Analysis of Consumer Behavior: Hiperbaric Case Study (Business)

This case study examines Hiperbaric, a company in the food and beverage industry specializing in high-pressure food processing machines. The analysis delves into various aspects of consumer behavior, including customer segmentation (small vs. large food processing companies), buyer behavior, organizational buying behavior, and customer relationship management (CRM). The study explores the company's strengths, weaknesses, opportunities, and threats (SWOT analysis) to understand its market position. It investigates the differences between customer segments, analyzes buyer behavior through the DMU framework, and discusses the importance of CRM in improving customer relations and increasing market value. The case study highlights the need for Hiperbaric to adapt to market changes, increase its sales efforts, and leverage technology to enhance customer engagement and maintain its market leadership in a competitive industry. The case study also covers the importance of CRM framework and models for the company to expand its customer base and improve its product quality and services.

Running head: BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
Business to Business Industry: A Case Study
Name of the Student
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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

6BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
different kinds of people like the customers, scientists, researchers, public administrators and the
distributors of the products. The scientists are considered to be the experts in the food processing
technology. The target customers can be reached if they decide to increase their busget along
with their sales team. They have to be contacted at any cost because it is of huge importance to
know about their needs from the organization. They need to increase their sales team because the
commercial director of the company had addressed that their entire sales team has been engaged
in attending major events all over the world.
Difference between two customer segments
There are generally two groups of customers addressed under the customer segmentation
of the company. One is the small business group and the other is the businessmen from a
corporation (Bernués, Ripoll and Panea 2012). The relationship with the customers is extremely
important and this has to be a major part in the context. The customer segments have to be
connected by the technical support. The other customers that could be identified in this context
are the teachers and scientists, public administrators and the distributors. The teachers and
scientists are the experts in using the technologies in the high pressure food processing.
The sales team and event budget has to be increased in order to meet with the
requirements of those target customers (Armstrong et al. 2015). These customer segments need
to be contacted because it is of utmost importance to understand what they want from the
organization and the kind of products that that would be most helpful for them. The need to
increase the sales team of the company is very crucial and the commercial director viewed that
the entire sales team has been engaged in handling major events all over the world.
CRM Framework or Model

7BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
CRM value chain or the customer relationship management model is one of the most
important models that can be associated with the organizations (Kumar and Reinartz 2012).
Hiperbaric should also give importance to it since they need to increase their customer base all
over the world. Hiperbaric must improve their product quality and expand their services if they
really want to be successful in the international market. They have to improve their internal
functions and procedures and the external systems as well. This will, in turn, help them to
improve their service to the customers on international basis. The CRM model is such a model
that is empowered by technology and should be applied in the proceedings of organizations.
Hiperbaric should follow this model if they want to build a proper customer base and develop
their reputation (Kumar and Reinartz 2012). They have to understand what the customers want
and assess their expectations. This way they should try to fulfill their expectations. The valuable
services or products have to be delivered to them.
Hiperbaric should aim to increase their market value by both direct marketing and online
marketing procedures. They have to improve their sales force as well. The customer service and
support process has to be improved so that the communication between customers and
manufacturers can be fast and smooth. Thus Hiperbaric would be able to increase their market
values (Kumar and Reinartz 2012).

8BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
Source: (Kumar and Reinartz 2012).

9BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
1.1. Buyer behavior analysis

10BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
DMU
Small
DMU
Large
Custo
mer
small
Custo
mer
large
Importa
nce
small
Importa
nce
large
Influen
ces
small
Influen
ce large
Proble
m
recogni
tion
The key
problem
here is
the fear
of
meeting
the
demands
of the
custome
r and
lagging
in the
competit
ion.
The
problem
here is
the fear
that they
may not
be able
to meet
the
custome
r’s
requirem
ents and
trail
behind.
The
CEO
and the
top
manage
ment
official
s are
the key
people
in the
organiz
ation.
Buyer
s and
users
play
huge
role in
the
buying
proces
s of
the
produc
ts of
Hiperb
aric.
The
initiat
ors
also
have a
The
quality
of the
products
for the
products
and
machine
ry is the
main
concern
for the
custome
rs.
The
custome
rs are
likely to
buy the
products
for its
longevit
y. So,
the
quality
of the
products
is the
main
concern
for
them.
The
improve
d
machine
ry used
by the
competi
tors is
the
external
influenc
ing. The
individu
al
influenc
e is to
be the
market
leader.
The
The
improve
d
machine
ry used
by the
competi
tors is
the
external
influenc
ing. The
individu
al
influenc
e is to
be the
market
leader.
The

11BUSINESS TO BUSINESS INDUSTRY: A CASE STUDY
role to
play in
this
segme
nt.
rational
influenc
e is to
use the
improve
d
machine
ry in the
organiz
ation.
rational
influenc
e is to
use the
improve
d
machine
ry in the
organiz
ation.