Marketing High Profit Product/Service Solutions

This book addresses one of the most exciting and growing strategic marketing opportunities facing product and service companies that compete in business to business markets. Many customers for these companies want bundled products and services which represent integrated solutions to their problems rather than buying individual products and services piecemeal. There are many outstanding examples:Magna International grew and progressed from a supplier of basic individual auto parts to automakers into product module 'bundle' suppliers, from there to product/service 'bundles', and later to manufacture of a product/service 'super-bundle', sourcing and assembly of the entire car itself.General Electric grew from a supplier of individual medical imaging machines to hospitals into a product/service 'bundler' of multiple scanning products and services, and from there to a 'super-bundler' of complete hospital radiological floor imaging operations planning, installation, and integration.I BM grew from a supplier of individual hardware, software, and peripherals to companies into a product/service solution 'bundler' of increasing complexity, and finally into the 'super-bundle' of BPO (Business Process Outsourcing),which represents IBM providing an outsourced complete integrated IT solution set for an entire company global operation This book explores what was learned by these leading companies (amongst others) when they transformed their market strategies from individual product and services suppliers to bundlers of complex integrated customer solutions. Over many years and specific cases, the author went through this process with senior managers in these companies and many others as a consultant and researcher. He has developed and tested many new concepts, maps and tools for use with these managers in developing strategies for these bundled product/service solutions.