Business to Business Marketing: Nynas and Marriott Analysis

This report provides an in-depth analysis of Business-to-Business (B2B) marketing, focusing on two case studies: Nynas, a specialty oil producer, and Marriott, a multinational hospitality brand. The report explores the characteristics of B2B marketing, contrasting it with Business-to-Consumer (B2C) marketing, and examines the types of business markets that Nynas serves. It delves into Nynas's customer base, including business organizations, contractors, and local authorities, highlighting how Nynas positions itself in the market. The second case study focuses on Marriott, examining the services it provides to business customers, including logistics and hospitality, and the facilities offered to FIFO (Fly-In, Fly-Out) business travelers. The report also analyzes Marriott's target business markets in Perth and Hobart, emphasizing its focus on providing technology-based meeting centers and hotels. The conclusion summarizes the key findings, emphasizing the importance of B2B relationships and how both companies cater to the needs of their business clients. The report also includes references to support the analysis.

BUSINESS TO BUSINESS
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
CASE STUDY 1..............................................................................................................................1
CASE STUDY 2..............................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The term business to business or basically known as B2B marketing is generally
responsible for creating business products and services for sale to other companies as of creating
their products. It is somehow related to business to consumer marketing where organisations are
engaged in producing goods for delivering it to the end consumers. In B2B, one organisation
produces products to be used by other organisation that ultimately manufacture goods for the end
consumers.
Both Nynas and Marriott are American based service providers that are responsible for
providing services to other companies. Nynas is a speciality based oil producing company which
aids in providing bitumen for companies like Shell, BP, Esso, Total, Colas or Lanfina which
generate major part of revenues for these companies. On the other hand, Marriott a leading
multinational brand is providing services to more than 3000 hotels and other business travellers
(Business-to-Business-Marketing, 2012).
CASE STUDY 1
1. Characteristics of Business to Business (B2B) and Business to Customer (B2C)
customer of Nynas product
Nynas, an oil manufacturing company sells petrol, oil based lubricants, diesel and
speciality products like bitumen and Naphthenic in niche market. Nynas has a wide range of
customer based providing services to many countries with approx. 30 offices and 60 depots
worldwide. Nynas is providing its commonly sold product bitumen to a wide range of companies
whose revenue depends on this ubiquitous material which aids in making roads, pavements,
mighty dams, backing for carpet tiles, roofing waterproofing for bridges and many others. Such
exclusive services are provided by Nynas to other comapanies implies business to business
marketing (Aluri and Munnang, 2011). Nynas is producing its specialised product bitumen for
other countries who includes housing estates and contractors The major characteristics of both
the markets are as follows:
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(Source: Business-to-Business-Marketing, 2012 )
 Decision Takers: Companies involved in B2B marketing with Nynas generally involve
multiple decision makers who analyses the overall requirement of product and decide
quantity to be purchased. Nynas is usually take such decisions which enhances its
productivity by reducing costs.
 Discounts: When an organisation like Shell and Coral buys intermediary product i.e.
bitumen from Nynas, they usually get larger discounts as they buy in bulk. On the other
hand, when contractors and builders of housing estate usually buy in a limited quantity as
compared to big organisations (Birk, 2008).
2. Types of Business Markets procuring Nynas product
Nynas customers are based globally. Nynas has a wide range of customers both end
consumers and business units procuring Nynas product i.e. bitumen (Edwards, 2009). Nynas is
responsible for providing bitumen to major European markets including Scandinavia and UK is
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Illustration 1: B2B and B2C

also responsible for procuring Nynas products for maintaining most of its roads, pavements and
bridges.
 Its core business in the UK is the production, refining and marketing of petroleum,
bitumen and naphthenic speciality oils.
 The oil refineries are based in the UK and Scandinavia is responsible for continuously
enhancing the product produced by Nynas with increasing its overall performance.
 Its products are majorly used in construction of roads, pavements and specially
waterproofing of dams as well as houses which is a time consuming and expensive
project.Nynas is focused to acquire sustainable development over its competitors by
continuously practising growth and profit scenes.Nynas has strict company policies to
ensure that its business operates in line with objectives related to safety, human rights,
business ethics, the environment and other materiality areas (Eckardt, 2010).Nynas
provides good quality of products to both Scandinavia and western
European companies and maintaining an edge over its competitors with leading the oil
market.
 It also focuses on strong supply network for customers who need instant delivery of
products as major roads and pavements cannot be operated without urgent maintenance.
3. Nynas Customers
As a major producer of bitumen and other oil based products, Nynas leadership over the
oil market is significant. It has evolved by positioning itself in the minds of consumers and
business organisations as a company providing quality products as and when required. It
develops innovative products and delivers flexible customer service which overall have a good
impact on company (Bonney and Editor, 2012). The major customers of Nynas are:
 Business organisations: Nynas deals with companies like Shell, BP, Esso, Total, Colas
and Lanfina whose major part of revenue is generated by products acquired from Nynas.
Nyana, the leading bitumen industry is responsible for marketing its products in the UK,
Scandinavia and major parts of western European.
 Contactors: The contractors involve those customers who are engaged in the work of
construction of buildings, hotels and housing estates for either commercial or business
purposes. The company is responsible for quick delivery of products to these companies
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or sole customers as such work involves high duration to complete and are price sensitive
projects. (Guarin and et.al., 2016).
 Local customers: The local authorities who are responsible for maintaining roads and
bridges, dams waterproofing and constructing of pavements procure bitumen from
Nynas. Nynas has established its position by delivering quality products at a short notice
globally in a limited time frequency.
CASE STUDY 2
1. Services provided by Marriott to business customers
Marriott is a leading multinational brand providing services such as logistics and
hospitality to its customers who range from business travelers to family and friends. It provides
other services such as guest room facilities, meals, conference meetings and space for special
events to its customers. Each of the Marriott brand is specialized in providing distinct services to
its customers. The JW Marriott and Ritz-Carlton are responsible for providing distinct hospitality
services which provide exclusive quality to its customers. On the other hand, ‘The Edition’, a
newly opened hotel brand focuses on providing luxury facilities to its customers. The different
suites are available for several types of customers which give a comeback to home experience.
The TownePlace and Fairfield Inn suites are for economic customers and business class people
respectively. The main focus of this brand chain is to provide a feeling to its customers that they
are welcomed at their own home and provide an extraordinary experience of hospitality which
leaves impressions on minds of the customers.
2. Various facilities and services for the FIFO business customers at Marriott
In today's competitive environment, service industry focuses on providing customer value
at minimal cost. Marriott, the largest hotel chain is focusing on providing exclusive facilities to
its customers that are different from its competitors. In an industry which is labor intensive, many
hotels are forced to take crucial decisions involving costs. The logistics and supply chain
management areas of Marriott are responsible for providing a competitive advantage over others
(Soenen and et.al, 2014).
The leading iron-ore company has been in contract with Marriott for coming 3 years for
providing accommodation facilities to its employees as and when they arrive. Marriott has thus
conducted a crucial survey and designed the various services and facilities for such business
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persons. It basically focused on providing such suites which give an experience of re-freshness
along with the technologies in hand to work for business purpose. It has developed various
mobile applications which help its customers to search out which suite is according to their
needs. Thus, the strategies designed to help iron-ore business people will give Marriott a great
business for coming 3 years as compared to its competitors.
3. The target business market at Perth and Hobart
Marriott has used a variety of research techniques to find out needs and behaviors
of customers at the hotel. The major market segment focused by Marriott at Perth and Hobart
comprises of business professionals. Marriott in Perth and Hobart is responsible for
accommodating business travelers for conducting conferences and meetings either physically or
visually. Marriott has established video conferencing in the conference halls for such customers
at Perth and Hobart including various high tech devices as well. It has signed a partnership
contract with the AT&T and Cisco for providing facilities such as virtual meetings for this
segment of customers. Such services provided to business customers help in conducting
meetings and conferences off-shores with clients. Marriott is also focused on providing green
hotels to such customers who are deeply indulged in environmental safety and protection. To
conclude, Marriott has a long term focus for the Perth and Hobart customers as these are
professionally equipped people who are looking for technology based meeting centers and hotels
which help in their work.
CONCLUSION
The report conclude how one company is responsible for bringing business for another
firm. Both Naynas and Marriott are leading brands providing help in their specialized way to
other businesses and consumers. The report focuses on different business practices involved in
providing services to others. Marriott is involved in providing logistics and hospitality services to
its customers which are totally different when compared to its competitors such as Hyatt, Hilton,
etc.
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REFERENCES
Books and Journals
Aluri, A. and Munnang, S. S., 2011. Asset and inventory management in the hotel industry using
RFID technology: an experimental study with economic analysis. 16th Ed. Student
Research Conference.
Birk, S. K., 2008. Supply chain innovation in other industries: What can we learn? Healthcare
Executive 23(3). pp. 48-50.
Bonney, J. and Editor, S., 2012. Amazon's supply chain: Delivering clicks and bricks. Journal of
Commerce. 23(3). pp. 48-112.
Eckardt, G. H., 2010. Business-to-Business-Marketing. Stuttgart: Schäffer-Poeschel Verlag für
Wirtschaft–Steuern–Recht GmbH.
Edwards, Y., 2009. Influence of waxes on bitumen and asphalt concrete mixture performance.
Road Materials and Pavement Design. 10(2). pp.313-335.
Guarin, A. and et.al., 2016. An extensive laboratory investigation of the use of bio-oil modified
bitumen in road construction. Construction and Building Materials. 106. pp.133-139.
Soenen, H. and et.al, 2014. Laboratory investigation of bitumen based on round robin DSC and
AFM tests. Materials and structures. 47(7). pp.1205-1220.
Online
Business-to-Business-Marketing. 2012. [Online]. Available through: <http://www.marketing-
schools.org/types-of-marketing/b2b-marketing.html>.
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