B2B Marketing Report On Saxon Plumbing Services London Ltd Case Study
1. write a B2B Marketing Report Based on the Saxon Plumbing Services London Ltd Case Study Provided in the handbook document. Please through the handbook uploaded on the detailed tasks of this report.
2. The detailed instructions for this report are on page 7-11 of the document. Please firstly read carefully the case study, as this is the foundation for the discussion. Secondly, write the report based on the case study and answer ALL THREE questions outlined in page 11 of the document. There is a mark and word count for each question. So, make sure to answer it carefully and accordingly. FOCUS on the questions, NOT a General Discussion. (Page 12 Set out the marking scheme for the report. Please refer to it when writing the report).
3. When Answering the Three questions, please answer them separately as Three sections in the report.
4. As this is a report rather than a general essay, we should have an appropriate report structure: Executive Summary, Introduction, Discussion and analysis of the three questions, Conclusion, Recommendation, References.
5. The number of references cited should be around 25-30.
1. Key information, Introduction to the Module and Learning Outcomes 1
1.1 Key Information 1
1.2 Introduction to the Module 1
1.3 Learning Outcomes 2
2. Employability Skills in this Module 3
3. Outline Delivery and Reading Lists @ Anglia 4
3.1 Outline Delivery 4
3.2 Reading List and Learning Resources 6
4. Assessment on this Module 7
4.1 Assessment Information and Marking Criteria 13
4.1.1 Element 010 – Assignment/Presentation/In class test/Etc. 13
Marking Criteria for Element 010 – Assignment/Presentation/In class Test/Etc. 13
4.2 Re-assessment Information 16
4.2.1 Re-assessment for Element 010 – Assignment/Presentation/In class Test/Etc. 16
5. Report on Last Delivery of Module 17
1. Key information, Introduction to the Module and Learning Outcomes
1.1 Key Information
Module title: Business to Business Marketing
Module Leader: Cassie Jones
Campus / Building / Room: Cambridge, LAB 312
Module Tutors: tbd
External Examiner and Institution:
Every module has a Module Definition Form (MDF) which is the officially validated record of the module. You can access the MDF for this module in three ways via:
? the Virtual Learning Environment (VLE)
? the My.Anglia Module Catalogue at www.anglia.ac.uk/modulecatalogue
? Anglia Ruskin’s module search engine facility at www.anglia.ac.uk/modules
All modules delivered by Anglia Ruskin University at its main campuses in the UK and at Associate Colleges throughout the UK and overseas are governed by the Academic Regulations. You can view these at www.anglia.ac.uk/academicregs. An extract of the Academic Regulations, known as the Assessment Regulations, is available at this website too (all new students will have received a printed copy as part of their welcome pack).
In the unlikely event of any discrepancy between the Academic Regulations and any other publication, including this module guide, the Academic Regulations, as the definitive document, take precedence over all other publications and will be applied in all cases.
1.2 Introduction to the Module
Welcome to Business to Business Marketing!
This module is designed to give students an insight into the specific issues involved in strategic Business to Business Marketing. An important part of the module is learning the key differences between Business to Consumer Marketing (B2C) and Business to Business Marketing (B2B). It is worth noting at this stage that more businesses sell to other businesses than sell to consumers, and many students are likely to follow marketing careers in B2B marketing, rather than in consumer marketing organisations. Particular emphasis will be given in the lecture programme to the national and international background to B2B marketing, the products and services offered and the organisational decision-making and buying process. The lecture programme builds a theoretical framework step-by-step, so that the students can approach any organisational case, and produce an appropriate marketing and sales strategy. The majority of seminars will be used in the tutorials to stimulate discussion and to put the theory into context. Students will be expected to refer to relevant texts, and follow topical Business-to-Business Marketing issues in the quality press. This module will be assessed by an individual assignment.
1.3 Learning Outcomes
This module, like all modules at Anglia Ruskin, is taught on the basis of achieving intended learning outcomes. On successful completion of the module, the student will be expected to be able to demonstrate the following:
Learning Outcomes (threshold standards):
Type On successful completion of this module the student will be expected to be able to:
Knowledge and understanding Examine and evaluate the way in which marketing is used in the business to business sector in the commercial, not-for-profit and public sector. (LO1)
Knowledge and understanding Critically analyse the differences between consumer marketing and business to business marketing. (LO2)
Knowledge and understanding Predict future change and examine how the business to business organisation might adapt its resources so as to maintain competitive. (LO3)
Intellectual, practical, affective and transferable skills Communicate an understanding of the role of B2B marketing in the national and international business marketplace from both a theoretical and practical perspective (LO4)
The assessment is based on meeting these learning outcomes.
2. Employability Skills in this Module
It is important that we help you develop employability skills throughout your course which will assist you in securing employment and supporting you in your future career. During your course you will acquire a wide range of key skills. In this module, you will develop those identified below:
Skill Skills acquired in this module
Communication (oral) X
Communication (written) X
Commercial Awareness X
Cultural sensitivity X
Customer focus x
Data Handling X
Interpersonal Skills x
Leadership/Management of others
Organisational adaptability x
Project Management X
Problem Solving and analytical skills X
Time Management X
3. Outline Delivery and Reading Lists @ Anglia
3.1 Outline Delivery
The table below indicates how the module will be delivered. However, this schedule is indicative and may be subject to change.
Wk Lecture Seminar/Workshop* Student-managed learning
Introduction to business-to-business marketing Overview of module guide + discussion on the differences between B2B/B2C. Read: (Chapter 1 Brennan et al. 2010)
Importance of relationships and networks Discuss work by IMP and answer questions on Rolls-Royce Group plc case study pp. 23-25 in Brennan et al. Read: (Chapter 3 Brennan et al. 2010)
Business-to-Business Marketing Strategy Majority of the seminar devoted to discussing the assignment. Read: (Chapter 4 Brennan et al. 2010)
Decision making and segmentation Answer questions on The Carbon Trust case study pp. 114-117 in Brennan et al. Read: (Chapter 6 Brennan et al. 2010)
Researching business-to-business markets Answer questions on Segmenting the market for Wavin Plastics case study pp. 165-167. Discuss the difference between B2B and B2C marketing research Read: (Chapter 5 Brennan et al. 2010)
Organizational Buyer Behaviour Students to critique the typical ‘DMU’ p.43 (in class). Also, Q+A session on DMU/DMP in B2B Read: (Chapter 2 Brennan et al. 2010)
Business market communications Questions on Marketing communications to be answered in class Read: (Chapter 7 Brennan et al. 2010)
Sales Management & B2B Management Case study on AIDA to be handed out in class. Questions answered in class. Read: (Chapter 8&9 Brennan et al. 2010)
Managing Product offerings Case study on ‘Brompton Borough Council’ to be handed out in class. Questions answered in class. Read: (Chapter 10 Brennan et al. 2010)
Pricing in Business Markets Case Study on Accent Construction Ltd to be handed out in class. Questions answered in class. Read: (Chapter 12 Brennan et al. 2010)
Channel structures Case study on channel structures to be handed out in class. Questions answered in class. Read: (Chapter 11 Brennan et al. 2010)
Summary of module B2B Marketing quiz! *Seminars maybe subject to change
3.2 Reading List and Learning Resources
Brennan, R, Canning, L and McDowell, R (2010), Business to Business Marketing, 2nd edn, Sage / ISBN: 978-1-84920-155-1 / 978-1-84920-156-8 (pbk)
Essential. We will draw heavily on this book. Students are advised to purchase a copy.
The books in the list below focus on Business Marketing.
Ellis, N. (2011). Business-to-Business Marketing: relationships, networks & strategies. Oxford: Oxford University Press.
Bingham, F.G., Gomes, R. and Knowles, P.A. (2005). Business Marketing. 3rd ed. Boston: McGraw-Hill
Fill, C. & Fill. K. (2004). Business Marketing relationships, systems and communications. Harlow: FT Prentice Hall.
Useful background textbooks by key authors.
Copies in the library.
It is important that you draw from material contained in academic journals. These are some relevant titles.
Industrial Marketing Management, Journal of Business & Industrial Marketing, European Journal of Marketing, Journal of Business Research.
All of these journal titles are available in the Digital Library.
Specific journal articles
Sharma, A., Gopalkrishnan, R.I., Mehrotra, A., Krishnan, R. (2010). Sustainability and business-to-business marketing: A framework and implications. Industrial Marketing Management, 29 (2), pp. 330-341.
Piercy, N. (2010). Evolution of strategic sales organizations in business-to-business marketing. Journal of Business & Industrial Marketing, 25 (5), pp.349-359.
These are interesting articles that give you a detailed overview of sustainability and business-to-business marketing and sales organizations respectively.
www.cim.co.uk – Chartered Institute of Marketing
www.impgroup.org – Industrial Marketing & Purchasing Group
www.marketingpower.com – American Marketing Association
www.thebfa.org – British Franchise Association
‘IMP’ is a really useful website. It contains free access to more than 1,500 B2B articles.
Additional notes on this reading list
Additional reading will be recommended weekly in class.
Link to the University Library catalogue and Digital Library http://libweb.anglia.ac.uk/
Link to Harvard Referencing guide http://libweb.anglia.ac.uk/referencing/harvard.htm
4. Assessment on this Module
The assessment for this module consists of one element, a report, which is 3,000 words in length .
Element Type of assessment Word or time limit % of Total Mark Submission method Final Submission Date
010 Individual assignment
3,000 100% Quick Guide to Submitting on Turnitin®UK GradeMark
Although SPSL is essentially a service provider, it uses the services of one particular wholesaler to buy its products. These products meet health and safety regulations and help SPSL to meet their objectives in terms of quality and service. SPSL has used the services of its wholesaler – ‘ABC Plumbing Supplies’ since the company’s inception in 2000. The two firms have a good working relationship that looks set to continue in the short-term.
The price SPSL charges depend on a number of factors. These include size of client, frequency of callouts, type of service required, and length of contract and business location. At present SPSL has a complex pricing system. The company tends to favour price negotiation when dealing with its clients, rather than promoting a rigid pricing policy. Peter and Harvey have found that negotiation is often preferred by existing and potential clients. In terms of pricing strategy, SPSL is priced towards the premium end of the market.
SPSL is located in South London. Its centrally located base means that it’s ideally situated to target a larger number of potential clients within the South London area. The company has a fleet of commercial vans that are fully equipped with essential tools and equipment. The owners hope that Manchester will also provide the same opportunities and generate the same rewards.
As mentioned, SPSL’s existing promotion is largely based on word-of-mouth communication. The company does have a website, although this is purely a ‘shop window’ for the business. In other words, it provides background to the company, range of services and testimonials. SPSL also attends trade fairs and occasionally advertises in local newspapers. Peter and Harvey have been fortunate that word-of-mouth has been a significant contributor to the company’s success. The brothers estimate that 90% of new customers are a result of positive word-of-mouth communication. However, this cannot be solely relied upon in the future, particularly in relation to the establishment of the new office in Manchester.
Both Peter and Harvey place great importance on maintaining successful working relationships with their clients. Usually relationship building also involves a great deal of ‘social bonding’ in the hope that existing relationships can be maintained, as well as new ones being established.
Future strategic direction
Peter and Harvey have ambitious plans for the company. Developing an office in Manchester is intended as the first step on the road of significant organisational development. The company hopes to increase the number of offices to five by the end of the decade. Also, they have visions of entering the B2C sector. Yet, this is likely to be some year’s way.
Peter and Harvey have ambitious plans to grow the business. As an Independent Marketing Consultant, you have been appointed to compile a report that answers the following questions(ANSWER ALL THIS QUSTIONS):
1. As a result of the recession, suggest future changes that SPSL should make to their Marketing Mix in order to remain competitive when providing plumbing services. Remember to support your answer. (25 marks)
2. Critically analyse the challenges faced by SPSL (B2B) compared to those firms engaged in consumer marketing (B2C). (25 marks)
3. Peter and Harvey have highlighted the importance of relationships in B2B. Given the current economic climate, discuss to what extent relationship variables and business networks are likely to be important for SPSL both now and in the future. Make reference to relevant IMP literature in your answer. (50 marks)
* SPSL is a fictitious company
4.1 Assessment Information and Marking Criteria
4.1.1 Element 010 – Individual assignment