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PART 1. INTRODUCTION
A. Executive Summary The Department of Budget and Management (DBM) has inked a consignment agreement with various vendors of Microsoft products to make it easier for government agencies to procure their IT requirements.
Following the deal, government agencies and local government units can now buy software and hardware through the DBM’s Procurement Service without passing through a competitive bidding stage.
Microsoft said the deal will help agencies get their products at the lowest cost, in the latest version, and with genuine licenses. The public can also view product costing through the website www.procurementservice.gov.ph.
“The bidding process in the government takes about a minimum of six months to complete. Today, they can simply check www.procurementservice.gov.ph (Procurement Service’s website) to view the list of Microsoft products and services and procure through us. We also help the agencies scope their requirements and discuss the options available so they are properly guided,” Atty. Jose Tomas Syquia, former PS-DBM Executive Director, said in a press release.
One of the vendors that the Procurement Service is partnering with is the WordText Systems Inc; the Microsoft appointed duly authorized small business account reseller of Microsoft Software Licenses in the Philippines.
The partnership with WSI aims to streamline the procurement of software licenses by government agencies as these products are now carried as common-use office supplies. The
partnership also provides opportunities for government agencies to avail of up-to-date technology and easy-to-use tools from Microsoft. This is in addition to the commitment of PS- DBM ensuring that all Microsoft Software products available through the PS-DBM are priced lower than those sold in retail stores.
The products are classified into government agencies sector and government education sector and are exclusively available for government procuring entities.
That being said, our group have chosen WordText Systems Inc. , to discuss the company’s marketing plan as a part of the course’s: MGT251, Marketing Management requirement.
WSI is the no. 1 software distributor and one of the leading hardware distributors in the market today. WSI is very active with marketing and sales programs for its resellers and end users. It has a good mix for both push and pull products. With the kind of resellers that it has partnered with, it is able to maintain and increase its extensive corporate and varied market presence. Ease of doing business with WSI has resulted in long, lasting and fruitful relationships with its suppliers, resellers and end-users. Proof of this is its 32 years of ongoing relationship with Star Micronics, which was the first printer product WSI exclusively carried when it started in 1982.
B. Profile of the Business/Enterprise and the Entrepreneurs Wordtext Systems, Inc. is the oldest pure IT distributor in the Philippines. It was established September of 1982 and since then has continually grown to be a leading distributor of IT products.
C. Mission Statement WSI's mission is to be the best distributor of IT products in the Philippines by developing and working closely with the proper channels through effective marketing and proficient support thus enabling its partners and the company to grow together. “It’s our business to grow your business”
D. Sales Objectives
Sales objectives serve as the foundation for an overall sales plan. Without clearly understanding the sales objectives, individual sales representatives may not be able to reach their goals, causing the company to fall short of its revenue projections.
The following are WordText Systems Inc.’s sales objective:
- Keeping in touch with customers – nurturing WSI’s relationship with the customers is a cost-effective way to increase their business and bring in more sales.
- (^) Always develop effective marketing strategies - an in-depth and detailed approach to laying out WSI’s marketing strategy can reveal opportunities from a new audience or potential product line, pitfalls in pricing, competition reaction, and potential reach.
- Manage and improve distribution channels – using one or more distribution channels to grow WSI’s revenue and market share more quickly.
- (^) Focus on Partner Enablement - the challenge is to get more partners producing revenue, and to speed up the time to revenue for new partners.
- Improve decision making – WSI has made it possible for managers to use real-time data from the marketplace when making decisions.
- Competitive advantage – doing things better than competitors and responding to customers in real time all add up to higher sales and higher profits that competitors cannot match.
PART 2. ENVIRONMENTAL SCANNING
c) Network WSI has an extensive nationwide channel base of over 2000 dealers in 18 key provinces. Developing good, mutually profitable relationships has cultivated a philosophy of trust between WSI and their partners.
2) Trends Because the business software market evolves so quickly, it is important to keep track of the latest software market trends so that customers can utilize technology as a strategic advantage for their company. Technological and functional improvements in business software can have a big impact on how well a company do business.
a) Cloud/Software as a Service Over the past few years, Cloud software solutions has been gaining market acceptance. In basic terms, the Cloud is really just a different software delivery method. In this scenario, WSI hosts the software application and customers access it via the internet.
b) Mergers, acquisitions, partnerships and strategic alliances
Mergers, acquisitions, partnerships and strategic alliances between business software vendors have been very active for the past decade. These mergers can have an impact on your business systems, so you need to be prepared for the day that your software vendor may be acquired. In this case, as mentioned, WSI tied up with the Procurement Service – DBM.
c) Internet capabilities The Internet has opened up new opportunities for conducting business in today’s economy. WSI have developed functionality to take advantage of this technology including web browser access, web portals for customers and suppliers, mobile technologies with smart phones and tablets, e-commerce capabilities and much more.
d) Cost optimization For most companies, optimizing and managing business costs remains a high priority. WSI believes that optimizing costs is a holistic approach to technology that spans IT and business departments. It doesn't just mean cutting costs. Undertaken at both strategic and tactical levels, cost optimization can support enterprise efforts to produce results, improve competitiveness, and increase performance.
e) Innovation for growth Staying competitive in today’s fast-paced, dynamic world means that organizations must foster a culture of innovation from within. The need to constantly innovate is not limited to the company’s products and services; it also extends to internal processes and business models.
3) Competitor Analysis a) Strengths b) Weaknesses
Another factor which WSI considers to have contributed to its continued success is its distribution model. Sales have always been coursed through the company’s channels because itbelieves that it should not compete with the clients that it serves but should work hand in hand to achieve success for everybody. Focus We strive to deliver specialized hardware and software critical to the business requirements ofour partners. Our choice of product lines keeps them in tune with the dynamic IT industry. We bear in mind that their companies, no matter how small or large, want the right solutions at the right price. People Over 25 years in the business have taught us that people like our partners come first. Our dedicated, dynamic and professional staff helps our partners’ business grow – complementingour key strengths that make us a value-added distributor.
Support WSI is known for its excellent technical service. Our team of engineers undergoes regulartraining and examination to enable them to provide better technical support. Aside from that, we have available "loaner"/service units for our hardware products. Network We have an extensive nationwide channel base of over 2000 dealers in 18 key provinces.Developing good, mutually profitable relationships has cultivated a philosophy of trust between us and our partners.
Feedback We believe in two-way communication - we need our partners' feedback and suggestions to make things better. By listening to what they have to say, we become more attuned andresponsive to their needs.
Expertise We know our products well; Our staff undergoes regular training to learn these products and their respective markets. By doing this, we provide vital information that helps our partners sellthese products.
E-commerce Our web page features up-to-date information about the products we distribute to end-users andto our partners and resellers. Our website contains updated dealer-specific price lists, current promotion, events and news about the products we distribute. On-Time Delivery Our goal is quick delivery time of on-stock items and reliable delivery commitments of "on-order" or "special-order" products. We always strive to streamline our ordering process to meet our partners' demands.
