this case, the buyers or business customers normally have a good relationship with the seller or suppliers. The two parties developed a loyal and trust relationship among each others. In Tobiar Gold, the firm does has some business customers run the regular repurchase decision. The active business customers take constant order every month and replenish stock when it is finished. Tobiar Gold maintains a good long term relationship with these customers. This constant demand enables Tobiar Gold to do better prediction and develop a most appropriate marketing strategies which then create values to its customers as well as customers’ customers (final customers). 7
BPMM 3063 INDUSTRIAL MARKETING Modified Rebuy On the other hand, modified rebuy is the purchasing decision where the buyers repurchase the products but not automatically. There are several factors concerning them when they want to make a purchasing decision. The factors may include price, terms, product specifications and so forth. Buyers will evaluate and might change suppliers who provide better offers. There are certain business customers negotiate with Tobiar Gold regarding the terms. For an instance, they would ask for an increase in commission on sales to boost the selling of Tobiar Gold’s products. For those who are unable to hit the projected target sales, they would decrease the purchase of Tobiar Gold products as there is a lack of demand. Therefore, Tobiar Gold has to concern about this issue and implement new packages for the business customers. The firm needs to provide the business customers with several benefits so that they are motivated and keep the business relationship for a long period. In short, regardless straight rebuy or modified rebuy, Tobiar Gold has to maintain the partnership with these business customers so that the business can sustain in the market. By understanding customer needs, Tobiar Gold is able to customize different sales packages and marketing strategies for different customers. Providing what customers want is the key to the Tobiar Gold to maintain the customers purchasing decision towards its products. 8
BPMM 3063 INDUSTRIAL MARKETING 4.0 ISSUES AND CHALLENGES BY TOBIAR GOLD Limited Production The process of harvesting and peeling of mangoes is carried out by workers. The production line in Tobair Gold is more people oriented rather than machine oriented. They rely mainly on manpower to run the production. Thus, the outcome of the production is limited. The firm is capable to produce only 200 litre per day which based on workers hard work. Furthermore, the machine used is simple and not on par with the latest technology. Some of the workers are not familiar with production as they work as part-time. They have to attend training so that they can adapt to the production line. Unskilful workers directly lead to slow production. This limited production in Tobiar Gold may lead to unlimited supply in their business market and lost sales.
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- Summer '19
- Marketing, ........., Tobiar Gold