Consider the website : Vegemite Marketing Plan Chapter 5 Activity 5: Determine B
ID: 412921 • Letter: C
Question
Consider the website : Vegemite
Marketing Plan Chapter 5 Activity 5: Determine Business Market Relationships Worksheet
Complete each of the three steps below.
Write an analysis of your key business-to-business opportunities to assess the fundamental nature of these markets on the table below, including a description of the following:
A minimum of three types of companies in this market
Estimation of the populations of these markets, as raw numbers and as a percentage of the U.S. population
Probable buying decision maker(s) you would encounter in selling to your key business-to-business customers
Companies in this Market Estimation of Populations Probable Buying Decision Makers
Create a probable buying decision process for one of these key business-to-business opportunities identified above using the template
<Compose answer here>
Identify one second-tier customer in key business-to-business markets that represent future or potential customers. Explain why this second-tier customer would be a viable future or potential customer.
<Compose answer here>
sample companies in this market estimation of populations probable buying decision makers hospitals 35 million discharges per day, 11 percent of U.S. population Hospital purchasing department 1 2 3 4Explanation / Answer
Category 1 - students enrolled in schools which are approx. 50 million in number which is 16% of US population. The decision makers are school administrators which make this type of decisions.
Category 2 - Amtrek which ferries around 60 million passengers annually which is 19% of the US population. The decision making authority is Amtrek purchases department.
Category 3 - The US Military which has a strength of 1.28 million, around 0.4% of the US population. The decision making body is the centralised purchase department of the Defence.
Ans: An example of second tier customer is an intermediate purchaser that supplies to the next link in the supply chain. An example is a retailer which purchases from the wholesalers which in turn purchase from manufacturers. For manufacturers, this retailer is a second tier customer who can become a first tier once it grows in size and starts purchasing in bulk and works as wholesaler. It is therefore a potential first tier customer.