This assignment, prepared for the Professional Certificate in Marketing (PCM III) at the Sri Lanka Institute of Marketing, focuses on the critical aspects of B2B marketing. The assignment begins with an introduction to the B2B company, Singer Sri Lanka, and its product offerings, particularly industrial sewing machines. It then delves into the analysis of marketing mix elements (product, price, place, promotion, people, process, and physical evidence) for industrial sewing machines, linking these elements to Singer's strategies. Furthermore, the assignment examines the organizational buying decision process, illustrating how companies make purchasing decisions. Finally, it analyzes the roles and functions of the Decision Making Unit (DMU) within a B2B context. The assignment includes an executive summary, introduction, detailed analysis, and recommendations, adhering to the provided marking scheme and assignment guidelines. The student's work covers company profiles, product analysis, and the application of marketing principles within a B2B framework.
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