Marketing Strategy and Plan: Hiperbaric Company Analysis Report

This report presents a comprehensive marketing strategy and plan, focusing on Hiperbaric. It begins with an introduction and overview of the organization, followed by a detailed customer analysis, examining relationship analysis and customer market influence. The report then delves into company analysis, exploring present relationship-building capabilities, the CRM value chain, and a SWOT analysis of Hiperbaric. The customer analysis includes a gridframe analysis of decision-making units (DMUs) for large and small customers, addressing problem recognition, general needs, specifications, proposal submission, supplier search, supplier selection, and order process specifications. The relationship analysis examines customer market influence and desired relationship types for small and large businesses. The company analysis section includes a buyer behavior analysis, a table on B2B relationship management, a CRM value chain analysis, and a SWOT analysis, providing a holistic view of the company's marketing approach and strategic position.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Table of Content
Introduction...................................................................................................................................2
Brief overview of the organization................................................................................................ 2
1. Customer Analysis......................................................................................................................2
1.2 Relationship Analysis............................................................................................................... 3
2. Company Analysis...................................................................................................................... 4
Present relationship building capabilities......................................................................................4
CRM Value chain............................................................................................................................4
SWOT analysis of Hiperbaric..........................................................................................................5
References..................................................................................................................................... 6

2MARKETING STRATEGY AND PLAN
Gridframe- New Task
Hence, both the large and small organizations can be categorized as the new task in accordance with their
requirement as well as the buying power. Likewise, the products should be classified in accordance to the
diversified requirement of the customers. The technological assets like the machinery should be available with
different size; thereby, different types of organizations could accept those models. Hence, the diversity in the size
of machinery could help in developing the diversified pricing strategies.
DMU large DMU Small Customer
large
Customer
small
Importance
large
Importance
small
Influence
small
Problem
recognition
The pressure
of surviving
in the
competition
and poor
capacity of
meeting the
customer
demands is
the major
problem
identified. In
addition, the
development
in the
technology is
also required
to gain the
competitive
advantages
The pressure
of being active
in the
competition
and poor
capability of
meeting the
customer
needs is the
major issue
The customers
play a
significant role
in making the
buying
decision.
Hence, the
users play the
role of
providing
feedbacks to
the new
buyers about
the products.
The CEO and
the other top
management
leaders play
the significant
in deciding the
buying
decision
The quality of
the machinery
to be sold
remains as the
major criterion
for the
customers.
This is because
of the reason
that the
consumers
could
purchase
machinery for
its longevity.
Hence, the
external
influence
should include
developed
machinery
used by the
rivals in the
sector
Hence, the
external
influence
engages the
developed
machinery
used by the
rivals
General needs
description
The launch of
enhanced
machinery in
the sector
The launch of
an enhanced
machinery in
the market
The
consumers are
engaged in
this phase
because they
primarily use
the product
The
development
with dynamic
technological
environment
The
development
with the
dynamic
technological
environment
External
influence the
technological
change and
individual
change include
the
expectation to
include
existing
technology
Hence, the
external
influence the
technological
change and
individual
influence
includes the
expectation of
existing
technology
Specification The
requirement
of the
customer is
being
matched with
the aspect of
the
machinery
The
requirement
of the
customer is
also matching
with the
aspect of the
machinery
Initiators are
engaged as
they are
responsible to
check the
utility of the
machinery
Hence, the
initiators are
involved
because they
are
responsible to
observe the
utility of the
machinery
Large
productivity in
consuming
limited
amount of
resource
Large
productivity in
consuming low
amount of
resource
The external
influence
includes
development
of the
technologies.
In addition,
individual
influence
includes more
adaptability
Proposal
submission
The large
organizations
need an
intensive
proposal that
have core
marketing
objectives
and they are
attainable.
The large
organizations
The small
organizations
in such
context
require a
constrained
proposal of
marketing
strategy that
they can apply
to business
context
In order to
make the
proposal, the
organization
needs to
follow certain
criteria such as
marketing
objectives,
launch of a
new product
or service,
To make the
proposal the
organization
needs to
develop and
follow certain
marketing
objective and
ensure that
they have the
budget to
implement
External
influence:
Scope for
market growth
Internal
influence
Scope for
internal
growth

3MARKETING STRATEGY AND PLAN
always make
proposal of
applying new
strategy to
business
budget the strategy
Supplier
search
Marketing
through
online mode
Marketing
through online
mode
People who
make
decisions
People who
make
decisions
Quality of the
suppliers
Quality of the
suppliers
External
influence is
the feedback
from the
existing
customers.
Individual
influence is
matching with
the personal
criteria and
rational
influence is
better quality
of the
products.
Supplier
selection
Distinction in
the
operational
market.
Distinction in
the
operational
market.
Initiators Initiators Credit and
trustable
management
operations.
Credit and
trustable
management
operations.
External
influence is
quality of the
supplier.
Individual
influence is
uniqueness in
the marketing
activities.
Rational
influence is
the preference
of the
customers.
Order
process
specification
Supplier
analysis
Supplier
analysis
Deciders Deciders Benchmarking
process
Benchmarking
process
External
influence is
analysis of the
competitors.
Individual
influence is
the whether
the services
are matching
with the
personal
criteria.
Rational
influence is
product
effectiveness
in better
quality.
Performanc
e review
Analysis of
the suppliers
Analysis of the
suppliers
Deciders Deciders Benchmarking
process
Benchmarking
process
External
influence is
the analysis of
the
competitors.
Individual
influence is
the matching
with the
personal
criteria.
Rational
influence is

4MARKETING STRATEGY AND PLAN
the
effectiveness
of the
products.
1.2 Relationship Analysis
Among the six different elements of relationship with the consumers, firstly, the customer market comes.
This theory indicates that customers are the major stakeholders in the organization. Therefore, this remains as the
significant responsibility of the company to increase the loyalty of the existing customers as well as maximize the
customer retention. The next aspect is to influence the market. This is referred to the influence being created by
the customers on their known ones. It is observed that customers provide feedbacks to their friends as well as the
known ones after having access to any product or services. Therefore, the responsibility of the company is to
provide word of mouth from the customers by delivering high quality of services. The more positive word of mouth
the company receives, the more referrals they get.
Desired relationship types
The first segment of small business organizations should be attracted by applying a holistic approach because of
the reason that in small organization, the chief of the organization supervises the whole buying process. The chief
executive of the company has to become aware of the effectiveness, expense and other elements regarding the
product to be sold. The second aspect consists of the large organization; in such context, the concerned officials
communicate and discuss the factors related to cost with the finance department.
2. Company Analysis
Figure 1: Internal organizational relationship
Buyer behavior analysis

5MARKETING STRATEGY AND PLAN
The buyers are the most important people in the buying and marketing process in the international
market. The initiators have to help to identify the needs to buy the things from Hiperbaric as they are quite
popular in the industry. The users can share their feedbacks with the buyers about their experience of the product
and thus they will be able to influence them to buy the certain products from the company. If the machinery
provided by Hiperbaric proves to be authentic, genuine and productive for a long-term basis, they will surely be
effective for the sales and marketing for the organization. It will be very important for the company to produce the
goods in a random manner with good quality. This will help them to keep a good reputation in the industry. Buyers
are definitely the primary users so they should be informed about the quality inventory of the products. This will
surely bear a good impression about the company.
Present relationship building capabilities
Business to Business Relationship
management
Large Small
Trust As the capability of large organizations is
high, the customers have the tendency to
rely on the products and services
The small organizations often face the
difficulty of gaining customer loyalty.
However, if the organization provides and
maintain the quality of products, the arrival
of customers increase
Commitment In B2B, the commitment relies on the quality
of products and the customer service
The commitment relies on the customer
service and the quality of products provided
by the organization
Long Term Perspective The large organizations have the capability
such as internal strength, the abundance of
resources, which enables them to develop
the long-term perspective
The small organizations face the challenge of
resource while building long-term perspective
Communication The large organizations relies on the
technology to reach wide the audience
The communication is not effective in small
organization due to lack of capability-
technological base
Customer Service The large organization make large investment
to develop the customer service
If the demand is high and the supply is less,
the customer service will not be effective in
small organization
Manual Benefits The opportunities of manual benefits are
available to large organizations, as they can
change the strategy at any moment.
The small organizations cannot modify the
strategies at any time because they lack the
capability
Table 2: B2B Relationship management
CRM Value chain
CRM aspects Supporting condition
Leadership and culture The democratic leadership culture in the organization helps itself to
build an effective relationship with the customers
Data information and technology The company does not the fundamental technological base to reach
the wide audiences
People The strength of workforce is not adequate
Process The quality of processing the products are effective enough
Customer portfolio analysis Hiperbaric should look to develop a proper customer portfolio
analysis by which they should analyze the target groups and their
desires.
Customer intimacy It is of high concern for Hiperbaric to implement technology in order
to communicate with the customers and thus be intimate with them
by knowing their likes and dislikes.
Network development The leaders of Hiperbaric should create a better network around the
world to grow their customer base.
Value proposition development The organization Hiperbaric must look to value their customers the
most and thus create a better value proposition development to
attract them towards their service.
Manage the customer cycle Hiperbaric must look to improve their customer base and look to
focus on their customer cycle every now and then to secure customer
loyalty to their products.

6MARKETING STRATEGY AND PLAN
Table 3: CRM Value Chain
SWOT analysis of Hiperbaric
Hiperbaric Elements
Strength Strong brand reputation in the market and high quality of products
Opportunities Opportunity to gain competitive by developing the products in a unique way
Opportunity for promoting the products with digital medium
Weakness Limited workforce
Threats Continuous entries of new large organizations in the market
Table 4: SWOT analysis

7MARKETING STRATEGY AND PLAN
References
Hiperbaric.com. (2017).High Pressure Processing for Food & Beverage - Hiperbaric. [online] Available at:
http://www.hiperbaric.com/en/ [Accessed 17 Aug. 2017].