What are your thoughts on this Business to Business Marketing case scenario?

I am piecing together information about this case to come up with possible solutions, what are your thoughts on the situation and what would you do? It's always nice to get another viewpoint. Thanks!





You are the sales manager for a nationally known firm, Maverick Industries, which designs, produces and provides industrial hardware and support services to manufacturers. You have just been given the challenge, by your supervisor, to pursue and secure the business of a new customer, a major, multi-location manufacturer of defense products in your territory.


The firm you are pursuing, Bluejay Enterprises, has been in business for over 50 years. It was founded in a suburb of the major metropolitan area where you reside and has been a “pillar” of the community for decades. The Company originated with modest beginnings but has now grown into a large and powerful leader in its industry. It has expanded its operations through the development of “Greenfield” (new construction) site locations and acquisitions of other manufacturers over the years. In addition, it has gained a reputation for high quality, reliable products but has never been known as the “low-priced” provider among its competition. It also has extremely rigorous criteria that it uses when selecting a source of supply.





Bluejay has recently undertaken a new project for one of its long-standing customers. Their customer has very high expectations of the product/service quality and prompt delivery requirements in support of its JIT inventory management philosophy. The project involves the development of a new product with innovative features that could revolutionize the industry. Bluejay currently has several reliable suppliers who have provided hardware products in the past. However, the design and application of this product are so unique and revolutionary that there is some question whether Bluejay’s current suppliers are capable of providing what is needed. Also, due to the nature of the project there is a great deal of interest from the local and national news media about the product, those involved with its creation and the influence on national defense.





Your company (Maverick) has an outstanding design and production functions and is known for its innovative and state-of-the-art capabilities. Your firm also has a reputation for producing high quality products, but recently had a major layoff of workers and has experienced delays in product shipments to customers due to lower than normal inventories which has resulted in negative publicity and advertising by your competitors. However, even with the existence of this situation it appears to be an excellent opportunity for you and your firm to secure Bluejay’s business.





The challenge you face, as a new potential supplier, is how to pursue the customer and secure the initial order from Bluejay. You are also to build into your strategy how you intend to become a recurring source of supply for this new product and other industrial hardware needs that Bluejay may require in the future. In addition, you are to identify any other customers who may have an interest in the products you provide and build a case (to be presented by your senior management) why Maverick should consider expanding its business in this area.What are your thoughts on this Business to Business Marketing case scenario?
Here's how I would approach the situation:


1) Have Maverick's Engineering Dept. do a detailed analysis to show Bluejay how Maverick's strong design and production capabilities match that of Bluejay's needs.





2) The fact that Bluejay's client needs JIT means Maverick's inventory shortage is less of an issue because Bluejay's products will be ';made to order'; anyway. In fact, I would capitalize on Maverick's strong reputation in production capability to show Bluejay that JIT is Maverick's strong suit.





3) I would also invite an existing client for whom Maverick is doing the JIT process and do a PR event. The fact that Bluejay's new product is catching national attention means my existing client will be more inclined to help because it may help them sell to Bluejay also. The PR event may help Maverick's existing client sell to other clients even if they are not able to sell to Bluejay directly.