WizerTechnologies is a young proprietorship company establishedin early 2000 operating from Kolkata. Over the last 4 years it has branched out to Jamshedpur, Ranchi, and Bhubaneshwar. Its market coverage is confinedto eastern India only. Mr Umesh Mishra is thefoundel:CEO of the company and he was working withIBM before he started this company. The founder and CEO was worried about the emerging trends of computer hardware and networking devices marketing and the price-based negotiation behaviour of the com-
peting firms in the same industry. He needs to decide upon a strategy immediately to arrest the fall of sale for Wizer Technologies, particularly in computer hardware business. Wizer Technologies is basically an exclusive IBM Advanced Business Partner and an IBM Authorized Service Provider. Apart from the entire range of IBM hardware and software business, the company has ventured into service areas such as systems integration. It is positioned in the industry as a combination of
hardware, software, and solution consultancy. They sell IBM products and ~ervices such as desktops, servers, laptops, printers (HP printers also) and IBM software. They are also into sales of networking services and sales of CISCO routers, switches, and other active networking components, such as AVAYA, AMP, and DLink, for all passive components. They are into facilities management, maintenance contracts, technical consultancy, and sales of non-IBM software like that of Microsoft and Redhat (Linux). They are also into sales of managed and unmanaged power solutions for desktops, servers, and networks. Basically, they are an integrated computer hardware and software company selling many of the reputed national and international brands. The market in itself is full of products and brands, and beside few players like IBM, many sales negotiations are done on
