Company

Alsi Group comprises five independent companies: IT distribution, IT integration, IT equipment service and repair, radio communication and security systems distribution, and climate equipment distribution. The group employs 550 people and operates across Kazakhstan, with a presence in Kyrgyzstan and Uzbekistan.

The goal of the engagement was to develop a strategy for Alsi Service — one of the group’s core companies.

Saule Bekeeva, owner of Alsi Group, recognized that without external expertise it was difficult to research the market properly, conduct a rigorous analysis of internal and external factors, and take an honest look at the company’s strengths and weaknesses.

How we were chosen

Through a referral, Saule Bekeeva read Alexander Pankov’s book on strategy, where she encountered the Amazes team’s approach to strategy development. After an initial meeting to discuss the project’s objectives and the core principles of the methodology, she noted the clarity and precision with which the goals and scope were defined — and that the approach Alexander proposed aligned with the values and expectations of Alsi Group. That was what led her to begin working with our team.

«I was impressed by Alexander’s comprehensive approach to building a strategy and a structured development plan. He engaged the senior leadership team throughout — in assessing the market, defining the company’s position and role, analyzing competitors and clients, and evaluating the company’s strengths and weaknesses.»

How the engagement unfolded

The collaboration began with deep, structured joint work:

1. Research and analysis. We examined the market together — demand dynamics, client profiles, and the competitive landscape — and drew conclusions that shaped the strategic priorities.
2. Joint planning. We discussed and formulated the development strategy, defined strategic goals and objectives, structured the initiatives, and built a step-by-step action plan with clear timelines, resources, and accountabilities.
3. Team engagement. Throughout the process, the senior leadership team was actively involved — giving each participant a new perspective on the market and on the company’s own capabilities.

Results

1. A large number of initiatives were structured, assessed, and prioritized.
2. Three-year goals were defined with clarity and precision.
3. A company strategy was developed with a clear strategic focus for business development.
4. An action plan for the current year was built, with defined timelines and accountabilities
5. The owner gained a new perspective on her team — identifying development areas and growth potential.

«The launch of the new DaaS direction and the opening of partnerships in Kyrgyzstan and two regions of Kazakhstan are a particular point of pride. I’m confident this is only the beginning of what this strategy will deliver.»

Early results from implementation:

1. Expanded presence: A new dealer center was opened in Kyrgyzstan, and two new business directions were launched in Kazakhstan.
2. Brand strengthening: Alsi Service’s brand recognition grew, the company’s market rating improved, new agreements were signed with retailers, and additional vendor authorizations were secured.
3. Employee engagement: Staff engagement in achieving the company’s goals increased significantly, strengthening team cohesion and overall momentum.

These outcomes not only had a direct positive impact on the business — they also led Saule to continue the collaboration, commissioning strategy development for two more companies within the holding.

Client review

«I want to highlight that Alexander didn’t just help develop the company’s strategy — he also supported its implementation for the first four months, ensuring the company didn’t drift back into routine. Whenever questions arose, Alexander was always open to discussion and to working through solutions with the team. That is what led us to continue working together on strategies for two more companies in our holding.

I would recommend Alexander Pankov and his team to anyone considering strategy development for their business.»

Saule Bekeeva,
owner Alsi Group