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Davidoff Case Study

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Business-to-Business (B2B) designed all the commercial activities that occur between the companies. We have axed our study on Zino Davidoff Trading AG.
At its creation, the luxury firm Davidoff was also specialized in the tobacco. However, after one of the law on the tobacco, they divided the firm into 2 independent companies. I concentrated my researches on Zino Davidoff Trading AG, a manufacturer of watches, writing instruments, leather, accessories, eyewear, fragrances, coffee and cognac.
1) Sales techniques used:
First of all, Davidoff uses various sales techniques. The first sales techniques used by Davidoff is the direct selling, which corresponds to a face to face deal between the salespeople and the customers. Indeed, the company being …show more content…

This sale technique is defined by the fact that customers buy directly from a catalogue without seeing the products firsthand. These existing customers are for Davidoff its distributors, with which it has developed partnerships and are involved in long-term contracts The new declensions of products do not either require to be seen, because they are based on the original model with just some slightly differences related to the color for instance. In this last case, a PDF is enough for the customers. Then, the mails, but also the call phones sometimes, are utilized to follow up and to tie up the loose …show more content…

It possesses intelligences related to the buyer company like its size, its historic, its number of employees, its decision makers, its atmosphere, its financial situation but also linked to its product as their prices, their guarantees, the quantities bought and sold, and so on. Then, it focuses on the market and on the players which compose it: the main competitors, their offers and prices for instance.
Once Davidoff gathered the necessary information about the potential buyer which ensure it that it is valuable to pursue the project, it will secure an appointment with him by e-mail. Thanks to its network, Davidoff finds the contact details of a well-placed individual working in the firm in which it is interested. It then delivers a short brand presentation, states the purpose of the e-mail and requests a face-to-face meeting. In this case, Davidoff has to compete with its rivals and to differentiate itself from the others. This method is the more traditional one and is shared by most of the

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