Case | HBS Case Collection | December 1999 (Revised March 2002)

Hunter Business Group: TeamTBA

by Das Narayandas and Elizabeth R. Caputo

Abstract

The Hunter Business Group (HBG), a direct marketing consulting firm specializing in reorganizing the sales and marketing efforts of industrial firms, uses integrated customer contact technologies (including field sales, telephone, and mail) as a means of "revolutionizing the face of business-to-business (b2b) direct marketing." The firm operates under the theory that a seller's communications provide genuine value to a customer, and that successful direct marketing programs result in solid relationships, high retention rates, and increased profitability for the customer. This case highlights, in detail, HBG's implementation of its approach for Star Oil's tire, battery, and accessory (TBA) business that has been facing declining market share and profitability in the face of ever-increasing competition.

Keywords: Communication Technology; Marketing Communications; Marketing Reference Programs; Marketing Strategy; Market Participation; Sales; Value Creation; Consulting Industry;

Citation:

Narayandas, Das, and Elizabeth R. Caputo. "Hunter Business Group: TeamTBA." Harvard Business School Case 500-030, December 1999. (Revised March 2002.)