PHASE I 8% Assi nment # 2 : DUE: JULY 16 2020 A Note on Coverage and Eregaratog guidelines Prelimina Preparation Reguired 1. 3. Fast read the case Electronics Automation |nc.,: Planning, Negotiating and Closing the Sale, to gain quick familiarity with the context, issues and challenges posed by it. The case is given in the Note on Assignment # 2. Review your understanding of B2B selling by making a quick recap of "Key Characteristics of B2B Buying and Selling\" given in Week 4 of Learning Materials on Bb. For a more detailed understanding you may find it useful to browse internet and for relevant sections of your marketing book. Do try and find out how do B2B buyers buy, what are there possible buying motives, how do they make their typical buying decisions, do more than one business functionaries get involved in making a final buying decision particularly when buying a capital good ,1" costly machinery or equipment. Clarity on the how and why of the above buying related aspects will help you analyse and respond to the challenges posted by the case Electronics Automation A prereading of Ch. 11 of the course text on Determining Customer Needs will be helpful. PHASE I: THE TASK Based on a detailed analysis of the case including an analysis of the customer need reguirements, and market 8: comgetition dynamics, answer the following Nine Questions. 1. 2. EDP'JT'JP' What is Unique in this (digital computer! process control systems) industry? How do firms compete in this industry to keep their customers with them as well as to attract new customers? What is a typical market behavior of a Hitech company? Where does EA fit in your answers to the first three questions above? Based on your perception you may rate EA on a 5point scale [where 1: Very weak, 2Weak, 3 = neither weak nor strong, 42strong, and 5 = very strong). How are such products purchased {i.e., what criteria and buying process is typically followed] What would be your winning bid amount? What could be your Five specific reasons to support the bid amount? Why must your bid be considered as a Winning Bid? {Three reasons in support} What could be the worst outcome, if your bid is not accepted? (Three worst outcomes}