https://www.viddler.com/embed/
Background
The video Business-to-Business Marketing at The Timken Company (see link below) introduces you to Timken’s heritage through a brief history of the company. The company was founded in 1899 by inventor and entrepreneur Henry Timken to equip carriage axles with the newly-patented Timken Tapered Roller Bearing. A tapered roller bearing reduces friction in moving parts under heavy loads. Timken’s first market target was makers and owners of buggies, carriages, and horse-drawn carts. However, the developing automobile industry followed by the railroad industry quickly became targets of opportunity.
Timken Company is the world’s largest supplier of seamless mechanical steel tubing. Timken diversified into the steel industry in 1915 and has made major investments in steelmaking, including the acquisition of Latrobe Steel in 1975, the construction of its Faircreast Plant in 1981 (at a price tag of nearly two-thirds of the company’s total equity), and the development of a laser ultrasonic tube gauging technology for manufacturing seamless steel tubing (early part of the 21st century).
Assignment:
Watch the video Business-to-Business Marketing at The Timken Company. Then post an initial reply responding to the following questions:
- How would you describe Timken’s customers? How do they differ from end-users?
- How does the marketing mix for Timken differ from a consumer products company like Pepsi Cola?
- What influences sales volume for Timken’s bearing products?
- How would you characterize Timken’s marketing strategies over its history?
0 comments