AzamConsulting is a new firm offering high-level expertise andconsultancy in international business development, distributionstrategies, marketing of high-tech products and channel development.Currently, the company focuses on providing two types ofinternational triangles. The first triangle involves providing U.Sclients with development for Latin American and European markets. Thesecond triangle entails providing European and Asian clients withdevelopment for the Latin American and U.S markets. As the companycontinues to provide services to its clients, it hopes to take onpeople and consultancy work in related markets including Far East,Middle East, Africa and similar markets.
Today’ssophisticated customers are looking for a real alternative toin-house resources. In essence, Azam must be able to offer highquality and reliable alternatives to in-house resources for marketdevelopment, channel development as well as business development onan international scale. According to Collins (2016, p.409), customersare also looking for companies with practical experience, relevantcontacts, skill, knowhow and able to maintain confidentiality. Inessence, clients working with Azam must be convinced that the companyis very professional and that developing concepts with the companywould be less risky than when they opt to work with their own people.
Anotherimportant customer need that Azam must take into account is providingvalue for services paid. Since the company charges high value for itsservices, it must deliver higher value to its clients. Again,customers are looking for companies that are excellent in fulfillingtheir promises entirely, while providing reliable trustworthyexpertise (Mas-Machuca & Martínez, 2012, p.1312). For Azam togenerate new business leads, it must build its visibility in themarket. Vuţa and Petrica (2015, p. 616) opines that withimplementation of complex business concepts, clients are looking toleveraging from a reliable single pool of expertise to generatemultiple revenue generation concepts, project consulting, retainerconsulting, market research as well as market research publishedreports.
Toachieve growth, the company will leverage its operations by sourcingfor brokerage positions and representation of different clients withan objective of creating percentage holdings in product/serviceresults. In addition, Azam will be focusing on manufacturers ofcomputer software and hardware, and networking solutions which areseeking to expand global markets. Potential customers in thiscategory include Hewlett-Packard, IBM, Apple, Siemens, Olivetti, andMicrosoft. Executives in large corporations such as Microsoft andApple are the most crucial group of potential customers for Azam.These includes general managers, marketing managers, sales managersand any other personnel charged with international focus or leadingspecific channel focus. As such, the company is not in the businessof risking their finances or even wasting time looking forquestionable expertise or looking for bargain information (Adesi,Owusu-Manu & Badu, 2015, p.81). The top leadership at Azam isdetermined to make the valuable business connection with the rightpeople in the industry with the aim of seeking long-term partnership.
Theconsulting industry is well organized with a good number ofconsulting firms dominating the market. In addition, a few dozenwell-known consulting companies are gradually making a mark in themarket. Atthe highest level, there are a few dominant players in managementconsulting. Notably, most of these high-level companies are organizedas partnerships and have the presence across major markets in theworld. In addition, they are linked together by sharing the brandname, corporate wisdom and interconnecting directors. Companies suchas Arthur Anderson, Touche Ross, McKinsey, and Bain fall into thiscategory. These companies maintain high overhead structures andcharge very high rates. At the medium sized level are some marketsspecific or function specific consultants. These include the IDCDataquest, Channel Corp, Channel Mark and Channel strategies.
Azam’smost important market is the multinational corporations manufacturinghigh-technology products such as Microsoft, IBM, Hewlett-Packard andApple. These are companies that will contract Azam to carry out theirdevelopment functions, and market research. Azam also hopes to targetthe medium sized firms particularly in the multimedia and softwarebusiness. Given the level of growth associated with these companiesthey offer good opportunities for Azam especially in new marketsegments.
Amajor opportunity for Azam exists in the new markets where thehigh-tech manufacturing companies are expanding. Azam must focus on aseveral well-chosen potential customers in the Far East and theMiddle East market where its key customers are expanding theiroperations.
Themajor challenge for Azam lies in its inability to expand beyond aspecific focus, provide specialized management expertise and lack ofpersonnel with adequate experience to undertake complex projects.
Azamis a company with great potential to grow and expand its marketposition. While this task is not a walk in the park, it can achievesuccess through meticulous planning and great strategy. Hence, thecompany needs to adopt an open mind approach in conducting itsbusinesses and look forward to reaping benefits in the long run.
Adesi,M, Owusu-Manu, D, & Badu, E 2015, `RETHINKING
METHODOLOGYIN PROJECT MANAGEMENT CONSULTING CONTEXT`, InternationalJournal Of Construction Project Management,7, 2, pp. 79-100
Collins,D 2016, `Constituting best practice in management
consulting`, Culture& Organization,22, 5, pp. 409-429
Mas-Machuca,M, & Martínez Costa, C 2012, `Exploring critical success
factorsof knowledge management projects in the consulting sector`, TotalQuality Management & Business Excellence,23, 11/12, pp. 1297-1313,
Vuţa,D, & Petrica, I 2015, `CURRENT MARKETING STRATEGIES USED BYROMANIAN
MANAGEMENTCONSULTING COMPANIES`, AnnalsOf The University Of Oradea, Economic Science Series,24, 2, pp. 615-619