Saxon Plumbing Services London Ltd
Saxon Plumbing Services London Ltd was founded in 2000 by Peter and Harvey Blair. The company specialises in business activities such as plumbing services for commercial companies in south London. The company’s clients include both small enterprises and medium sized retailers. Other clients include; manufacturers, distributors and insurance companies.
Suitable way of promoting the business
The company is intending to promote their services within Manchester region. The company intends to use a sales force or sales promotion to meet its marketing goals. The sales force target consumer or distribution level to raise sales and introduce new products. Therefore, it is intended to convince or persuade consumers to buy the products. Sales promotion is mostly used as a short term tactic to boost sales. Peter and Harvey must consider the promotion cost in order to meet the company’s key goal which is sustained profit maximization. The sales boost must therefore justify the investment. Sales force must also be consistent with the brand image (Kim, S. K. & Min, S. 2015, 35). It must be directed at attracting consumers to buy the product. It is the best method of promoting the business of the company because its products and services and the company in general is relatively to potential clients in the City of Manchester. Sales force will focus on large scale production (Fernandez, A. J. & Masson, M. E. 2014, 395). Therefore, it will create demand for the company’s services hence increasing the sales. This will result into large production that in result lowers the unit costs. The sales force as a method of marketing is more effective. The method supplements the efforts of the personal selling and the advertising.
Therefore, the efforts of salespersons will become more productive. Due to the effective support from other methods, the company benefits from minimising the work to be done by the salesperson. The support also reduces wastage of time and efforts. This strategy facilitates for the business to receive immediate feedback from clients. It brings more immediate results than other methods such as advertising and personal selling. It will also help the management to exercise effective control over the methods used in sales promotion. Therefore, this results in lower promotional cost and hence better and quick returns. This gives the management of the company the chance to evaluate the effect of the sales force programme with regards to the cost factor. Sales force promotion uses several techniques including bonus, commission, sales force contests, meeting, conferences and conventions of salesperson and finally quota incentives to drive up sales.
Analysis of available options for organising the sales force
The company has different options available in organizing its sale force to attained maximum outcomes. The following methods can be used in sales promotion: money off coupons where the customers receives coupons, or cut coupons out of newspaper or a products packaging that enable the customers to buy the services and products at a reduced prices. There are also discount vouchers that can be used. The company may also implement free gifts when one buys the services, a free gift is given. Implementation of point of sales services such as use of posters and display stands can also be deployed by company in organizing its sales force.
The best method that the company can implement is the use of personal selling to be able to demonstrate their services to the consumers. They can also get the chance to convince them about the products and services offered. This will encourage the customers to trial their services and products and therefore, boost the company sales.
Discuss to what extent relationship variables and business are important to the company
Both Peter and Harvey have seen a great importance on maintaining working relationships with their clients. To be able to maintain the social bonding, the company need to use the business to business model. Peter and Harvey have realised the importance of business to business model. The relationship variables are very important to the company in establishing new office in Manchester. Many companies using business to business model think that they will win if they sell the product and services at the lowest price. This approach temporarily works until the competitor’s initiates the price wars or comes up with a new product. Therefore, the business should not concentrate on the price to win the market. If the company implements the business to business model is likely to succeed if they help their customers succeed. However, Peter and Harvey must recognize that in B2B, purchasing decisions are complicated and multifaceted. The decisions for the business to business system:
- Involve a more complicated value proposition
- Have a higher transaction values
- Are made by a group of individuals
- Take much longer to reach
However, branding, promotion and advertising are vital for the business to business strategy. Therefore, the company need to stay engaged throughout the buying cycles and these always strengthen the relationships with them. Even in business to business strategy, people make emotional decision and are based on who they respect and trust. The company need to understand making these relationships is not that easy.
The marketing team in this business to business strategy need to use inbound marketing. However, the company need to supply useful, relative content that consumers find useful. Thus, the company will start building trust and respect that are so important in the very human decisions about which businesses to do business with.
Engage marketing automation technology
In this marketing automation technology, the company automate much of the inbound marketing process, especially in the early stages of the business to business buy cycles. Through engaging the marketing automation, i.e. CRM software, then the company can continually engage the leads to the content appropriate to where they are in their buy cycle.
Create the customers impact
The company need to create customer impact by helping them improve their performance. Peter and Harvey must concentrate on the improvement on customers’ performance. Therefore, a B2B company shift their services to advice based relationship and therefore, aims to getting an understanding the knowledge and expertise of each consumers business and the market place in which it operates. Thus, this helps them to know the marketing strategy to follow to ensure that the business to business system succeed in the Manchester. The company will research the customers, industry and the market place by asking questions to customers about business goals and the greatest challenges in achieving success in the new market. In addition, the company built the relationship with customers with the following elements; confidence, pride, passion and integrity. Once the customer gain the customer trust, it becomes easier to offer new ideas that meet the customers need in the new market. The business to business model implements the advice based approach and this makes it difficult for competitors to duplicate since it mostly focus on access the company do not have and requires significant investment of resources and time.
Measuring the most important
Business to business model built a relationship up by offering solid advice to its customers. Therefore, peter and Harvey need to do thequantitative analysis of the customer engagement levels that will give the business a clear view into the status of its account. Thus, giving the company a chance to plan the level of customer engagement required for the company to succeed in the new markets. Peter and Harvey must come up with new ways of measuring the important factors of the services that the customers require to be able to create an engagement relationship using the right factors. Thus, giving the company a clear success and reducing wastage time with unnecessary factors.
Seizing financial opportunities
Business to business model knows how to engage the customers. Therefore, the company will be able to manage its financial resources well and therefore, get enough resources to use in entering the new market. The company uses any financial opportunities in the market to its benefits. Therefore, the social bonding will improve partnerships and therefore increasing the chance of the company succeeding in the new market.
At a more advanced level, the company is able to offer groups of products that are customized to different customers. However, business to business systems must select the appropriate products to displays to customers. Also the company can plan to integrate the business systems with the systems of the customers, suppliers and logistic partners so that the business can manage the stockholding, purchasing and the distribution efficiently therefore, gaining proper business relationships.
Effective marketing mix
Business to business strategy must put in consideration marketing mix of a company. This include: product, price, place and promotion. Therefore, the company must ensure that the company has the best product that meets the health and safety regulations and this will help the company to have a competitive edge over its competitors in terms of the quality and service. Therefore, this will increase the social bonding and hence good working relationship.
The price of the company must include the negotiations factors. The factors include size of the client, type of service required, frequency of call outs and the length of the contract. The company should favour the price negotiation other than the rigid pricing policy.
Analyse the likely differences between the B2B and B2C part of the business, along with the advantages and disadvantages:
Business to consumers
These refer to ventures that sell directly to consumers. However, the key features of the business to consumer model include:
- The business is product driven to impress the consumers.
- Business make the best use of the value for each transaction
- There is large target market for the model.
- Company follow single step buying process i.e. short sales cycle
- There is high brand identity created through imagery and repetition
- Retailing and point of purchasing activities involved in this model of business.
- Expressive buying decision that are based on status, price or desire.
The ultimate objective of the B2C marketing is to convert the shoppers into buyers. Marketers in this case use aggressively and consistently strategy. The B2C companies use merchandising activities such as displays, coupons, store fronts and employs enticing strategies to entice target market to buy the services of the company. The B2C marketing campaigns mostly concerned with the transaction, that is shorter in duration and therefore, require to capture customers’ interests fast.
Business to business
These refer to businesses that sell to other businesses. The key features of this strategy include:
- The business model concentrates much on relationship driven.
- Make the most of the value of the relationship than transaction.
- The business model has a small and focused on the target market.
- Multistep buying process and therefore, the model have longer sales cycle.
- The model creates brand identity using personal relationship.
- There is informative and awareness building activities in this model.
- Rational buying decision based on the business value.
However, the objective of the B2B marketing is to convert the prospects of the company into customers, and the process may take a longer time and is more involvement. A B2B company focuses on the relationship building and communication using the marketing activities that create leads that can be fostered during the sales cycle (Choi, Y. R., Yoshikawa, T., Zahra, S. A. & Han, B. H. 2014, 267). B2b companies use marketing to educate various players in the market since the decisions to purchase require a multi-step and involve more than one person.
Business to business and business to consumer marketing systems are different. In case of B2B, the company depends on the relationship building marketing efforts. The two systems are coined to differentiate the internet commerce businesses that sold to consumers and those that sell to businesses. B2C sells primarily to the end customers while B2B sell to other businesses, and this can occur both offline and online. In both systems, the marketing programs are similar such as direct marketing, internet marketing, events, public relations, word ofmouth and alliances and advertising but what differingare how they are executed and the outcome of the marketing activities (Chakherlouy, F. & Ghahari, H. S. 2014, 10).
The differences of the two systems include:
- Driver’s matters: The B2B system looks for expertise and the efficiency. While the B2C systems are more likely to seek for entertainment and deals. The B2B purchase processes are logically and rationally driven. On the other hand, B2C systems are mostly emotionally driven by hunger, status, desire, and cost.
- B2B clientele need to be informed and delivered with knowledge and expertise. The clientele want to be the workplace rock star with excellent expertise. B2C require happiness and to enjoy themselves by fully fulfilling their needs.
- B2B marketing requires highly detailed content. The audience on this type of model require to be outfitted to by marketing team. On B2C system, that uses social media activities only need tomeet the basic needsof being useful, shareable and humorous (Brea‐Solís, H., Casadesus‐Masanell, R. & Grifell‐Tatjé, E. 2015, 13).
- In the business to business, lengthy contents tend to be more useful since the business or brand has to prove to target audience the expertise and capability. Thus, target audience will find a reason to buy the product.
- In a B2B, customers want material, information and the ability to build a loyalty relationship with the brands. On the other hand, B2C consumers are not ineludibly considering building a close relationship but satisfaction from the product.
- In case of B2B, marketers have a longer chain of command since most of their accounting, procurement and managers must approve their purchases first. In the case of B2C, individuals make their own purchase choices and therefore they are speedy.
- In B2B systems, buying cycle is longer. On the other hand, the buying cycle for business to consumer is shorter. Therefore, it needs plentiful attention and nurturing. B2C tend to satisfy the immediate needs while the B2B systems need to focus on long term goals.
- In the two types of marketers, they assume distinctive problems. In the case of the B2B marketers, the major problem is inadequate content and time to create it. However, the problem of B2C is the advertising budget that is required to spread the words about the product (Sarstedt, M., Ringle, C. M. & Hair, J. F. 2014, 133).
Moreover, there are common ground between the B2B and the B2C marketing, but the key differences are essential to the marketers who work in both side of the company. Despite the differences, both types of marketing are person to person.
Advantages of the business to business marketing
- New target group in this system means additional revenue
Under B2B, the company contact a new target group therefore, providing new sales opportunity. Once the company adopt B2B, the sales volume will increase due to increase of major customers.
- Cost reduction by long lasting customer loyalty
Customers in B2B are more loyal due to the company committing to longer contracts and individual agreements. Therefore, this means lower acquisition costs and long lasting relations.
In business to business commerce, the shopping carts are very high since company tend to buy larger amount of products that are more valuable. This increases the value and thus more revenue for the company.
- Opportunity to expand
B2B have the ability to grow. This is because the company has the ability to sell into local regions and far beyond. Thus, many customers in the different regions give the company high revenues and opportunity to grow.
- Increased brand awareness through an additional channel
An additional distribution channel increases the customer base and also the awareness of the company. Thus, this gives the company a chance to establish their brands faster and more effectively (Ashraf, M. G., Rizwan, M. & Khan, M. A. 2014, 179)
Disadvantages of B2B
- Limited market:
The company that sells to other businesses have a smaller buying pool compared to B2C. Therefore, limited number of customers makes each and every customer more important and loss of one customer can devastate the company business.
- Long purchasing decision
The customers involve more than one decision makers and therefore take longer time in their buying decisions.
Advantages of business to consumers
The advantage to B2C selling is that the company is targeting varied and wide market. Therefore, appealing to various customers. The following are the advantages of the marketing systems:
- Unlimited market place
The company reaches many customers by using the B2C systems. They can access the information about the product at home, office, on the road.
- Reduces the competition gaps
The company reduces the advertising expenses and thus, compete on equal footing with even bigger companies in terms of the quality, availability of the services and the product and price.
- Lower the cost of doing business
Business to consumers reduces the cost of doing business by reducing the level of phone calling, data entry and eliminating the physical stores.
- Eliminate the middlemen
The businesses to consumers sell directly to the customers
- Need to employ a number of staff
- The business requires staffs that will give the customers services and the sales support services.
To conclude, the business has clear strategic decisions and therefore, they should go ahead in developing the office in the Manchester as intended. Also the company have a vision of entering into B2C sector. From the above advantage of the B2C sector, the company can implement the decisions to increase the opportunity of the business. Thus, this will enable the company to deal directly to the consumers reducing the cost of middlemen.
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