Konica Minolta Business Solutions: A Professional Approach to Selling (C) Marketing Strategy Analysis & Solution

Marketing & Sales Case Study Analysis and Solution

At Fern Fort University, we use Harvard Business Review (HBR) marketing principles and framework to analyze Konica Minolta Business Solutions: A Professional Approach to Selling (C) case study. Konica Minolta Business Solutions: A Professional Approach to Selling (C) is a Harvard Business Review case study written by Prabakar Kothandaraman, Sudha Mani, William J. Healyfor the students of Sales & Marketing. The case study also include other relevant topics and learning material on – Manufacturing, Sales, Technology

Strategic Marketing Analysis of Konica Minolta Business Solutions: A Professional Approach to Selling (C) case study written by Prabakar Kothandaraman, Sudha Mani, William J. Healy will comprise following sections –

• Konica Minolta Business Solutions: A Professional Approach to Selling (C) Case Description
• Marketing Definition
• Market Potential Analysis of Konica Minolta Business Solutions: A Professional Approach to Selling (C)
• Market Share Potential Analysis
• Segmentation and Segment Attractiveness Analysis
• Competition and Competitiveness Analysis of Konica Minolta Business Solutions: A Professional Approach to Selling (C)
• Customer Value Analysis of Konica Minolta Business Solutions: A Professional Approach to Selling (C) case study

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Konica Minolta Business Solutions: A Professional Approach to Selling (C) Marketing Case Description

Sales & Marketing Case Study | Authors :: Prabakar Kothandaraman, Sudha Mani, William J. Healy

Supplement to case NA0405. Konica Minolta Business Solutions (KMBS) was a leader in advanced document management technologies. Its business solutions were grouped under office systems, print production, and printers. Its business solutions were grouped under office systems, print production, and printers. Peter Daniel, Branch Manager for northern New Jersey at KMBS, recently assigned Bill Swanson to be the sales rep responsible for Bergen and Passaic counties in New Jersey. Swanson was assigned the responsibility of winning an important account away from competitors, namely, NYCG, a large global accounting and consulting firm in Wayne, New Jersey. Swanson had to draft a plan to gather information from the prospect. The sales process can be classified into three key phases: prospecting, needs identification, and proposing a solution and closing the deal. The KMBS cases (A), (B), and (C) primarily focus on needs identification. In KMBS(A), Swanson had to develop the plan of action for planning, preparing, and approaching NYCG. In KMBS(B), Swanson met with the Global Procurement Director at NYCG, Bob Benedict, to understand NYCG's needs. He also met with Peter Daniel to discuss how they should continue to identify NYCG's needs. Finally, in KMBS(C), Swanson met with the heads of the Distributed Print Services and Central Print Services divisions, as well as other users at NYCG, to understand their needs. These efforts should help KMBS create a custom solution for NYCG. Swanson and Daniel thus must decide which solutions to present to NYCG.

Manufacturing, Sales, Technology

Marketing Definition

According to American Marketing Association – Marketing is a set of activities that a firm undertakes for creating, communicating, delivering, & exchanging offerings that have value for customers, clients, partners, and society at large.

Kotler explains - Marketing is a process by which organizations can create value for its potential and current customers and build strong customer relationships in order to capture value in return.

Market Potential Analysis of Konica Minolta Business Solutions: A Professional Approach to Selling (C)

Market potential analysis comprises evaluating the overall market size of the related product that the firm is planning to launch. This will involve defining – Why the target market segment needs the product and how it will provide a solution to full its consumers’ needs. Market potential of Konica Minolta Business Solutions: A Professional Approach to Selling (C) products various on factors such as –

• Maturity of the market. In mature markets the profitability is often stable but the market potential is less as most of the players have already taken market share based on the segment they are serving. New players have to go for market share strategies in marketing.
• Technological competence of the existing players and culture of innovation and development in the industry.
• Untapped market sizes and barriers to both enter the market and serving the customers. Often companies can easily see the unfulfilled needs in the markets but they are difficult to serve as there are costly barriers.
• Define the core need that your product is serving and list out all the direct and indirect competitors in the market place. This will help not only in positioning of the product but also in defining or creating a segment better.
• Uncovering the current and untapped market sizes and barriers to serving the larger market. Analyze the areas that you need to sort out while launching the products to wider market and what are the challenges the firm will face in market place.
• Estimate the current stage in product life cycle and its implications for marketing decisions for the product.

Market Share Potential Analysis

• Understanding the buyer behavior model for Konica Minolta Business Solutions: A Professional Approach to Selling (C)industry.
• Identifying the market share drivers relevant to Konica Minolta Business Solutions: A Professional Approach to Selling (C) market.
• Segment Attractiveness Analysis – Our analysis will work out which are the most attractive segments and which are the one the firm should go ahead and target. We point out in great detail which segments will be most lucrative for the company to enter.
• Understanding the different needs and relative value of your offering by segment.
• Developing segment priorities and positioning the product based on the product need fit developed by the firm.

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Competition & Competitive Position Analysis

• Uncovering customer-based competitive positions for key rivals and firm’s offering. This will not only help in assessing the strengths and weaknesses of the competitors but also help in defining and positioning of the product.
• Developing a positioning and launching strategy. It will require not only distribution channel analysis but also promotion mix for the product.
• Strategic Marketing Planning — the process of developing and maintaining a strategic fit between the organization’s objectives and capabilities and the ever evolving marketing opportunities for its products.

Konica Minolta Business Solutions: A Professional Approach to Selling (C) - Customer Value Analysis

Capturing customer value is essential to marketing efforts as it results in higher return in the form of both current & future sales, greater market share, and higher profits. By creating superior customer value, the organization can create highly satisfied customers who stay loyal and buy more. This, in turn, means greater long-run returns for the firm.

• The crucial role of customer perceived value in acquiring and retaining profitable customers. Product differentiation is often based on building on a value niche that a firm believes that is very important to the customer. This niche contributes to perceived value. If the perceived value is high then customer stay loyal to the product if not then she can switch to the competitor’s product.
• Graphically displaying value differences for deeper understanding and better internal communication. This helps is building a narrative that a customer can identify with. The better the insight more are the chances of connecting with the potential customers.
• Identifying and selecting actionable value creation options. This can help in increasing the customer lifetime value. Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage.

NOTE: Every marketing case study solution varies based on the details and data provided in the case. We write unique marketing strategy case solution for each HBR case study with no plagiarism. The specific case dictate the exact format for the case study analysis.

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