development is one of the key
departments in the company. While developing new packages and upcoming
products, this department has to keep in mind the profit and cost issue. Under all
these constraints the department has been producing exciting and new features
to attract customers.
PC
packages is under the Product Development department and is responsible for
package design and fixing new products rates, which are the rates of usage for
each PC package. This department is also responsible for the coordination of
market research for the whole company. They will integrate knowledge gleaned
from extensive market research into the design of new packages that fulfills
customer needs. This is done very frequently as the needs of even the most
stable of customer segments change and the company has to change the tariff
structure of its offered packages accordingly.
Brand & Marketing
Communications:
The
brand department of the company deals with image of the brand in the minds of
the customers. It basically helps the brand portray its intended image to the
potential target group.
The
chief responsibility of this department is logically, promotion and
communication of new products and product ideas to customers, both directly
through selection of advertising media, then dissemination of information by
means of advertisements; and indirectly through dealers by providing them with
promotional material. This department is also responsible for public relations,
which do not include corporate relations. This is handled, as we have seen, by
other departments like RMA, Sells dept. Purchase dept Fair dept Etc. The
responsibility of Marketing Communication is immensely important especially in
the introduction stage of some package for customers. The company sub-contracts
its promotional materials production to local companies. A regular number of
events are held to integrate promotional activities with customer relation
exercises to enhance the image of Samsung and promote the company &
packages it offers.
Corporate Sales
There
is a separate office for Manager of corporate sales who is also responsible for
corporate customer relations. Corporate customers are given high priority in
terms of sales and also in terms of after sales services. Of course, this is
due to the high usage and need for good long term goodwill with such corporate
clients. This department deals mainly with sales to corporate customers and
maintenance of relations with both current clients as well as explore out
potential new corporate clients, whereas the after sales service and other
issues are dealt with by the customer services operations section of the
company. Direct Sales is also under this department.
Channel Sales
The
Manager is responsible for channel management and has the very important job of
setting up marketing channels by which packages are distributed among clients
and by which feedback is obtained from customers. This department is
responsible for the selection of new partner (distributor, outlet, and retailer)
and motivating them and current partners to promote Index IT Ltd packages and
all sort of customers in their respective areas. This department is also
responsible for overseeing that there is an excellent support network for each
distributor and that they are satisfied with their monetary or otherwise
remuneration. This department is also responsible for checking that each
distributor does not cut into the sales of others.
Trade Marketing:
The
vision of this department is “To ensure the Brand presence and the loyalty in
all Point of Sales (POS) throughout Bangladesh where IT products subscriptions
are sold.” The portfolio of POS materials will be developed by Trade Marketing
as to what items and of what quantity should be distributed to different POS.
The need for merchandising will be assessed by mainly Trade Marketing. After
having proper direction from Trade Marketing, the Creative unit of Market
Communication will select the appropriate design for the merchandising items.
Trade Marketing is responsible, with the feedback of Channel Sales, for
allocation of different types of POS Materials for different category of POS,
distribution and replacement of POS Materials to ensure the brand presence in
and outside of the POS.
After sell srevice:
Index IT limited are very much
expert to serve after sell service and we get excellent good will in it
market.ISO 9001-2000 certified company are “index it ltd”. We have a RMA (Return
Material Authorization) there are 40 employees in RMA. All employees are
not faces all types of products. Someone faces monitor, someone faces Laptop.
So, products wise employees are engaged for specific services. If any customer
got problem in his product than our RMA dept. serves as soon as possible.
Within seven working days we try to
solve the problem. In Dhaka districts we gather out products by delivery van.
But outside from the Dhaka, we give service by branch wise hardware engineers
staying in the branch.
RMA decided in case of not services
that is some time problem become to return product from customer
Antivirus:
Everybody call antivirus. But in
IT world Anti Virus and PC security are different. When any piracy or
un-licensed antivirus software are used, then we called it “antivirus.”
When we use some licensed
antivirus software (single user or three users) with specific Key and pin code
for our PC protect from hacker or virus that time it is called PC
security.
Now
in IT market lots of antivirus are trying to get first and best place for
customer. Let get some antivirus company name:
Kaspersky,
Norton, Avest, Shield Deluxe, AHN Lab,
Logistics (Procurement):
This
department deals with Monitor, Notebook, Netbook and accessories procurement.
Manager of the department is responsible for searching suitable model monitor,
Notebook and Netbook according to market demand and company capacity. Major
duties of logistics includes- Monitor, Notebook and Net book import and
storing, making delivery those to distributor according to the requirement, ensuring
available supply of spear parts and accessories and so forth.
Business Automation:
The
department deals with the information required for Sales & Distribution and
Commission disbursement for the Channel partners through which products are
sold. Business Automation provides various structured and ad hog reports to
analyze and predict the situation. Tracking and profiling of POS is included in
the duties that it performs. It develops automated ‘Evaluation Matrix’ to
evaluate the performance of Distributor and POS. Duties of the department
includes delivery and payment reconciliation with Logistics and Finance. In
fact, Business Automation is a concern of Sales & Distribution to
facilitate the distribution system in terms of IT and Finance.
v SWOT
Analysis of Index IT Ltd
SWOT
stands for Strength, Weakness, Opportunity and Threat. This is a very important
tool for a company to analyze its internal and external environment. In IT
business SWOT analysis is very much important for any kind of competitive market.
The Index IT Ltd try to analysis SWOT for company’s increasing competation.
A. Strengths
- Capital:
The recent investment made by
Company’s share holder has created a lot of options for the company. Everyone
is expecting that network expansion and technology upgrade will occur at a
faster pace. This is especially important if we consider boundaries are opening
gradually and technologies are improving.
- Competitive
price structure:
Price is a huge competitive
advantage for Index IT Ltd. Index IT Ltd is the only organization selling
Budget PC, Professional PC, Home PC and Entertainment PC. For example, the
lowest package price of Index IT Ltd is Tk 22,000/= with all sort of necessary support like
Speaker, Key board and Mouse.
- Network
Coverage:
Because
of an enormous number of channels, access to Index IT Ltd all sort of computer
and its related accessories is very easy. After sell service is best than any
other company not only head office but also all over the Bangladesh. Customer
get free service 1 year from the purchase date.
- Advanced
technology:
Samsung
IT technology is the best technology for IT sector. World class IT products
manufacturers and new model Monitor invention advancing to this new technology. Index IT Ltd
is one of the old Authorized distributor in South East Asia. This company serve
the customer all latest IT products and 3G is always get from Index IT Ltd.
- Low Cost:
Index IT Ltd follows low cost strategies for
home users and budget users . again sometimes in any festival like IT Festival
or Laptop Festival customer expected low
price, that time company reduce his
products price. The company tries to cut cost in every possible way to maximize
the strengths for future battle.
- Centralization:
BCS
is a centralized organization that helps in easier coordination of business
activities. For BCS activities for both customer and Seller or dealer now
computer business become more easy than any other time.
- Dedicated
& professional management team:
Dedicated
core staff, willing to provide significant labor hours to accomplish targets.
B. Weaknesses:
- Fewer
staff:
The
number of staffs working for Index IT Ltd is not enough. Far fewer staff than
actually required in terms of tasks to be completed.
- New
technology:
We
use databiz software but is not enough for future and more over our management
system is not that much storing. The
most technological problem in our company’s is server problem and our branches
which staying beside Dhaka city hampers most for internet service.
- Low network
coverage:
Though
Index IT Ltd started to provide service in IT world Eighteen years back, it is
still behind the other operators from the point of nationwide coverage. Source
and Smart was able to use the Product wise service and Retailer and whole
seller are separate by Branch wise. Where The Computer Source operate his
activities with 36 Branches and Smart Technology activities with his 43
Branches. They are try to serve the customer district wise but we did not do
that yet.
- Lack of all
types accessories:
Though
Samsung are good than all types of PC or Laptop but we know that different
people different point of view. So all types of products should be available in
all the branch but we can’t do that because of shortage of products. So, if we
did not ensure that we are able to serve complete solution before that customer
did not satisfied from us.
C. Opportunities
- Advanced
technology:
Since
still now all company use databize software so it could do the best use present
time transaction. As we use this software so it would be very easy for us to
use latest software of data biz.
- Secured
data transfer:
Secured
data transfer means Index IT Ltd has the potential to be the leading player
once more. Our data transfer is very much secure for our internal activities.
- Leadership
in IT services:
Bangladesh
government has already started to provide license to private sectors to make their slogan “DIGITAL BANGLADESH “Samsung
is the one of the IT Company that 80% monitor already he sell all around the
world of total monitor. Korean company of Samsung. So People of Bangladesh are
very much satisfied about Korean products and warranty. Samsung Company could
invest lots of money in IT sector so as we authorized distributor so could get
benefit of this. If Samsung Company get leadership than Index IT could get it.
- Overseas
expansion plan:
The
growing need for across border IT sector services at lesser cost (e.g. with
neighboring India, Burma, then onto Thailand, etc) can be an opportunity for Index
IT Ltd.
D. Threats:
- Technology
factor:
There
is a high degree of acceptance of latest technological IT sector phone in the
world. All features contain of IT sector phone could get place of IT,
especially computer.
- Legal
problems:
Lots
of company did not ensure customers satisfaction. Customer that’s why could not
get decision for their required. Sometimes
government’s decision is not good for IT business. In this budget government
VAT increasing 9%, (which was before 3%) is very harmful for both customer and
dealer.
- Imposed
Tax:
In
the fiscal budget of 2011, the government imposed more Tax than any other
physical year. Now people will give more money to the government for there Tax
reason. Where government slogan “ Digital Bangladesh” but increasing of VAT and
Tax will not good for people and government.
- New
competitors:
If
new, international competitors like ‘HP, ASUS, DELL enter into the market for
low price and there dealer sell products low price than Index will get less
profit. More over if Samsung company decided that more dealer need with index
that time it will be more harmful for our company.
- Global
companies:
In
Bangladesh, global companies like HP, ASUS, DELL think to increase more capital
for take the leadership in laptop market. If so, it will be a huge threat for
Index IT Ltd.
v Findings:
In my point of view, I think that
if the company done the following step then weakness and threat could be
overcome:
ü Latest software should be use.
ü HR department should take some
step for skilled human resource made.
ü Monthly training should be start
from top level to operation level.
ü Pension should be start for
future safety.
ü Competitor’s activities should be
observation.
ü Future activities should be made
properly.
v Industry
Analysis through Porter’s 5-forces model
Each
of the five forces and its association with the current distribution network is
represented as follows:
- Bargaining
Power of Suppliers
2.
Bargaining
power of suppliers is high because:
3.
Manufacturer
can supply his products any country on his choice.
4.
Developed
country can serve his logistic support better than Bangladesh.
5.
L/C
or other supports are better than our country.
6.
Government
help is insufficient which increase bargaining power of supplier.
2.
Bargaining Power of Buyers
Bargaining
power of buyers is comparatively low under certain conditions:
1.
Computer customers have significantly low bargaining power because of the high
cost of procurement of computer. They have to rely for spare parts and other
help like after sell service.
2.
Home Users may switch from Index IT to other company. In many causes it is seen
that home users if get better price offer than he take alternative decision to
his choice of brand.
3.
In cases of corporate users which require high deposits to operate them and
give them total solution, buyers have significantly less purchasing power. The
amount of investment means that customers cannot shift easily from one company
to another.
3.
Barriers to Entry
Let
us look at the potential competitor’s scenario from the barriers to entry
perspective:
4.
Brand loyalty:
Due to customers or users expectation are increasing
day by day so our company could not serve all of customer’s expectation so our
brand loyalty could be shown some lack before. However, potential new entrants
to the industry will be deterred by the high brand loyalty to other company’s
package. Essentially it is believed that the total potential market has been
fulfilled by as much as three fourths, thus leaving a very small segment of
customers for new entrants to gain. High brand loyalty to Samsung and the
die-hard users of the other three companies: Dell, ASUS and HP ensure that
potential entrants will be strongly discouraged by the high brand loyalty in
current markets.
5.
Absolute cost advantages &
economies of scale:
Current players have a more or less absolute cost
advantage because they have already invested in IT infrastructure and have
regained their investments. New companies will have to invest in equipment and
will take considerably greater time to cover initial equipment-purchase
expenses. Considering the size of the four companies already operating and the
size of their investments, they will not take kindly to an upstart in the
industry and may use as many competitive options as possible – price strategy,
quality and value add services etc. – to retain an upper hand.
Distribution
channel:
Another major barrier to entry is the access to
distribution channels. With many companies competing in the current market
environment, the distributors of IT products are becoming very limited.
Moreover, many retailers will not want to carry more lines of IT products as
they have to sell the ones they already have. Thus any increase in the number
of companies will cannibalize into current sales.
Governmental
regulations:
In
Bangladesh, the IT products market is not positively for VAT or TAX. Present
government take some step which are very much helpful for IT business more over
government’s slogan “Digital Bangladesh” take some steps which are:
1. Admission process of Collage base on
web site.
2.
Admission process of University
base on web site.
3. Government job application processing
system fully on website base.
4.
In Government School, some Computer are given on Government cost.
Thus they will not take kindly to new
companies entering the industry. This may make them influence the government to
introduce new legislation designed to restrain the business activities of new
companies.
Threat of Substitute Products:
For
Index IT Ltd the threat of substitute products is very real. Many customers
prefer to use that sort of Laptop and IT products which are enter in to the IT
world firstly so our first priority as well as Authorized distributor could be
hamper for other substitute products for their new invent which is containing
all features with computer had.
Competitive Analysis:
The
IT sector or industry in Bangladesh is now in its growth stage. Since the
technology is expensive, there are some companies operating actively the IT
sector service. The other companies are HP, DELL, ASUS, ACER, and COMPAQ. Some
new company has very recently entered this competitive scenario.
Market
Share based on subscriber base in Bangladesh
|
Sl. |
Operator |
Number Subscriber |
|
1 |
HP |
5,00,000 |
|
2 |
SAMSUNG |
1,00,000 |
|
3 |
ASUS |
5,00,000 |
|
4 |
DELL |
1,00,000 |
|
5 |
COMPAQ |
75,000 |
|
6 |
ACER |
35,000 |
|
7 |
OTHER BRAND |
Rest of the users |
Figure: Market Share of the IT sector laptop
Operators in Bangladesh
As
operators of IT sector laptop services, Gateway, Lenovo and other some brand
newly introduced so HP are direct competitors of Index IT Ltd.
The
PBTL license was issued in 1989. The three other licenses were awarded during
November 1996, and are identical to each other. However, the licenses awarded
to other companies for their IT sector cellular networks differ in some aspects
from the license that PBTL holds.
Sales & Distribution of Index
IT Ltd
The
Sales & Distribution of Index IT Ltd is responsible for all the sales
through channel partners. This department is subdivided into four sections.
They are Channel Sales, Logistics, and Trade Marketing & Business
Automation.
Our
Sales & Distribution are work as follows:
1.
Take some
decision from top level of management.
2.
Decided of
quantity are made.
3.
Distributed
quantity from head office to branch
4.
Make decision
what is need in future
5.
Make L/C to next
lot to import.
6.
Contact with
Export Company.
Channel Sales
The
Manager is responsible for channel management and has the very important job of
setting up marketing channels by which packages are distributed among clients
and by which feedback is obtained from customers. This department is
responsible for the selection of new partner (distributor, outlet, retailer)
and motivating them and current partners to promote Index IT Ltd packages to
customers in their respective areas. This department is also responsible for
overseeing that there is an excellent support network for each distributor and
that they are satisfied with their monetary or otherwise remuneration. This
department is also responsible for checking that each distributor does not cut
into the sales of others.
Trade Marketing
In
IT business trade marketing is very much important for competitive market. Number
of customer are very much of the IT business and company can get customer by
Trade marketing. The customer are very much faith “ To ensure the Brand
presence and the loyalty in all Point of Sales through Bangladesh where IT
Sector.
Logistics:
This
department deals with in-house store and delivery of products. Manager of the department is responsible for
the management of computer related all
types of products. Major duties of logistics includes- handset and RUIM
storing, making delivery those to distributor according to the requirement,
ensuring available supply of spear parts and accessories and so forth.
Business Automation:
The
department deals with the information required for Sales & Distribution and
Commission disbursement for the Channel partners through which products are
sold. Business Automation provides various structured and ad hog reports to
analyze and predict the situation. Tracking and profiling of POS is included in
the duties that it performs. It develops automated ‘Evaluation Matrix’ to
evaluate the performance of Distributor and POS. Duties of the department
includes delivery and payment reconciliation with Logistics and Finance. In
fact, Business Automation is a concern of Sales & Distribution to
facilitate the distribution system.
Distribution
Channel of Index IT Ltd
Distribution
channel is the bridge between the company and the customers. Distribution
channel is very important for any company. If there is any gap in distribution
channel the marketer is unable to reach its product and services to the
customers in time. In the beginning, BCS decided to distribute through its own
distribution channel. As the market is growing fast, it is giving dealerships
to sell IT sector sets directly to the customers. There are many people interested in becoming
distributors of Index IT Ltd. And Index IT Ltd has some define policies that are
maintained when the Distributorship is given. Recently, in last year, the
restructuring process of the distribution network has taken place, making some
dealerships redundant, while at the same time, paving the way for others to
come into the scenario.
Previous Distribution Network of
Index IT Ltd
When
the previous distribution network was active, retailers had to come to the
operators to lift products making the whole process of lifting products was
time-consuming and lengthy. This resulted in a large amount of channel conflict
such that cross territorial distribution and price under-cut was a daily issue.
Freelance-retailers
were the most upset. Because of the price under-cut they could not make their
expected profit. Moreover, as Index IT Ltd products do not have a pull in the
market, most of the retailers did not bother coming to Index IT Ltd to lift
products.
Current Distribution Network of
Index IT Ltd:
‘Distributorship’
under the new distribution structure follows these attributes:
- Appointed for a defined area or territory.
- Distribute stocks to ‘Exclusive POS’ and
‘Retailers’ within the allocated area/territory. - Monitor & control the activities of POS.
- Develop the market.
After
the activation of the new and improved distribution network of Index IT Ltd,
retailers do not have to come to Index IT Ltd to lift products. Index IT Ltd
has appointed a specific Distributor in a specific territory who is responsible
for the product availability in all the POS in that area. So, retailers can
thus have the products readily available at their own shop, saving both time
and money. The new distribution network also creates a push of products in the
market, giving a forecast of possibly higher sales volume.
Index IT Ltd’s web site:
Index
IT Ltd have a web site and customer and all people around the world can get
Information about our company. Our web address – www.indexitltd.net
And
for information customer can use info@indexitltd.net.
Let
see the Index IT Ltd’s web page
v
Concluding Part
Recommendations
- Index IT Ltd should focus
mostly on after sell service and genuine products guarantee. All over the Bangaladesh,
our branch are spread with network
quality and network coverage to retain its customers. - Switching tendency from
Index IT Ltd is very law in individual customers. Business customers and
corporate customers switched from other company’s mostly. - Index IT Ltd should
restructure its package so that it can grasp the Business customers and
Corporate Customer as this sector is the most revenue-generated sector
among all sorts of IT products. - The new offering of PC
Security “Shield Deluxe” would be very much prospective to Business and
Corporate Customer if it is offered at most economic rate. In fact,
current price for same offer of other company more cost effective than
Index IT Ltd’s antivirus products. - Previous distribution of
branch network was good, but now we are very much strong and our branch increasing
shown us excellent future. - Index IT Ltd should
implement more loyalty plan like gift items, discounts on event package.
with long term vision to retain its existing customers.
Conclusion:
We have come to some conclusions
from our study. Basically we have conducted our study with Marketing system,
distribution segments of Index IT Ltd and all the segments provide us some
major results.
Individual customers mostly
prefer Brand Loyalty. Corporate customers prefer after sell service and home users connections
as they spend more for their IT sector purpose, which ultimately provide them a
cost effective benefit. Business customers always use first and noiseless
products. After sell service and
genioune products are the focus . And finally distributor and retailers provide
us the idea that overall market demand is very high for both home users and
corporate usurers.
The above scenario are not only
true for Index company but for the whole IT sector industry of Bangladesh. So,
both the customers and the industry need to rethink about their usual behavior toward
IT products to maximize their own benefit. In BCS ITC WORLD, we hope that our
prime minister Sheikh Hasina should
take some step for IT business present bad environment.
Bibliography:
1. BCS ( Bangladesh Computer
Sammity)
Websites
:
some news paper and souvenir name
and email are given below:
|
News |
Magazine: |
|
Amader somay = |
Computer |
|
Independence |
CB news = cbnewsadd@yahoo.com |
|
Daily |
Computer |
|
Somocal = majidabdul7235@yahoo.com |
E-biz = ebiz@ittefaq.com |
|
Prothom alo = news@prothom-alo.info |
Computer |
|
Ittafaq |
Technology |
|
C-NEWS |
|