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Home > THE DQCI SILVER CLUB 2004
 

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Godrej Case Study

INGRAM MICRO: Steered Back To Growth
 
This distribution major regained its growth rate by putting in place several quality initiatives and processes in the system.
 

 
Monday, September 20, 2004

 

SP Rajguru, COO

PRODUCTS: Acer, BenQ, Borland, Hitachi, Intel, Iomega, Maxtor, Microsoft, Netscreen, Samsung, Seagate, TVSE, Western Digital, Xerox
Employees: 400
PARTNERS: 8,000
BRANCHES: 37
ADDRESS: MF-7, Cipet Hostel Road, Thiru-Vi-Ka Industrial Estate, Ekkatuthangal, Chennai 600 097
TEL:
044-22333071

STRENGTHS
l Wide-spread presence with a dealer network of 8,000 across the country 
l Implemented Zero Error Tolerance Attitude methodology to identify significant customer areas 
WEAKNESS
l Being largely a volume player, margins faced pressure distribution
l Late entrant in some business areas, especially servers

It was a come back for Ingram Micro in term of growth, as it more than doubled it growth to 26% in 2003-04, to touch agency revenues of RS 1,710 crore.

The turnover includes its mobile revenues of Rs 267 crore, raised mainly through the sales of Samsung phones on an exclusive alliance. Overall, Samsung contributed the highest revenue of Rs 445 crore for Ingram Micro, followed closely by HP in the second position with a revenue of Rs 410 crore. In value terms, Samsung grew by 26%, while HP remained at 24%.

Intel, Cisco, Microsoft and IBM are the other major revenue earners with a combined figure of Rs 580 crore, while business from other brands and services was estimated at Rs 275 crore, including Ingram's own brand-Vesta revenues. While north and south regions have contributed equally with a revenue share of 35% each, the west stood at 21% and east managed only 9% in the last fiscal.

The company added Internet Security Systems, Netscreen, Intransa, Secure Synergy and Hitachi range of products. In the networking space, Ingram emerged as the clear winner over its competitors and bagged the largest Cisco distributor title for the second consecutive year, while maintaining its leadership in the structured cabling business of Tyco/AMP and Systimax.

In the volume business, the company added new brands such as BenQ and Western Digital to the components group, while Acer and Xerox were added to the systems and peripherals group.

Overall, the company's growth outlook is 35% for the current financial year and it is putting additional thrust on the emerging business opportunities to post a healthy bottomline. In the value division, the company will engage with more national and regional system integrators (SI) to increase its revenues. It has appointed dedicated account managers who work with the SI's project team, providing end-to-end support.

Last year, the major developments in the management-side Prasad Mamidanna quitting as MD and SP Rajguru taking over as the new COO.

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