The paper "Business to Business Marketing Management: Case of Kunst" is a great example of a case study on marketing. The case study focuses on the advantages of business to business marketing between the mother company, Atler GmbH which is headquartered in Germany and the United States-based Kunst Company. The Kunst Company is headed by Evan Stone. Business to business marketing focuses on determining the clients’ current needs. Based on the research conducted, Evan Stone sets out to produce a product to fill the needs of the clients. A survey conducted indicated that many repair technicians abhor changing the vacuum pump’ s oil.
Likewise, the owners of the shops are against the request of the repair technicians’ that the owners should be the ones changing the spent oil inside the vacuum pumps. The survey indicated that clients prefer lightweight vacuum pumps as compared to the normally heavy ones. With the advantages of being lightweight and oil-free, the Kunst management is very optimistic that the company can easily penetrate into the current vacuum pump target market because the Kunst pump has far better features than the currently popular AirMaster pumps. Going back, Kunst’ s business to business marketing strategy is supported by the marketing mix.
The company produces a product of high quality. The company sells its products directly to the target markets – air conditioner repair shop owners and the refrigerator repair shop owners. The price of the Kunst vacuum pumps is slightly higher than the competitors’ prices to ensure that clients are paying for the quality and the advantages of the product aside from the product itself – vacuum pump. In terms of advertising, the Kunst Company directly advertises its products to the air conditioner repair shop owners and the refrigerator repair shop owners. It is highly recommended that Kunst Company should reduce its initial market price to the level of the competitors to increase its market share.
Likewise, the company should increase its budget for advertising in the tri-media to increase revenues. The company should also continue its current business to business marketing strategy to ensure client loyalty. In addition, the company should continue to sell its products at its current weight. The Kunst Company should continue to advertise its vacuum pump as an oil-free vacuum creation device.
Lastly, the company should also enhance the features of the company’ s products to increase its hold in the vacuum pump target market. INTRODUCTION In terms of the brief introduction, the Kunst Company sells vacuum pumps to target markets. The vacuum pumps are used by air conditioner repair shops and refrigerator repair shops. The Kunst company is owned by the Germany – based company, Atler GMbH. In addition, the target markets are identified as the air conditioning repair shops and the refrigerator repair shops.
The Kunst marketing strategy avoids the mistake of many marketers.