Caso britmet company

Case I: Britmet



Nordic Perspectives on Marketing and Management
EFO209
By: Inigo Bermejillo
Agustin Alvarez
Emma Kotterik
Linde Leeuwenburg
Teacher: Leif Linnskog
Table of contents

Front paper………………………………………………………………………………. 1
Table of contents………………………………………………………………………… 2
1. Introduction…………………………………………………………………………… 3
2.1 Problemdescription…………………………………………………………………. 3
2.2 Problem specification……………………………………………………………….. 3
2.3 Purpose………………………………………………………………………………. 4
3. Analysis……………………………………………………………………………….. 4
3.1 Interaction model…………………………………………………………..... 4
3.2 Uncertainties and abilities of buyers and sellers…………………………….. 7
3.3 Relationships and competitive strength……………………………………… 10
3.4A.R.A-model………………………………………………………………… 12

4. Conclusion
5. Recommendation
6. References

1. Introduction
In this case-work we will discuss the Britmen case. Britmet is a company which produces highly specialized steel products for sale to companies in different industries. Their basic products are usually reprocessed by their customers, into a component or finished product. Britmet’s process ofstrategic and tactical marketing development is to seek opportunities in European market. They strongly belief in the benefits of long-term relationships, and they try to establish this where possible. They way they do this, varies across the different nations. They have established a sales department in Germany, while they did not do it in Italy. The way Britmet develop his relationships withcustomers, may develop to a point of extreme dependence on the supplier. This can be a recipe for a business disaster, when the dependence on suppliers is too big. However, Britmet arranged a mutual dependence relationship with for example Steelflow to overcome those problems.
Britmet is a company which act within networks. These networks are having an impact on the relationships with the othercompanies in their business environments.
2.1 Problem description
One of Britmet core elements are their belief in long-term relationships as a basis of marketing strategy. Long-term relationship are really important to have in business today. It is not only necessary to overcome certain issues with competition in industrial sectors, it is a way to survive in the global world these days. Along-term relationship is built on trust and mutual dependences. Two critical ingredients to establish a relationship. Britmet’s way of doing business is building up these long-term relationships in order to have a constant in-and outflow of exchange. And they are doing very well, they have really strong relationships with their customers, for example with Steelflow in the United Kingdom.Furthermore, they have also build up relationships with Gunter in Germany and Istal in Italy. However, they need to make certain sacrifices to obtain these relationships and make certain adaption’s.
Therefore, we want to find out in this paper whether the customers of Britmet raise different requirements on adaption’s from Britmet, and what those different requirements are. Is Britmet doing this in themost profitable way, or should they change their portfolio in order to be more beneficial? We will do this by investigate the various relationships Britmet has carefully, and with different models we will make a comparison between them.
To describe this problem clear in one state:
Is the effort Britmet put in these diverse relationships with their customers, including the adaption’s they need tomake, less than the advantages which come with these long-term relationships?

2.2 Problem specification
With help of the problem description, we can make a problem specification. This paper is all about solving problems for Britmet. So we can see that Britmet is the central factor in this case. The problem to be solved is whether the effort Britmet puts in the different relationship...