A

Case Analysis
On
Organization Buying Behaviour

Course: B2B Marketing (2021-23)

Submitted To: Submitted By:(Group -

4)

Dr. Shailesh Pandey Manisha

Mazumdar
Priyal Shrivastava
Richa Yadav
Riddhi Singh
 Ronnie Philips

Case-1: Organizational Buying Grid

Straight
Buying Stages New Buy Modified Re-buy
Re-buy

Problem Recognition
- Improve the Improve Plant Productivity
efficiency

Automation Machine

● Conveyer Belt
● Automatic shampoo
filling and labeling
machine
● Duplex Vacuum
plodder
Determine Product ● IT Software Support
Characteristics ● Automatic Circular
Bar Cutting Machine

Ambience:

● Tube Lights
● Air Conditioner
● Roof Replacement

Automation Machine:

● Conveyer Belt-up to
2000 mm in width
with an installed
capacity of 9,00,000
meters per annum.
Determine Product ● Automatic shampoo
Specification filling and labeling
machine - Production
Capacity: 200ltr
● Machine Material:
Mild Steel
● Loading Capacity:
200ltr
 ● Duplex Vacuum
plodder - Duplex
Vacuum Plodder,
Production Capacity:
200 Kg Per Hour. ₹
14.5 Lakh
● IT Software Support-
camera, laptop,
software for handling
operation activities,
● Automatic Circular
Bar Cutting Machine
- Fully Automatic Bar
Cutting Circular Saw
Machine, For
Industrial, Capacity:
10 To 80mm -₹ 18.50
Lakh

Ambience:

● Tube Lights-LED
Tube lights 30 Watt
● Air Conditioner-
Centralised AC -
Industrial Split AC
₹ 2.3 Lakh/ Number
Voltage: 230 V - 400
V
Capacity: 2.8 kW -
10.6 kW Dimensions:
850 x 325 x 590 mm
Frequency: 501 Hz
Weight: 63 Kg approx
Brand: Vertiv
● Roof Replacement

Search for Suppliers Ambience:

● Smart LED Lights -

Philips
● HVAC - Vertiv
● AC Duct - Hindalco
(Rs. 95 per sq ft.)
● Switches - Havells
● Wires - Polycab

Automation Machine:
 ● Conveyer Belt -
Hong’s Belt
● Labelling Machine -
● Automatic Circular
Bar cutting Machine
● Software Support
● Duplex Vaccum
Plodder

Evaluate Proposals

Ambience:

● Smart LED Lights -

Philips
● HVAC - Vertiv
● AC Duct - Hindalco
(Rs. 95 per sq ft.)
● Switches - Havells
● Wires - Polycab

Automation Machine:
Select Suppliers
● Conveyer Belt -
Hong’s Belt
● Labelling Machine -
● Automatic Circular
Bar cutting Machine
- Zeal tech
Automation
● Software Support -
IBM
● Duplex Vaccum
Plodder - Spectech
Industries

Automation Machine:

● Conveyer Belt-up to
2000 mm in width
with an installed
Specify Quantity capacity of 9,00,000
needed meters per annum.
● Automatic shampoo
filling and labeling
machine - Production
Capacity: 200ltr
● Machine Material:
 Mild Steel
● Loading Capacity:
200ltr
● Duplex Vacuum
plodder - Duplex
Vacuum Plodder,
Production Capacity:
200 Kg Per Hour. ₹
14.5 Lakh
● IT Software Support-
camera, laptop,
software for handling
operation activities,
● Automatic Circular
Bar Cutting Machine
- Fully Automatic Bar
Cutting Circular Saw
Machine, For
Industrial, Capacity:
10 To 80mm -₹ 18.50
Lakh

Ambience:

● Tube Lights-LED
Tube lights 30 Watt
● Air Conditioner-
Centralised AC -
Industrial Split AC
₹ 2.3 Lakh/ Number
Voltage: 230 V - 400
V
Capacity: 2.8 kW -
10.6 kW Dimensions:
850 x 325 x 590 mm
Frequency: 501 Hz
Weight: 63 Kg approx

All equipments are power

Review the efficient and can reduce
supplier/product energy consumption upto 30%
performance and increase the productivity
upto 57%.

B2B Customer -> Commercial Buying -> User

In this case we take decision based on New Buy

Step 1: Problem or Need Recognition - Improve the plants productivity by improving working conditions
and internal structure of the plant.

Step 2: Product Characteristics

Organizational Buying Grid (Case 2)

Vahan Motors Limited is planning to grow for which they will require more material, some of
the material will be a straight re-buy while some will fall under the cateogory of modified re-
buy.
The suppliers are mostly same but for both the cases we can consider new suppliers as well as
the demand now has increased.

*Each year 25% more components will be required*

Buying Stages New Buy Modified Re-buy Straight Re-buy

Requirement of
Problem/Need Timely availability of
material due to
Recognition - components
expansion

● Steel ● Tyre
● Plastic ● Fuel Tank
Determine Product ● Aluminium ● High Tensil
Characteristics ● Rubber Fastener
● Stainless Steel ● Lamp
● Battery

Tyre
● Light weight ● Directional
steel ● Symmetrical
● Corrosion ● Asymmetrical
Determine Product resistant metal Battery
Specification ● Recyclable ● Lead Acid
and energy Battery
efficient ● VRLA
aluminimum
batteries
● Solid State
Battery
 ● Exisiting
Suppliers ● Exisiting
● Referrals Suppliers
● Internet ● Referrals
● Competitors
Suppliers
Search for Suppliers
Suppliers
● Exide Battery
● Tata Steel ● MRF Tyre
● HJ Steel ● Ocean Power
● Apex ● Moglix
● Plastemart

● Timely
delivery
● Low cost and
Evaluate Proposals
more benefits
● Good quality
● Customization

● Quality
certification
Select Suppliers
● Credibility
● Credit cycle

Specify Quantity
needed

● Supplier
scorecard
● Review of
Review the
material from
supplier/product
department
performance
heads
● Effeciency of
the parts

B2B Customer -> Commercial Buying -> OEM

Organizational Buying Grid (Case 3)

 Buying Stages New Buy Modified Rebuy Straight Rebuy

To improve the
efficiency and
Problem Recognition
productivity on larger
scale.

Create a new campus

● Buying Land
● Outsource
Architects.
Procurement Activities Accounts Department
● Furniture Purchase
Determine Product
● Audio Visual ● Photocopying
Characteristics
Equipments Machine
● Plain paper ● Vegetables
copier
● Air conditions

Determine Product New Campus: Land

Specification ● Rural or Urban
Area
● 7acre-10acre
Outsource Architect
● Timely
delivery of
services
● Best prices
Furniture
● Customized
Table, desk,
lecture desk,
almirahs,
sofas.
Audio Visual
Equipment
● Good sound
and visibility
● Best Price and
Quality
● Customization
● Services and
Maintainance
Air Condition
● Best Price and
Quality
 ● Customization
● Services and
Maintainance

New Campus
● Achitects from
Metropolitans
(Delhi,
Kolkata).
● Quotations
Search for Suppliers
from
Institutional
Lands
Procurement Activities
● Existing
Suppliers

New Campus: Land

● Feasibility
Study
● Frontage and
Accessibility
● Suitaibility for
Construction
Evaluate Proposals
● Legalities and
documentation
s
● Timely
availability
and efficient
Architects

● Consistent
Quality
● Fair Price
● Delivery
Select Suppliers ● Routine order
products
● supplier
reputations

Land and architects

including all the 1 Photocopying
Specify Quantity
expenses worth of 200 machine of worth Rs
needed
Millions 10 Lakh

Review the
 supplier/product
performance

Institution Based Case

*There are 2 Buying Situations: New Buy and Straight Buy

*Materials such as furniture, audiovisual equipment, paper copiers, and air conditioning units have been
put into a new buy situation as the quantity may differ with the new campus formation.