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    Alphatech India Limited B2B Customer Retntion

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    Vaibhav Raj
    Alphatech, a leading technology provider, lost out on a 115 million rupee order from its prime customer Neptune to its competitor Zeta. This was despite Alphatech offering Neptune heavy discounts of 30%. Alphatech had waited two years for this opportunity. The document outlines the case facts involving both companies and Neptune, including budget challenges at Neptune causing delays and the relationship between Neptune's IT director Swami and others. It also analyzes factors affecting Neptune's purchasing decision like Alphatech's market leadership but inability to convince Swami versus Zeta's discounts. The document concludes with suggestions for Alphatech like reiterating their long relationship, familiarity with their products

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    Alphatech India Limited B2B Customer Retntion

    Uploaded by

    Vaibhav Raj
    55 views9 pages
    Alphatech, a leading technology provider, lost out on a 115 million rupee order from its prime customer Neptune to its competitor Zeta. This was despite Alphatech offering Neptune heavy discounts of 30%. Alphatech had waited two years for this opportunity. The document outlines the case facts involving both companies and Neptune, including budget challenges at Neptune causing delays and the relationship between Neptune's IT director Swami and others. It also analyzes factors affecting Neptune's purchasing decision like Alphatech's market leadership but inability to convince Swami versus Zeta's discounts. The document concludes with suggestions for Alphatech like reiterating their long relationship, familiarity with their products

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    Alphatech India Limited B2B Customer Retntion (1)

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    Alphatech, a leading technology provider, lost out on a 115 million rupee order from its prime customer Neptune to its competitor Zeta. This was despite Alphatech offering Neptune heavy discounts of 30%. Alphatech had waited two years for this opportunity. The document outlines the case facts involving both companies and Neptune, including budget challenges at Neptune causing delays and the relationship between Neptune's IT director Swami and others. It also analyzes factors affecting Neptune's purchasing decision like Alphatech's market leadership but inability to convince Swami versus Zeta's discounts. The document concludes with suggestions for Alphatech like reiterating their long relationship, familiarity with their products

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    55 views9 pages

    Alphatech India Limited B2B Customer Retntion

    Uploaded by

    Vaibhav Raj
    Alphatech, a leading technology provider, lost out on a 115 million rupee order from its prime customer Neptune to its competitor Zeta. This was despite Alphatech offering Neptune heavy discounts of 30%. Alphatech had waited two years for this opportunity. The document outlines the case facts involving both companies and Neptune, including budget challenges at Neptune causing delays and the relationship between Neptune's IT director Swami and others. It also analyzes factors affecting Neptune's purchasing decision like Alphatech's market leadership but inability to convince Swami versus Zeta's discounts. The document concludes with suggestions for Alphatech like reiterating their long relationship, familiarity with their products

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 9

    Alphatech India Limited:

    B2B Customer
    Retention

    08
    Vaibhav Raj || Barun
    Vicky || Vijay || Kush
    PROBLEM STATEMENT

    ALPHATECH, A LEADING TECHNOLOGY PROVIDER OF


    AIMS(AUTOMATED INFORMATION MANAGEMENT SYSTEMS)
    ALTHOUGH RECEIVED A COMMITMENT FOR INTEGRATING AIMS, AN
    ORDER WORTH 115 MILLION RUPEES AT NEPTUNE, WAS DENIED THE
    OPPORTUNITY FROM NEPTUNE.

    ZETA , THE NEXT MARKET LEADER WAS ON THE VERGE OF


    GRABBING THE OPPORTUNITY FOR WHICH ALPHATECH HAD
    WAITED FOR 2 YEARS EVEN AFTER PROVIDING NEPTUNE, ITS PRIME
    CUSTOMER WITH HEAVY DISCOUNTS.
    CASE FACTS
    Competition between Alpahtec and Zeta
    Discount offered by Alphatech (30%)
    Urgent upgrade for Neptunes's IT
    infrastructure (AIMS)
    Involvement of Xion
    Budgetary challenges at Neptune
    causing delay
    Relationship of Das and Swami
    DRAWBACKS
    FACED BY
    NEPTUNE

    4
    1 3 5
    2
    High
    Software Lack of skilled Software Handling of
    Hardware manpower for Maintanence diverse project
    Obsolescence
    Obsolescence obsolete protfolio at
    software different locations
    SUCCESS FACTOR COMPARISON

    ALPHATECH ZETA
    Market Leader(approx
    Second place in terms of
    60% global market
    market share (approx
    share
    34% of global market
    Wide range of products
    Cost advantage due to
    lower procurement
    V/S share)
    Product variety
    Significant discounts
    costs
    Treated Neptune as a
    Technological leaders
    Flagship customer
    Neptune employees'
    Neptune's current IT
    familiarity with Alphabet
    Director was influenced.
    technological products
    MARKETING FAILURE
    Before the contract renewal, Neptune's significant
    issues were not identified.
    Worked extensively on pre-tender activities but
    didn’t follow-up during the remaining evaluation
    process
    Even Through, Das given his efforts to build a
    strong network and persuade the new member of
    Neptune Rajeev Shrivastava, he was unable to win
    over the existing IT Director Swami.
    FACTORS AFFECTING PURCHASING BEHAVIOUR

    ENVIRONMENTAL ORGANISATIONAL

    Aphatech is familiar with Alphatech is the market leader


    Neptune’s complex and technologically superior.
    technical and functional Thus, the purchasing decision
    requirements will be influenced.

    INTERPERSONAL
    Although, Das was unable to INDIVIDUAL
    convince IT Director Harish
    Swami, he was still able to
    Timely upgrade of the
    influence other members of the software products would
    team, including the User reduce the probability of
    Department Director, User software and hardware
    Department employees, and Xion. obsolescence
    Our Suggestion

    Reiterating on
    2 4
    the long
    5
    relationship Familiarity with 3 No extra
    maintained by Alpahtech's costs Building a strong
    Technological
    Alphatech and involved rapport with
    Products Edge over Zeta
    Neptune Swami
    THANK YOU

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