Boise Automation Case Analysis

2038 Words Aug 26th, 2013 9 Pages
8/22/2013

Boise Automation Canada Ltd
The Lost Order at Northern Paper

Tom Naughtin 3327398
MKTG1065 BUSINESS TO BUSINESS MARKETING

Table of Contents
Boise Automation Canada Ltd................................................................................................................. 2 Introduction ............................................................................................................................................ 2 Customer Analysis ................................................................................................................................... 2 Northern Paper
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Recommendations will be proposed as a result of the overall analysis to attempt to eradicate potential problems within the Boise marketing strategy.

Customer Analysis
Northern Paper
In this case, Boise Canada Ltd.’s prospect was Northern Paper Inc., an integrated paper mill located in Rocky Falls, Ontario. This customer required an automated system for their wood chip-handling system to support the production of paper as a product to end-users. Based on this, this report concurs the customer to be considered a commercial user and, as such, require an expected level of technical know-how and customisation from their suppliers. The specified requirements for this customer were a transactional exchange for the upgrade of their equipment to meet their predetermined specifications, and the proposal to be at the lowest cost.

Buying Process
When considering Northern Paper Ink’s buying process, this report will address customer purchasing decisions and behaviour using the Buygrid framework (Robinson et al, 1967) the analytical process by which customer’s decision making process is cross referenced with their buying situation in order to produce an accurate depiction of their purchasing behaviour. This report will aim to demonstrate targeted purchasing decisions of our
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