B2B Marketing
Clariant Corporation Marketing
Case study Analysis

Professor Robert Cronin
Valeriya Dyachenko
20.03.2015

Problem:
The purpose of this case study analysis in to find the alternative solutions and the most suitable recommendation for Swiss – based Chemecal producer Clariant International Limited. – CAN NOT WRITE THE PURPOSE OF THIS STUDY!

Several problems that impacted sales grows objectives of chemical industry in general and underlying earnings of growth that indicated to be poor.
Clariant Ltd is facing problems related to mature market conditions such as high market competitiveness, excessive supply of demanded chemical materials, and variability of alternative products at a low price.
The main concern of the company is how Clarient Ltd can fully develop its potential for meeting its sales and profits grows objectives.

Company structural organization needs to be changed and improved in order to maximize its productivity and raise the profits of the company. Incentive program has been established, however the company structure as it is requires certain alterations to the incentive program for the sales team.
Several competitors have established themselves at the market though positioning and marketing. Therefore Clarient is at the edge to decide whether the positioning will improve its competitiveness at the market.
Clarient is working with a key account that is aimed to simplify purchasing operations willing to consolidate the procurement of specialty and commodity products. Production of the commodity products independently due to its focus on specialty chemicals, would lead to high costs of commodity production. - This is part of analysis – no need to write this in the problem!

Analysis

Product
Chemical industry is divided into two categories: specialty chemicals and commodity chemicals. Commodity chemicals take over