ABB automation business covers 100 countries around the
world with 145,000 employees who are active in International business and
International human resource. The
business communication being done in B2B business platform differ in terms of
communicating the product information for example that may be a more specific
according to the customer’s specification needs. B2B business communication is so critical in
terms of the specific needs of the customers. In the case ABB, the company uses
the slogan “Power and Productivity for a Better World”. Automation and engineering industry is
becoming more interesting now a days given the fact that high-tech business
companies requirements of today allow the higher challenge of ABB in terms of
automation. Kotler further emphasize in
a marketing science point of view that B2B companies like ABB needs to consider
the following business marketing behavior.
First is the system of buying and selling. Buying and selling in B2B platform needs a
unique method of purchasing the merchandise according to the operation
requirements of the business buyer. Kotler called it “system buying, system
selling, and system contracting”. Indeed,
Shell oil for example, manages its purchasing from ABB in a unique system
compared with other customers of ABB.
Second is the role of services, the nature of service
rendered by the customer allow the seller of the B2B business to adhere to the
requirements and the speed of procurements according the nature and speed of
the daily operation of the company. As a
fact, ABB needs highly knowledgeable engineers to cater the needs of the
customers.
Finally, in a marketing strategic point of view, SBU
(strategic Business Units) are so useful in analyzing the unique needs of the
various customer needs in the B2B platform of International Marketing
Management.
ABB Automation Company
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