Business-to-Business Marketing Project
Business-to-Business Marketing Project
For this project, you will be asked to select a current organization or business that is operating in a B2B environment. Your focus will be to analyze the current B2B strategy of your company and develop a strategy to re-structure the company’s B2B marketing strategy. To that end, your final project will include either a 3 – 4 page paper or a PowerPoint presentation with your Marketing/Re-branding Plan for your selected company.
Your focus in this project should include:
- Thinking critically about new marketing strategies and tactics associated with the B2B segment in which your company competes.
- Understand the potential role of the Internet and other technologies to connect with your customers to both facilitate B2B transactions but also to effectively market your products and services utilizing various marketing channels.
- Apply these technologies in the development of these strategies
- Effectively communicate your analysis and strategy
In this project you should include information that has been reviewed during the course. This presents an opportunity for you to provide consultative direction for the company to enhance or improve their marketing approach to improve their position in their market.
This part of the project is worth a total of 100 points. Please complete one of the following:
- Submit a 3 – 4 page paper (excluding title, abstract and reference pages) on your strategy for your proposed company. This document should include a marketing/“re-branding” strategy for your selected company that should include the following information:
- An overview of the company, its products and its markets
- Who you are, what business are you in and what markets do you serve
- Details concerning the company’s current position relative to their competition i.e. market share, revenue information, etc. Who are their existing customers?
- Details about the company’s current marketing strategy and marketing channels.
- General details concerning your thoughts on areas where the company can improve their marketing efforts.
- An overview of the company, its products and its markets
- Detail your Target Markets i.e Geography, demographics, size and industry
- Review your company’s strengths, weaknesses, opportunities and threats (4 slides). Which strengths can you leverage? Are there issues or threats that are most critical to be addressed? If so, why?
- How will you introduce and re-introduce your company, its products and services to new and existing markets. Detail Proposed Solutions / Re-Branding
- How will your suggested changes to solve current business problems.
- Be sure to focus on your company’s problems from a customer-centric perspective. Which problem or problems are most critical to be addressed and why? What are your proposed solutions / re-branding
- References
- Submit a final Marketing Strategy PowerPoint Presentation. It is your responsibility to develop a marketing/“re-branding” strategy for your selected company that should consist of the following components:
- Title Slide
- An overview of the company, its products and its markets (1-3 slides)
- Who you are, what business are you in and what markets do you serve
- B2B Goals and Objectives (1-2 slides)
- Initial Marketing Assessment (1 – 2 slides) Review your company’s current marketing materials and activities. Review your company’s current B2B marketing channels
- Define your Target Markets (1 slide) Geography, demographics, size and industry
- Review your company’s strengths, weaknesses, opportunities and threats (4 slides). Which strengths can you leverage? Are there issues or threats that are most critical to be addressed? If so, why?
- How will you introduce and re-introduce your company, its products and services to new and existing markets. Outline Proposed Solutions / Re-Branding (3 – 4 slides).
- How will your suggested changes solve current business problems.
- Be sure to focus on your company’s problems from a customer centric perspective. Which problem or problems are most critical to be addressed and why? Outline Proposed Solutions / Re-Branding
- Reference Slide
