The company under study is the Ducab Cable Company that is found in the United Arab Emirates. The company indulges itself in the production and sale of different types of cables that are used in different areas of the world for different purposes. There are several marketing related questions that have been used to understand how this company works and the different technique and methods that it employs to ensure that it enjoys good returns and profits at the same time. These questions are critical in every way as they analyze each important aspect of the company.
Question 1: The Business Marketing Perspective of the Ducab Company.
The Ducab Cable Company has been a chief player in the international as well as the national market for the different types of cables that are provided by the company. The company has operated on the individual level in terms of sales and in terms of other companies. The product provided by Ducab Cable Company may be a finished product to a certain buyer while others consider the product an ingredient in their different processes. The business-to-business marketing has been witnessed between Ducab Cable Company and other companies. There are companies that operate different contracts that require the installation of different types of the cables that are provided by the Ducab Cables Company. Electrical installation contractors are an example of the companies that Ducab does business with. The different operating grounds have enabled the company realize higher marketing heights as the company employs different strategies to help maintain the marketing standards. The company has an active and frequently updated website that allows the business buyers to easily contact the company and check the products that are offered by the company.
Question 2: The Organizational Buyer and Behavior.
The bigger numbers of buyers of the products that the Ducab Cable Company produces are part of the commercial enterprises. The commercial enterprises consists of the different companies and individuals who are active in the market and use the product either as an end product or as intermediary products in the manufacture of other products or the provision of different types of services. There are contractors who use the different products that are offered by the Ducab Cable Company in the provision of electrical installation services. The large firms that buy most of the products buy in different patterns. The variation of the pattern in which the buyers engage in the different buying transactions depends on the demand of the products in the market. Depending on the characteristics of different buyers, the company is able to focus on a few individuals that have unique characteristics and the company develops strong ties with such buyers.
Question 3: CRM Strategies for the Ducab Company for Business Marketing.
In order to maintain the high returns and profits that the company enjoys, there is need for the creation of strategies that will help improve the relationships between the company and the individual buyers. The initial plan is to identify the different customers who have been buyers to the company over several periods. These customers are grouped into one and their individual relationships are developed. The company website has been helpful in making the process of marketing and the procurement of products and services to the customers an easier job. The nature of the different relationships between the different buyers is defined by the reliability of the buyer and how the buyer benefits the company. The company develops rules that will be able to cut out the buyers who are in the lot of buyers that bring losses to the company.
Question 4: How does Ducab Cable Company segment its business market and estimate the segment demand?
There are different cable customers across the United Arab Emirates as well as in the nearby Middle East countries that are not served to their expectations. In the same market structure, there are buyers who are well satisfied with the amount of purchases they make depending with different characteristics that separate the two groups. The first group of customers can also deliver profits if the right strategies are put in place. The Ducab Cable Company has identified different companies across the country and has segmented these companies into a special segment that requires different strategies from the rest of the buyers. There are marketers present in the company who have helped in the clear designing of the necessary strategies that have seen the segmented buyers back in the active market of buying. The purchasing power of the different buyers is what has been used to segment the different buyers. The segmented buyers make up to about a quarter of the amount of the products that are needed in the market.
Question 5: Business marketing planning for the Ducab Cable Company
The process of business marketing planning for the Ducab Cable Company is achieved through a series of processes that allow the designing of clear and optimal strategies that are aimed at making both players of the market, the buyers and the sellers, happy. In developing marketing plans, the company has different group of workers that help in the creation of the plans. There are customer analysts who bring the feedback from customers and what changes the company should expect from the different customers as well as their demands. There are financial officers who are keen to make sure that the company’s status does not fall but rises. There are analysts who bring suggestions on how the company can be improved and how it can grow. Together with the representatives who manage the internal business process, they meet and formulate marketing plans that are aimed at improving the overall status of the company.
Question 6: Business marketing strategies for global markets for the Ducab Cable Company
There are several procedures that the Ducab Cable Company goes through in the entrance to the global markets. Most of the procedures are detailed such that they intend to limit the risks that the company goes through in the entrance to the global market. In order to avoid risks, the Ducab Cable Company needed full information regarding the international countries where it chose to do business in. The knowledge of the information was helpful in acquiring places where the company could expand to. So as to monitor the changes that happened in the ground market, the company set up sales offices in most of the countries that it chose to invest in such as Bahrain, Qatar, United Kingdom and Oman. The company also acquired distributors from both within the country as well as abroad. The distributors help in the creation of personalized relationships between the company and its customers. The company maintains a synchronized accounting system that is meant to ensure that there is uniform growth in the different subsidiary points of the company. The company has been successful in the creation of projects such as Burj Khalifa, Dubai Metro, Emirates Palace and Burj Al Arab.
Question 7: How the Ducab Cable Company manages its products for business markets
There are different ways through which the Ducab Cable Company manages its products. The different product variations are done in an effort to meet the requirements that the customers want. There are different types of customers who vary in relation to the product quality. The main products that are produced by Ducab are low voltage, medium voltage and high voltage cables that are used for electricity transmission. Different customers therefore have different demands. Mostly however, the bulk of the customers demand for the main products that the company produces and thus it becomes easier to manage these products. However, there are other customers who prefer custom-built products due to their specificity of their needs. There are construction companies who require custom built cables for the different types of buildings that that the constructors are working on. These two categories of the products offered by the company make up for close to over 90% of the products sold to the buyers. The rest of the products are inconsistent and will vary with their demand with most times the products being un-demanded. The company’s product covers High Voltage cables up to 132kv, Ducab Powerplus Medium Voltage cables up to 33kv while the rest of the smaller group of products such as low voltage cables, wiring cables, lead-sheathed cables, Ducab-Smokemaster- Low Smoke and Fume cables and the rest cover about 400kv.
Question 8: How the Ducab Cable Company manages innovation and new industrial product development
The nature at which the products that are offered by the Ducab develop is completely unpredictable. The unpredictability of the products that are offered by this company forces it to adopt a strategy that is helpful when dealing with such unpredictable products. The exponential strategy for the unpredictable products is put in place in the company with the assumption that the product remains unpredictable. Different customers come up with different requirements. These people come up with the different needs of the cables depending on their use of the cables. The company therefore has analysts who control the amount of flexibility and change in the production of a certain product. When the product develops into new products, the demand is met and the company also grows. The presence of flexible options and shifts in the production team helps the company in the maintenance of the production levels even when the product is new. The company combines limited structure, communication and knowledge in the innovation of new products that are suitable to the customer population.
Question 9: How Ducab manages the services for the business markets
There are different ways that the company manages to manage the services that it produces. The main point that the company looks at is the ability to make products that are helpful in the society and are able to please the different customers who purchase these products. The quality of the products is also an important thing as the company wishes to maintain a standard status in the market by providing quality products to the customers. Apart from assessing the customer satisfaction, the company has strategies that are structured so as to determine the best price for which the company may attract customers and at the same time accomplish its goals of reaching certain targets. Even though the price fluctuates from time to time, the company considers several factors in the price determination period. The company also makes good use of the internet as it strives to maintain the relationships that it has with its customers. The company has created webpages in the social network sites as it attracts customers and at the same time keeps the customers who were previously present. The company also offers different promotions from time to time as seen in their social media webpage.
Question 10: How the Ducab Cable Company manages business marketing channels
The Ducab Company has integrated both the traditional methods of maintaining marketing channels as well as the modern the methods. The company has distributors both inside and outside the country and this has helped them market their products to almost every part of where they are represented. The company also has sales representatives in several countries as well as locally that help the company maintain its marketing channels for longer periods. The company has direct call centers as well as a website where it also maintain its marketing channels. The webpages on the social media sites are also used in marketing of the products that the company produces. The integration of all the methods of marketing that the company uses enables it to carefully manage the marketing procedure as well as maintain its channels.
Question 11: How the company manages e-commerce strategies for business
In the modern era, there are different requirements that are critical in the establishment of successful marketing campaigns. The e-commerce is an emerging pillar of modern marketing. The whole procedure of setting up webpages that are used in the marketing procedure is very important to companies. The Ducab Company has an active and frequently updated webpage where the necessary information to the buyers and potential buyers is available. The company has displayed the range of products that it produces and offers the different locations of the distributors as well as the information necessary for contacting the distributors and the company too. The company has webpages in the social media sites where the company is able to market its products to a larger audience compared to when the company did not have a webpage.
Question 12: How the company manages the supply-chain strategies
The Ducab Company has been able to maintain its supply chain through the creation of different strategies that have helped the company maintain its standards in marketing and overall sales. The company has established a chain through which information travels through. There are distributors and sales agents that collect information from the ground level and then relay the information to the management in the nearby sales offices. The information then travels to the management that is situated in the headquarters in Dubai. The flow of information ensures that there is a protocol that is to be observed at all times. The same protocol is followed in the marketing procedure. There are sales offices where a selected few sales officers are present. The agents and distributors are used in the relay of the final information to the larger group of buyers.
Question 13: How the company manages the price strategies for business markets
The setting of a price of a product is a paramount activity in the maintaining the activities and the position of the Ducab company in both the local and the international market. The price determination strategy is considered equally important as the marketing strategy. The manager meets with top officials to discuss price change whenever there is one. The customer needs and capabilities are also discussed in the setting up of the price that the products will be sold at. The necessary company profit targets, cost and benefit analysis statistics are also incorporated in the coming up of the best price to be used for the different products.
Question 14: How Ducab manages business marketing communications like advertising and sales promotion
There are different channels through which a company can perform its advertising and sales promotion. These methods and channels are depended on the different strategies that they employ as well as the ability of the method to reach out to a large number of the potential customers and customers. The social media is one forum where the company conducts its promotions as most people in the modern world have access to the social media. The company also uses its own website in advertising and announcing promotions to the buyers and customers. The main forms of advertisements used however are in both print form in form of newspapers and in the visual media such as televisions adverts and billboards. These forms of advertisements are managed by a special group of analysts and officers specially designated to do this.
Bingham, Frank G, and Barney T. Raffield. Business to Business Marketing Management. Homewood, IL: Irwin, 2007. Print.
DUCAB Cable Manufacturing Company, High Medium Low Voltage Cables Dubai, UAE, Middle East. N.p., n.d. Web. 24 June 2014.