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Our Bureau

Moving out of enterprise segment

Coimbatore , Nov. 23

Silicon Valley headquartered technology-consulting company Bristlecone is in the process of repositioning its global business strategy to focus exclusively on supply chain management (SCM).

The company took a conscious decision to focus only on SCM about three months ago, sensing the business opportunity in this space.

Sharing details with Business Line, Mr Ashok Santhanam, Global CEO, Bristlecone, said the focus would encompass all aspects of SCM including planning, sourcing, execution, analytics and data management.

"Already two-thirds of our global business is focused on SCM. Enterprise resource planning (ERP) consulting is not an attractive business for us to differentiate in the market. So we are planning to reposition ourselves as a `pure SCM' company, especially from the sales and marketing perspective,'' he said.

The company is no longer accepting ERP consulting business proposition, although a-third of its global business is all about resource planning. "We are actually trying to give up this business,'' he added.

Supporting the decision to concentrate only on the supply chain market, Mr Santhanam said itwould help the team gain an expertise in this space and reach higher levels. "As long as manufacturing activities continue, there should be no dearth of business opportunities in the supply chain process,'' he said.

The seriousness of this decision is reflected in transitioning its people from ERP to SCM. Bristlecone has been averaging a 30-35 per cent growth year-on-year.

On recruitment, he said: "We are a team of 1,200 of which over 900 are based in India. We will continue to recruit, but it would not be as fast as our business growth.''

The company, Mr Santhanam conceded had made significant investment in sales and marketing in the US, the UK and South East Asia. It is looking at gaining a footprint in the Western European market and exploring the possibility of entering Japan and China, which according to him "are tough markets to do business''.

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