B2B Marketing Assignment Report: Analysis of Hiperbaric's B2B Strategy

This report presents an analysis of a B2B marketing assignment, focusing on Hiperbaric, a company specializing in High Pressure Processing equipment for the food processing industry. The assignment covers key aspects of B2B marketing, including customer analysis, buyer behavior, and the buying process, with a detailed examination of the Decision Making Unit (DMU) and buying criteria. It also delves into relationship analysis, exploring relationship needs, the six components of a successful relationship, and preferred relationship types, such as the Ladder of Loyalty. Furthermore, the report assesses Hiperbaric's current relationship-building capabilities and customer relation management (CRM) value chain. The analysis highlights the importance of understanding customer needs, building trust, and fostering long-term relationships to enhance Hiperbaric's B2B marketing strategy.

MKTG1271_1760
B2B Marketing Assignment 1
Siew Pei En Shannen
Ms. Wenda Leong (LF 01)
MKTG1271_1760

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B2B MARKETING ASSIGNMENT
Table of Contents
Introduction...................................................................................................................... 2
Customer Analysis...........................................................................................................2
Buyer behavior analysis................................................................................................2
Buying process..........................................................................................................2
Decision Making Unit.................................................................................................2
Buying Criteria: 2 most important criteria...................................................................2
Buying Classifications:...............................................................................................3
Relationship Analysis....................................................................................................3
Relationship Needs................................................................................................... 3
6 Components of relationship:...................................................................................3
Preferred Relationship Type......................................................................................4
Company Analysis........................................................................................................... 5
Current Relationship Building Capabilities....................................................................5
Customer Relation Management Value Chain of Hiperbaric........................................5
References.......................................................................................................................7

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B2B MARKETING ASSIGNMENT
Introduction
Industry for Food Processing is slowly becoming a major industry in the economy. In
this industry, Hiperbaric is a prominent name in designing, manufacturing and marketing
the equipment for High Pressure Processing for the industries of food processing since
the year 1999. This corporation is the successor of Nicolas Correa Group having a
tradition of minimum 65 years in the building of machinery.
Customer Analysis
Buyer behavior analysis
The main function of the department of marketing involves satisfying and understanding
the desires, wants and needs of the customers. The consumer behavior includes every
aspect of disposing, utility and purchasing of the services and products.
Small corporate food
processors
large corporate food processors
Less number off capital and persons are
employed
A huge amount of capital and employees
A lot of work is done by tools, small
machines and manpower
Work is completed by larger laborers and
huge machines
Less raw materials are used and
production is also less
A mass production is there and raw
materials are used in less quantity.
Buying process
The Framework for buying process involves Need of the purchase, Decision makers,
searching the information, evaluation of the alternatives, purchase decision and
behavior after purchase that is post purchase behavior. The Hiperbaric finds it tough to
known about the expectation and experience of the customer at each phase of buying
process. Therefore Hiperbaric must make sure the consumers have the information
which is readily available for taking the decisions such as internets and relatives. The
customers usually evaluate and assess the alternatives on the basis of their brand belief
and perception. Hiperbaric should make efforts in developing the products that may
easily match with the belief and perception every time. The ultimate decision to
purchase involves looking the brand perception. The post purchase is satisfied if the
expectations are matched with the actual performance which will recommend this brand
to others as well.
Decision Making Unit
Knowledge regarding the Decision Making unit helps in knowing the members involved
while making purchasing decision as well as the role which they will play. A DMU
member may be an initiator (who becomes aware about the need to address a specific
desire an initiate search for that service/product), Decider (who decides which product
or service is to be purchased), Influencer (who influences the final decision), Purchaser
(who makes the purchase actually), and User (who actually consume/use the
service/product).
The two most important member of the DMU are: Decider and Influencer

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B2B MARKETING ASSIGNMENT

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B2B MARKETING ASSIGNMENT
Buying Criteria: 2 most important criteria
Personal Preference and Price plays the most significant part in influencing the buying
criteria. Emotional, individual and cultural-social forces play a major part in defining the
buying behavior. For example a person who is from United Kingdom has grown up and
is exposed to choice, achievement, freedom and individualism etc. On a level of Sub
culture, the influence of ethnicity, geographic location, race and religion defines a
behavior of the customer.
Influences: The two main significant influences for the consumer buying behavior
involves their own personality traits and corresponding income. Also the factors like
attitude, belief, learning, perception and motivation plays a major part in influencing the
buying behavior of an individual.
Buying Classifications:
A complex buying behavior needs a high participation from the buyers because of its
infrequent nature and huge expense. Also a lot of differences and variations are there in
the choices which are available such as Automobile. Another type of buying behavior
involves habitual buying such as Grocery purchasing that needs lesser involvement
because of few variation in the brands, inexpensive and frequent purchasing
characteristics. There are a lot of ways for segmenting the Business to Business Market
like Buyer geography/Size, common factors for buying, end uses, Standard’s Industrial
Classification codes and Type of customers. Standard Industrial Codes Classification
gives a unique and helpful way to segment the markets for the marketers. By assessing
how the ultimate usage of the products varies as per the various users, manufacturer
may modify and alter the product to make it appealing to various segments.

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B2B MARKETING ASSIGNMENT
Actions DMU Criteria Influences
Problem Recognition Personal Preference and
Price plays the most
significant part in
influencing the buying
criteria
Knowledge
regarding the
Decision Making
unit helps in
knowing the
members involved
while making
purchasing
decision as well
as the role which
they will play
Need of the
purchase,
Decision
makers,
searching the
information,
evaluation of
the alternatives,
purchase
decision and
behavior after
purchase that is
post purchase
behavior.
Factors like
attitude, belief,
learning,
perception and
motivation plays
a major part in
influencing the
buying behavior
of an individual.
General Description of
Characteristics and quantity of
needed item or service
The Framework for
buying process involves
Need of the purchase,
Decision makers,
searching the
information, evaluation of
the alternatives,
purchase decision and
behavior after purchase
that is post purchase
behavior
Initiator,
Decision
maker,
Influencer,
Purchaser and
User
Emotional,
individual and
cultural-social
forces play a
major part in
defining the
buying behavior
Standard
Industrial Codes
Classification
gives a unique
and helpful way
to segment the
markets for the
marketers
Product or Service The Hiperbaric finds it
tough to known about
the expectation and
experience of the
customer at each phase
of buying process.
The Company
must provide the
services to the
customers by
giving in extra
efforts and
fulfilling their
needs day and
night.
Suspects are
considered as
potential
consumers for
Hiperbaric.
By assessing
how the ultimate
usage of the
products varies
as per the
various users,
manufacturer
may modify and
alter the product
to make it
appealing to
various
segments.
Supplier Search A CRM solution and
software helps in storing
the information in a
retrievable database
instead of storing them
haphazardly.
There is a high
need and
requirement for
monitoring the
buyers as per the
competitive
scenario of
business
The two main
significant
influences for
the consumer
buying behavior
involves their
own personality
traits and
corresponding
income
A complex
buying behavior
needs a high
participation from
the buyers
because of its
infrequent nature
and huge
expense.
Acquisition and Analyze of
Proposals
Hiperbaric must make
sure the consumers
have the information
which is readily available
for taking the decisions
such as internets and
relatives
A complex buying
behavior needs a
high participation
from the buyers
because of its
infrequent nature
and huge
expense
Personal
Preference and
Price plays the
most significant
part in
influencing the
buying criteria
The ultimate
decision to
purchase
involves looking
the brand
perception.
Evaluate & select Supplier Hiperbaric must deliver
the products and
advertise in such a
manner that the
customers may never
feel to lose the trust from
this company
The information
and data will be
scientifically
stored in the
storage devices
and modules
The customers
usually
evaluate and
assess the
alternatives on
the basis of
their brand
. The post
purchase is
satisfied if the
expectations are
matched with the
actual
performance

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B2B MARKETING ASSIGNMENT
belief and
perception.
which will
recommend this
brand to others
as well.
Selection of Order Routine The ultimate decision to
purchase involves
looking the brand
perception.
All the material
and
advertisement
related to any
new product must
be communicated
to the customers
through
advertisements
and other modes.
The main
function of the
department of
marketing
involves
satisfying and
understanding
the desires,
wants and
needs of the
customers
Hiperbaric must
think about the
needs and
desires of the
customers from
a long term
perceptive
Performance Review As the transactions
volume is very high,
there is a high need and
requirement for
monitoring the buyers as
per the competitive
scenario of business.
The two most
important member
of the DMU are:
Decider and
Influencer
On a level of
Sub culture, the
influence of
ethnicity,
geographic
location, race
and religion
defines a
behavior of the
customer.
There should be
a commitment
from the
company for the
higher quality
products and
services
provided at all
times and
without any halt
in operations.
Relationship Analysis
Relationship Needs
As the transactions volume is very high, there is a high need and requirement for
monitoring the buyers as per the competitive scenario of business. This can be termed
as a foundation over which the CRM modules are formed. A CRM solution and software
helps in storing the information in a retrievable database instead of storing them
haphazardly. It is highly significant to monitor and check the buying habits minutely. If
Hiperbaric decide to buy a CRM application for the B2B Company, the information and
data will be scientifically stored in the storage devices and modules instead of making it
dependent over the spreadsheets and primitive modes of storage.
6 Components of relationship:
1. Long-Term Perceptive: Hiperbaric must think about the needs and desires of the
customers from a long term perceptive. Also they must have enough knowledge
to understand the needs of the customers.
2. Trust: Hiperbaric must deliver the products and advertise in such a manner that
the customers may never feel to lose the trust from this company.
3. Commitment: There should be a commitment from the company for the higher
quality products and services provided at all times and without any halt in
operations.

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B2B MARKETING ASSIGNMENT
4. Communication: All the material and advertisement related to any new product
must be communicated to the customers through advertisements and other
modes.
5. Customer Service: The Company must provide the services to the customers by
giving in extra efforts and fulfilling their needs day and night.
6. Mutual Benefits: the company must also be benefited from the advantages it is
providing to the customers as there must be a win-win solution for both the
parties.
Preferred Relationship Type
The Ladder of Loyalty: It is defined as a systematic framework to classify the
organizational customers in five various categories on the basis of business level
engagement and appointment of the customers with Hiperbaric.
The five various categories of the Loyalty Ladder of Customers are:
 Suspects: Suspects are considered as potential consumers for Hiperbaric. They
are aware about the promotional campaigning of Hiperbaric but currently are
doing or conducting no business with organization.
 Prospects: they are impressed with promotions of the organizational and also are
considering to buy the organizational products.
 Customers: the customers have purchased the organizational products for the
first time. They are presently using them. Also the company should extend all the
possible post sale help for pacifying the concerns.
 Clients: they repetitively do the business with Hiperbaric: and are also willing for
fostering the future engagement.
 Advocates: they help in recommending and suggesting the company to its own
acquaintances. Also they are considered as most valuable performers and hyper
baric should royally treat them with highest priority.
 Loyalty Ladder can help the Hiperbaric to plan their engagement strategy
appropriately and wisely to tempt the customers to move upward along the
ladder.

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B2B MARKETING ASSIGNMENT
Company Analysis
Current Relationship Building Capabilities
Customer Relation Management Value Chain of Hiperbaric

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B2B MARKETING ASSIGNMENT
Rattan
Current network
Capabilities
Network Map
ARA
Analysis: How good is the focal company at using relationships to build a
strong inter-organizational network?
Conclusion
Leadership
and Culture
Human
Resource
Technology
Processes
Customer
Portfolio
Analysis
Customer
Intimacy Network
Development
Value
Proposition
Developme
nt
Manage the
Relationship
Transformational style of
leadership and friendly culture
Hiperbaric team currently consists of more than 100 people working in
the factory and offices in Burgos, Spain, 15 people in Hiperbaric USA
and 1 person in Hiperbaric Oceania.
High Pressure Processing Technology
Identify faults before they become failures
Remote monitoring & diagnostics capabilities
From installation and commissioning, scheduled overhauls, on-
site repairs to spare parts

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B2B MARKETING ASSIGNMENT
References
Pettigrew, A. M. (2014). The politics of organizational decision-making. Routledge.
Tingchi Liu, M., Brock, J. L., Cheng Shi, G., Chu, R., & Tseng, T. H. (2013). Perceived
benefits, perceived risk, and trust: Influences on consumers' group buying
behaviour. Asia Pacific Journal of Marketing and Logistics, 25(2), 225-248.
Wind, Y., Thomas, R. J., & Sheth, J. N. (2014). Organizational buying behavior. SAGE
Publications.
Xu, Z. (2015). Uncertain multi-attribute decision making: Methods and applications.
Springer.