Recent trends in B2B marketing

Question 1

Strategic options for industrial companies from Western countries to respond to developments in global markets

Answer 1

External developments
• New competitors from emerging countries with cost advantages
• Growth in population & growth in wealth
• Globalization & political changes
• New technologies & convergence of technologies
• CO2/global warming/ environment protection
• New competitors from ICT industry with customer advantages

Traditional strategic focus
• Supplier of Advanced Premium-Products (incl. repair & maintenance

Options for strategic development

- Complex service Solutions
- (Even better) Advanced Premium-products
- No-Frills Products

Question 2

Four characteristics of Complex Service Solutions ”We need strategic changes…”

Answer 2

1. Digital core completed by HW & services
2. Innumerable variables driving success
3. High level of customisation
4. High value impact for the customer