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CASE STUDY ON

SM TECHNOLOGIES LTD .

CASE NUMBER - 3
GROUP MEMBERs
SAKIB BIN AKTHER -141003202
MASHRUL RAHMAN -122003402
ASRAFUL ALAM -131007702
FAHIM AHMED - 132001902
Case Background
SM Technologies offered broadband enabled services for
corporate (business) and home (or domestic) users.

Major competitors include Reliance Infocom, Airtel, VSNL, BSNL,


Hathway, Sify and Spectranet.

Company targets 40% growth in sales and profits for the


Bangalore office for 2004-2005.
Discussion on Existing Practices
Sales Organization Structure
For the corporate customers, there are many different kinds
of services offered. However, the sales force isnt divided on
the basis of such services.
This is likely to lead to insufficient knowledge of different
services among the sales representatives.
The insufficient knowledge is likely to decrease the
prospects of selling, This applies more to corporate
customers.
Distribution Channel
Sales force:
Ensuring long term business relationship
Ensuring customer satisfaction

Website:
Online selling
Order from home

Tele-marketing:
Proposal, sales presentation
Negotiation & closing the sale

Engineers/Technicians:
Installation
After sales service
Sales Strategy
For home users, the company employed contractual sales force.
The sales force was paid only through commission.
This is likely to lead to high sales force churn
Frequent replacement of sales force will reduce the efficiency and the
performance.
Despite the sales force getting trained by an institute, a customized
training was not given internally in the company.
Asst. Sales manager must also be trained in effective supervision since
they are in direct contact with the salespersons.
They can also identify the high potential customer segment and target on
that business share.
Promotion
There was no focussed strategy of promotion for the
domestic customer market.
The company isnt making any significant efforts to
ensure that the products are taken into the
consideration set of more and more consumers in
the target market.
Problem we have identify
In spit of providing training programs, some sales
persons could not achieve their monthly sales
target.

They are covering limited number of cities which


can be a barrier to there growth target.

The company providing training program only to


the sales person.

They are more focusing on ensuring long term


relationship with business customers.
Recommendation
Expand operations in the other cities.
Reorganize the sales force for corporate customers, service
wise.
Motivate the contractual sales force by offering benefits to top
performers.
Develop a focussed strategy of promotion for the domestic
customer market
Also focus on the after sales service
Effectively use the distribution channel-reach out effectively to
customers
Past client reactivation
Value Sell
New Promotional Strategy

Co-
Catalogue
brandin Free trial

Marketing g offers

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THANK
S!