Strategic Marketing Basics

Case:

you have decided to launch a new restaurant in Brussels (near the European Union center). The restaurant is positioned as a "brasserie de luxe" targeted at business people during week and young urban professionals on weekends.

 

As "sommelier en chef" , you need to purchase the first batch of wines to one of the main wine suppliers of the country.

 

Please describe the full purchasing process (B to B), including

 

• decision maker(s), influencers, prescriptors, etc,

• buying criteria with priorities

• external stimulations and internal influences

 

You can use a graph like the one you find on sheet 1