BUSINESS MARKET ANALYSIS ASSIGNMENT HELP
The underlying factors that influence the demand
Businesses that understand demand and the various factors that influence demand can respond easily to changes in the demand for their products or other service they rely on as inputs. In a competitive environment the interaction between firms in any industry might be based on determining if and how companies will respond to each other’s decisions (Raju. J, 2011). Buying of any particular product for any business cannot be categorized as an event but as a whole process that consist of various steps in it. The process of buying any product starts with “Problem Recognition”, what are the requirements and what needs to be delivered. However there are various other events that might affect the buying process most notably, economic conditions, for example how would an economic recession in Austria would affect the demand of soft drink market. Entrant of new competitor in the market, the overall buying situation etc.
Buyer-seller relationships
The nature of buyer-seller relationships in the product’s supply chain is about relationships between channel members involving more than one functional department (e.g., production, distribution, etc) and that the buyer-seller relationships in the supply chain will vary according to the size of the member and the type of channel member.
Business Marketing is an important influence in the supply chain. According to Bagozzi, 1986, the presence of sellers and buyers and the interaction-taking place in between them are the fundamental of marketing. Considering the product supply chain, each actor (buyer or seller) has a vested in entering into a fair relationship with other, in return expecting the same as much as one gives (Mesley. O,. Buyer seller relationship in a product supply chain can be considered as a technique of linking a manufacturer’s operation with suppliers, key intermediaries and customers to enhance efficiencies and effectiveness. For manufacturers building good relationship with its suppliers is as important as to gain customers.
Types of customers
For companies like Australian Packaging and Machinery Company (APMC), their Business-to-Business (B2B) marketing is huge and because of this very reason they have a wide range of customers that they can target in Austria. Business marketers serve the largest markets of all, depending on the nature of the industry. A single customer of APMC can account for enormous levels of purchasing activity from Austria. Though the company will only be marketing the soft drink industry in Austria, still the market is huge as there are various companies and brands that exist in Austria for e.g. company like Pepse or Coca Cola alone can be huge client for AMPC. In a B2B market there are different types of customers that can be classified as: Manufacturer of soft drinks in Austria that are locally based for e.g. Gasteiner, Almdudler etc. Resellers are private companies who will buy APMC product and than sell it at a higher price. Distributors who take responsibility of distributing the products in the local market.
Basic characteristics of the product and service
The company manufactures and sells the equipment and consumable plastic “film” that is mainly use to wrap products for storage and transportation on pallets.
The consumables used to secure products onto pallets are:
- Shrink bags, which are placed over the palletized product and heated until the bag shrinks.
- Stretch “film” that is wrapped around pallets of products.
The company also specialize in manufacturing and supplying film to secure entire pallet loads. APMC is one of the Australia leading manufacturer of shrink and stretch film, where a small hand held wrapping machine may cost $500 to up to several thousand of dollars, depending on the requirements of customers.
The nature of buyer-seller relationships for the product
The nature of buyer-seller relationships for the product is about buyer-seller relationships are likely to be different depending what product / service being offered” and how it is being offered, its packaging, commodities and so on. In the case of APMC, it is important for the company to provide better quality products, with proper support that the buyers might need from time to time. In this new era of business marketing is dependent upon managing relationships, where demonstrating special skills with ‘key’ customers is very important.
Factors that influence customer profitability
There are various factors that might be directly or indirectly linked with customer profitability, factors like switching costs, where a company considers various options available before changing from one supplier to another, mainly because of the reason that organizations invest heavily in their relationship with their suppliers. Heavy investments can be made in terms of Money, People, Training Costs, Equipments, Procedure and various other processes.
Reference:
Bagozzi, R. (1986). Principles of marketing management. Chicago: Science Research Associates.
Mesley. O, 2009, ‘In a sense of win-win in seller-buyer relationships related to perceived predation? Journal of Management and Marketing Research
Raju. J, 2011, ‘The Influence of Demand Factors on Dynamic Competitive Pricing Strategy: An empirical study’, pgs 259 – 281
