Reqd Submission Date
mail id & Mob No
Actual Submission Date
Submitted to :
Certificate by the Student:
Plagiarism is a serious College offence.
I certify that this is my own work. I have
referenced all relevant materials.
lear understanding of the
financial services industry
bility to analyze the problem
Accuracy in calculations
Formatting & Presentation
oncise& clear thinking along with
Subject Specific Parameters
Market / Online
Research Conducted to
collect and analyse information.
Analysis of Company & Product details to
formulate Sales Plan.
Assignment Grading Summary (To be filled by the Assessor)
OVERALL ASSESSMENT GRADE:
TUTOR’S COMMENTS ON
SUGGESTED MAKE UP PLAN
(applicable in case the
student is asked to re
REVISED ASSESSMENT GRADE
TUTOR’S COMMENT ON REVISED
WORK (IF ANY)
Assessor’s Name / Signatures:
(Y / N)
A Pass grade is achieved by meeting all the requirements defined.
Identify & apply strategies/techniques to
find appropriate solutions
Demonstrate convergent, lateral and creative thinking.
MOBILE CONNECTIVITY AND COMPUTING
THE DAWN OF A NEW ERA
The tablet is a mobile device,
positioned to satisfy the mobile Internet and computing needs of a user. It is a
slate or can be converted into a slate form factor, larger than 5
inch screen size, touch screen as primary input
method and uses either a mobile network like GSM/CDMA/WiMAX/L
TE or WiFi or, both for enabling internet
In addition to this a tablet may also include a detachable keyboard and voice capability as in mobile phones. A
tablet may run on a specially designed Operating System (OS) such as Android 3.0 (Honeyc
omb) or RIM’s QNx
or, a PC/Smartphone OS like Windows 7/8, Android 2.2 (Froyo) and iOS 4, which may be modified.
Tablets provide touch based user experience with a screen size convenient enough for web surfing, content
consumption and entertainment. Moreo
ver, portability, ease of use and wireless connectivity 'on
combine to make the tablet an even more attractive buy.
The assignment involves studying the local Tablet PC market from the perspective of a new company who
intends to enter this market with a competitive product with similar features and in the same price band as the
Carry out a market rese
arch to collect data and information of the top three brands from :
Channel partners (MBO outlets for Tablet PCs)
Sales / Marketing personnel of top 3 companies
Consumers of the top three Brands
The information collected should include details about:
Brands and Models
Sales Volumes and Sales Revenue
Features, Advantages and Benefits
demographics and psychographics
Price, Discounts and Promotions
Quality of product and service
Warranty, Guarantees and Upgrades
s and Supply Chain
Dealer benefits and company support
Payment terms, demand and supply constraints, billing and MIS to dealers
Stock Turnover, ROI and Profit for dealers
Work out a Sales Plan which should include how to create a distribution network
partners, the sales Budget and the promotion plans.
The assignment should be based on real market scenario in your city and should not exceed 6 pages
Channel partners (MBO outlets for Tablet PCs)
Profile: Professional executive business manager with over twenty years of successful
business management experience in the IT industry. Extensive knowledge of federal and state and local
government market(s), associated contracting requirements, GSA, and contract program management.
Proven track record and ability to develop and
build a winning sales and business development
DLT Solutions, Inc., Herndon, Virginia
Director, Enterprise Data Management Division 2/2010
Hired by the Senior Vice President of Corporate Sales and Stra
tegy to build a government focused field
sales organization and lead business division focused on providing data management, data security
solutions, and professional services to Public Sector clients. DLT Solutions is a $800M per annum public
added reseller of software, hardware solutions and professional services.
General management of $140M per annum business unit focused on the sales of data management,
security software solutions and professional services to the public sector market.
l PL management responsibilities including; financial assumptions, operating income and margin
management, forecasting and pertinent SGA components.
five direct reports.
Management of strategic vendor partner relationships, including; NetApp, Symant
ec, BMC, Clearwell
managing professional services organization delivering client site consulting and
engineering services, as well as 24x7 tech support call center.
Identification and qualification of enterprise sales initiativ
es and agreements. Significant clients include;
DIA, NGA, NSA, NASA, HHS, DHS, Ohio, Virginia, Maryland and Pennsylvania.
Zebra Technologies, Inc., Vernon Hills, Illinois (Leesburg, VA)
Business Development Manager, Government 8/2008
Hired by th
e Director of Government Sales to further develop government
strategy and federal,
state and local government markets
the company. Zebra Technologies is a $1B per annum
manufacturer of tabletop, desktop, mobile bar
code printers, secure access
card printers, and RFID
printing and encoding solutions.
Development of Federal market, primary account focus; Veterans Administration, USMC, SPAWAR,
Navy, Army, Air Force, Department of Defense Logistics, Military Healthcare, Department of Homeland
Management of Government Integrator and
; Northrop Grumman, Unisys Federal,
General Dynamics, Intelligent Decisions, Red River, etc.
identification and management of government contracts, partner contracts, terms and
conditions, pricing, RFP/LOS process, and contract negotiations. This would include SEWP IV, RFID III,
PRFID, AIT IV and GSA.
Motion Computing, Inc., Austin, Texas (Leesburg, VA)
Manager, Government Channels 4/2007
Hired by the Vice President o
Sales to develop government
strategy and federal, state,
and local government markets
the company. Motion Computing is a $120M per annum
, mobile clinical tablets, and semi
Management of G
; GTSI, ePlus, Red River Computer, Intelligent Decisions,
identification and management of government contracts, partner contracts, terms and
conditions, pricing, RFP/LOS process, and contract n
Partner contracts include; GSA, SEWP IV, ECS III, ITES, US Courts, US Communities.
Development of sales and marketing initiatives associated with DMR government business;
GovConnection, CDWG, Insight.
Recruitment and development of new
Tech Data Corporation, Clearwater, Florida (Leesburg, VA)
Director, Southeastern and Government Field Sales 3/1999
Hired by the Vice President of Strategic Business Development in 1999 to build government focused
field sales organiza
tion in WDC region, increasing strategic vendor market share
the company in this
vertical market. During my tenure at Tech Data, my role expanded, with responsibility
of the entire Southeast Region as well. Tech Data is a $16B per annum
worldwide distributor of IT
products and logistics services.
Management of $825M per annum business unit.
Eight direct reports
PL management responsibility
the division. Includes ABC cost control management, client operating
profit management, margin
management and design of client contracts.
Management of commercial clients associated with Southeast Region; Lockheed Martin, Bell South,
McKesson, America Online, Northrop Grumman.
Grew government VAR sales division business from $98M to $425M in first t
wo years with company.
partner contract wins include; GTSI, Lockheed Martin, ePlus, SAIC.
managing two of the companies Top Five clients.
Engagement of Government DMR clients; CDWG, Insight, PC Mall, PC Connection, etc.
executive relationship management of strategic vendor
such as HP, Cisco, IBM,
Successfully recruited Government field sales organization.
Alliance Systems, Inc., Plano, Texas
Director, Federal Sales (Management Con
Hired by the President of the company to build and develop a federal and state and local government
sales and marketing program, as well as manage the government sales effort domestically
company. Alliance Systems is a di
stributor and integrator of computer telephony products and server
system platforms, specializing in call center, VoIP gateway and PC
PBX system solutions.
Developed Alliance’s Computer Telephony “build to order” server system(s) offering on GSA contract.
Designed GSA Agent and Letter of Supply program(s)
Established strategic relationships with new clients such as Hughes Network Systems, Bell Atlantic,
Williams Communications and GTE Government Systems.
Developed Master Re
the company, which included Co
op and MDF accrual
government VARs and resellers.
contracting opportunity with GTE Government Systems
the Bureau of Prisons IT
contract to deliver Dialogic voice processing
call center platform to the Department of Justice.
Coordinated executive response to several RFP (FBI, Bell Atlantic) opportunities that resulted in
incremental $5M per annum in business
InSync, Inc., Springfield, VA
t of Sales and Marketing 3/1997
Hired by the Board of Directors of parent company, Global
Intelicom, to redesign the company’s sales
and marketing strategies and turn the sales organization around. Global
InSync is a build to order
er and manufacturer of personal computers, workstations and mid
Direct and manage all sales and marketing efforts
the company. This includes profit and loss
responsibility, identifying markets and competition, producing financial assump
tions, revenue and
Fifty direct reports, included inside and field sales, product marketing and middle management
Grew company revenue in first six months from $4.2M per quarter to $10.5M per quarter.
Increased GSA Contract
sales 150% through the development of VAR Agent Program.
Managed sales and business development team to $10M US Postal Service contract win with Lockheed
Developed Private Label and OEM
sales programs increasing indirect
sales from $1M to
GBC/Globelle Technologies, Inc., Vienna, VA
Director of Sales, Federal Sales Division 8/1995
Hired by the Senior Vice President of Sales to grow Federal market share
the company. GBC/Globelle
was an $800M per annum national distributor of computer, peripheral and networking products to the
VAR, reseller and system integrator
Direct and manage all sales and marketing efforts
the company’s Federal sales division.
Twenty direct reports, included inside and field sales, GSA bid and proposal desk, and contract/project
Grew Federal sales division revenue from $36M to $60M per annum in fourteen month period.
nhanced overall gross profit margin from 5.5% to 8.2% during this same period.
Mountain Network Solutions, Inc., Scotts Valley, CA (Manassas, VA)
Director, US Distribution Sales 8/1990
Hired by the Director of Dealer and Corporate Sales in 1990
to grow Fortune 1000 sales in Eastern
Region. Mountain was an $80M per annum manufacturer of tape backup and data storage devices.
Throughout my tenure at Mountain, I consistently exceeded revenue, account and business objectives,
being promoted three time
s, my final position with the company as Director of Distribution Sales.
Management of domestic US Distribution sales effort. ($80M per annum)
Management of distribution inside and field sales teams. (10)
Tech Data, Ingram Micro, Meris
el, Gates/Arrow, GBC/Vitek and Comstor.
Eastern Regional Sales Manager
o Management of government sales and federal distribution sales effort.
o Eastern US and Canada territory responsibility.
District Sales Manager
o Account management of Northeastern
Corporate Account Representative
o Management of Eastern territory
major corporate accounts such as UPS, AT&
Chase Manhattan, Price Waterhouse, Gillette, Exxon.
MicroAmerica, Marlborough, MA (Chantilly,
Systems Engineer/Novell Instructor 9/1987
Hired by Technical Support Manager at Chantilly, VA sales office to provide help desk support, and pre
and post sales support
networking proposals and products. After being with company
in this capacity, I became a Certified Instructor
Novell Netware (CNI) and taught certification courses
across the U.S. to VARs and resellers to achieve Novell Gold and Platinum status. MicroAmerica was a
$300M national distributor of IT produc
Harvard Business School Management Studies
Dr. David Upton
Harvard Business School Management Studies
Dr. France X. Frei
Corporate Executive Board
Sales Executive Council
lding World Class Sales Organizations
Target Marketing International
Target Account Selling
Target Market International
American Management Association
• Federal Learning Institute
• Management Supervisory Skills
• Time Management
• Executive Presentat
Computer Learning Center, Paramus, NJ (Honor Graduate)
• Electrical Engineering AET (1984
Sales / Marketing personnel of top 3 companies
Some companies have the luxury of developing training programs and strong internal career paths
young up starts that they bring onto their sales team. But in this day in age there are many companies,
particularly small and medium businesses, that have a very difficult time creating an environment for
growth that manages the development of their
people. In fact, all companies today are squeezed on
margins and have a hard time creating enough infrastructure to provide full time sales training
programs, mentoring, and other types of developmental activities for their sales people.
If your company
is thinking about making or buying, one of the key considerations as to whether or not
you buy the best or grow from within really comes down to resources. If you are a small or medium
company, perform an assessment of what it is you can do to help grow yo
ur sales people. Write down a
list of all the activities that ideally you'd be able to perform as a sales manager to mentor and grow new
hires into your company. When you come up with that list, figure out whether or not those tasks are
things that you can
perform internally. If you canâ€™t perform internally, then the next question is, is
there a way to outsource these activities to make sure that they are getting done by somebody? Often
times a sales consulting firm can help you with some of those activit
ies that are not ongoing but require
specific specialist inputs from time to time.
Sometimes it's easier to buy in the best talent by bringing outsides sales consultants, but other times it
makes a lot of sense to just go ahead and hire a sales resourc
e that can help you from the outside. If
your company is going through a make or buy decision as to whether or not to grow from within or to
hire the best, consider using a recruiting firm that can help you get the best people. Those people
require less tr
aining and less time to develop in order to get to your overall sales growth objectives. This
is why it's so critical to be clear with yourself as to what you are capable of doing as it comes to hiring
If your company has a well developed sales i
nfrastructure, training programs, incentive motivation
schemes, mentoring, coaching, and those kinds of capabilities, then you could very well go it alone and
hire people of less experience hoping to bring them along, but if you are like most companies who
struggling to get all of these tasks done while continuing to focus on the day to day business, it's better
for you to either bring in a outside sales consultant or hire a recruiter that can help you go find the
talent you need.
If your company has
an entrenched sales force with an average tenure of 3 to 5 years, now is a great
time for you to perform an assessment of your team using new tools that are available online and which
can be easily deployed to perform an objective evaluation of each of you
r sales team
skills as well as on overall team performance assessment. These tools are readily available and
easy to access, even if you don't want to deploy a sales consultant to do the work.
One tool that we use, represent, and
work with is the evaluation tool from
objective management sales team evaluation process is an easy one to perform and one that any sales
manager can use to come up with actionab
le information that can be turned into making decisions on
performance management, termination, and/or team upgrading. It's very easy to use these tools and it
doesn't take a lot of time or effort.
The output of a team evaluation is an individual report t
hat you can use with each of your sales team
members so that you can have a clear discussion to figure out what they can do to improve their overall
productivity and enhance their value to your company. If you are thinking about 2007 and how to get
venue from your existing sales team, use this kind of tool to make such an assessment. They're
easy to access, easy to set up, and easy to interpret.
The next step is establishing a sales forecasting process. If you're like most sales managers, one of your
jobs is to regularly scrutinize the sales forecast and look into the pipeline to see what's dead and what's
actually moving forward. The job of your sales people is to advance the sale as much as possible but also
to be clear when an opportunity is dead i
n the water and not moving. Your job as a sales manager is to
scrutinize those entries that look like they've been languishing for a long time in your forecast and get
them to either move forward or to move them out of the forecast and kill those opportuni
ties that are
To often we find sales managers who are taking at face value what their sales people are saying about a
given opportunity. Indeed, I have a situation right now where one of my sales people is actually
continuously updating old pipel
ine entries which are really dead opportunities. She is in the process of
wishing and hoping they'll turn into a sale, but the fact is that she is really in denial that they will not
close. My job as a sale manager is to call those entries to her attention
and make sure that she comes to
clarity about the fact that those opportunities are no longer worth keeping in the sales pipeline.
If you have a modern CRM system, it's easy to manage the sales pipeline, scrutinize the activity, and talk
through those is
sues with your sales people. If you are using salesforce.com you probably have a
dashboard that allows you to quickly look at activity related to specific pipeline entries and to call your
sales people's bluff when those sales entries are not advancing. Th
e best way to get your sales people
back on the track to prospecting, qualifying, and closing new business, is to make sure that their sales
forecast isn't filled with opportunities that are in fact dead. The faster that you can get a sales person to
ty about what's not going to happen, then faster that you can get them working on new
opportunities and creating new opportunities that will actually turn into sales.
A lot of sales people like to keep old pipeline entries active thinking that they'll eve
ntually turn into sales
when in fact they're not going to. So make sure that on a regular basis you are reviewing your old CRM
entries and opportunities and killing the ones that are not going to happen. It'll save you a lot of time
and energy talking thro
ugh the same old deals over and over with your sales representatives so that you
can get on to the subject of finding out what they're doing to create new ones. That's
the role of the
Consumers of the top three Brands
What is the secret to
creating more meaningful relationships with consumers and experiencing
significantly higher growth as a result? According to a recent Stengel Study of Business Growth, the
answer is no more complicated than this: develop a strong brand promise.
ard Brown's Optimor technique
(explained in the box at the end of this discussion), the
Stengel analysis was performed over a ten
year period spanning 31 countries and 28 categories. The top
that is, those that outpaced their competition in bran
d value over the past decade and
formed “unusually strong connections with consumers” are listed alphabetically in the following chart.
called the ‘Stengel 50’ grew three times faster in financial terms during the period studied than
rs and the overall universe of brands.
The Stengel 50 reveals quite a disparity in brand categories, ranging from luxury brands like Hermès,
Louis Vuitton, Moët et Chandon, Hennessy and Mercedes
Benz to e
commerce brands like Amaz
and Zappos to consumer goods brands like Coca
Cola, Sensodyne, and Red Bull. Among these brands we
see some of the usual suspects, ones that have been identified in other analyses, particularly
engagementdb's social media engagement study
of the top global brands (which compared Business
Week's top 100 global brands according to number of channels and depth of engagement), a
s well as
assessments of company's performance on Facebook and Twitter. Albeit with differences. For example,
the top three brands that emerged from the engagementdb analysis were
Starbucks, Dell, and eBay
The top three Stengel brands were
, growing as much as 10 times faster
than average company growth between 2001 to 2011. Both studies found that connecting with
consumers was associated with financial growth.
Looking a little more closely at the Stengel study, however, the ba
sic question is what exactly does it
mean to 'develop a strong brand promise' or identity? Insight into this question is provided by the
study's director, Jim Stengel, former CMO of P&G. According to Stengel the high ranking brands were
built around a cent
ral ideal that clarified their core purpose, such as IBM's goal to 'create a smarter
planet' and Jack Daniel's 'maverick independence.' In marketing jargon we call these central ideals
the essential and intrinsic nature of the brand; its
spirit and soul; a single thought that
captures that soul.
The man behind the research
high profile US marketer and former CMO of Procter & Gamble, Jim
suggested all of the high ranking brands were built around a central ‘ideal’ that fostered a
focus on their core purpose. As described in his book
Grow. How Ideals Power Growth and Profit at the
World's Greatest Companies
, Stengel elaborates on brand ideals:
“A brand ideal is not social responsibility or altruism but a programme for profit
growth based on improving people’s lives.”
“Maximum growth and high ideals are not incompatible. They’re inseparable.”
As an example, Stengel points to
, a brand that lost sight of its core ideal by focusing too
narrowly on the dryness of diape
rs. Market share continued to drop until Pampers successfully
redefined its brand ideal as ‘helping mothers care for their babies’ and toddlers’ healthy, happy
development’. Anybody can talk about dry diapers, but helping mothers care for their newborns is
message that helps distinguish a winning brand from the also
rans. The best
according to Stengel, are driven by ideals that touch on one of five human values: eliciting joy, enabling
connection, inspiring exploration, evoking prid
e or having an impact on society.
The mobile internet user first appeared only a few years ago, but
already this new user’
s behavior is
hanging the technology
landscape. We believe that we are in the early innings of the
argest in the history of computing.
By the end of 2020, we predict that 10 billion mobile internet
devices will be in use, up from 2 billion
oday. Within this larger
trend, we are seeing a fragmentation of computing devices, and
2011 may be
the year of t
a computing product whose
adoption, we expect, will ramp faster than any
device (exhibit 1).
Through the aggregating of data from more than 8,000 global
consumers and 50 US CIOs, we have
garnered unique insights
into the tablet
market and usage patterns of tablet users. Our data
AlphaWise consumer surveys performed in the US, UK,
France, Germany, Japan, and China in October
2010. Based on
these surveys, we believe that the tablet market could be bigger
and more disruptiv
than investors appreciate. In particular, three
potential upside surprises highlighted by our research
2012 tablet shipments to our 100
First, enterprise adoption could
be more widespread than
of the 50 CIOs in our January 2011 survey
to purchase tablets for some of their employees or
owned tablets onto their networks
within one year
up from 29% currently (exhibit 2). While it is difficult to know
how large the
eployments will be, what the use cases are for the
tablet deployments, and how they might affect
expenditure, this is some of the first
hand evidence we have of
enterpise tablet adoption.
Any meaningful uptake of tablets in the
enterprise opens up opportunities for application, security,
virtualization, and management software vendors.
Second, international demand could be materially
than some expect. While consensus views the tablet market as
largely a US consumer
non, the international consumer
survey data surprised us. Demand came in higher than in the
in every large developed international market
the UK, Germany,
higher in China (exhibit 3).
While we base our current tablet
shipment forecast on data from
US consumers, there appears to be a clear upward demand bias
in international markets.
increasingly, tablets may be viewed as contentcreation
devices. Today, the primary use of tablets is to
consume content through act
ivities like web browsing, social
networking, and watching video. However,
20% of tablet owners
also use the device to create or edit files regularly. While this
figure is below the
34% of netbook owners and 56% of notebook
owners that regularly use these
devices to create or edit
believe the rate of introduction of new mobile applications and
faster processors could increase
these figures over time.
As a global technology, media and
equipment team, we investigated the nvestment
tablets across 10 industries, both within the tablet supply
chain and adjacent industries, and
now present our
conclusions in this Blue Paper. In some cases our
conclusions are cl
ear and conviction is
high. In other cases,
admittedly, our team members themselves hold differing
opinions. Because we are
only in year two of what we think
will be a 10
year technology shift, we expect that it will take
build consensus. Below we
highlight our key
investment conclusions (exhibit 4).
Like smartphones over
the past two years, tablet growth
is likely to surprise to the upside, in our view, pulling with it
leaders and challenging legacy technology.
Importantly, while some tablet
s will eat into other markets,
readers, and gaming handhelds, more than half of
prospective tablet buyers in the US and
more than one
globally view a tablet as an additive device
a bullish signal
for the broader
echnology market. We view
Samsung Electronics as the most likely near
leaders in both our base
based storage is the best way to play the bull
case. We view component vendors as the
that support tablet gr
owth, and memory
(NAND) is the most
if our bull case scenario
plays out. SanDisk is best positioned here, with 60% earnings
exposure to memory in mobile devices. We also see upside to
ARM Holdings, in light of its leadershi
position in low
processors, and Broadcom, a provider of connectivity
and touch controller
The impact of tablets on pages printed is the most
story. CIOs in the
enterprise space already expect t
o cut spending on printer
supplies in 2011. As the
installed base of tablets
document viewer that reduces the need to print both standard
and white documents and expensive color
grows, we expect printed page volumes to
. What’s more, 90% of iPad users already believe they
would print less with access to work
documents on their
tablets. Given high earnings exposure to sales of printers and
related supplies, we
highlight Lexmark and Ricoh as
potentially challenged due to r
ising tablet adoption.
technology stocks face limited earnings risk.
cap tech stocks bore the brunt of tablet
compression over the last year. Even so, they face
relatively small earnings risk because of
their more diversif
business models. In our base case, we see less than $0.05 of
EPS downside for
cap technology stocks like Hewlett
Packard, Intel, and Microsoft. While these companies need to
more effectively communicate their strategy and execute on
y are somewhat protected by
the greater diversity
of their businesses. We see more downside for companies
with higher earnings
exposure to PCs and printers.
Please see page 6 for a summary of key takeaways by
disruptive to the PC market, reducing units by 5%, on average, through 2013.
Tablets increase the TAM, but traditional PC vendors will likely struggle to capture incremental
Smartphone vendors better positioned, particularly those that own a pl
Best positioned: Apple, Samsung Electronics, Motorola Mobility, HTC, Research in Motion, Hon Hai
Potentially challenged: Hewlett
Packard, Dell, Acer, Asustek Computer, Lenovo, Toshiba, Sony.
Tablets are the latest x8
6 versus ARM battleground
ARM wins round one.
Near term, ARM should continue to dominate as OEMs prioritize low power consumption over
Longer term, success depends on: 1) usage model 2) manufacturing muscle and 3) Windows 8
Tablets are accretive to most semi companies; EPS risk for Intel and AMD is 1% and 4%, respectively.
Best positioned: ARM Holdings, Broadcom, Qualcomm, Nvidia, Texas Instruments, Marvell
Potentially challenged: Advanced Micro Devices,
Surprisingly, tablets are not too disruptive to the hard disk drive market but other important threats
Tablets reduce HDD shipments by 2
3%, on average, through 2013 in our base case.
Shift to centralized storage only provides a mode
st offset to tablet cannibalization.
Other threats include desktop virtualization, PC solid
state drives and cloud streaming services.
Potentially challenged: Western Digital, Seagate, TDK, Nidec.
NAND is the best way to play the tablet bull cas
NAND market remains tight due to rising adoption of tablets and smartphones.
Tablet bull case could disrupt the NAND supply demand balance, leading to supply constraints.
DRAM impact is only a slight negative in the near term but neutral to additi
ve by 2012.
Best positioned: Samsung Electronics, Toshiba, SanDisk.
end displays and touch panels are strategic components and clear tablet beneficiaries.
Tablets are driving a meaningful expansion in the touch panel market.
While the ov
LCD industry impact is modest, providers of high
end displays will benefit.
Best positioned: Young Fast, Chimei Innolux.
Tablet impact on pages printed is the most underappreciated cannibalization story.
Printing behavior is structur
ally changing; we expect a reduction in enterprise and commercial
The majority of iPad owners are printing less in the office and many are cancelling print subscriptions.
We expect a 2
5% reduction in printer supplies revenue in developed mar
kets by 2012.
Potentially challenged: Lexmark, Hewlett
Opportunities in management, applications and security; near
term Microsoft impact limited.
We only see a $0.02
0.03 EPS impact while Microsoft calibrates tablet strategy with Windows 8 in
Tablets offer opportunities for systems management, applications and security software vendors.
Best positioned: VMware, Citrix Systems, Intuit, Suc
Potentially challenged: Microsoft, Adobe.
Tablets poised to cannibalize gaming hardware.
Tablets could reduce gaming hardware shipments by 6
8% over the next two years.
While cannibalization will focus on the handheld market, product cycles could reduce near term
Tablets provide a new gaming software platform but is offset by cannibalization and lower pricing.
Potentially challenged: Nintendo, Sony.
Enhanced video experience and rising broadband consumption.
Tablets offer a platform to improve video search and navigation, benefitting cable and satellite.
Rising broadband consumption in the home driven by tablets will benefit cable.
A game changer for content owners.
Larger audience creates additional advertising opportunities for TV networks.
Potential to drive incremental rental activity for movie studios.
Ability to recreate a true layout with interactive content offers oppor
tunity for magazines.
Work out a Sales Plan which should include how to create a distribution network with channel
partners, the sales Budget and the promotion plans.
Distribution is one of the
classic “4 Ps” of marketing (product, promotion, price, placement a.k.a.
“distribution”). It’s a key element in your entire marketing strategy
it helps you expand your reach
and grow revenue.
B2B and B2C companies can sell through a single channel or th
rough multiple channels that may include:
Added Reseller (VAR)
Sales Agent/Manufacturer’s Rep
Here are three distribution examples:
DIRECT TO E
SELL THROUGH A DEALER
SELL THROUGH A VAR (VALUE
You have a sales team that sells
directly to Fortune 100
You have a second product line
for small businesses. Instead of
You sell a product through a
geographical network of
dealers who sell to end
their areas. The dealers may
service the product
You sell a product to a company
who bundles it with services or
other products and resells it.
ny is called a Value
Added Reseller (VAR) because it
using your sales team, you sell
directly to end
through your website and
You have two markets and two
Your dealers are essentially
your customers, and you have a
strong program to train and
support them with marketing
campaigns and materials.
adds value to your product.
A VAR may work with an end
user to determine the right
products and configurations,
and then implement a system
that includes your product.
To create a good distribution pro
gram, focus on the needs of your end
If users need personalized service, you can utilize a local dealer network or reseller program to
provide that service.
If your users prefer to buy online, you can create an e
commerce website and fulfillment sy
and sell direct; you can also sell to another online retailer or distributor that can offer your
product on their own sites.
You can build your own specialized sales team to prospect and close deals directly with
Wholesalers, resellers, re
tailers, consultants and agents already have resources and relationships to
quickly bring your product to market. If you sell through these groups instead of (or in addition to)
selling direct, treat the entire channel as a group of customers
and they ar
e, since they’re buying your
product and reselling it. Understand their needs and deliver strong marketing programs; you’ll maximize
everyone’s revenue in the process.
You’ve used one or more
You’re using one or more
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as you’d like, but your current
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whether you’d be better off
You probably aren’t hitting your
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probably aren’t getting the
ers, VARs or
other channel partners, you’ve
created many successful
marketing programs to drive
revenue through your channel
and you’re committed to their
building an alternative
could help you grow more
ely than you are
need to buy your product.
Your current system may also
be difficult to manage. For
example, channel members
may not sell at your suggested
price; they don’t follow up on
leads you deliver; they don’t
service the product very well
you’re taking calls from
Distribution Channels Key Concepts & Steps
Before you begin
You can evaluate a new distribution channel or improve your channel
marketing / management at any time. It’s especially important to think about
distribution when you’re going after a new customer segment, releasing a new
product, or looking for ways to aggressively grow your business.
Evaluate how your end
users need to buy
Your distribution strategy should deliver the information and service your
prospects need. For each
customer segment, consider:
How and where they prefer to buy
Whether they need personalized education and training
Whether they need additional products or services to be used along with yours
Whether your product needs to be c
ustomized or installed
Whether your product needs to be serviced
user needs to a distribution strategy
If your end
users need a great deal of information and service, your company can deliver it
directly through a sales force. You can also bui
ld a channel of qualified resellers or consultants.
The size of the market and your price will probably dictate which scenario is best.
If the buying process is fairly straightforward, you can sell direct via a website/catalog or
perhaps through a wholesale/retail structure. You may also use an inbound telemarketing group
or a field sales team.
If you need complete control over your produ
ct’s delivery and service, adding a channel
probably isn’t right for you.
Identify natural partners
If you want to grow beyond the direct model, look for companies that have relationships with your end
users. If consultants, wholesalers or retailers alread
y reach your customer base, they’re natural
Build your distribution channel
If you’re setting up a distribution channel with one or more partners, treat it as a sales process:
Approach the potential channel partner and “sell” the value of the par
Establish goals, service requirements and reporting requirements.
Deliver inventory (if necessary) and sales/support materials.
Train the partner.
Run promotions and programs to support the partner and help them increase sales.
If you use multiple channels, carefully map out the price for each step in your channel and include a fair
profit for each type of partner. Then compare the price that the end
user will pay; if a customer can buy
from one channel at a lower pr
ice than from another, your partners will rightfully have concerns. Pricing
conflict is common, and it can jeopardize your entire strategy, so do your best to map out the price at
each step and develop the best solution possible.
Drive revenue through the
Service your channel partners as you’d service your best customers and work with them to drive
revenue. For example, provide them with marketing funds or materials to promote your products; run
campaigns to generate leads and forward them to your p
After Distribution Channels
As you’re creating a new channel you’ll need a
. When your channel is up and running, you can start launching
to channel partners and en