Rapport de tâche STEM: valeur ajoutée / valeur de vente

Exposé Entreprises & gestion Stratégie

Date de publication :

03/01/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

15 pages

Niveau :

expert

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

9,95 € Ajouter au panier

Sommaire :

Sommaire

Literature review
1. Business Market management
2. Total Cost of Ownership, Added Value and Value selling
Methodology
1. Marketing Excellence Scan
2. Value selling & TCO
Company reviews
1. General market overview
2. Xerox
3. Océ
4. Lexmark

Résumé :

Visiting the showroom of a large printer and copier manufacturer, the attentive observer realizes that, although every copier has the same name tag on it, the design and the material used differ between products. This could be considered odd, as the products have the same colors and the company's brand name on it. However, this phenomenon called OEM has solidly penetrated the market in the past years. The Original Equipment Manufacturer (OEM) is a manufacturer who buys finished products from another company and either modifies its components or leaves the product as it came. Then, these products are branded and brought to the market with the OEM's name, warranty and service. The term manufacturer is misleading to some extent, as the OEM is more of a customizer than a manufacturer. Considering that finished equipment is bought from suppliers, not changed but resold, the questions arise of how the OEM adds value to the offering for customers, what is their sales approach and what are the reasons for buying finished products arise.

As industrial, commercial and institutional buyers purchase primarily for value in use, a business and relationship perspective will be taken on during the report. Unlike buyers in consumer markets, business to business buyers do not satisfy personal needs and wants, but rather requirements of their business and product. They buy to improve quality, to meet competition and to work efficiently in terms of time and cost. In order to get an insight into the requirements of the buyer, the value the business to business buyer is seeking and his motivation to buy, the market can be divided into 3 categories, namely end-user markets, resale markets and OEM's. As outlined before, the focus is on OEMs.

In order to answer the issues discussed above, research was conducted with three OEMs from the copying industry. The goal of the research is to gain insight into the marketing excellence in OEM companies and their performance in selling value in order to compare theory to practice, discover differences in company's approaches and provide recommendations to the companies to optimize their performance. In order to meet this goal several steps were taken, described in the following chapters.

In order to be able to evaluate the strategies and concepts the different companies use in their marketing strategies, literature on business market management, added value, value selling and total cost of ownership is reviewed. Three OEM sellers were interviewed in order to gather data, namely Xerox, Océ and Lexmark. To provide the reader with a more complete picture of how and from whom the information has been gathered, company overviews and methodology are presented. The outcomes of the Marketing Excellence Scan, conducted in cooperation with stem (Stichting Techniek en Marketing), is discussed and compared between companies to give the reader an idea about the general marketing performance of the different firms. Finally, an evaluation of interviews held with the marketing managers of the companies is given in order to compare theory with practice and analyze how approaches differ between firms. Finally, a discussion including recommendations for companies and further research will precede the overall conclusion.