Question

Describe the shift of big business class alliance from unionized labor to small business.

( at least 150 words).

Answer 1

Business to Business marketing involves the sale of one company's product or service to another company. The characteristics of a successful business-to-business marketing alliance are:-

(i) Trust is the basic characteristic of alliance.

(ii) They must be supportive and have optimism about the collaboration.

(iii) They will have feeling of service not selfishness. Their service will add value to customers.

(iv) The potential to handle and overcome risk factors.

(v) They will have interest to help the other grow.

The steps that alliance partners can take to increase the odds that alliance goals will be achieved are :-

(i) They have to become expert in marketing, advertising and in their fields.

(ii) To make their product, quality and customer service worthwhile of pricing factor.

(iii) Improving the knowledge over target market and also outside of market environment.

(iv) Strategic Alliances = Long-term Success, because they empower each partner to serve clients better.

(v) To establish a frequent checkpoints to evaluate their efforts and process to achieve alliance goals.

A successful B2B marketing alliance should be characterized by the followings

Brand relevance: The association of the brand should be able to help both the organizations. The gain in term of brand upgrade should not happen for only one of the companies. For example, consider a Dell computer that advertises the presence of Intel processors. This is a collaborative and positive approach.

Market reach: The partners should be able to leverage the alliance to grow their market when it comes to target audiences.

Competitive advantage: The alliance must provide some kind of competitive advantage that competitors for each of the products doesn’t have.

Revenue: The strongest metric for a successful alliance should be the increase in revenue generated through the alliance for both the parties.

For a successful alliance it is important that the businesses have a certain procedure to identify and measure their campaigns. The necessary steps could include

Identify objective: What is the expected outcome for each of the parties. What will be considered a success and what is a failure for each of them?

Identify potential partners: Not all partners will serve similar purpose of alliance. It is crucial to identify suitable partners that can be complementary to one another’s service or products.

Define timelines: In likely condition, alliance will not continue for indefinite period. Naturally, the partners need to define the timeline that will be used.

Identify strengths and weaknesses: It is important to know the partners strengths and weaknesses in order to plan the alliance for mutual benefit.