PHASE I (8%) Assignment # 2 : DUE: JULY 19, 2021- A Note A Note on Task, Coverage and preparatory guidelines Preliminary Preparation Required 1. Fast read the case Electronics Automation Inc.: 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 on Blackboard under Assignments. 2. Review your understanding of B2B selling by making a quick recap of "Key Characteristics of B2B Buying and Selling" given in Assignment # 2 Major Project - Sales Simulation on Bb. For a more detailed understanding you may find it useful to browse internet and / or relevant sections of your marketing book. Do try and find out: (i) how do B2B buyers buy, what are there possible buying motives, (ii) how do they make their typical buying decisions? (iii) do more than one business functionaries get involved in making a final buying decision particularly when buying a capital good / 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 pre-reading 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 requirements, and market & competition dynamics, answer the following Nine questions. 1. What is Unique in this (digital computer / process control systems) industry? 2. How do firms compete in this industry to keep their customers with them as well as to attract new customers? 3. What is a typical market behavior of a Hi-tech company? 4. Where does EA fit in your answers to the first three questions above? Based on your perception you may rate EA on a 5-point scale (where 1= Very weak, 2-Weak, 3 = neither weak nor strong, 4=strong, and 5 = very strong). 5. How are such products purchased (i.e., what criteria and buying process is typically followed) 6. What would be your winning bid amount? 7. What could be your Five specific reasons to support the bid amount? 8. Why must your bid be considered as a Winning Bid? (Three reasons in support) 9. What could be the worst outcome, if your bid is not accepted? (Three worst outcomes) 2 PHASE I REPORT SUBMISSION - DUE JULY 19, 2021 Submit your report giving answers to the above nine questions. Support your answers with analysis, reasoning and justification. Please ensure that each question is answered in full. Submit the Assignment # 2 Phase I report on BlackBoard before the due date (to do this, click the Assignment # 2 Phase I report title tab above to enter, then scroll down to "submissions". IMPORTANT NOTE: 1. Timely submission is required. Marks deductions as per Humber policy for late submissions will apply if key dates or times are missed. Do not wait until the last minute to get your submission completed. 2. Use of external information must be fully and properly referenced. 3. Copying from other students work is strictly prohibited. ALL submissions will be checked for plagiarism. Any evidence of copying or plagiarism will result in an automatic grade of "0", a report of academic misconduct and potential failure in the course.