C04433 - Case study on Consumer Behavior of Hiperbaric

Running head: BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
Business to Business Industry: A Case Study
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1BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
Abstract
The following paper addresses the different aspects of the consumer behavior of the Hiperbaric
Company. The company works in the food and beverage industry and they prepare the high
pressure machines for food processing. This is an integral part of the food processing and many
things are associated with it. Things like consumer behavior analysis, pricing strategies,
customer segmentation and many other facts have been discussed in this section. This is due to
the fact that the company needs to increase its market share. The market share of Hiperbaric has
been decreased due to the entry of the new companies. They want to improve it by making
relevant sales strategies and attracting the consumers towards them.
Keywords
Consumer behavior, Consumer target markets, pricing strategies, company analysis.

2BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
Table of Contents
Introduction.................................................................................................................................................3
Brief overview of the company...................................................................................................................3
1. Consumer analysis of Hiperbaric.............................................................................................................4
Difference between two customer segments................................................................................................4
1.1. Buyer behavior analysis........................................................................................................................5
Organizational Buying Behavior.............................................................................................................5
1.1 Buying behavior analysis.................................................................................................................10
1.2 Relationship analysis.......................................................................................................................17
Large corporation food processors.........................................................................................................18
Small Corporation Food Processors.......................................................................................................24
References.................................................................................................................................................30

3BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
Introduction
The objective of this report is to discuss and analyze the consumer behavior of
Hiperbaric. The importance of the consumer behavior on the performance of the company has a
huge place since the decision of the decision of the customers to purchase from a particular
company depends on their product quality and their loyalty towards the customers. The food
processing industry is a very challenging industry where the number of challengers is increasing
in a short period. The reputation of the organization Hiperbaric has helped them to hold the top
place in the industry. In this paper, the topic of discussion will be to discuss the two segments of
small food processing and large food processing companies, defining the customer segments of
those two companies, making a buyer behavior analysis of the company, the organizational
buying behavior of Hiperbaric, analyzing the large and small food procession companies,
defining the customer relationship management analysis and linking with the organization and
many more things to be precise.
Brief overview of the company
Hiperbaric is a Spanish organization with Andres Hernando as the commercial director of
the company. The company was founded in the year 1999 (Hiperbaric.com, 2017). The
organization has a 70% market sharte in the current scenario in food processing industry. He
pointed out that Hiperbaric has been one of the main people who has seen the rise of the
company. He also said that the company was a small one with just 4 sales people within the
organization. They wanted to expand in order to digitally expand their business areas. Their
revenues are very low and the resources are limited as well. The commercial director had
approached the management that they should try to expand their business by linking themselves
with the social media platforms through which they could connect with their customers even

4BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
more. The experts had advised them with the prospect of opening a new YouTube, Facebook or
Linkedin profiles. They have identified the fact there are new entrants in the industry who are
trying to snatch away the market share of Hiperbaric (Hiperbaric.com, 2017).
SWOT Analysis
It is very essential indeed to assess the various aspects of the Hiperbaric organization’s
strengths, weaknesses, opportunities and threats.
Strengths
 Hiperbaric is one of the most popular companies in the high pressure food making
industry and they have a good reputation all over the world as well.
 They have a lot of varieties of products under their belt. This helps them to get the
customer base all the time.
 They are able to provide a broad portfolio of the HPP equipments to the food processing
companies.
Weaknesses
 Their market share is falling because of the new entrants in the market for a potential
market competition.
 They have a very few number of employees that will affect their sales program all over
the world and reach their customers properly.
 The amount of investment that has to be made in the different programs for the company
are also a matter of concern for the company.
 They do not have a proper communicative technology through which they can consult
with the end customers.

5BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
Opportunities
 They can keep their eyes on developing the R&D technologies so that they can gain a
technological advancement.
 This will help them to retain their leadership position in the industry.
 They can try to collaborate with various other organizations and research organizations so
that they can keep their systems updated with the new R&D technologies.
 They can try several strategic growth initiatives like the expansion in many countries and
others.
 They should also focus on entering into new business segments.
Threats
 A number of various new entrants are approaching the market so they have to stay alert
about this increasing market competition.
 The substitutes in HPP business market can also be threat to their business.
 The decreasing of market share is a great threat.
 This high market competition is a great potential threat to the company.
Customer analysis
It is a matter of utmost concern for the company and management to satisfy the
customers from their end by delivering the quality products and services. They have to increase
their services in a big way because it will surely likely to reflect on the sales figures of the
company. Many experts have suggested different ways on how to improve the branding, product
quality and service networks of the company. One of the major ways to contact the customers is
to build a strategy based on complete technological devices and this would help to attract the