B2B Diagnostic Report
First, you must find a company that operates in an area or industry of your interest.
Once you have located a company, you will be required to select one of their real-life B2B products or services, to use in your report.
Once you have chosen your company and your product, your task is as follows:
- Describe the background of the product and company – aspects to consider, could be the historical background of the product/company, such as brand, mission and vision.
- Explain the product details – this includes all aspects of the product, such as features, technical aspects, benefits to customers, varieties, etc.
- Analyse the relevant market situation that includes industry analysis, competitors, and market trends – this includes the micro (company, suppliers, intermediaries, customers, competitors and publics) and macro (political, economic, social, and technological) analysis. The other elements to include, could be competitors and other market trends.
- Analyse the market segmentation of this product – this includes the basis of segmentation for your product, with a clear section identified.
- Explain the importance of relationships in this industry – A comprehensive relationship management analysis should be included to show the importance of relationship in this industry.
- Explain the buying behaviour in this industry – your explanation should include the buying process in this industry and the relevant factors that affect buying behaviour.
The Report Format The report format is very important.
It should be reflective of a formal report that would be used in a professional business setting. The report must include:
- A reference list – note, this is not a bibliography (APA style)
- and; B) In-text references and citations, in accordance with the College guidelines (I.e. APA referencing style). Below is an example of the formatting required:
