The Mexican unit of US IT products wholesaler Intcomex will increase the number of sales offices with warehouses and training centers to better service its resellers during 2011, local media outlet eSemanal reported Intcomex Mexico's country manager, Gonzalo de Velasco, as saying.
Intcomex will also conduct a customer segmentation by geography and volume to tailor to specific needs. According to de Velasco, wholesalers have had to adopt schemes for regionalization, enabling them to cover geographic zones and locations that they cannot attend to using a more general model.
In April, the company will reopen its offices in Veracruz, adding to its 15 locations in Mexico, with Guadalajara, Tepic and Culiacan being the newest sites for the wholesaler to land its services. According to de Velasco, these new locations have allowed the company to strengthen its presence in the eastern and Pacific areas of the country.
According to the executive, the company has had to modify its operations due to the effect of ever-evolving IT industry on its product lines and clients' demands.
De Velasco highlighted how the company has needed to change its marketing process to sustain market growth. Specifically, marketing involving the wholesaler and the distributor has changed, as Intcomex has incorporated an e-commerce portal to complement its traditional sales solutions.
Another issue is that Intcomex has needed to operate with a broad portfolio of products - with 80 about brands - to provide variety to the reseller. However, at the same time, the company has to segment its channels to offer specialized attention.
De Velasco said the biggest challenge facing distributors has been the growing sales of mobile equipment, which has resulted in increased competition in the market, to which the partners have had to adapt.