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Industrial Marketing Case Study

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You will write an analysis for Cambridge Sciences 

Pharmaceuticals’ case study.

The objective of the assignment is to provide an 

opportunity to gain an understanding of the complexities 

and challenges of managing a B2B company’s 

marketing strategy.

You are to examine the company situation and based 

on your findings and on the content in the course 

material and other reference sources, you will purpose a 

plan with three different B2B marketing strategies for the 


The required structure of your paper is (use these very 

same titles for differentiating your paper sections):

  1. Company’s main problem:

 You are to examine the 

situation in depth and then, identify and explain the 

company’s main problem.

  • Three possible strategies

 You are to propose 

three B2B strategies for the company, to face the 

problem described, with their benefits (at least three 

for each strategy) and weaknesses (at least three for 

each strategy).

  • KPIs:

 You are to establish how you are going to 

measure the success of your B2B marketing 

strategies, including specific goals for each KPI.

 Equip students with a critical understanding of 

marketing practices in the industrial business 


• Enable students to identify, contextualize and 

interpret the characteristics of B2B marketing and 

decision-making processes within the industrial, 

marketing, and purchasing contexts.


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