What criteria would purchasing executives use in segmenting suppliers into these two categories? Describe the steps a business marketer might take to move the relationship with Samsung from a transactional relationship to a more collaborative one.
Surviving in the current competitive market is not an easy thing. It, therefore, requires businesses to be more creative and adopt measures that will not only make them unique but also aid them in striving in the market trend. The given scenario involves a technology company by the name Samsung developing different relationship strategies with other suppliers. These strategies are known as transactional relationship and collaborative relationship, which enables buyers and sellers to define their relationship concerning market and purchasing situations. Starting with the transactional relationship, it is a form of relationship where small amounts of exchanges are involved between sellers and buyers. It means that the exchange takes place in a situation of various alternatives along with a stable supply market. On the other hand, collaborative relationships can be explained as the rigid and long term mutual goal-oriented system which develops a marketing passage for essential purchases while at the same time emphasizing operational linkages (Whipple, Lynch, & Nyaga, 2010).
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The criteria that most purchasing executives would consider using in segmenting suppliers in both categories are all in the aim of succeeding in the market. In collaborative relationships, some criteria for segmenting suppliers include building a strong as well as lasting relationship around the business and the market at large. In addition to receiving business planning, collaborative relationship is also used to attract investors and satisfy their customers. On the other hand, the transactional relationship is used in producing goods and services at a reasonable price (Whipple, Lynch, & Nyaga, 2010). Another criteria involved in a transactional relationship is ensuring that the business is receiving technical support in addition to other benefits at no cost at all. Finally, the transactional relationship enables the possibility of performing executive works which do not necessarily require accurate loyalty.
In some cases, a business marketer may feel the need of moving from a transactional relationship to a more collaborative one and some steps are required to ensure this move is successful. Some of the steps that a business marketer might consider taking include, ensuring that they have received business planning as well as received expert aid on formulating strategies as well as proper coordination of arising issues (Whipple, Lynch, & Nyaga, 2010). Another step is to ensure that they have designed and developed the best qualitative and quantitative goods and services to meet their clients' needs.
2. Oracle Corporation provides customer relationship management software solutions to all sectors of the business market. Go to http://www.oracle.com (Links to an external site.) and review "success stories" and
a. identify a particular Oracle customer from the government sector, and
One success story that cannot be overlooked is the story of the City of Memphis, which in 2016 went for Oracle Cloud for some online services. According to Oracle Cloud 2020, the City of Memphis through their mayor was able to strengthen city services with Oracle Cloud. The local citizens were demanding for efficient and improved protective services in response to emergencies. The mayor, together with his team decided on enquiring Oracle Cloud HCM in need of recruiting well-experienced emergence employees. The mayor faced the challenge of fulfilling his promises about employing more workers to enable faster response to 911 calls as well as increase police and firefighters. They chose Oracle Cloud since they believed it had the power of tracking down the top and well-skilled 911 operators, firefighters as well as police officers all over the state.
b. describe the benefits that this government customer received from the software solution.
After applying Oracle Cloud in the City's systems, the City of Memphis was able to manage and cut down expenses involved in the police department by 25 per cent through combining improved benefits and compensations, retaining bonuses and employee appreciation events. They further reported through a survey that their employee engagement had increased by 14 per cent in regards to city leadership, resources as well as culture. Additionally, with the aid of Oracle Cloud, the City also increased 911 staff. It was able to respond within 8 seconds of waiting, therefore responding to 95 per cent of the calls, which was a good improvement (Oracle Cloud, 2020). Nowadays, the City of Memphis can recruit and hire employees through the internet where they have encouraged all job seekers to fill online job applications as well as upload supporting documents. This transformation allows for proper tracking of all candidates and enables automated workflow.
References
Oracle Cloud. (2020). Memphis Strengthens City Services with Oracle Cloud. Oracle . https://www.oracle.com/customers/city-of-memphis.html
Whipple, J. M., Lynch, D. F., & Nyaga, G. N. (2010). A buyer's perspective on collaborative versus transactional relationships. Industrial Marketing Management, 39 (3), 507-518.
