Abb Electric Case Study
Autor: Jannisthomas • January 17, 2019 • 1,493 Words (6 Pages) • 694 Views
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The data shows that there are several customers who despite investing in ABB equipment would still choose a different firm as their primary choice. The ABB marketing program should focus their attention to these customers so that ABB will become their primary choice. We will have to execute our new marketing program in different districts for different customers. Targeting customers with highest annual purchase volume, but who still prefer ABB’s competitors as their first choice. The table below specifies some of those customers.
Annual Purchase
Firm
Customer
Volume ($K)
District
Chosen
1
$761
1
B
6
$233
1
B
10
$844
1
B
19
$733
1
B
30
$672
1
B
60
$464
1
B
64
$438
1
B
68
$37
1
B
70
$686
1
B
74
$1,219
1
B
82
$307
1
B
14
$211
1
C
32
$6,270
1
C
39
$796
1
C
40
$808
1
C
51
$777
1
C
80
$547
1
C
2
$627
1
D
9
$467
1
D
12
$928
1
D
27
$871
1
D
65
$504
1
D
75
$267
1
D
Total
85
$35
1
D
$19,502
15
$696
2
B
20
$1,009
2
B
22
$518
2
B
47
$956
2
B
81
$618
2
B
88
$207
2
B
25
$800
2
C
31
$37
2
C
...