Abstract
Business-to-Business (B2B) marketing plays a vital role in industries where businesses go hands-on with other companies instead of the recipient(s) themselves. In the auto sector, suppliers are competing with OEMs seeking project-based access. One of the most important procedures in this process is the Request for Quotation (RFQ) to Start of Production (SOP) conversion process, which dictates whether future opportunities are realized as confirmed production programs or not. This research seeks to gain insight into B2B marketing strategies exhibited by Spark Minda Corporation Ltd., in its Wire Harness division, and how strategic decisions are made to transform RFQ opportunities to productive production projects. This study explores the effects of customer relationship management, technical feasibility analysis, pricing strategies, and cross-functional coordination on the extent to which RFQ conversion works. Data from primary and secondary sources will be incorporated into the study. The primary data were obtained from employee discussions and observations engaged in the RFQ management process, while the secondary data was gleaned from company documents and literature. Research shows that harmonious collaboration between engineering, procurement, finance and marketing teams can lead to higher rates of quotation accuracy and project success. Building strong relationships with OEM customers and acting quickly to RFQs improves the odds of selecting a supplier. According to the research, successful B2B marketing and established RFQ management systems are the main features which contribute directly to the enhancement of project conversion efficiency and competitiveness of the vehicles parts supplier.