Accenture Company (Andersen Consulting) started in 1942 as
an accounting company. During that time
the company is not so popular with its accounting services worldwide. Arthur
Andersen is having a hard time enforcing the brand and company awareness of
Accenture. But during the internet
domination in year 2000, the company started to cater more segments of its
services.
During that time Accenture covered 47 countries with 200 languages
worldwide. The Company started to
revolutionize their global market using the IT infrastructure to reach the
worldwide services. On the contrary, Mc
Kinsey group are also stealing the market share of Accenture, but even with all
the highly specialize services of Mc Kinsey Group, Accenture Company still
survive the market. Accenture Company further hired Tiger Woods to portray the
precision and professionalism of the Company.
To analyze, why before the internet “boom” in 2000,
Accenture can hardly identify its market segment? B2B which stands for Business-to-Business
derives the idea that the buyers in B2B model business is not involving only
one buyer who will decide for the purchase for the product service but rather
it involves the whole company.
Business Buying Process Participants:
1. Initiators-
are part of the company’s stakeholders who will request the company to buy product
or service for the efficient operation of the company.
2. Users-
are the workers using the product being purchased initiated by the “Initiators”.
3. Influencers-These
are the workers in the company who will convince the top management to buy the
product or service for the company operation.
4. Deciders-
Usually involves the top level management, the involved department in purchasing
the product, and the Purchasing Department.
5. Approvers-
Top level management and accounting department
6. Buyers-
Purchasing Department
7. Gatekeepers-
are the people who will decide which company can supply the product and service
for the company. Usually, Purchasing
Department is in charge for this task with the reference from the actual
department who needs the product or service and the top level management.
With this regard, Accenture recognizes this company or
organizational process of buying in which the company improvises their
marketing strategy for organizational approach of selling.
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