INTRODUCTION: In today’s world, Competition, globally in any industry is increasing everyday.
Dynamic markets and technologies have called into question the sustainability of competitive advantage. Under pressure to improve productivity, quality, and speed, managers have embraced tools such as TQM, benchmarking, and reengineering. When a new technology or innovative idea comes along it is promoted as a Silver bullet and Panacea to all business ills but experienced managers know that no single idea or technology, in itself can be a saviour in the complex and integrated environment that is Business. Dramatic operational improvements have resulted, but rarely have these gains translated into sustainable profitability. As managers push to improve on all fronts Organisations throughout the world practice some form of strategic management to formulate as well as implement strategy in order to compete successfully in this complex competitive global business village.
Michael Porter argues that operational effectiveness although necessary to superior performance is not sufficient, because its techniques are easy to imitate. The competitive advantage that each organisation possesses over its competitors in the market gives the organisation the leading edge to excel in its industry. Where as Hamel & Prahalad states that “Strategy is more concerned with creating stretch goals that challenge workforces to strive for the impossible. The ultimate challenge of organisations is to add clarity in uncertain times in developing a unique foresight into the markets of tomorrow and create competitive advantage. “ Serviont t Global Solutions Ltd (SGSL) started their business in early 90’s as resellers of Lucent (Bell Labs) products like voice switch, Dialogic Voice cards.
Later they got expertise in the system integration of the various voice-based products and started to explore the market with software as well for integration of these various products. Today they one of the leading system integrator and Software Company for making the Automatic Call Distributor, Integrated Voice Response System and Computer Telephone Integration, CRM software, speech recognition software etc. Over the period of time they became the cost leaders in their field by achieving a low overall cost position through, a fairly big market share in India. This helped Serviont t Global Solutions Ltd to achieve high productivity by using latest technology and reduce costs involved in software design and testing which helps to sustain a low cost position which is one of their competitive advantage. In the early 90’s Serviont Global Solutions Ltd began with reselling of high and low end products of Lucent and slowly they added value to their products and provided a basis for differentiation by being innovative in the designing and development of advanced communication and complete call centre solutions for various industry segment. I feel their core competency is in their low cost position and continuous innovation in the field of call centre communication and software’s.
These two core areas give them the competitive advantage over their competitors. Since the tie up with various market leader organisations like Avaya (Lucent) Siemens, Microsoft, Infosys, Iflex, Talisma, IBM, Oracle, Clarify, Blue Pumpkin etc have made them at par with their competitors. And Organisations like Citibank, Templeton have its stake in this organisation. It has the nearly 400 employees world wide with headquartered in India, and Off Shore development team in India. They have achieved the CMM (capable maturity model) level 4 for its process.
Competition: Last few years there has been many budding organisations in this field of call centre and software integrators as Business intelligence major International Data Corporation (IDC) has predicted that the IT-enabled services market globally will account for revenues of US$ 1.2 trillion by 2006. With growth projected at 11 percent annually, the ITES/BPO segment will be one of the most significant business opportunities for the Indian software and services industry. Mostly its competitors are organisation Network Programmes, Wipro, HCL, Ramco Systems, etc in India.
