Detailed Analysis of Nynas and Marriot Case Studies in Business

This document presents a detailed analysis of two case studies, Nynas and Marriot, focusing on their business strategies, customer relationships, and market approaches. The Nynas case study examines the company's B2B and B2C customers, their characteristics, and the buying processes within different business markets, including local authorities and contractors. It also critically analyzes the buying situations of key customers. The Marriot case study explores the facilities and services offered to business customers, particularly focusing on the needs of "achievers" and organizations using the hotels for meetings and events. It also discusses how Marriot can utilize internal and external data to design services for fly-in and fly-out business customers and identifies target business markets for conference facilities in Perth and Hobart, proposing strategies to enhance customer value through segmentation and tailored offerings. The analysis incorporates references to academic sources to support the arguments and findings.

Running head: ANALYSIS OF CASE STUDIES
ANALYSIS OF CASE STUDIES
Name of the Student
Name of the University
Author Note

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ANALYSIS OF CASE STUDIES
Case Study 1
Question 1
Identify the current Business to Business (B2B) and Business to Consumer (B2C)
customers of Nynas product (Bitumen), and explain their characteristics?
Answer 1
The Business to Business or B2B customers of Nynas are the local authorities which
require thin surfacing for the ageing pavements of the housing estates. Tarmac is a contractor
company which requires supply of the high quality bitumen and the builders who require
mastic asphalts which are polymer-enhanced. Nynas has a varied combination of Business to
Consumer or B2C consumers. The B2C consumers of the organization have a formal process
of tendering and the guarantees related to quality of the products. The other types of
consumers purchase the products based on routine re-buy process and they have limited
interaction with the organization on a regular basis (Buckley, Burton and Mirza 2016).
The characteristics of the B2B consumers of the organization are different from that
of the B2C consumers. The B2B consumers of Nynas prefer the delivery of products in such
a manner so that they do not have to repeat the process frequently. The high quality bitumen
that is produced by the company is not available for the competitors. This enables Nynas to
make sure that the consumers get the desired products. The B2C consumers on the other hand
require regular support from the organization related to the issues that have occurred in the
products. The helpline of the organization should be able to resolve the issues and provide the
customers with immediate assistance (Ashkenas et al. 2015).

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ANALYSIS OF CASE STUDIES
Question 2
Identify the type of business market(s) procuring Nynas product, and explain
their buying process? (You are required to identify and explain at least two business
markets).
Answer 2
The two major business markets that use the products manufactured by Nynas are, the
local authorities which require bitumen for the purpose of thin surfacing of the pavements of
the housing estates and the contractor like Tarmac which requires the supply if high quality
bitumen for 24 hours a day for the purpose of constructing of new motorways. The buying
process of the consumers involve tendering and providing guarantees so that penalties can be
charged in case of the failed deliveries and supply of the inferior products. The field force of
the organization needs to be ready to provide immediate assistance to the consumers in case
of failure of the products (Sharma, Mithas and Kankanhalli 2014).
Question 3
Critically analyse and explain the buying situations of at least three business
customers of Nynas?
Answer 3
The market of the organization is challenging and diverse in nature and they been able
to establish a successful position in Europe within a short span of time. The three major
consumers of the company are,
1) The authority of the local area which requires this product for the purpose of
providing thin surfacing to the pavements which are ageing. The buying

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ANALYSIS OF CASE STUDIES
situation of the consumers relates to the immediate supply of the product and
improve their performance so that do not need to use the products frequently.
The buying situation of these customers are suitable for them as the work
process of this type cannot be repeated on a regular basis (Burke and Noumair
2015).
2) The builders purchase asphalts that are polymer enhanced and can act as
waterproofing membranes for the properties that are developed by them. The
buying process of the builders are similar to that of the local authorities and
they also require products that have high levels of longevity and do not need to
repeat the process. The buying related situation of these customers is suitable
for them as these products cannot be purchased on a frequent basis as it can be
quite costly for the organization.
3) The other clients of the organization are related to the activities that deal with
waterproofing of dams and houses which are time-consuming in nature. Nynas
provides special Venezuelan bitumen which are not required to be changed on
a frequent basis. The buying process of these clients involve the supply of high
quality products which are not needed to be changed frequently (Hammer
2015).
Case Study 2
Question 1
What facilities/services should Marriot offer to the business customers?
Answer 1

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ANALYSIS OF CASE STUDIES
The Marriot Group has been marketing greater than 3000 resorts and hotels in about
68 countries of the world under 16 different brands. The different brands of the organization
have different positioning in the market. The slow economic growth has increased the rivalry
within the hotel and hospitality industry. The various brands of the other hotels like, Hilton,
Accor, Hyatt, Intercontinental, Starwood are now offering a wide range of services to the
business customers. The organization now strive to understand the needs and the desires of
the customers and provide services according to their behaviour and preferences. The
research that has been conducted by the organization on the behaviour of the consumers
based on online surveys and focus groups have depicted that the different business customers
have different behaviour and preferences. The marketers of the organization then targeted a
specific group of business customers who were termed as “achievers”. The advertisement of
the organization helped in communicating that the strategy of Marriot is related to
performance and productivity. The various services and facilities that can be offered to the
business customers of Marriot are related to providing technological support to the business
travellers who are tech savvy (Lub et al. 2016).
The other target customers of the Marriot Group are the business organizations which
require hotel for meeting related purposes and seminars. The organization offers help to the
business organizations so that they can plan their meetings and events related to the
distributors. The workshops that are arranged for employees are also planned by the
organization along with the business organizations. The facilities like video-conferencing and
other high-technology equipments are provided by the organization to the business
customers. Marriot has developed the concept of green hotels for the growing market of
consumers who are concerned about the environment. Marriot has installed many high
technology equipments in the meeting rooms of the hotel so that they can be appealing to the
segment of the business customers (Neirotti, Raguseo and Paolucci 2016).

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ANALYSIS OF CASE STUDIES
Question 2
An iron ore company has signed a contract with Marriot to accomodate their fly
in and fly out (FIFO) business customers for three years. What internal and external
data Marriot could use to design facilities and services for the fly in and fly out (FIFO)
business customers?
Answer 2
The Marriot Group has designed a central database so that they can capture the details
of the customers and study their behaviour and the longevity of their stay in the hotel. The
organization further analyses the data to find out the purchase related behaviour of the
consumers and the things that they purchase during their stay in the hotels. The demographic
data of the customers is analysed by the organization so that they can track down their
individual preferences. The organization can use the demographic data of the customers of
the iron ore company and design the facilities and services that they can provide to these
customers (Radojevic, Stanisic and Stanic 2015). The behaviour of the customers of the
organization can be tracked down with the help of the central database of the organization.
The statistical models that have been created by Marriot has helped the organization to track
the preferences of the customers of the iron ore company. The external data that can be used
by the organization is the database that is maintained by the iron ore company about their
customers and the processes that are used for their meeting related purposes (Schuckert, Liu
and Law 2015).
Question 3
Marriot hotel has built advanced conference facilities in their hotel chain at
Perth and Hobart. The conference facilities are suitable for facilitating business

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ANALYSIS OF CASE STUDIES
communications between onshore and offshore business stakeholders. Using
appropriate segmentation approaches, identify the target business market for Perth and
Hobart cities, and suggest appropriate strategies to create better customer value.
Answer 3
Market segmentation is a process by which the organization can group the consumers
who have common behaviours related to purchase. The segments are formed for the purpose
of targeting the consumers of that particular segment with the help of effective and efficient
methods related to marketing. The segmentation approach is mainly related to the preferences
of the customers who belong to the sector. The consumer profiles of the citizens of the two
cities are used for the purpose of identifying the target market. The demographic information
of the consumers is important for identifying and creating the target market. The
demographics that are important for the purpose of selecting the target market are gender,
age, educational level, area where they reside. The detailed information about the consumers
of the area is important for strengthening the process of segmentation (Lanz and Carmichael
2015).
The city of Perth is filled with many five star hotels which are able to provide services
which are similar to those provided by the Marriot Group. The major competition of Marriot
in Perth are Fraser Suites Perth, Crown Promenade Perth, Rendezvous Grand and many more.
The target market of the Marriot Group in Perth will be the tourists and travellers who visit
the city as the major part of the economy of Perth is related to the tourism industry.
Hobart is the capital city of the island state of Australia and it holds the position of the
second least populated city in Australia. The city attracts a lot of tourists and this will act as a
major advantage for the Marriot Group. The target customers for Marriot in this city also are
the tourists who search for high levels of comfort during their travel (Law et al. 2015).

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ANALYSIS OF CASE STUDIES
The facilities that can be provided to the consumers of these two cities include, offers
and discounts on the booking of packages designed by the hotel, premium services in the
suites of the hotel. The customer value can be created by the organization by creating
membership related offers with the help of the website of the hotel.
References
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international business. Springer.
Burke, W.W. and Noumair, D.A., 2015. Organization development: A process of learning
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Hammer, M., 2015. What is business process management?. In Handbook on Business
Process Management 1 (pp. 3-16). Springer, Berlin, Heidelberg.
Lanz, L.H. and Carmichael, M., 2015. Digital marketing budgets for independent hotels
Continuously Shifting to Remain Competitive in the Online World.
Law, R., Leung, R., Lo, A., Leung, D. and Fong, L.H.N., 2015. Distribution channel in
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Lifestyle Hub. A design-thinking approach for developing future hospitality
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ANALYSIS OF CASE STUDIES
Neirotti, P., Raguseo, E. and Paolucci, E., 2016. Are customers’ reviews creating value in the
hospitality industry? Exploring the moderating effects of market positioning. International
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