B2B - (2.3) Characteristics of B2B marketing strategy

Question 1

How does the business type influence the marketing strategy?

Answer 1

• SYSTEMS BUSINESS
  > Decision regarding degree of dependence on a system
  > Establishment of reputation
  > Warranties
• SUPPLIER BUSINESS
  > Innovativeness
  > Proces integration
  > Flexibility with respect to products/services and productive processes
• PRODUCT BUSINESS / SPOT TRANSACTIONS
  > Mass customization
  > Customer loyalty
• INVESTMENT BUSINESS / PROJECT BUSINESS
  > Business development and order aquisition
  > Process integration
  > Flexibility
  > Strategic cooperations

Question 2

Why are CEO’s seeing market share as a business objective?

Answer 2

• They see it as a very useful strategic performance indicator
• Economies of scale, market power, product quality assessment signal
• Motivational aspect: beating competitors

Question 3

Is market share relevant for B2B companies?

Answer 3

Less because the purchase decision at a B2B companie is is highly formalized and extensive –> B2B should focus more on profitable growth

Question 4

What are strategic succes factors of hidden champions?

Answer 4

• Leading with ambigious goals
• Depth
• Decentralization
• High performance employees
• Focus
• Customer proximity
• Innovation
• Globalization

Question 5

Who investigated the succes factors of hidden champions?

Answer 5

Rammer & Spielkamp
They compared hidden champions with normal companies on regular variables. Surprisingly interesting&raquo_space; productivity is NOT a succes factor, hidden champions are not more productive than other companies.