MKT361: You are a Business to Business Marketing Consultant and have been Approached: Business To Business Marketing Assignment, SUSS, Singapore

Assignment:

You are a Business to Business Marketing Consultant and have been approached by the X company of your choice (product manufacturer, service provider, etc.) whose Managing Director (MD) wishes to expand into a new market (it can be of the same country or a foreign country). The company understands that entering an unknown market is fraught with problems.

They currently have no sales contacts in the market, know little about channels of distribution, are ignorant of what motivates buyers, have no knowledge of product competition and pricing, and have no idea of how to promote their products in the market. They need help.

You have, therefore, been approached and asked to create a report, advising the MD how the company should undertake this exercise to maximize their chances of success in penetrating the market.

You must advise them on, not just how to go about doing this, but why they should undertake the action you recommend that is, the rationale behind all of the proposals put forward.

The plan is to be divided into two key sections. First, an analysis of the market and, second, an overview of the proposed marketing strategy. The differences between consumer marketing and business-to-business marketing and their implications for the marketing strategy need to be discussed in the report.