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(PDF) Market orientation and business-to-business (B2B)

   

Added on  2021-04-17

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Running head: ANALYSIS OF CASE STUDIES ANALYSIS OF CASE STUDIES Name of the Student Name of the University Author Note

ANALYSIS OF CASE STUDIES 1Case Study 1Question 1 Identify the current Business to Business (B2B) and Business to Consumer (B2C)customers of Nynas product (Bitumen), and explain their characteristics?Answer 1The Business to Business or B2B customers of Nynas are the local authorities whichrequire thin surfacing for the ageing pavements of the housing estates. Tarmac is a contractorcompany which requires supply of the high quality bitumen and the builders who requiremastic asphalts which are polymer-enhanced. Nynas has a varied combination of Business toConsumer or B2C consumers. The B2C consumers of the organization have a formal processof tendering and the guarantees related to quality of the products. The other types ofconsumers purchase the products based on routine re-buy process and they have limitedinteraction with the organization on a regular basis (Buckley, Burton and Mirza 2016). The characteristics of the B2B consumers of the organization are different from thatof the B2C consumers. The B2B consumers of Nynas prefer the delivery of products in sucha manner so that they do not have to repeat the process frequently. The high quality bitumenthat is produced by the company is not available for the competitors. This enables Nynas tomake sure that the consumers get the desired products. The B2C consumers on the other handrequire regular support from the organization related to the issues that have occurred in theproducts. The helpline of the organization should be able to resolve the issues and provide thecustomers with immediate assistance (Ashkenas et al. 2015).

ANALYSIS OF CASE STUDIES 2Question 2 Identify the type of business market(s) procuring Nynas product, and explaintheir buying process? (You are required to identify and explain at least two businessmarkets).Answer 2 The two major business markets that use the products manufactured by Nynas are, thelocal authorities which require bitumen for the purpose of thin surfacing of the pavements ofthe housing estates and the contractor like Tarmac which requires the supply if high qualitybitumen for 24 hours a day for the purpose of constructing of new motorways. The buyingprocess of the consumers involve tendering and providing guarantees so that penalties can becharged in case of the failed deliveries and supply of the inferior products. The field force ofthe organization needs to be ready to provide immediate assistance to the consumers in caseof failure of the products (Sharma, Mithas and Kankanhalli 2014). Question 3 Critically analyse and explain the buying situations of at least three businesscustomers of Nynas?Answer 3The market of the organization is challenging and diverse in nature and they been ableto establish a successful position in Europe within a short span of time. The three majorconsumers of the company are,1)The authority of the local area which requires this product for the purpose ofproviding thin surfacing to the pavements which are ageing. The buying

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