Muratec makes indirect switch
Vendor ditches direct strategy to focus on channel
Multifunction device vendor Muratec has made a sudden switch to a channel only policy with immediate effect.
Previously the vendor operated a mixed direct and indirect strategy, but will now retain what it labels a ‘small number of key accounts’.
As a result the firm will focus on a channel partner recruitment drive with the aim of securing 300 partners in the UK.
At the same time Muratec, which is a US-based company is to expand its operations into continental Europe, and Muratec (UK) Ltd will become Muratec Europe (UK), a division of a new European company. Stewart Carroll, formerly operations manager, has been appointed general manager of Muratec Europe (UK), reporting to Makoto Chosi, chief executive of the new European company.
Carroll said: “Muratec generated record profits in the UK during the last fiscal year and we have decided to build on this success by expanding operations into continental Europe.
“At the same time we have analysed our sales strategy and decided that a channel only policy is the correct approach. A mixed marketing strategy leads to suspicion of “cherry picking” and perceived conflicts of interest, even if none exist.
“We want to work with our channel partners in an atmosphere of complete trust and support. Our sales team will focus on making Muratec a manufacturer that dealers find easy to deal with so that our channel partners are motivated to promote the Muratec multifunctional range of their customers. We would like to hear from any resellers who want to add-on an outstanding range of multifunctional systems to their product portfolio.”