Boise Automation Case Analysis
8/22/2013
Boise Automation Canada Ltd
The Lost Order at Northern Paper
Tom Naughtin 3327398
MKTG1065 BUSINESS TO BUSINESS MARKETING
Table of Contents
Boise Automation Canada Ltd................................................................................................................. 2 Introduction ............................................................................................................................................ 2 Customer Analysis ................................................................................................................................... 2 Northern Paper ................................................................................................................................... 2 Buying Process .................................................................................................................................... 2 Figure 1, Northern Paper Buying Process ....................................................................................... 3 Influences ............................................................................................................................................ 4 Channel and Network Analysis ............................................................................................................... 4 Supply/Demand Chain ........................................................................................................................ 4 Figure 2, supply/demand Chain product ........................................................................................ 4
Marketing Channels ............................................................................................................................ 5 Figure 3 Multi-channel Integration Map ......................................................................................... 5 Network Systems
Boise Automation Canada Ltd
The Lost Order at Northern Paper
Tom Naughtin 3327398
MKTG1065 BUSINESS TO BUSINESS MARKETING
Table of Contents
Boise Automation Canada Ltd................................................................................................................. 2 Introduction ............................................................................................................................................ 2 Customer Analysis ................................................................................................................................... 2 Northern Paper ................................................................................................................................... 2 Buying Process .................................................................................................................................... 2 Figure 1, Northern Paper Buying Process ....................................................................................... 3 Influences ............................................................................................................................................ 4 Channel and Network Analysis ............................................................................................................... 4 Supply/Demand Chain ........................................................................................................................ 4 Figure 2, supply/demand Chain product ........................................................................................ 4
Marketing Channels ............................................................................................................................ 5 Figure 3 Multi-channel Integration Map ......................................................................................... 5 Network Systems
References: Taylor, M 2012, Boise Automation Canada Ltd.: The Lost Order at Northern Paper, Ivey, the University of Western Ontario, Canada Ellis, N, 2011, Business-to-Business Marketing Relationships, Networks & Strategies, Oxford University Press Inc., New York Robinson, P. J., Faris, C. W., & Wind, Y, 1967 Industrial Buying and Marketing, Allyn & Bacon Coughlin, A. T., Anderson, E., Stern,L. w., & El-Ansary, A. I, 2006, Marketing Channels 7th Edition, Prentice Hall, NJ Page | 8