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C C C C: Business Markets

This document discusses strategic planning issues for Can Priceline, including analyzing the company, customers, competitors, and collaborators. It examines Priceline's past and future growth strategies, as well as the marketing mix elements of product, price, promotion, and place. The document also provides an overview of business markets, characteristics of business customers, the business buying process, and how that process has evolved. Finally, it outlines Porter's five forces model for analyzing competition.

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Rewindy Astari
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57 views3 pages

C C C C: Business Markets

This document discusses strategic planning issues for Can Priceline, including analyzing the company, customers, competitors, and collaborators. It examines Priceline's past and future growth strategies, as well as the marketing mix elements of product, price, promotion, and place. The document also provides an overview of business markets, characteristics of business customers, the business buying process, and how that process has evolved. Finally, it outlines Porter's five forces model for analyzing competition.

Uploaded by

Rewindy Astari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Put another way:

1. Situation Analysis
o Corporate Capabilities and Culture
o Customer Analysis
o Competitive Analysis
o Collaborators
o Macro Issues
o SWOT Analysis
o Objectives
o Alternative Strategies
2. Action Plans
o Evaluation and Recommendations
o Marketing Mix Elements (Product, Price, Promotion, Place)
3. Implementation and Evaluation
o Forecasting and Budgeting
o Measures of Effectiveness

Discuss Can Priceline Remain Profitable with respect to strategic planning issues.
Identify the four Cs: Customer, collaborator, competition and company
Consider past and future growth strategies
Consider the four Ps: Price, Product, Promotion and Place.

Business Markets

More sales by value in B2B than B2C.

Purchase for:

o Production
o Resale
o Redistribution
o MRO (Maintenance, Repair and Operations) 80% business purchases
versus ...

In order to:

o Increase Sales
o Cut Costs
o Meet Social and Legal Requirements

Customers are:

o Businesses for Profit


o Non-Profits
o Governments
Characteristics of Business Customers:

o Risk Averse
o Knowledgeable
o Price-oriented
o Fewer and Larger
o Nature of Demand (Derived, Inelastic, Fluctuating)
o Purchase versus Lease

Buying Process consists of:

o Problem Recognition
o General Need Description
o Product Specification
o Supplier Search
o Proposal Solicitation
o Supplier Selection
o Order Routine Specification
o Performance Review

Modified depending on whether: Straight rebuy, Modified rebuy or New task.

Contrast this with the Consumer buying process?

Who makes the purchasing decision?


What are the contextual elements that affect the decision?
What is included in purchase: re: customer service levels etc.

Evolution of Business Buying

o Develop relationships versus adversarial contest: Extranets; increase lock-


in.
o Geographic Concentration: Ecosystems

The Evolution of B2B: Lessons From the Auto Industry


GE Global eXchange Services
Dell Medium and Large Business Home Page

Dealing with Competition

Porter's five basic forces of competition:

1. Threat of new entrants


2. Rivalry among existing competitors
3. Bargaining power of suppliers
4. Bargaining power of buyer

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