This case is suitable for graduate- and postgraduate-level marketing courses on business-to-business buying, segmentation, and targeting at graduate and executive levels. The case presents the challenges faced by the manager of a small-scale enterprise in a business-to-business context. It develops an understanding of business markets and the organizational buying process. It also deals with segmentation and targeting issues in the business-to business sector.After working through the case and assignment questions, students will be able to ·understand the challenges of designing value propositions in a small-scale industry; ·evaluate the business-to business buying process and the role of a decision-making unit; ·assess the procurement processes adopted by different types of industrial customers; ·compare different organizational buying situations; ·assess the segmentation variables used to identify segments in business-to-business markets; ·understand how the customer lifetime value calculation can be used to assess the value of potential target customer groups, as well as an existing customer base; and ·learn about the issues faced by firms in dealing with public sector businesses.

business-to-business; buying center; segmentation; customer lifetime value

MBA/Postgraduate

Manufacturing
India
Small