The impact of B2B marketing on refrigeration industry

: case study of Olitrem S.A and own brand Marecos

Abstract

All of us, consumers of a large scale of products in our daily lives, are constantly being influenced by marketing strategies, often without realizing it. The strength of marketing in consumers has not gone unnoticed in the business world and the applicability of marketing in a business-to-business context has been gaining more and more space impacting customers and suppliers. Knowing that industrial equipment is unlikely to trigger emotions on its own, it is up to companies to create a business network where the value is recognized far beyond the product being purchased.The study was produced aiming to understand the external and internal vision of the company Olitrem and of the Industrial Refrigeration market where is inserted. It begins with the literature review of various themes related to strategic marketing; followed by a detailed analysis of the company and of the market in which operates; then, a market study is applied to customers in different segments and to members of the management in order to be able to cross data and draw conclusions that are finally presented together with several suggestions for future studies.About 8 phone calls were made with members of management from different departments to clarify internal and external points of view and online surveys were also conducted. For these, 8 members of the company were included (100% of response rate) and a total sample of 150 distribution channels customers received the survey but just 89 responses were obtained and from these, only 68 were considered valid.

Date of Award	3 May 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)