Case study about business to business application

Résumé du document

This document is a fictive case study, in which "Marketing Consulting World" makes some recommendations to a fictive company. This company appealed to their services within the framework of an analysis and advice in marketing for their sales force. Through this report, we shall analyze the organization of the sales force, and then assess the importance of the relations in business to business marketing. Finally, we will suggest the marketing-mix for Spectrum Cleaning Services (SCS) in order to help the company to establish the new office in East Anglia.

Extraits

[...] Business-to-business involves a sophisticated audience. In a company you can have several interlocutors; it may be that you do not encounter the decision-maker in the first place. It is more interesting to know your client, his organization, the decision-maker, enabling you to better propose your service to your customer. The Business buyer receives many offers. The company is a buyer that receives a lot of information. They are constantly on the lookout for information and advice that can help the buyer get the job done better, increase profits, or advance his career. [...]

[...] This method allows SCS to limit training costs. Indeed, if you wish to remain in a corporate family structure retaining your skills, your performance and your products, the geographical approach is best. Hence, the promotion of SCS is based on word-of-mouth. The communication must be domesticated. The sales force must also be informed of the competition to meet your needs, especially in a highly competitive market such as the cleaning business. This geographical approach is going to require a reorganization of the current structure; you have to include a new sales force service and a new office to be managed. [...]

[...] Most offers to consumers advertise products they could benefit from, but for which they have no real need. In the case of Spectrum it would be a case of presenting yourselves on the market and create specific needs. By contrast companies have a need and draw up tenders or offers. The consumer subscribes for pleasure and not because the service provided is essential to its everyday life. But in business-to-business marketing, the situation is different. The business buyer wants to buy. [...]

[...] References Brennan, Caning, McDowell, R Business to Business Marketing, Sage publications Inc, London. Chambers, P Sales Management, Management 2000 Ltd, London Dann, S.J. and Dann, S.M Strategic Internet Marketing, Milton, Qld : John & Sons. Egan, J Relationship marketing, Exploring Relational Strategies in marketing, Second Edition, Prentice Hall, London. Gronroos, C.1994.'from marketing mix to relationship marketing: towards a paradigm shift in marketing', Management decisions 4-20 Jobber, Lancaster, G selling and sales Management, Sixth Edition, Prentice Hall, London. Harvard Business Review Customer Relationship Management, Harvard Business school press. [...]

[...] This will consist of two main objectives: The first is to recruit new prospects and the second is to retain your clients to establish profitable and lasting relationships. We advised you the Customer Relationship Management aid which would prove to be a highly effective tool for Spectrum and its customer management. With this method your sales force will pay off on investment and reduce the number of inadequate customers. To achieve your long-term project this corresponds to the opening of five offices by the end of the decade. Finally, in the last part we demonstrated the difference between business to business and business to consumer. [...]