Bricol Engineering Ltd.

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A presentation analysing company's issues and suggesting some recommendations.

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Bricol Engineering Ltd.

  1. 1.  QuestionSpecifics of B2B MarketRelationship marketingPEST AnalysisSWOT AnalysisConclusionRecommendationsReferences 2
  2. 2.  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
  3. 3. B2B markets have a more complexdecision making unitB2B buyers are more “rational”B2B products are often more complexLimited number of buying units in B2BmarketsB2B markets have fewer behaviouraland needs-based segments 4
  4. 4. Personal relationships are moreimportant in B2B marketsB2B buyers are longer-term buyersB2B markets drive innovation lessthan consumer marketsConsumer markets rely far more onpackagingSub-brands are less effective in B2Bmarkets 5
  5. 5. Concentrated demandOutsourcing of activitiesFocus on shareholder value encourages downsize of operations 6
  6. 6. Legislation - Environment - Company Cars - CompetitionPolitical Taxes and Duty 7
  7. 7. Excess Capacity Economies of Scale DiversificationEconomical Merger and Strategic Alliances 8
  8. 8. Environment Fashion and Taste RedundanciesSocial 9
  9. 9. E-commerce Safety Plant EfficiencyTechnological Gizmos 10
  10. 10. Long-term relationship with customers Customised quality control systemStrengths Excellent engineering skills 11
  11. 11. One main customer Lack of marketing strategy Lack of skills in design, projectWeaknesses management and systems integration 12
  12. 12. Well established position in the regionOpportunities 13
  13. 13. Closure of the local GM plant Reduction of car suppliers Reduction of car salesThreats 14
  14. 14.  Both factors contributed to the difficulties faced by BriCol 15
  15. 15. Seek new business with other car manufacturersSeek business from overseas GM plantsBecome second-tier supplierSeek diversification opportunities outside car industry 16
  16. 16. 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

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