Business Market Customers
Business-to-business marketing targets customers where consumers are the purchasers of goods and services. Business market customers at Siemens are commercial, institutional, and governmental. Retail customers are companies that manufacture products, organizations in the transport industry, and organizations in the industry of construction (Hutt & Speh 2021). Siemens Smart infrastructure’ energy systems and building technologies are meant to improve public and private infrastructure. Smart infrastructure customers at Siemens are construction companies, infrastructure developers, and contractors (Siemens, 2021). Institutional customers include learning institutions, hospitals, museums, and research laboratories. Siemens institutional customers are public and private healthcare providers such as hospitals, clinics, and laboratories who purchase the company’s healthineers (Siemens, 2021). The company has governmental customers because state-run agencies purchase Siemens healthineers.
Siemens customers use the company’s products to offer services and solutions to people. For instance, x-ray systems, ultrasound, and molecular imaging are used in image guiding in invasive treatment in cardiology, radiation oncology, interventional radiology, and surgery (Siemens, 2021). Siemens’ business-to-business customers use GAMMA instabus solar protection products to enhance lighting and ensure optimum use of daylight (Siemens, 2021). The products provide optimum room climate in buildings and homes and lower the costs and demand for energy. Business to business customers purchases the company’s products which they later use to improve and enhance the efficiency of buildings, roads, airports, and other infrastructure.
The company has digitalized its supply chain. Siemens uses the Az4, a cloud-based platform, to integrate all its suppliers into a single network (Siemens AG, 2018). Upstream suppliers at Siemens are third parties. Third parties supply Siemens with parts, components, and services (Siemens, 2021). Siemen’s uses the third party to mitigate management in production, quality assurance, delivery of products, and to reduce operating costs. Siemens Group Code of Conduct for Suppliers and Third Party Intermediaries guides the company on how they interact with suppliers (Siemens, 2020). Suppliers must follow Siemens’s code of conduct in transactions with the company.