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GST Group: Reframing B2B Marketing Strategy
內容大綱
<p align="justify">The Gurmukh Singh Technology (GST) group, based in Ludhiana, Punjab, India, manufactured high-precision machined parts and sheet-metal components for various industries and sectors such as agriculture and horticulture. Revenues of the group had dipped substantially in 2018 due to non-receipt of payments from some customers, and the situation was compounded by the onset of the COVID-19 pandemic and the consequent lockdowns in 2020 and 2021. In January 2022, the managing director and head of marketing was planning a restructuring drive with the intention of doubling revenues and increasing the profitability of the group by 50 per cent over the next five years. He had to decide whether to reframe the group’s business-to-business marketing strategy and, if so, in what respect. How should he segment customers and select the most appropriate segments? How could he incentivize these customers to buy his company’s products rather than those of competitors? What should be the value proposition of the company?
學習目標
This case study can be used in management programs at undergraduate, graduate, and post-graduate levels. It may be used in courses on business-to-business (B2B) marketing, industrial marketing, international marketing, sales and distribution management, or marketing management. The participants should be able to discuss concepts such as customer segmentation, value elements, purchasing orientations, and customer incentive to buy. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Understand the concepts of value elements and customer segmentation in a B2B marketing scenario.</li><li>Apply the concepts related to customer incentive to buy in the context of a high-precision machined parts manufacturer in agricultural and industrial sectors.</li><li>Recommend methods for reframing a manufacturing company’s B2B marketing strategy.</li></ul>