Expansion plans

Arun Chawla, CEO, Trigon LLC, talks about business prospects in the second half of 2013 and how the distributor is planning to reach out to channel partners across the Middle East.

Tags: Trigon LLC (www.trigononline.com/)
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Expansion plans Chawla wants channel partners to focus more on profitability.
By  Manda Banda Published  November 23, 2013

Arun Chawla, CEO, Trigon LLC, talks about business prospects in the second half of 2013 and how the distributor is planning to reach out to channel partners across the Middle East.

Channel: How is the business outlook for the second half of 2013?

AC: Keeping a positive outlook, we all expect the second half of 2013 to be better as compared to the first six months. If the market continues to understand and realise the basics of IT distribution and remain focused on top priorities, the sector as a whole can overcome the external market factors to a certain extent to achieve the desired business goals.

Every year is a different challenge for us and it also depends on an individual company, the vision and plans it has laid down for future growth, long term view of the market and the ability to stay focused.

Channel: What support are you receiving from vendor partners whose brands you represent across the Middle East region?

AC: We work very closely with our vendors so that planning and strategising can be agreed with regards to pricing, how to motivate and support our reseller partners, stock management and other incentives that help in building successful businesses. At the moment, we are the authorised distributor of the following vendor brands, Samsung, LG, ViewSonic, D-Link, Elo Touch, Ergotron, Acer, Mustek and Penpower.

Channel: Does Trigon have a partner, loyalty or rebate programme in the Middle East?

AC: Yes from time to time, we do plan loyalty or rebate programmes to motivate our partners and this also helps them to plan their current inventories and to place new orders based on the incentives on offer.

Our main focus remains with resellers, corporate resellers, VARs, systems integrators and corporate/SME resellers. In addition, our main vertical market focus has been concentrated on the retail, government, financial, education, healthcare and hospitality sectors.

Channel: Does Trigon have subsidiaries in other countries in the Middle East?

AC: Yes, we have a full-fledged sales office in Bahrain. In other countries we work through our channel partners. Plans are underway for the company to open two offices in the next four months and we are working on suitable options. The successful operation of Trigon hinges on effective management, highly dynamic, talented and qualified professionals backed by a team of sales, marketing and product managers. The team has helped the company to form strong alliances with channel partners, power retailers, consumer electronic dealers, corporate clients and the export market.

Channel: Where will majority of your growth come from in the Middle East market this year and in 2014?

AC: Our business is not dependent on any single market or product as we have a wide channel network spread across the region and this helps us to maintain a positive balance growth between countries, partners and the product offerings. That said, our focus remains to continue to cement our presence in the reseller segment, retail, corporate and SME segment.

Channel: What new channel initiatives and programmes will you be rolling out this year?

AC: Trigon remains one of the longest serving distributors in the region. As a broadline distributor, it has it’s uniqueness in that it caters to all four segments of the market namely channel, retail, corporate and exports. This diversity has allowed Trigon to grow it’s revenues and increase headcounts. That said, our business is not dependent on any single product offering, but rather we have a wide spread network of partners and this helps us to maintain a positive balanced growth. Our mission is to continue providing quality products and reliable services based on the latest technology.

This is one sure way of delivering long-term loyalty to our channel partners. We will continue to focus on our retail business and expand all our retail-related product lines. Our aim is to continue to expand all four business units that include: resellers, power retailers, corporate and regional export business. On the partner front, Trigon is expanding its Service Centre offerings by adding more vendors, products and services related to value adding. We will continue to support and remain loyal to all our channel partners regardless of size, in order to build an efficient business model.

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