Who is likely to comprise the buying center in the decision to select a new supplier for Lands’ End?
Land’s End Company’s buying center comprises of buyers and quality assurance personnel. The buyer stipulates fabric value, structure, and sizing standards. Additionally, they look for superlative alternative sources of products. Once this is complete, the quality assurance staff collects statistics meant to assist in comprehending the supplier’s value and to carry out an evaluation on value, service, and seller.
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Which of the buying center members are likely to play the roles of users, influencers, buyers, deciders, and gatekeepers?
The package handling department most likely comprises the users because the products are resold after they are used. They are, therefore, not used in production. The agent acts in the interest of the company to influence suppliers who have the fabrics and materials to sell. Buyers, on the other hand, are likely to be the purchase executives who enter into a long term contract with the selected suppliers. Decisions are most likely made by top-level managers. It is the duty of the executive officers to enter into contracts that will bind the partners of Land’s End into agreements hence making them the decision-makers. The assurance personnel would most likely be the gatekeepers because they ensure that the right suppliers are selected.
Which stages of the organizational buying decision process does Lands’ End follow when it selects a new supplier?
Lands’ End first gathers information on the quality of materials produced by the potential suppliers before making a selection. The company then looks at other possible alternatives by comparing the prices to find a cheaper one. In addition to that, it tries to liaise with companies that offer the same product but of a higher quality. The decision to buy lies with the manager that handles the new contract. Finally, they consider the value of the contract it makes by using Post Purchase Behavior.
What selection criteria does the company utilize in the process?
The company believes that its customers are most likely to adjust to prices easily but the quality of the items cannot be compromised. The company, therefore, exploits a vital information gathering procedure because it assists it to evaluate the value of the materials, appreciate the suppliers’ values, and distinguish whether Land’s End’s standards are achieved.
Purchases that Lands’ End buyers typically face in each of the three buying situations: straight re-buy, modified re-buy, new buy
There are various situations faced by buyers such as Straight re-buys which involve making another order without doing any evaluation or making changes on the specification. This may happen due to the fact that stakeholders may be okay with the current state of the items hence making it easier for the company to reorder at the initial cost. Modifying re-buys, as the name suggests, is about changing some aspects of the product based on the preference and choice of consumers or the decision-makers in the company.
The last situation is characterized by first-time purchases where additional items, such as men’s suits, are introduced to its product line. This is called the new-buy-purchase situation. It can be applicable in cases where consumers frequently complain of missing portions in a product or in situations where a new product is highly demanded by the target market.