All B2B businesses are immersed in an industrial chain, which final goal is the end user customer.
Some products reach physically at the hands of the mass consumer, while others bring benefits for the chain to operate correctly.
For instance, a car shock absorber is incorporated into the logistic chain during one of their stages of assembly, and becomes a part of a tangible asset to final consumer.
On the other hand, a high voltage transmission cable is finally installed along an electric transmission line, and does not physically reach a final consumer.
In either case, it is essential for the marketing strategist to know its relative position in the chain, and its characteristics. Among the important characteristics worth knowing are the following:
• Who is the end user?
• How long is the industrial chain?
• Who are its members and what are their roles?
• Which benefits does your product perform at the various levels of the chain?
• Usage and logistics of the product.
will support your company by identifying the important roles within your industrial chain. This market cartography is essential for your business strategy.