Analyzing Business Market: B2B market of ABB

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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