CIM No.

38425137
THE CHARTERED INSTITUTE OF MARKETING (CIM)
PROFESSIONAL CERTIFICATE IN MARKETING
EXM CENTER: BRITISH COUNCIL
MEMBERSHIP NUMBER: 38425137
U!" #$% : 523 S"#&%'()*%+ M#+&%"!,
S-.$!//!( : D%0%$.%+ 2113
S"-*2 C%"+% : 3#$.!# C%"+% 4(+ A00(-"#02 S"-*!%/ (3CAS)
D%0)#+#"!( : I conrm that n forwardng ths assgnment for markng, I
understand and have apped the C.I.M poces reatng to
word count, pagarsm and couson for a tasks. . Ths assgnment s the resut of
my own ndependent work except were otherwse stated. Other sources are
acknowedged n the body of a bbography has been appended and Harvard
reference has been used. I have not shared my work wth other canddates. I further
conrm that have submtted an eectronc copy of ths assessment to CIM wth
accordance to the reguatons.
Word Count Task Two...1750
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CIM No.38425137
Word Count Task Three....2200
TABLE OF CONTENTS
Executve summary...........................3
TASK ONE
Summary of the audt ndngs.........................4-7
TASK TWO
Presentaton attachment of sdes......8-15
An expanaton on the concept of the decson makng unt and how t appes to the
three key customer groups/segments wth the most mpact on Aches Zamba Ltd
.............16-20
An expanaton on the theory of perceved rsk and how t appes to the three key
customer groups/segments wth the most mpact on Aches Zamba Ltd
............21-24
An Evauaton of Aches Zambas ndngs and how the ndngs w enabe the
organzaton understand the needs and wants of these three key customer
groups/segments and how t coud benet the
organzaton.....................................
..25
Concuson.................................26
TASK THREE
Report
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CIM No.38425137
An Evauaton of the Current marketng mx wth reference to the buyng behavour
of the Mnstry of Heath and ts reatonshp wth Aches Zamba
Ltd................27-29
Recommendatons (to the current marketng mx wth specc reference to the
buyng behavour of the Mnstry of Heath)
.........................29-30
Changes that coud enhance the current reatonshp between Aches Zamba and
the Mnstry of Heath.............................31
Concuson.........................32
Appendx 1
Company background..........................33-34
Appendx 2
Bbography............................35
Executive summary
This assignment brief is based on buyer behaviour. It consists of a summary of the audit findings, a
presentation and lastly a report. An audit has been carried out in order to identify Achelis Zambia
Limiteds three key customer groups/segments, their buying behaviour, current relationship and the
current use of the marketing mi to meet their needs. A report has been also prepared to eplain the
concept of the decision making unit and ho! it applies to the three key customers !ith an eplanation on
the theory of perceived risk and ho! it is applied to the three key customer groups/segments. An
evaluation has also been provided to evaluate ho! the findings !ill provide a better understanding of the
needs and !ants of the customers and ho! this understanding !ill benefit Achelis Zambia Ltd.
"ome recommendations have been made on ho! the current marketing mi can be improved to efficiently
meet the current needs of the three key customer groups and enhance the current relationship bet!een
Achelis Zambia Ltd and its customers
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CIM No.38425137
TASK ONE
AUDIT
The success of any organzaton operatng n a busness marketng envronment s
dependent on fuy understandng the key factors that ahects ther protabty.
Hence a thorough knowedge of ts customer buyer behavor s cardna f an
organzaton such as Aches (Zamba) Ltd s to reman reevant and survve n the
busness envronment. For ths reason, every organzaton ought to understand
buyer behavior which is "a management theory component which analyzes the
purchasing habits of individuals and/or groups. Primarily used for marketing
purposes, the analysis includes an examination of perception, desire, decision
making and satisfaction. !he four models that are often used include economic
model, learning theory model, psychoanalytic model and information processing
model "usiness#ictionary.com (2007)
A !*%"!50#"!( (4 "'% "'+%% &%2 0-/"($%+ ,+(-6/7/%,$%"/ "'#" '#8% "'%
$(/" !9-%0% #* !$6#0" ( A0'%)!/ 3#$.!# L!$!"%*
The three customer groups that have the most nuence on Aches Zamba Ltds
marketng envronment were decded upon by ookng at ther busness nuence. A
Mendeows power/ matrx was used to |ustfy the decson arrved at to dentfy
these three customer groups wth the most nuence. Mendeows power/ matrx as
reported on Kopan Fnanca Knowedge Bank (2013) "is a key aspect of
formulating corporate strategy in understanding key stakeholders. !he ob$ectives of
an organization will be governed by its key stakeholders. !hese key stakeholders
will be determined using stakeholder mapping. %endelow&s matrix is a popular
method for performing stakeholder mapping
Low M%*%)(:;/
P(:%+7I"%+%/" M#"+!<

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Power
Hgh

Low
Hgh
Interest
M!!/"+2 (4 H%#)"' - The #inistry of $ealth is the national authority charged !ith oversight of the entire
health system. The Mnstry pays a centra roe n the protecton of the popuatons heath and
n ensurng that a organzatons and nsttutons that produce heath goods and servces
conform to standards of safety. (Mnstry of heath-Trndad, 2013)
Reducng the prevaence of communcabe dseases, ncudng HIV/AIDS
Improvng Heath care management
Supportng patents rghts and servces through heath quaty standards, poces
and egsaton
P+!8#"% H(/6!"#)/ = A prvate hospta s a hospta owned by a prot company or a
non-prot organzaton and prvatey funded through payment for medca servces
by patents themseves, by nsurers, Governments through natona heath
nsurance schemes, or by foregn embasses. (Wkpeda the free Encycopeda,
2001)
Contrbute to the natons heath care outcomes
Provdes treatment and dagnoss
Provdes free medca servces to the surroundng communtes e.g.
specast eye cncs
L#.(+#"(+2 R%/%#+0' I/"!"-"%/7C%"%+/
A Laboratory research nsttute or center s an estabshment endowed for dong
research. Research nsttutes may specaze n basc research or may be orented to
apped research. (Wkpeda the free Encycopeda, 2001)
Sets poces and standards of research and deveopment n the Country
Strengthens the research capabtes of the Country, through ts
consutants and other personne
Supervses, coordnates and montors the mpementaton of the research
programs of the dherent unts n the country
A0'%)!/ 3#$.!#;/ 0-++%" )%8%) (4 U*%+/"#*!, (4 "'% B-2!, B%'#8!(+ (4
"'%/% T'+%% &%2 C-/"($%+ G+(-6/7S%,$%"/
M!!/"+2 (4 H%#)"' .-2%+ .%'#8!(+
Prefer European brands as opposed to Indan brands for a medca
equpment
Ouaty s a ma|or concern hence a the equpment bought shoud meet the
ISO standards
5
A B
C
Mnstry of Heath D
Prvate Hosptas
Laboratory Research
Insttutes/Centers

CIM No.38425137
Prefer to buy equpment through the tenderng process
P+!8#"% '(/6!"#) .-2%+ .%'#8!(+
Prefer to buy from sted suppers wth the procurement department
Prefer a cash on dever method of payment
Prefer dscounts when buyng n buk
L#.(+#"(+2 +%/%#+0' !/"!"-"%70%"%+ .-2%+ .%'#8!(+
Prefer to buy equpment from regstered oca suppers through ther
procurement department
Prefer to buy ther equpment through a 30 day credt pan
Prefer European brands ony
A !*%"!50#"!( (4 A0'%)!/ 3#$.!# L"* 0-++%" +%)#"!(/'!6 :!"' %#0' (4
"'%/% "'+%% &%2 0-/"($%+ ,+(-6/7/%,$%"/
M!!/"+2 (4 H%#)"'
Mnstry of Heath prefers a 30 day credt facty for a payments for goods
supped Ths s a chaenge for Aches Zamba Ltd as most of ts products are
sod on behaf of Manufacturers who prefer upfront payments
Mnstry of Heath through ts government has ntroduced Procurement
procedures whch are bureaucratc n nature. Take for nstance to receve a
Letter of Credt w take up to three to four weeks ths ahects the operatona
actvtes for Aches Zamba Ltd
Mnstry of Heath prefers to have a t suppers to make annua subscrptons
for regstraton as supper. Ths tends to be expensve for Aches Zamba f at
a nothng was bought that year by the mnstry.
P+!8#"% H(/6!"#)/
They take too ong to sette ther debt once goods are devered ths becomes
a probem as our accounts team w make severa cas to receve fund
Prefer to have other quotatons from other suppers and make comparsons
based on devery prce and payment. Ths becomes a probem because
Aches fas to meet up wth devery tmes as a equpment has to be
ordered from manufacturer and woud take 4 weeks mnmum to arrve
They prefer to buy cheaper brands from other compettors who oher Indan
products. Ths creates prce dherence between what we oher and the
competton hence at tmes we fa out durng the evauaton perod before
purchase at tmes.
L#.(+#"(+2 R%/%#+0' I/"!"-"%/7C%"%+/
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CIM No.38425137
Make orders ony when fundng has been receved from donors and we-
wshers ths makes t dmcut to receve prevous supped orders due to the
nconsstence of funds.
They prefer to pay ther suppers after a 30 days perod whch n return takes
tme for Aches Zamba to receve funds more so f they have other suppers
they need to sette too.
They prefer suppers who have estabshed busness success wth proper
references. Ths n tsef has enhanced the busness reatonshp due to our
traceabe reference n the medca ed.
A E<6)##"!( ( '(: A0'%)!/ (3#$.!#) L"* -/%/ "'% M#+&%"!, M!< "(
$%%" "'% %%*/ (4 %#0' (4 "'%/% T'+%% &%2 0-/"($%+ ,+(-6/7/%,$%"
The marketng mx can be dened as" a set of controabe marketng toos or
eements whch a rm can ntentonay manpuate and co-ordnate to produce a
desred response from ts target market(s). These eements are: product (or
servce); prce; pace (provson or dstrbuton); and promoton (or marketng
communcatons)." (CIM Stakehoder Marketng; 2012:page.134). It s mportant to
provde taored marketng mx ths n return w hep to dever customer vaue.
M!!/"+2 (4 H%#)"'
P+(*-0": Aches Zamba Ltd suppes the Mnstry of heath wth medca
equpment
P+!0%: Aches Zamba uses a skmmng prcng strategy for a ts suppes to
Mnstry of heath
P)#0%: Aches Zamba has ntroduced nventory system software that takes
nventory on a functona equpment and repaces broken down equpment
P+($("!(: Aches Zamba Ltd communcates through to the Mnstry of heath by
drect marketng and aso ohers dscounts.
P'2/!0#) %8!*%0%: Aches Zamba ssues recepts and devery notes for any
purchases as we as broaches every month dspayng the avaabe products
P%(6)%: Aches Zamba Ltd marketng and saes department dever customer
vaue.
P+(0%//: a webste page has made t easy for the mnstry to make purchases
onne wthout physcay accessng the premses
P+!8#"% H(/6!"#)/
P+(*-0": Aches Zamba suppes medca equpment and consumabe to the
prvate hosptas for a nqures receved.
P+!0%: A compettve prcng strategy s used by Aches Zamba to set ts prces for
ts products
P)#0%: A |ust n tme dstrbuton system has been deveoped to ehectvey suppy
good on tme
P+($("!(: Persona seng technque has been empoyed to communcate wth
the prvate hosptas.
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CIM No.38425137
P'2/!0#) %8!*%0%: Aches Zamba Ltd has come up wth show rooms were prvate
hosptas can come and experence rsthand nformaton about the products they
are yet to procure.
P%(6)%: Prvate hosptas make repeat purchases due to a hgh demand of quaty
servce. Ths has forced Aches Zamba to prortze nqures that come from prvate
hosptas so as to bud repeat saes
P+(0%//: A suppers are requred to dspay professonasm wth a deangs wth
Prvate hosptas ths has ed to ncreased customer vaue.
L#.(+#"(+2 R%/%#+0' I/"!"-"%/7C%"%+/
P+(*-0": Aches Zamba Ltd to provdes taor made equpment through ts
manufacturers
P+!0%: Prvate hosptas en|oy a 30 day credt payment pan and dscounts and
Aches Zamba td has deveoped a Cost based type of prcng.
P)#0%: Aches Zamba Ltd has a devery system whch enabes an emcent suppy
of medca equpment upon order wth manufacturers.
P+($("!(: Due to the nature of research conducted Laboratory research
nsttutes/centers prefer persona seng so as to have a one to one chat wth our
team of experts
P'2/!0#) %8!*%0%: Aches Zamba Ltd has deveoped a payment system that
generates a payments made by the accounts department to be devered wthn
24hours of transfer or payment.
P%(6)%: In order to provde quaty servces key Account Managers have been
traned and deveoped wth speca sks n saes and marketng
P+(0%//: To provde emcency and standardzaton of quaty contro n the
aboratory Aches Zamba Ltd has deveoped a centra network wth a aboratores
to respond wthn 24 hour to rectfy any anomay.
TASK T>O
P+%/%"#"!( (4 "'% #-*!" 5*!,/
ATTARCHMENT OF 15 SLIDES
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The audit findings !ill be presented in form of a presentation consisting of %& slides !ith supporting
notes to the #arketing #anager.
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Supporting notes
INTRODUCTION
The success of any organzaton operatng n a busness marketng envronment s
dependent on fuy understandng the key factors that ahects ther protabty.
Hence a thorough knowedge of ts customer buyer behavor s cardna f an
organzaton such as Aches (Zamba) Ltd s to reman reevant and survve n the
busness envronment. More mportanty every organzaton ought to meet the
needs and wants of ts customers.
For ths reason, every organzaton ought to understand buyer behavior which is
"a management theory component which analyzes the purchasing habits of
individuals and/or groups. Primarily used for marketing purposes, the analysis
includes an examination of perception, desire, decisionmaking and satisfaction.
!he four models that are often used include economic model, learning theory
model, psychoanalytic model and information processing model
"usiness#ictionary.com (2007)
A E<6)##"!( ( "'% *%0!/!( $#&!, -!" #* '(: !" !/ #66)!%* .2
0-/"($%+/ :'( '#8% "'% $(/" !9-%0% #* !$6#0" ( A0'%)!/ (3#$.!#)
L"*?
16

CIM No.38425137
In order to understand the decson makng unt (DMU), and how t s apped by
Aches Zamba Ltd to ts keys customers, t s mportant to understand the concept
of the "decision making unit" ths s a "collection or team of individuals who
participate in a buyer decision process "(MarketngTeacher.com). Ths may aso be
dened as "a group of people who participate in or in'uence the purchase decision
at any stage in the buying process (CIM Stakehoder Marketng; 2012:page.176)
In a settng such as the Mnstry of Heath, Prvate Hosptas, and Laboratory
research Insttutes/Centers ma|or purchases typcay requre nput from varous
parts of the organzaton, ncudng nance, accountng, purchasng, nformaton
technoogy management, and senor management.
There are a number of key payers n ths process namey the ntators, the
gatekeepers, the buyers, the decders, the users and the nuencers.
I!"!#"(+/
Intators are the "players who recognize that there is a need to be satis(ed or a
problem to be solved" (MarketngTeacher.com)
G#"%&%%6%+/
Gatekeepers are individuals who press the stop/go button in the process
)MarketngTeacher.com) Gatekeepers contro the ow of nformaton to others and
these aso ncude technca peope.
B-2%+/
Buyers are the professional function within an organization generally responsible
for purchasing (MarketngTeacher.com). Buyers have forma authorty to seect the
supper and arrange terms of purchase and aso shape product speccatons
D%0!*%+/
Decder makes the" decision that the product should be bought (CIM Stakehoder
Marketng; 2012:page.176). Decders have forma or nforma power to seect or
approve the na suppers.
U/%+/
User "uses, consumes or bene(ts from the product or service (CIM Stakehoder
Marketng; 2012:page.176). Users are members of the organzaton who w use the
product or servce
F!#0%+
Fnancer sets the budget and authorizes or provides the funds for the purchase
(CIM Stakehoder Marketng; 2012:page.176).
I9-%0%+
Inuencer "stimulates, informs or persuades at any stage of the buying process
(CIM Stakehoder Marketng; 2012:page.176). Often hep dene speccatons and
aso provde nformaton for evauatng aternatves.
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CIM No.38425137
T'% F())(:!, !/ # !))-/"+#"!( (4 "'% &%2 0-/"($%+ ,+(-6/ 4(+ A0'%)!
(3#$.!#) L"* #* '(: "'% *%0!/!( $#&!, -!" !/ !8()8%*?
In order for Aches Zamba td to sustanaby meet the needs and wants of ts
customers, there s need to understand that more nformaton s brought to bear
dentfyng and evauatng aternatves through a decson makng unt process. The
more dverse the group's composton, the more key t s that creatve deas w be
forthcomng. Hence Aches Zamba Ltd needs to understand the behavors of ts
customers decson makng unts.
M!!/"+2 (4 H%#)"' - The #inistry of $ealth is the national authority charged !ith oversight of the
entire health system. The Mnstry pays a centra roe n the protecton of the
popuatons heath and n ensurng that a organzatons and nsttutons that
produce heath goods and servces conform to standards of safety. (Mnstry of
heath-Trndad, 2013)
I!"!#"(+: The Permanent Secretary of the Mnstry of Heath ntates deas so as to
acheve the Mennum Deveopment Goas (Zamba. Pannng and Economc
Management Department Mnstry of Fnance & Natona Pannng Unted Natons
Deveopment Pan. Progress Report, 2013).
Accordng to the Marketngteacher.com (2000) Intators are the payers who recognze
that there s a need to be satsed or a probem to be soved.
Havng dented the ntator w hep Aches Zamba Ltd to better understand who
orgnates deas and be abe to secure a busness transacton. Fang to dentfy the
ntator w resut nto ow prots and market share.
F!#0%+: The Mnstry of Fnance nances a procurements made by the Mnstry
of heath department. As noted by CIM Stakehoder Marketng (2012) the nancer
sets the budget and authorzes or provdes the funds for the purchase. Therefore,
Aches (Zamba) Ltd ought to know the nancer so as to fuy make prots.
However, not knowng the nancer w resut nto "failure to understand the
invaluable statistics and evidence on which managers can make informed decisions
and plans as dscussed by the (The Tmes 100 Busness Case Studes, nanca
nformaton and decson makng)
B-2%+: The Procurement department of the mnstry of heath headed by the
Procurement Manager s responsbe for a procurements of the mnstry. Accordng
to the marketngteacher.com (2000) "buyers are the professional function within an
organization generally responsible for purchasing. And t s for ths reason, that
Aches (Zamba) Ltd ought to understand that procurement have a seres of crtera
aganst whch to |udge potenta products or servces, and ther suppers as
ndcated by the marketngteacher.com (2000).
For ths reason, Aches (Zamba) Ltd ought to know who the buyers are faure to
dentfy ths key group of decson makers w resut nto faure to fung the
speccaton crtera consequenty osng a busness transacton.
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CIM No.38425137
U/%+/ #* G#"%&%%6%+: Users are those who put the servce or product nto
operaton once the dea has been cnched as ndcated by Marketngteacher.com
(2000) In ths case, the users are the heath care provders who are found at the
heath care factes, provdng quaty heath care servce to patents.
Gatekeepers are ndvduas who press the stop/go button n the process. Often
gatekeepers w be proactve n searchng for nformaton and deverng
recommendatons for those decson-makers further up the ne as outned by the
marketngteacher.com (2000).
As noted, the user and gatekeeper for the mnstry of heath are the heathcare
provders. Hence knowng the user and gatekeeper w hep Aches (Zamba) Ltd to
best understand what the end user needs and wants.
Faure to do so w resut nto busness faure because; the success of busness s
dependent upon knowng who the users and gatekeepers are for they w be heavy
nvoved n the post-purchase evauaton phase of the buyer decson process.
marketngteacher.com (2000)
I9-%0%+/ #* D%0!*%+/: The Chef engneer and hs team are the specasts
who make recommendatons based upon experence and ther knowedge of
products and servces. Hence w check f the equpment been supped meets the
speccaton and w decde f the equpment s sutabe for use.
Havng knowedge of the Inuencer and decder n ths case the Chef Engneer w
hep Aches Zamba Ltd to provde nformaton for aternatves and aso understand
that he s the one who makes a na approva.
It s for ths reason, Aches (Zamba) Ltd ought to know whom the nuencer and
the decder s because faure to dentfy these key payers w resut nto oss of
busness.
P+!8#"% H(/6!"#)/
A 6+!8#"% '(/6!"#) s a hospta owned by a prot company or a non-prot
organzaton and prvatey funded through payment for medca servces by patents
themseves, by nsurers, Governments through natona heath nsurance schemes,
or by foregn embasses. (Wkpeda the free Encycopeda, 2001)
I!"!#"(+: In the Prvate hospta setup the Hospta admnstrator, orgnates and
ntates a deas concernng the nsttuton even purchase of new equpment.
Accordng to the Marketngteacher.com (2000) Intators are the payers who recognze
that there s a need to be satsed or a probem to be soved.
Havng dented the ntator w hep Aches Zamba Ltd to better understand who
orgnates deas and be abe to secure a busness transacton. Fang to dentfy the
ntator w resut nto ow prots and market share.
F!#0%+: A Fnanca decsons are made by the Chef Fnanca Omcer. As noted
by CIM Stakehoder Marketng (2012) the nancer sets the budget and authorzes or
19

CIM No.38425137
provdes the funds for the purchase. Therefore, Aches (Zamba) Ltd ought to know
the nancer s so as to fuy make prots.
However, not knowng the nancer w resut nto "failure to understand the
invaluable statistics and evidence on which managers can make informed decisions
and plans as dscussed by the (The Tmes 100 Busness Case Studes, nanca
nformaton and decson makng)
B-2%+: The Procurement department for the Hospta headed by the Procurement
Manager s responsbe for a procurements of the nsttuton. Accordng to
marketngteacher.com (2000) buyers are the professona functon wthn an
organzaton generay responsbe for purchasng and for ths reason, knowng the
buyer w hep Aches Zamba Ltd to understand that procurement have a seres of
crtera aganst whch to |udge potenta products or servces, and ther suppers
and aso they tend to be responsbe for sourcng and negotaton as ndcated by
marketngteacher.com (2000).
U/%+/: Users are those who put the servce or product nto operaton once the dea
has been cnched marketngteacher.com (2000) In ths case, the users are actuay
the heath care provders who are found at the hospta who provde quaty heath
care servce to patents. Hence knowng the users w hep Aches Zamba Ltd to
best understand what the end user needs and wants.
However uck of understandng the needs and wants of the user w resut nto oss
of busness because, users are heavy nvoved n the post-purchase evauaton
phase of the buyer decson process.
G#"%&%%6%+ #* I9-%0%+: The Medca Superntendent and hs team of heads
of departments are the specasts who make recommendatons based upon
experence and ther knowedge of products and servces as noted by The Tmes
100 busness case studes (1995).
Ths team consstng of the Medca Superntendent and heads of department w
act both as gatekeepers as we as nuencers.
Gatekeepers are ndvduas who press the stop/go button n the process. Often
gatekeepers w be proactve n searchng for nformaton and deverng
recommendatons for those decson-makers further up the ne as outned by the
marketngteacher.com (2000).
Aches (Zamba) Ltd ought to know who the nuencer and gatekeepers are, faure
to do so w resut nto oss of busness opportuntes wth the nsttuton.
L#.(+#"(+2 R%/%#+0' I/"!"-"%/7C%"%+/
A +%/%#+0' !/"!"-"% (+ 0%"%+ s an estabshment endowed for dong research.
Research nsttutes may specaze n basc research or may be orented to apped
research. (Wkpeda the free Encycopeda, 2001)
20

CIM No.38425137
I!"!#"(+: The Dvson Chef and hs team form and come up wth deas on how to
mprove and conduct research actvtes ncudng the need that arses to the
purchase of equpment.
Havng dented the ntator w hep Aches Zamba Ltd know who orgnates
deas and be abe to secure a busness transacton. Fang to dentfy the ntator
w resut nto oss of a busness opportunty.
F!#0%+: The Fnance department s responsbe for a nances of a company and
generates a varety of nanca nformaton that s hepfu n decson makng,
ncudng: Informaton about the purchase of assets and abtes as ndcated by
The Tmes 100 Busness case studes (1995). Knowng the nancer w hep Aches
(Zamba) Ltd to know when the nancer w purchase new capta assets. However,
wthout knowedge Ache (Zamba) Ltd w nd t had to se equpment to the
nsttuton.
B-2%+: The Procurement Department s responsbe for purchasng of aboratory
reagents and consumabes materas and aso negotatng good credt terms of
payment from suppers of raw materas. Hence they determne the na prce
Aches w purchase. Knowng the buyer w hep Aches Zamba Ltd to better prce
ther products to ts customers by knowng whch prce opton w make the
company reaze prot.
G#"%&%%6%+: The Researchers of the nsttuton n the varous departments who
apparenty are users are the Gatekeepers. Gatekeepers are ndvduas who press
the stop/go button n the process as outned by the marketngteacher.com. Often
gatekeepers w be proactve n searchng for nformaton and deverng
recommendatons for those decson-makers further up the ne as outned by the
marketngteacher.com (2000).
Knowedge of the gatekeepers who are the researches n the nsttuton s very
cardna for the success of future busness actvtes. Faure by Aches (Zamba) Ltd
to dentfy the gatekeepers w resut nto poor saes and prots.
I9-%0%+: The Chef Research Omcer and hs team of heads of departments are
the specasts who make recommendatons based upon experence and ther
knowedge of products and servces as noted by The Tmes 100 busness case
studes (1995). Hence w check f the equpment been supped meets the
speccaton and w decde f the equpment s sutabe for use.
Aches (Zamba) Ltd ought to know who the nuencer s, faure to do so w resut
nto oss of busness opportuntes wth the nsttuton.
U/%+: Users are those who put the servce or product nto operaton once the dea
has been cnched the marketngteacher.com (2000) In ths case, the users are
actuay the researchers who are found at research centers/nsttute who curry out
research ndngs.
As for ths reason, knowng the users w hep Aches Zamba Ltd to best
understand what the researchers need and want. However uck of understandng
21

CIM No.38425137
the needs and wants of the user n ths case the researchers w resut nto busness
faure because, users are heavy nvoved n the post-purchase evauaton phase of
the buyer decson process. marketngteacher.com (2000)
AN EXPLANATION ON THE THEOR@ OF PERCIEAED RISK AND HO> IT
APPLIES TO THE THREE KE@ CUSTOMER GROUPS7SEGMENTS >ITH THE
MOST INFLUENCE AND IMPACT ON ACHELIS 3AMBIA LIMITED
In order to make a sae, an organzaton such as Aches Zamba Ltd has to
overcome the customers perceved rsk. The more mportant the purchase s to the
customer, the greater the perceved rsk
Ashey (1995) denes Perceved rsk as a' eve of rsk a consumer beeves exsts
regardng the purchase of a specc product from a specc retaer, whether or not
that beef s factuay correct' page 5. As noted by BusnessDctonary.com (2007)
"*onsumers attempt to reduce their anxiety by collecting more information and by
seeking the recommendations of a peer group or an entity )person or consumer
advocacy group+ considered an expert on the sub$ect matter
Perceved rsk can be mnmzed as noted by CIM Stakehoder (2012) by
stakehoders enterng nto contact wth the organzaton seekng specc
reassurance, a measure of contro and/or the possbty of ad|ustment over tme:
such stuatons may requre the deveopment of trust and frequent communcaton,
assocated wth reatonshp marketng. In ow-rsk stuaton, there s tte motvaton
for the stakehoder to seek a trust-based reatonshp- and tte need for the
organzaton to devote tme and resources to anythng more than reassurances.
22

CIM No.38425137
T'% 4())(:!, !/ # !))-/"+#"!( (4 "'% "'%(+2 (4 6%+0%!8%* +!/& #* '(: !" !/
#66)!%* "( "'% "'+%% &%2 0-/"($%+ ,+(-6/7/%,$%"/?
M!!/"+2 (4 H%#)"'
R%/6(/% (4 "'% 0-/"($%+ #/ #
+%/-)" (4 "'% 6%+0%!8%* +!/&
I$6#0" (4 6%+0%!8%* +!/& ( "'%
O+,#!B#"!(
>!)) /%%& $(+% !4(+$#"!(. If
the mnstry of heath s not sure
on the types of products Aches
Zamba Ltd suppes w decde to
seek more nformaton from other
users to get more nformaton as
to the quaty and servce Aches
Zamba Ltd provde.
D%0!*% (" "( .-2?The Mnstry
of Heath w decde not to buy
due to ts perceved rsk about
Aches Zamba products and
servces
>!)) /%%& /6%0!50 +%#//-+#0%
such as warrantees
DECLINE IN MARKET SHARE
Accordng to
BusnessDctonary.com The
number of ndvduas n a certan
market who are potenta buyers
and/or seers of a product or
servce. Companes are nterested
n knowng the market sze before
aunchng a new product or
servce n an area
EC%0"/ (4 *%0)!% ! $#+&%"
/!B%
Accordng to ford motor company
(2007) DMarket share decnes and
voume reductons n any ma|or
markets coud have an adverse
mpact on nanca condtons and
resuts of operatons. It s
therefore mportant that Aches
Zamba Ltd acknowedges ths
perceved rsk n order to avod
maxmze future prots
LOSS OF CUSTOMER LO@ALT@?
As dened by
BusnessDctonary.com (2013)
customer oyaty s the Lkehood
of prevous customers to contnue
to buy from a specc
organzaton. Great attenton s
gven to marketng and customer
servce to retan current
customers by ncreasng ther
customer oyaty. Organzatons
empoy oyaty programs whch
reward customers for repeat
busness
EC%0"/ (4 )(// (4 0-/"($%+
)(2#)"2
23

CIM No.38425137
As a resut of the perceved rsk there w
be a reducton n prots and saes. It s
for ths reason that Aches Zamba Ltd
must ensure that the perceved rsk
mnmzed by assurance.
P+!8#"% H(/6!"#)/
R%/6(/% (4 "'% 0-/"($%+ #/ #
+%/-)" (4 "'% 6%+0%!8%* +!/&
I$6#0" (4 6%+0%!8%* +!/& ( "'%
O+,#!B#"!(
D-% "( "'% 6%+0%!8%* +!/& "'%
P+!8#"% '(/6!"#) :!)) /%%&
+%0($$%*#"!( 4+($ ("'%+
-/%+/? Recommendatons made
about Aches Zamba Ltd coud be
postve or negatve t s therefore
mportant that Aches Zamba Ltd
mantans good reatonshps wth
a ts key customers.
>!)) .-2 )%//%+? Due to the
perceved rsk The Prvate
hosptas w opt to buy esser so
as to avod any rsk to purchase
equpment n buk.
T'% 0-/"($%+ :!))
/%%&70(/!*%+ %<6%+" (6!!(?
Chef Bo-medca engneers for
more nformaton.
LOSS OF BUSINESS OPPORTUNIT@?
Accordng to BusnessDctonary.com
(2013) busness opportunty s DOngong
opportunty to generate ncome as an
ndependent representatve of a network
marketng company.
EC%0"/ (4 )(// (4 .-/!%//
(66(+"-!"2
The oss of busness opportunty w
resut nto Aches Zamba oosng
revenue and possbe prots.
LOSS OF CONSUMER
CONFIDENCE
Loss of consumer condence as dened
by BusnessDctonary.com (2013) s an
economc ndcator that gauges how
consumers nterpret the present
economc envronment and ther
expectatons for the future. A decne n
consumer expectatons can be a eadng
ndcator of sowng economc actvty.
EC%0"/ (4 )(// (4 0(/-$%+
0(5*%0%
Customer condence ensures repeat
purchase hence ts oss by the prvate
hosptas w ead to oss of market share
and possbe oss n customer base n the
marketng envronment.
24

CIM No.38425137
L#.(+#"(+2 R%/%#+0' I/"!"-"%/7C%"%+/
R%/6(/% (4 "'% 0-/"($%+ #/ #
+%/-)" (4 "'% 6%+0%!8%* +!/&
I$6#0" (4 6%+0%!8%* +!/& ( "'%
O+,#!B#"!(
T'% 0-/"($%+ :!))
/%%&70(/!*%+ %<6%+" (6!!(?
As a resut of the perceved rsk n
dong Busness wth Aches
Zamba Ltd The Laboratory
research nsttutes/centers w
seek second opnon on other
users and experts on the use of
the equpment
>!)) /%%& /6%0!50 +%#//-+#0%?
As a resut of the perceved rsk
the customer w seek specc
reassurance ke advance payment
guarantees
>!)) .-2 )%//%+? Due to the
perceved rsk
LOSS OF PROFITS as dened by
BusnessDctonary.com (2013) prot
oss s oss arsng from commerca or
other transactons, apped especay to
an account or statement of account n
bookkeepng showng gans and osses n
busness.
It s mportant for Aches Zamba Ltd to
reaze that as the resut of ths
perceved rsk there w be oss of
prots.
EC%0"/ (4 )(// (4 6+(5"/
Loss of prots w resut nto poor
revenue and eventua oss of market
share. It s for ths reason that such a
perceved rsk ought to be avod by
Aches Zamba Ltd
LOSS OF CUSTOMER BASE Accordng
to BusnessDctonary.com (2013) A
customer base refers to cents to whom
a busness ses products and servces.
The customer base s a reatvey broad
number of customers, wth a smaer
secton of the base beng comprsed of
repeat customers
EC%0"/ (4 )(// (4 0-/"($%+
.#/%
Loss of customer base poses a rsk on
25

CIM No.38425137
Aches Zamba Ltd as ther w be oss of
prots and aso oss of repeat purchases
from oya customers.
A E8#)-#"!( (4 '(: "'% F!*!,/ :!)) %#.)% A0'%)!/ 3#$.!# L"* "( .%""%+
U*%+/"#* "'% %%*/ #* :#"/ (4 "'% T'+%% &%2 C-/"($%+ ,+(-6/ :!"'
"'% $(/" I9-%0% #* I$6#0" #* '(: "'!/ -*%+/"#*!, 0(-)* .%%5"
A0'%)!/ 3#$.!# L"* #/ # :'()%
M!!/"+2 (4 H%#)"'
The Mnstry of heath buys ISO certed equpment. Aches Zamba Ltd has faed to
provde quaty equpment that meets the needs and wants of the customer so as to
provde quaty heath care servces. As a resut of ths stuaton Aches Zamba Ltd
has decded to go nto partnershp wth Manufacturers who manufacture ISO
certed equpment by Word Heath Organzaton (WHO)
An augmented product as noted by CIM Marketng Essentas (2012) s a product
that ncudes features and benets whch dstngush the product from ts
compettors. page 87
Meetng the needs and wants of your customers s key to busness growth and
ncrease n revenue and prots. It s for ths reason, Aches Zamba ought to know
the benets that a certed ISO product w brng to the Mnstry of heath and at
the same tme be dherent to other brands of products on the market thus provdng
compettor advantage.
P+!8#"% H(/6!"#)/
Prvate hosptas provde treatment and dagnoss through the procurement of
European brands based on ther superor quaty. Aches Zamba Ltd has not done
very we n the past. To prevent further swtchng or oss of customer oyaty Aches
Zamba Ltd has deveoped a memorandum of understandng wth manufacturers of
European brands by actng as ther oca agents n Zamba. Ths strategc move has
resuted nto repeat busness wth the prvate hosptas thus maxmzng prots
26

CIM No.38425137
Accordng to CIM Marketng Essentas (2012) an agent does not buy goods, but act
as go-between, seng manufacturers goods to whoesaers and retaers. page
128.
L#.(+#"(+2 R%/%#+0' I/"!"-"%/7C%"%+/
Laboratory research nsttutes/centers set poces and standards of research and
deveopment n the country. Apparenty Aches Zamba Ltd has had a ma|or
chaenge n provdng quaty equpment and a 24 hour back up servce to
emcenty meet ths requrement. It s for ths reason; Aches Zamba Ltd has
deveoped a drect network nk between the manufacture and customer. Ths nk
aows the manufacture to montor any sudden change or devaton from the set
operatona standards of the equpment and recommend soutons. Ths has resuted
nto emcency and ehectveness.
Emcency and ehectveness as noted by CIM Marketng Essentas (2012)
ehectveness s the degree to whch somethng has worked and emcency s the
degree to whch somethng has been acheved for a mnmum of ehort and
expendture. page 170.
C(0)-/!(
A good understandng of customer needs and wants s cardna to the success of
any organzaton operatng n any busness marketng envronment. It s for ths
reason that, Aches Zamba Ltd ought to know the buyng behavor of ts key
customers and formuate marketng mx to sut each customer group. Ths n return
w hep the organzaton notce any changng trends n the marketng envronment.
27

CIM No.38425137
TASK THREE
REPORT
TO: THE MARKETING MANAGER
FROM: MARKETING ASSISTANT
DATE: 25
TH
DECEMBER 2013
SUB|ECT: AN IMPROVEMENT TO THE MARKETING MIX
The marketng mx forms an ntegra component of busness success and therefore
ther use and appcaton becomes a must for the survva of any organzaton n ts
marketng envronment
The marketng mx can be dened as" a set of controabe marketng toos or
eements whch a rm can ntentonay manpuate and co-ordnate to produce a
desred response from ts target market(s). These eements are: product (or
servce); prce; pace (provson or dstrbuton); and promoton (or marketng
communcatons)." (CIM Stakehoder Marketng; 2012:page.134). It s mportant to
provde taored marketng mx ths n return w hep to dever customer vaue.
Accordng to CIM Marketng Essentas (2012) the categorzaton of the mx
eements proved to be nadequate, as t ed to the appcaton of servce products
ony: snce servces now comprse the buk of marketng n the deveoped word,
extra mx eements need to be consdered. Ths ed to the deveopment of the 7Ps.
The addtona 3Ps that make up the 7Ps are as foows: physca evdence, peope
and process.
28

CIM No.38425137
AN EAALUATION OF THE EFFECTIAENESS OF THE CURRENT MARKETING
MIXE >ITH SPECIFIC REFERENCE TO THE BU@ING BEHAAIOR OF THE
MINISTR@ OF HEALTH AND THE CURRENT RELATIONSHIP >ITH ACHELIS
3AMBIA LIMITED?
M!!/"+2 (4 H%#)"'
The #inistry of $ealth is the national authority charged !ith oversight of the entire health system. The
Mnstry pays a centra roe n the protecton of the popuatons heath and n
ensurng that a organzatons and nsttutons that produce heath goods and
servces conform to standards of safety. (Mnstry of heath-Trndad, 2013).
Ths customer group s the most vaued by the organzaton as t mpements
poces and set gudenes on use of equpment n hosptas makng t the argest
customer group wth the most nuence, therefore satsfyng ths customer group
w resut nto ncreased prots.
PRODUCT
A product as stated by Kotter & Keer (2007) s anythng that can be ohered to a
market to satsfy a want or need.
Aches Zamba Ltd as an organzaton that suppes medca equpment and
consumabes has had chaenges to satsfy ths customer group due to ts ad down
pocy on the use of ISO certed products.
As reported on ISO (1947) The words argest deveoper of vountary Internatona
Standards, (ISO) gve state of the art speccatons for products, servces and good
practce, hepng to make ndustry more emcent and ehectve.
Aches Zamba Ltd s at rsk f t does not make any changes to ts products supped
to the Mnstry of heath
PRICE
Prce s the monetary vaue gven to a product/servce CIM Marketng Essentas
(2012)
Aches Zamba Ltd ohers a premum prcng strategy for a ts equpment supped
to the Mnstry of heath.
A skmmng prcng strategy as dened by CIM. Marketng Essentas (2012) takes
advantage of a new products abty to mantan hgher prces. The prce s then
reduced over tme.
It s for ths reason that, f Aches Zamba Ltd ought to revst ts prcng strategy as
ths poses a rsk to oss of busness due to the hgh prce.
PLACE
A pace s where the product/servce s avaabe as noted by CIM Marketng
Essentas (2012
Aches Zamba Ltd has deveoped an nventory system that ohers montorng and
repacement of equpment. An nventory contro system s a set of hardware and
software based toos that automate the process of trackng nventory. The knds of
nventory tracked wth an nventory contro system can ncude amost any type of
quantabe good, ncudng food, cothng, books, equpment, and any other tem
29

CIM No.38425137
that consumers, retaers, or whoesaers may purchase as noted by BarcodesInc
(2013)
Despte the nventory system n pace Aches Zamba has faed to dever and
expand ts dstrbuton channe and ts devery system. Ths poses a rsk to the
organzaton f changes are not made
PROMOTION
As note by NetMBA (2010) In the context of the marketng mx, promoton
represents the varous aspects of marketng communcaton, that s, the
communcaton of nformaton about the product wth the goa of generatng a
postve customer response.
Aches Zamba Ltd has been usng wrong toos of communcaton wth the mnstry
of heath to reay ts marketng messages. It s for ths reason that Aches Zamba
mted ought to consder how ts customer prefers to receve marketng
communcatons.
PEOPLE
It has been notced that Aches Zamba Ltd has not had traned empoyees to
dever good customer vaue for ts products and servces. Ths has resuted nto
decne of saes.
Accordng to Contnuum Learnng PTE Ltd (2013) Peope refer to a peope drecty
or ndrecty nvoved n the consumpton of a servce, exampe empoyees or other
consumers.
The deveopment of human resources s very cardna for the successfu of any
busness organzaton n ts marketng envronment. It s therefore very mportant
for Aches Zamba Ltd to deveop ts empoyees wth the necessary sks f ths s
not done t n tsef poses a very serous decne n prots.
PH@SICAL EAIDENCE
As much as Aches Zamba Ltd has deveoped a payment system to generate
recepts and nvoces t has been notce that the system s not hundred percent
ehectve. Ths has prompted the organzaton to manuay do the work. Ths has
resuted nto oss of vauabe tme for the company as t has a negatve ehect on
emcency and prots.
Accordng to Contnuum Learnng PTE Ltd (2013) Physca evdence that reates to
the envronment n whch the servce s devered and the tangbes that hep to
communcate and perform the servce.
PROCESS
Aches Zamba Ltd has deveoped a webste page were ts customers ncudng
Mnstry of Heath can access t servces. But ths has not heped the organzaton as
much of ts customers prefer to make a ther orders physcay at the oca omce.
30

CIM No.38425137
Accordng to Contnuum Learnng PTE Ltd (2013) A Process s the devery and
operatng systems of procedures, mechansms and ow of actvtes whch servces
are consumed
Therefore changes ought to be consdered as n how the organzaton w mprove
ts operatng procedures as ths n tsef s a serous probem, threatenng oss of the
customer
RECOMMENDATIONS THAT SHOULD BE MADE TO THE CURRENT MARKETING
MIX TO ENABLE ACHELIS 3AMBIA LTD TO MORE EFFECTIAEL@ MEET THE KE@
CUSTOMER GROUP7SEGMENT;S CURRENT NEEDS
The growth of any organzaton s dependent on dentfyng the needs and wants of
ts customers by deveopng successfu reatonshp so as to dever customer vaue.
Ths reatonshp can ony enhanced by mprovng ts current marketng mx.
Therefore Aches Zamba has come up wth the foowng changes to ths ehect.
PRODUCT
Aches Zamba Ltd has sourced ISO certed equpment and consumabe from
certed manufactures. Ths has heped to dever quaty equpment to the Mnstry
of heath. Ths has been acheved by havng a memorandum of understandng wth
ts manufacture who ony manufactures IOS certed products.
Ths decson has resuted nto ncreased saes and recommendatons made by the
Mnstry of heath to other varous stakehoders
PRICE
Aches Zamba Ltd has revewed ts skmmng prcng strategy and has reazed that
ts products are too expensve for the Mnstry of heath to purchase at the current
prce. Ths has ed to deveopng a more reastc prcng strategy whch s based on
vaue prcng.
Vaue prcng accordng to Koter & Keer (2006) ths s a type prcng strategy whch
wnes customers by chargng a fary ow prcng for a hgh- quaty oherng.
Ths decson has resuted nto attractng the mnstry of heath who are vaue
conscous customers.
PLACE
Aches Zamba Ltd has reazed that ts nventory system whch dentes whch
equpment needs repacng and repar has not satsed the Mnstry of heath
emcenty and ehectvey.
Aches Zamba Ltd has decded to expand ts drect saes force that w contact the
Mnstry of heath and deveop a separate sae force. Ths n addton w hep to
dever orders n tme.
31

CIM No.38425137
PROMOTION
Aches Zamba Ltd must communcate wth ts present and potenta stakehoders.
It s for ths reason Aches Zamba has decded to use drect marketng to reay ts
products and servces to the Mnstry of heath. Ths w contrbute to Aches
Zambas brand equty by estabshng the brand n the memory of the end users.
Drect marketng as dened by Koter and Keer (2006) s use of ma, teephone,
fax, e-ma, or nternet to communcate drecty wth or soct response or daogue
from specc customers and prospects.
PH@SICAL EAIDENCE
Aches Zamba Ltd has n the past ssued recepts and vouchers to the Mnstry of
heath usng a computerzed system ths proved to be a probem as most tmes
systems woud crash and ose network.
Aches Zamba has deveoped a payment system where the Mnstry of heath
makes payment onne and mmedatey a message of the transacton s sent to
Aches Zamba accounts department who nstruct the warehouse manger to reease
the goods wth the devery note.
Physca evdence as dened by CIM Marketng Essentas (2012) s a tangbe aspect
of the servce devery. Physca evdence s usefu n |udgng the expected quaty of
the servce provson. Page 79
PROCESS
Aches Zamba Ltd has recommended a change n the way the Mnstry of heath
access ts products and servces by oherng s supper reatonshp management
whch fus the customer expectatons by creatng a postve experence of dong
busness.
Accordng to CIM Marketn Essentas (2012) a process s a system by whch the
product benets are devered. Page 79
Aches Zamba Ltd w ncrease ts customer vaue by satsfyng the wants and
needs of the mnstry of heath.
PEOPLE
The peope empoyed by an organzaton are an mportant ngredent n the
marketng mx and t s therefore mportant for Aches Zamba Ltd ought to
motvate ts empoyees by sendng them for refresher courses, empowerment
through tranngs and aso be motvated by n house competton of empoyee of the
month, most dedcated and honest empoyee of the month wth rewards.
Accordng to CIM Stakehoder Marketng (2012) peope are the empoyees and
ntermedares who create and dever servces. Page 150
32

CIM No.38425137
AN IDENTIFICATION ON HO> THESE CHANGES COULD ENHANCE THE
ORGANISATION;S CURRENT RELATIONSHIP >ITH THE MINISTR@ OF HEALTH
PRODUCTS
The suppy of certed ISO products w enabe Aches Zamba Ltd to dever quaty
goods and servces. Ths n return woud enhance ts reputaton as an organzaton
that devers vaue for money goods and servces n ts marketng envronment thus
strengthenng ts current reatonshp.
PRICE
By provdng vaue prcng for a ts products to the Mnstry of Heath Aches
Zamba Ltd w estabsh tsef as a market eader who focuses not ony on makng
prots but aso deverng good customer vaue to ts customers.
PEOPLE
By provdng human resource deveopment and tranng to ts empoyees Aches
Zamba has as ncreased ts response rate to customer needs and thereby creatng
nterpersona reatonshps whch may evove nto oyaty to the organzaton. Ths
w n tsef enhance the current reatonshp between Aches Zamba and the
Mnstry of heath.
PROCESS
By mprovng the way tasks are carred out by Aches Zamba Ltds empoyees t
w ead to emcency and standardzaton of ts servces and thus hande a ts
contacts wth the mnstry of heath. As a resut of ths decson Aches Zamba Ltd
w reduce the mnstry of heath percepton of rsk thus strengthenng the current
reatonshp.
PLACE
By expandng ts drect saes force Aches Zamba w be abe to dever ts goods
and servce on tme more ehectvey, emcenty, compettvey and cost ehectvey.
PROMOTION
By usng drect marketng Aches Zamba Ltd w be abe to dentfy the needs,
wants and concerns that the Mnstry of heath w have towards ts goods and
servces. Ths n return w bud customer oyaty and aso the dherent promotona
actvates w attract the Mnstry of heath to purchase more due to the quaty
servce receved
PH@SICAL EAIDENCE
By reassurng the Mnstry of Heath that a payments made onne w be foowed
up by recepts and devery notes w dherentate the organzaton from the
competton and enhance ts current reputaton and thus bud customer oyaty
33

CIM No.38425137

C(0)-/!(
The marketng mx conssts of 7ma|or eements: product, prce, pace, promoton,
peope, physca evdence and process. These 7Ps are the key decson areas that
marketers must manage so that they satsfy or exceed customer need better than
the competton. These can be redeveoped emcenty to meet the current
reatonshp by understandng the buyer behavour of the key customers.
34

CIM No.38425137
APPENDIX 1
COMPAN@ PROFILE
Aches (Zamba) Lmted was ncorporated as a mted abty company n Zamba
n 1996. Aches (Zamba) s part of the Aches Group of Companes wth a network
of assocated companes and representatves. |oh.Aches & Shone GmbH s one of
the od estabshed German tradng companes, founded n 1826, wth ts head omce
n the hanseatc town of Bremen and a network of assocated companes and
representatves n 24 countres word-wde. Aches (Zamba) Lmted s 100% owned
by ts mother company |oh. Aches & Soehne GmbH,Bremen/F.R.ofGermany
(www.|oh-aches.de). Snce ncepton, the company provdes equpment of a knd
ncudng Medca to the Zamba market and ts esteemed centa.
A!/!(- To be the eadng Supper of quaty Medca Equpment
M!//!( S"#"%$%"
We w oher hgh quaty products and servces across Zamba n the sectors
we serve.
We w mantan and bud on the exceent customer servce we oher our
cents.
We w strve to be and promote good corporate ctzenshp n our busness
crces and beyond.
A#)-%/
The crtca vaues requred to ensure accompshment and fument of our Vson
and Msson are:
Professonasm
Provde emcent and ehectve devery of heath servces by traned and competent
saes personne.
Tota Ouaty
Commtment to exceence n our heath care systems and a servce
P+(*-0" R#,%
Laboratory Centrfuges, Mcroscopes, Incubators and Ovens, Operatng Theatre
Lamps, Denta Unts Operatng Tabes, etc and Consumabes
Aches Zamba represents we known German and European manufacturers n Asa,
e.g. Messrs. Car Zess, Eppendorf, Sartorus, Heraeus, etc.
C-/"($%+ B#/%
Our customers range from Government nsttutons, Para-startes, Prvate
Enterprses, Research Laboratores. Contracts are done ether as prncpa or n the
name of the manufacturer represented by Aches (Zamba) Ltd
35

CIM No.38425137
C($6%"!"(+/
Aches Zamba Ltd s the eadng supper of medca equpment wth a market
share of 38%
Ma|or compettors n the suppy of medca equpment are;
MM Technoogy 24.5%
Specazed System20%
Bo- Group Zamba17.5
36
BOARD
MANAGING
DIRECTOR
DIRECTOR
FINANCE
DIRECTOR
MARKETING
DIRECTOR
PROCUREMENT
COPPORATE
AFFAIRS
HUMAN RESOURCE HEAD OF SALES
HEAD OF KEY
ACCOUNTS
DIRECTOR BIO-MEDICAL
ENGINEER
CONTRACTS
MANAGER

CIM No.38425137
APPENDIX 2
B!.)!(,+#6'2
Fresner, T. (2012) Decson -Makng Unt (DMU). |Onne| 10
th
Apr 2012. Avaabe from
Marketng Teacher.com http// marketng teacher.com/? |Accessed: on 5
th
December 2013|
KOTLER, P. & KOTLLER, K.L. (2006) %arketing %anagement. ,-
th
edition.London: Pearson
Prentce Ha. |Accessed: on 5
th
December 2013|
|OBBER, D. (2007) Principles and Practice of %arketing. 5
th
edton. London: MaGraw-H.
|Accessed on 5
th
December 2013|
CIM (2012) .takeholder %arketing/ !he stakeholder marketing mix )0ps+ .London:
BPP Learnng Meda Ltd
CIM (2012) .takeholder %arketing/ Perceived risk. London: BPP Learnng Meda Ltd
Mnstry of Heath- Trndad Avaabe from: http://www.heath.govt.tt/ste
pages/defaut.aspx? d=38 |Accessed on 5
th
December 2013|
CIM (2012) .takeholder %arketing/ Perceived risk. London: BPP Learnng Meda Ltd
Mnstry of Heath- Trndad Avaabe from: http://www.heath.govt.tt/ste
pages/defaut.aspx? d=38 |Accessed on 5
th
December 2013|
CIM (2012) %arketing 1ssentials/ Product. London: BPP Learnng Meda Ltd
WebFnance. "usiness #ictionary (2007) Washngton DC USA: WebFnance. Avaabe
from Busness Drectory.com http// busnessdrectory.com/denton/buyer
behavor.htm |Accessed on 5
th
December 2013|
ASHLEY, R.A (1995) Understandng your Customers Perceved Rsk. 2rower |Onne|
95. P. 5. Avaabe from:
//www.hort.uconn.edu/agmarketng/dstnartces/percrsk.htm |Accessed on 5
th

December 2013|
BusnessDctonary.com Avaabe from:
http://www.busnessdctonary.com/denton/perceved-rsk.htm#xzz2DnwDuCX
|Accessed on 5
th
December 2013|
|OBBER, D. (2007) Principles and Practice of %arketing. 5
th
edton. London: MaGraw-H.
BusnessDctonary.com Avaabe from:
http://www.busnessdctonary.com/denton/market- BusnessDctonary.com
Avaabe from: sze.htm#xzz2TTEas1x |Accessed on 5
th
December 2013|
37

CIM No.38425137
BusnessDctonary.com Avaabe from:
http://www.busnessdctonary.com/denton/busness-
opportunty.htm#xzz2UX7oODv |Accessed on 5
th
December 2013|
BusnessDctonary.com Avaabe from:
http://www.busnessdctonary.com/denton/consumer-
condence.htm#xzz2UaWR0kg |Accessed on 5
th
December|
BusnessDctonary.com Avaabe from:
http://www.busnessdctonary.com/denton/customer-oyaty.htm#xzz2UbPx|L
|Accessed on 5
th
December|
38