TRSB (A): Strengthening a Service Brand in Business-to-Business (B2B) Marketing

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CASE STUDY. With this case, students will decide how to strengthen the brand of this business-to-business (B2B) service company to ensure its survival.

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Description

TRSB (A): Strengthening a Service Brand in Business-to-Business (B2B) Marketing: Abstract

TRSB (A): Strengthening a Service Brand in Business-to-Business (B2B) Marketing is a case study by Alexie Lavoie, Julien Bergeron St-Onge and Normand Turgeon.

With this case, students will decide how to strengthen the brand of this business-to-business (B2B) service company to ensure its survival.

In the 1980s, Serge Bélair founded Traductions Serge Bélair. In the early days, he worked from home, translating documents for a number of Quebec companies in his basement office. Over a period of almost thirty years, Traductions Serge Bélair, now operating under the name TRSB, grew from a small business to a company of 150 employees, with sales of close to $20 million and national ambitions. TRSB provides customized business solutions in translation and terminology management that are fully integrated with its clients’ brand image and marketing efforts.

Teaching objectives

This case can be used in a wide range of undergraduate courses, including introduction to marketing, service marketing, brand management, and entrepreneurship courses. It discusses the efforts of the president of an SME to successfully and systematically grow his business. It also spotlights the challenge of growing a service SME in competitive national and international markets and the importance to a service company of developing a strong brand from a B2B marketing perspective.

Multi-part case

  • Part A: Strengthening a Service Brand in Business-to-Business (B2B) Marketing
  • Part B: 360° Marketing and Communications for a World-Class Translation Company (See Case B)

Main themes covered

  • Marketing mix for professional services firms
  • Brand management for professional service firms
  • Optimal communication budget
  • Recommendations for a new digital marketing strategy

Concepts and theories related to the case

  • Important issues related to SME growth
  • Marketing mix for professional services firms
  • Digital marketing
  • Budget allocation
  • Choice of communication media
  • Measuring performance

Additional information

Also available in French.

Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.

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