Analyze the Business Market of Toto
Introduction
TOTO Ltd. was established in 1917 and is the market leader in toilet manufacturer market. Its missions are to develop products which can be used daily by people at any ages comfortably. TOTO Washlet is an innovative toilet seat that can jet water towards the user with a remote control.1The objective of the business to business marketing plan are promoting environmental friendly, extending market share, developing business market in hospital and hotel industry and meeting $5 million sales after six month.
Target Business Customer
We mainly target on companies that consume including hotels and private owned hospital.
For hotels we target Kowloon and Island Shangri-La, Macro Polo Hotel HK Café. They were our existing client using our product as their toilet amenities and now we are going to propose them up-sell it. Adopt the smart washlet instead of the traditional one. To let them gain a competitive advantage as their competitors not yet adopted the smart washlet. For private owned hospital, we target on St. Teresa Hotel, HK Sanatorium &Hospital and Yan On Hospital. Since some patients may have difficulties to clean themselves after going toilet, the smart washlet allow cleaning in mild way instead of using toilet tissue. Apply in all wards.
Strategic Situation Analysis
Bargaining power of customer
Our target customers have strong bargaining power because of different effectiveness. As our target customers are large companies in each industry, they always purchase large quantity. They can squeeze hard for price concession, effectively pressing out profit opportunities. Also, they can bargain on the delay payment term or return the product. Moreover, there are many substitutes for choosing which are including the product providers as the direct and indirect competitors. Especially three hotels are our current customers, which have more bargaining power. We need to keep the good relationship with those companies when up-selling of the washlet.
TOTO Ltd. was established in 1917 and is the market leader in toilet manufacturer market. Its missions are to develop products which can be used daily by people at any ages comfortably. TOTO Washlet is an innovative toilet seat that can jet water towards the user with a remote control.1The objective of the business to business marketing plan are promoting environmental friendly, extending market share, developing business market in hospital and hotel industry and meeting $5 million sales after six month.
Target Business Customer
We mainly target on companies that consume including hotels and private owned hospital.
For hotels we target Kowloon and Island Shangri-La, Macro Polo Hotel HK Café. They were our existing client using our product as their toilet amenities and now we are going to propose them up-sell it. Adopt the smart washlet instead of the traditional one. To let them gain a competitive advantage as their competitors not yet adopted the smart washlet. For private owned hospital, we target on St. Teresa Hotel, HK Sanatorium &Hospital and Yan On Hospital. Since some patients may have difficulties to clean themselves after going toilet, the smart washlet allow cleaning in mild way instead of using toilet tissue. Apply in all wards.
Strategic Situation Analysis
Bargaining power of customer
Our target customers have strong bargaining power because of different effectiveness. As our target customers are large companies in each industry, they always purchase large quantity. They can squeeze hard for price concession, effectively pressing out profit opportunities. Also, they can bargain on the delay payment term or return the product. Moreover, there are many substitutes for choosing which are including the product providers as the direct and indirect competitors. Especially three hotels are our current customers, which have more bargaining power. We need to keep the good relationship with those companies when up-selling of the washlet.