Performance Driven

Supreme Computers

Supreme notched up a turnover of Rs 146 crore in FY 200910 with sub-distribution contributing 71 percent, retail 18 percent, and corporate reselling 7 percent.

The company attributes this performance to the many vendors it added to its sub-distribution portfolio including Logitech, Samsung and Asus for netbooks and notebooks, Bitdefender for anti-virus, and Sharp and Sanyo for projectors. “We also ensured that we made cash purchases the whole year to get a discount of 1-2 percent to increase our profitability,” said A Rakesh Jain, CEO of Supreme.

To enhance its relationship with upcountry resellers, the company put more manpower on the field to regularly meet them. These executives were given push products for demonstration to build rapport with the reseller partner. They also printed product leaflets, catalogs and posters for their partners so that they could give these to their customers to create demand for the products-all sort of mechanisms to create demand was fully in place

Another initiative on the channel front was to organize channel events at regular intervals. Supreme conducted a channel meet on 'How to Survive in Tough Times' which was attended by 150 CEOs from reseller organizations. In 2008 the company implemented Microsoft Navision ERP. It helped them track their stocks location-wise, and to send sales reports to suppliers and customers with name, price and inventory details.

On the HR side, Supreme gives every team member clear guidelines about his dos and dont's, his responsibilities, and also the hierarchy to bring in clarity. It has a system of sending a group e-mail about mistakes made so that others in the organization don't repeat the same mistakes.

The company intends to add to its four branches with a new one in Trichy and two new retail stores in Chennai this year. It will also expand its product portfolio. This year Supreme is looking at adding new product categories such as networking and storage, and will also get into multi-brand notebook services.

Highlights

• Added Logitech corporate products, Samsung and Asus mobile PCs, Bitdefender anti-virus, and projectors from Sharp and Sanyo
• Implemented Navision ERP to improve logistics and credit