Organizations face B2B buying challenges that are very different from what a consumer grapples with when buying something for personal consumption. Thus, when you get replacement tires for your car you consider factors like brand name, price, installation service, free rotations/balancing, warranty etc.. For those consumers who have the expertise and tools to replace tires, a whole new set of options like buying tires online can open up. On the other hand a car manufacturer wanting to buy the same brand of tires for OEM (Original Equipment Manufacturer) will have considerations that are different than an individual customer.
While the auto manufacturer will look for some evidence of consumer awareness of the tire brand, it will not be the overwhelming decider. So long as the car buyers don't react with “never heard of this tire brand," the consumer brand power is not as useful in B2B markets. Instead things like: what safety record does the tire have? Will the tire supplier be willing to provide tires on a Just-In-Time (JIT) basis to the assembly line? Will the tire supplier be willing to take payments in 90-180 days? Will the supplier be willing to develop innovative new tires for the new SUV the automaker is planning and which has specific tire requirements? Will there be an assurance of quality and supply time?
Once the tire supplier gets to be an OEM to an auto company and does a good job... the chances of getting fired is low. This because over time the auto maker, its distributors and even final customers develop relationships, processes, routines and preferences for a particular tire brand. Somewhat like the "Intel" chip which seems to be an important consideration in deciding which computer to buy despite tech expert assurances that the "AMD" chip is as good and AMD chip computers are less expensive than comparable Intel chip ones.
This lock in process in B2B markets makes it hard for new suppliers to enter these markets. Unless the marketer is able to frame the “buy task” of the buying organization as a "new task." If for example a new SUV is being planned and a new tire supplier gets a chance to come up with ideas ... it the best chance of getting in to be a supplier. Contact StratoServe.