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Market Surge Prompts Response from Distributors

With flash remaining on allocation and lead times for wafers stretching further into the millennium, the market surge once deemed a "current trend" could soon be considered something more of a long-term condition. But demand for standard memory commodities and the components that anchor them holds major implications for distributors, beyond allocated product and increasing lead times. What internal changes will distributors make in response to these outward signs of sustained market activity?

At America II Electronics, the answer lies in expansion - of the company's purchasing strategy and sales force. The expansion effort, titled "Think Big," was implemented after America II forecasters interpreted the onset of a market flourish during the third quarter. "We started seeing an up-tick in July in the number of inquiries for different types of memory, and our purchasing team went into action," reported Jim Magee, president and general manager of America II Electronics. Within a week, plans were put in place to incorporate the "Think Big" spirit into the company's purchasing strategy. America II began making a conscious effort to buy components above market price to ensure supply to customers in an increasingly allocated market.

Implementing a hiring program and doubling the size of its sales floor complete America II's "Think Big" campaign. The expanded sales floor will accommodate the largest sales force in the industry's independent channel, growing still with a new class of trainees scheduled to complete America II University in the fall. America II University is the company's comprehensive training program for new employees and continuing education center for all personnel.

Established in 1989, America II Electronics celebrates a decade of as one of the largest independent distributors of semiconductors and integrated circuits in North America. The company is the only independent distributor with both ISO 9002 certification and an EOS/ESD compliant warehouse. From its St. Petersburg, FL headquarters, a seasoned team of sales, purchasing, and management professionals remain focused on quality and customer service, earning America II Electronics its distinction as an industry leader.

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