Section Two: Organisational Decision-Making
The consumer activity model significantly influences the decision making process of an organisation. For instance, during the phases of customers deciding what to do and where they choose it as their final option (keeping it going), an organisation has to be very convincing (Livework, 2018). Hospital customers and local medical customers have different needs and perceptions on the products being offered by 3M. Some of the customers may decide to purchase a specific product but then for only a short period of time. Others may not be impressed by the products hence deciding to discontinue the use of the products. Discontinuation may be as a result of difficulties in maintenance hence opting to expand or upgrade to a much better option.
An organisation has to be diversified in their offerings. The decision-making process is influenced since a firm has to change their current strategies so that they can be in line with the consumer needs at all phases (Livework, 2018). During the decision-making phase on the part of the consumers, an organisation should have a flexible structure. Therefore, a firm should not be so rigid in its decisions during this phase. A flexible decision-making process within a firm ensures that customers are included in planning. Organisational decisions should shift with the shifting consumer needs.
Section Three: Business-to –Business Branding
A successful brand is considered to be more than just a name. It is basically the sum of different perceptions about a product or company on the minds of the consumers. Through effective business-to-business branding, a positive, strong, and long lasting impression is created and sustained which is not easy to displace (Mudambi, 2017). Partnering with 3M provides the customers will an external cue to tastes, value, performance, value, and design among other desirable attributes due to the proper management of 3M. Both hospital and local medical customers will become more confident with the products offered by the firm hence tend to purchase more.
Branding influences whether the consumers will be able to buy the products and how much they desire to pay for the products (Mudambi, 2017). Through a partnership with 3M will help the B2B customers to relate with the products offered by the other firms. In case the companies introduce new products within the market using an existing brand name, consumers’ positive perception of the already established brand like 3M is built. In this case, the local medical centers and hospitals are able to relate with the product offerings within the market. Since this is a business-to-business market, a great perception will elevate the level of willingness to purchase the products offered by the firm and partners.
Mudambi, S. M. (2017, October 27). Branding importance in business-to-business markets: Three buyer clusters. ResearchGate. https://www.researchgate.net/publication/247070565_Branding_Importance_in_Business-to-Business_Markets_Three_Buyer_Clusters
Livework. (2018, November 2). Understand your customers and help them to make better decisions. Liveworkstudio. https://www.liveworkstudio.com/monthly-magazines/understand-your-customers-and-how-to-influence-their-decisions/