You will write an analysis for Cambridge Sciences
Pharmaceuticals’ case study.
The objective of the assignment is to provide an
opportunity to gain an understanding of the complexities
and challenges of managing a B2B company’s
You are to examine the company situation and based
on your findings and on the content in the course
material and other reference sources, you will purpose a
plan with three different B2B marketing strategies for the
The required structure of your paper is (use these very
same titles for differentiating your paper sections):
1. Company’s main problem: you are to examine the
situation in depth and then, identify and explain the
company’s main problem.
2. Three possible strategies: you are to propose
three B2B strategies for the company, to face the
problem described, with their benefits (at least three
for each strategy) and weaknesses (at least three for
3. KPIs: you are to establish how you are going to
measure the success of your B2B marketing
strategies, including specific goals for each KPI.
Equip students with a critical understanding of
marketing practices in the industrial business
• Enable students to identify, contextualize and
interpret the characteristics of B2B marketing and
decision-making processes within the industrial,
marketing, and purchasing contexts.