1. How does Eaton target business and consumer markets? Are there any difference
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Question
1. How does Eaton target business and consumer markets? Are there any differences?
2. Describe ways that Eaton is addressing global challenges.
3. How is Eaton using digital marketing to reach its customers?
309 Digital Marketing and Social Networking Chapter 10 Strategic Case 4 Eaton Corporation: Experts at Targeting Different Markets government markets. For instance, in the acrospace industry offer components such as fuel and inerting systems and motion control for aircraft. It offers a power management company based in Cleveland, Ohio. Founded by Joseph Eaton in 1911, this Eaton 21.8 billion company originally manufactured truck axels. hydraulic systems, a Today, the company produces more than 900,000 different electrical systems, hydraulic systems fueling, and clutches industrial components and employs 103,000 people glob- and brakes for military marine vessels. Eaton also uses intermediaries such as distributors and retailers to sell products to businesses. ally. It sells prodacts in 175 countries. Eaton's goods and many i services include electrical components and systems for power quality, distribu- tion, and control; hydraulics components, systems, and services for industrial and Because Eaton's business products entail more risk of purchase, the company employs salespeople and has customer support avail- able for its many different product lines. Eaton also has support staff to handle customer emergencies that space fuel, hydraulics, and pncumatic systems for com- mercial and military use; and truck and automotive drivetrain and powertrain systems for performance, fuel economy, and safety Eaton Corporation has also been one of the most prof happen after hours. Eaton does not limit its industrial products to also targets smaller busi- nesses that have need of its products. For instance, in one customer transaction, Eaton farm improve its filtration system-which was estimated with its stock price surpassing the aver itable companies, age of the S&P; 500 for the past decade. It has been ranked provided filter bags to help a family-owned mushroom by Fortune magazine as number six in industrial and farm to increase productivity and led to a savings of $22,000 Eaton's Cooper Lighting division also helped a Eaton supplies products that help customers reduce a year. their energy consumption, including monitoring software, privately-held California firm improve the efficiency of power management systems, high-efficiency transformers, its outdoor lighting system. By installing more energy hydraulic systems, and truck transmissions. These products efficient lighting, Eaton helped the firm save 50 percent help customers to increase the energy efficiency of build- on energy costs ings, vehicles, and machinery, conserve natural resources; shrink their carbon footprints; and reduce their environmen- ways. It uses digital media such as its website to describe tal impact. Although the company sells mostly to industrial products, and also has a Success Stories page that describes and government users, it also sells products to consumers residences and recreation. Eaton's global presence is exten- tions. It has a sales force to market its products to business sive. The firm and cultural challenges to create a global name for itself. To paigns to reach its help in this endeavor, Eaton uses Facebook, Twitter, and YouTube to connect with users and Campaign. In its campaign titled Things Have Changed. spread awareness about its products Eaton markets to its business customers in a variety of Eaton technologies improved their customers' opera- uly facing political, environmental, customers and resellers. It also develops advertising cam- ts to consumers for how imp audience. One of its campaigns even won the Eloqua Markie award for Most Creative Marketing including Eaton targeted the IT industry by marketing its expertise in the IT and data center solutions. The campaign used the desk toys of an IT manager to get the message across. Business Markets E n's businesses consist of two ma scarx clectri. The campaign also used social media, direct marketing, cal and industrial. Its industrial sector is further split up and event promotions to enhance its advertising campaign. into hydraulic, acrospace, filktration, and vehicle groups. Eaton clearly demonstrates a strong focus on business and Eaton's vast array of products targets producer, reseller, andgovernment users of its productsExplanation / Answer
1.Eaton business divided into two sectors. One is Electrical and other is Industrial which is further divided into Hydraulic, aerospace, filtration and vehicle groups. In the business they focus on the producer, reseller and the government markets. The company uses many intermediaries to focus on the line of action. The intermediaries are distributors and the resellers. Due to risk in the business the company employee more sales force and customer support for the different sales of line. This would mitigate the risk. In order to Handel the emergencies the company employs staffs. They do not only focus on the big business but also, they also focus on the small businesses. This would help them to save the cost. This would not restrict the business process. They market the business by using the various techniques such as digital media, advertisement campaigns, event promotions, direct marketing etc to enhance the business process.
Eaton’s some of the product focuses on the end user i.e. Customers. For focus on the customers market, the company uses the virtual tour to house in order to increase the awareness of quality of the products. To ensure the high quality and the functionality of the product the company. The emphases on the services to reassure the customers that their needs priority is at first and more important. They use websites for the 24*7 services. They offer warranties to their customers and assure that the defect in the product would be addressed. They get the feedback from the customers so as to assess the customers satisfaction level. They conduct in-person interviews and then generate the reports.
Both the target business and customer markets are different in their way of focus.
2. The ways that Eaton is addressing global challenges are as follows:
1. Eaton is choosing to locate more facilities to china so as to increase its localization.
2. As per the sustainability rules of the Global countries the company works ahead of it. They invest on the energy efficient operations and selling in more sustainable products.
3. The company has the global offices for the global employees that records and reports the questions and concerns.
4. The non-English speaking employees can write the letter in their own languages to company and the company would translate and interpret it.
5. They uses the digital media for the communication with the global customers.
3. Eaton using digital marketing to reach its customers by the help of using social media such as Facebook, twitter and YouTube. The company offers the online catalogs and e-newsletters on the just click of the button. They maintain the active presence on the social media websites. They maintain different products category on the social media sites to address the target market. In order to ensure the quality of the products to the customer they conduct the virtual tours of house. They provide the all information on the websites and updates regularly.
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