Marketing Strategy Focusing On Customers Of Target Customers

Based on the20/80rule of Italian economist Vilfredo pareto,80%of the overall profit is contributed by20%of the products and customers. On the international market, there is a trend of concentration in the fields of IT, chemical, pharmacy and chain store. The importance of key account customers is getting more and more importance for many companies. It’s the now the priorities of for these companies to develop, manage and keep their key account customers. Building and maintaining a close partnership relationship with key account customers is a critical way of securing sustainable growth and raise the market share. On the other hand, the concentration of industries power has also led to a higher degree of market segmentation, which in turn enable the industries leaders with brands and technology properties to control or influence the decision making and direction of the whole logistic chain.The B2B enterprises who produce intermediate materials need to find the most effective way to adapt to the industry concentration and the integration of the logistic chain, so that they are able to have their products to be accepted by the industry superpower, and consequently by the target customers. Other than the traditional "one-to-one"marketing strategy focusing on direct downstream customers, do we have any other options which will better capture the opportunities of the evolving market trends?Based on the case of TT Corporation, who produces Sodium Erythorbate in China and sells the product to the high end customers through the global market, this essay is to elaborate the marketing method with focusing on target customers’customers, also called the "customers’ customers focus" marketing. With consideration on the core competiveness and unique quality of its products, TT Corporation creatively develop the ’customers’ customers focus" marketing strategy, with the purpose to have its product firstly accepted by the industries superpowers, which in turn will request or influence their upstream suppliers to buy from TT, so that TT can efficiently enter the global high end market, raise its market share, promote the reputation of the company, and in turn will secure a wider customers base. And I hope this will be of reference for similar companies and other B2B manufactories producing intermediate materials.