Bricol Engineering Ltd.
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A presentation analysing company's issues and suggesting some recommendations.
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Bricol Engineering Ltd.
- 2. Question Specifics of B2B Market Relationship marketing PEST Analysis SWOT Analysis Conclusion Recommendations References 2
- 3. Were the difficulties that BriCol faced an inevitable result of the changing business environment, or the predictable results of a poor long- term marketing strategy? 3
- 4. B2B markets have a more complex decision making unit B2B buyers are more “rational” B2B products are often more complex Limited number of buying units in B2B markets B2B markets have fewer behavioural and needs-based segments 4
- 5. Personal relationships are more important in B2B markets B2B buyers are longer-term buyers B2B markets drive innovation less than consumer markets Consumer markets rely far more on packaging Sub-brands are less effective in B2B markets 5
- 6. Concentrated demand Outsourcing of activities Focus on shareholder value encourages downsize of operations 6
- 7. Legislation - Environment - Company Cars - Competition Political Taxes and Duty 7
- 8. Excess Capacity Economies of Scale Diversification Economical Merger and Strategic Alliances 8
- 9. Environment Fashion and Taste Redundancies Social 9
- 10. E-commerce Safety Plant Efficiency Technological Gizmos 10
- 11. Long-term relationship with customers Customised quality control system Strengths Excellent engineering skills 11
- 12. One main customer Lack of marketing strategy Lack of skills in design, project Weaknesses management and systems integration 12
- 13. Well established position in the region Opportunities 13
- 14. Closure of the local GM plant Reduction of car suppliers Reduction of car sales Threats 14
- 15. Both factors contributed to the difficulties faced by BriCol 15
- 16. Seek new business with other car manufacturers Seek business from overseas GM plants Become second-tier supplier Seek diversification opportunities outside car industry 16
- 17. Allen Peter (2000-2001) Car industry Presentation Durham Business School Brennan Ross, Baines Paul et al. (2008) Contemporary Strategic Marketing 2nd ed. , Palgrave Macmillan Harrison M, Hague Paul and Hague Nick Why is Business-to-Business marketing special? B2B International website (accessed 11 February 17