Project / Presentation (B2B Marketing) 10 marks

Choose any one industry from the following:

1) Food Industry (Intermediary)

2) Industrial Equipment Distributor
3) Textile
4) Pharmaceutical
5) Digital / IT Firm (Fintech Solutions preferably)
6) Automotive Industry
7) Service / IT Industry (Internet Service Provider etc., Software /ERP Solutions, POS solutions, financial
services, legal services)
8) Cement Industry
9) Oil & Gas Industry
10) Construction Industry

From the B2B perspective, meet with the supply/chain, marketing/sales manager or any related personnel within
the chosen industry and ask about the following:

a. A little bit about the organization (purpose, vision, business scope, etc.)
b. Internals
o Product/s, Features, importance of the transaction, Processes (brief), Importance of Logistics if
applicable, inventory and its approach for streamlined flow
o Identify complete supply-demand chain network (suppliers, intermediaries etc.)
c. Externals
o DMUs in the buying firm and its importance w.r.t maintenance of IORs
o Complete Buying Behavior for any major product category mentioning buy-classes and by-phases
when the organization is in IOR with its customer or supplier
o Influences on demand of the product (internal + external)
d. Possible conflicts in Channel and how they resolve it to maintain and develop IOR
e. Sales force, its approach (hiring of sales force) and management, motivating sales force; methodology in
light of reinforcement the IOR factor, if there is a channel available; how the organization is ensuring that
sales effectiveness down the road, sales force structure, use of technology, KAM approach if any, how the
KAMs are aligned w.r.t IOR stages
f. Business Planning (Market potential assessment, segmentation, positioning, branding strategy), issues in
implementation of the market plan (feedback on the set targets vs. achievement)
g. Marketing Mix
o Product (classifications of products), plan for NPD (new product development), New market
development etc.
o Business Services and its management if applicable
o Pricing (Pricing planning and strategies (Marketer) and its decisions w.r.t. sales force during
negotiations, Importance of correct pricing and how organization look at pricing decisions
maintaining IORs,
o Communication Strategies (Websites, sales Promotions (B2B); Seminars, Customer days, Trade
Shows, Trainings, digital marketing)

Make a short presentation (not more than 12 slides) covering important aspects (bullets) on each topic and write a
detailed report on how the selected B2B organization within the industry/market operates. Identify any issue or
problem or an important event (case study) if any within annexures if necessary.