Title

Case Study: Midlands Switchgear Ltd

Creator

Gomez, Demie Ellaine

Abstract

Business-to-business marketing activities are typically more complex as it must consider technical, economical, and relational factors. Therefore, it is important to understand organizational buying behavior, as businesses select its suppliers not only based on price, but also based on the decision-making units, perceived risks, and long-term value. This paper analyzes and studies the case of Midlands Switchgear Ltd by the roles of its DMU in supplier selection and its market segmentation strategy. Specifically, this paper evaluates the firm’s supplier selection criteria, cross-functional decision-making dynamics, and discusses options for strategic segmentation.

Keywords

desicion-making

buying behavior

supplier

Subject

Marketing

Date Available

May 27, 2026

Type

Poster

Course

MK3155 Business to Business Marketing

Instructor

Mikropoulos, Michael

Session

Poster

Location

Student Lounge

Event

Year 2026 | 10th Annual Student Research and Creative Arts Symposium