Overview
Assignment Objectives
- Appreciate the importance of B2B Marketing in generating value - To investigate the phenomenon using theory from the subject.
- Understand core theories on how B2B Marketing (and Markets) function.
- Analyse B2B related problems and be capable of applying relevant models/theories to generate appropriate strategic and tactical solutions.
- Apply concepts and principles of interfirm exchanges, including methods of purchasing in B2B marketing, and their impact on value creation.
Assignment overview
Your task is to take either a vertical exchange relationship and to analyse the value creation that takes place in the exchange. Please take a buyer and supplier of your liking or take an alliance. Determining if a party is a buyer or supplier is relatively easy as this is typically stated as such (we supply..). The assignment is expected to be about 1000 words. The faculty norms are to allow a deviation of 10% or effectively 900-1100 words. Note that the references are not part of the wordcount. No executive summary is expected as the assignment is short. Please upload your assignment by close of business of Week 4 via the LMS. include the name of the chose companies and your name on the submitted document along with your email address. This does not count against the wordcount limit. PROOFREAD your assignment before submission. Penalties (a reduction of 10% per day) for late submission apply.
Your assignment will consist of 2 parts:
Part 1:
The first part consists of an application of Ulaga and Eggert's 2006 model as discussed in class. Please run through each element of value creation as found in Figure 1 (page 130) and see if there is evidence for value creation in terms of benefits and costs taking place. You do not need to provide evidence for each of the six elements as, potentially, one or two elements may be absent, or information is simply not provided. Please indicate if such is the case. Also draw a conclusion. Please note that you are, of course, studying existing exchange relationships where likely a good deal of value creation is taking place.
Part 2:
Based on your assessment of value, see if you can provide 1 or 2 actionable recommendations on how to generate further value. This section should be brief
Again, there is no need for an executive summary. Effectively your aim is to determine the status quo in terms of value creation and to provide a few (1 or 2) recommendations on how to do better. The focus in this assignment is on quality, not quantity.
Example:
Recaro is a major manufacturer of seats for vehicles, including cars and aircraft. Recaro has an exchange relationship with Malaysia airways to supply business class seats as found on e.g. https://www.recaro-as.com/en/press/press-releases/... (not also the PDF link). From this example you can find evidence of how these seats can benefit Malaysia Airlines. be careful that your focus is on B2B and while you can make reference to consumer benefits, ultimately the benefits to Malaysia Airlines are central.
Frequently Asked Questions
- Can I take firm X or Y? Yes
- Is firm X or y a good company to choose? Yes, all firms are good. The analysis is what matters, not the choice of firm.
- What are the marking criteria? Please locate these on the LMS. We will follow these criteria.
- How do I achieve a good grade? Please have a careful read of the marking criteria. These are your targets.
- I am not finding any information on firm X or Y. Where can I find information? Rather than determining a firm first and then looking for information, a better strategy is to take a copy of The Economist or BusinessWeek and to start looking for clear examples and let your choice be determined by good evidence and availability of information, rather than vice-versa. Note that some firms, such as Apple are notoriously secretive of their suppliers.