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Company: Genica

Description: Genica Corporation is a privately-held company, known to be the largest reseller and distributor of computer peripherals, accessories and other components. The company is reported to use the Internet to create a distribution network for overstocked or closed-out products. Since its foundation in California in 1990, Genica has established successfully a very huge and loyal following of customers.

Being the founder of Genica Corporation, Frank Segler is currently the major owner and Chairman. Other management executives in the company are Scott Kusel as President, CEO, Director and COO and Greg Hansen as its CIO, Director and General Counsel. Genica has satellite offices in countries such as Taiwan and Hong Kong. The company is reported to have an excess of $ 163 million in net sales.

Genica carries more than 3,000 product brand names and it effectively distributes these products through competitive pricing and exceptional technical and customer support. The company is active in the industry of e-commerce in the IT market and enables small businesses such as developers and manufacturers to have an effective and efficient distribution strategy for their products. Some of the main competitors of Genica in this business practice are CompUSA, PC Connection and CDW.

In Genica’s operations, there are two main business units involved. The ones engaged in targeting customers are the Computer Geeks, who are associated with the website, geeks.com. The second unit is mostly involved in product marketing through the evertek.com website maintained by the Evertek Computer Corporation. The latter’s focus is on computer dealers and small businesses. When the two companies merged in 1999, it included also Evertek Trading, which was based in Hong Kong.

Genica's business model is based on the principle of "buying low and selling low”. In addition to this, the company added a service called wholesaleauction.com which is the company’s online auction facility. The purpose of the site was to promote and sell all computer merchandise below the usual market price.

Genica has gained success through reinvesting in its own technology and resources. Approximately 65% of the company’s revenues are from Evertek and most of the 35% remaining is generated by Computer Geeks. Its success can also be attributed to its strong workforce with 3,000 employees worldwide and its commercial property located in California that spans 190,000 square feet, of which majority of the space is used as a warehouse.

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