Describe the organizational purchase process.

Describe the organizational purchase process. Next, explain the influence of organizational buyer segments on marketing strategy. In your discussion, provide an example of how your organization (or an example organization) moves through the purchase process.

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Organizational purchasing process

Organizations normally do have a systematic purchase process, which includes the participation of several stakeholders of the organizations. At the outset, the requirements will be identified at division level and an employee or operator will initiate the PR(Purchase requisition). Once it is verified for the stock levels and the necessity for procurement, it will be approved by the Department manager and passed to the purchasing department. The purchasing department will undertake all the necessary actions of inviting tenders, evaluating the offers and will finalize a quote as per the organizational norms and will keep PO(Purchase order). PO will be prepared as per the organization norms and terms and conditions. Once the item is availed, it will be subjected to QC (Quality check) and accepted. This completes the purchase process. Organizational buyer segments will influence the marketing strategy. The marketing strategy will include outreach and presentation of the goods or the services for the best approach of the target audience. The strategy will normally be prepared to reflect the taste, culture, and norms of the target audience. For example, the IMC(Integrated marketing campaign) will reflect the interests of the kids, if the product is an ice-cream. Alternatively, if it is a sports shoe campaign, typical measures like sponsoring a sports event etc will be taken up. In any case,  customer segment will influence the marketing strategy of the organization. The example company selected is Hyundai motors, for all its internal buying requirements it will follow the traditional Purchase process as discussed above. However, the latest ERP(Enterprise resources planning software) is normally employed for recording and progression of the purchase process. All approvals and the preparation of PRs and POs will be prepared online (Chen & Wang, 2017).

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