relationship marketing Essay

Submitted By Er Simrandeep-Dhaliw
Words: 3499
Pages: 14
Open Document
Executive Summary
In this report our main aim was to find out about the relationships of the Royal Fabrics with its Customers, Suppliers and the External Partners. How Royal Fabrics is maintaining the relationship or the strategies it’s using to maintain or improve the relationships with them.
So in my research find out that Royal Fabrics is maintaining its relationships very well with its suppliers as all the suppliers are working with this company from more than 8 years and its customers like Arvind mills and Sunnex Jeans are its old buyers and Diesel Jeans are its customer from last 4 years but it is taking equal efforts for maintaining relationships with the old customers as well as to improve relations with the new customers.
I find out that as good as Royal Fabrics is doing in maintaining its relationships with the customers or suppliers, but on the other hand having External Partnership with the bigger company like Raymond Clothing creates a Power Imbalance, so Royal fabrics needs to take extra effort from their side to balance this power.

Terms of References
This research report was requested by Avtar Singh, Lecturer, Cornell Institute of Business and Technology, Relationship Marketing (MKT331) on 28 January 2015 to investigate the relationship of self-created Organization with it customers, suppliers and external partners.
This report is due on 9 march 2015.

Acknowledgements
It is our pleasure to place on record my sincere gratitude towards Mr. Avatar Singh, Cornell Business & Technology, who spent their precious time providing continuous ideas and expert guidance to our Report work. It was their direction and encouragement at every moment and step that motivated us to steer the research work confidently and successfully.

Table of Content
1. List of Figures......................................................................................5
2. Introduction..........................................................................................6
3. Findings................................................................................................7 4.1. Downstream Partners 4.1.1. Cotton King 4.1.2. Indigo Blue Dye 4.1.3. Hydro Sodium Sulfide 4.1.4. Starch 4.1.3. Threads
4.2. Upstream Partners 4.2.1. Diesel 4.2.2. Arvind mill 4.2.3. Sunnex
5. External/ Horizontal Partners..............................................................15 5.1.1. 5.1.2.
6. Conclusion........................................................................................18
7. Recommendations…………………………………………...………19
8. References ………………………………………………………..20

1. List of Figures:-
1. Downstream Partners……………………………………7
2. Threads…………………....................................................8
3. Indigo Dye……………………………………………….9
4. Upstream Partners……………………………………….11
5. Diesel Jeans…………………………..………………….12
6. Sunnex Jeans……………………………………………..13
7. Raymond Clothing………………….……………………15
8. Manish Malhotra…………………………………………16

2. Introduction:-
History has been witness to The Royal Jeans Pvt. Ltd.’s commitment to excellence, innovation, perseverance and undying attention to customer and societal needs. As an organization, Royal has successfully integrated diverse businesses, services and products, unified by a common vision - of enriching lifestyles.
Founded in 2005, Royal lost no time in establishing its position as one of India's leading super-fine fabric manufacturers for the domestic market. And yet, Royal has always felt the pulse of the market, welcoming change and reinventing itself for the challenges of a dynamic society and marketplace. This policy of change has fetched us well deserved results. Royal's adoption of new-age fabrics has seen the Company emerge as the largest denim manufacturers in the world, while also bringing us global recognition for the manufacture of 6 type of Denim like Etymology and origin,
Show More

Related Documents: relationship marketing Essay

Relationship Marketing Essay

Relationship marketing has become a dominant form of marketing theory in recent times. It has evolved from other forms of marketing and has countless benefits for businesses that use the relationship strategy. It is limitless in the type of businesses it can be adopted by with new technology and media making it even more popular. The study of marketing is one that has been fixed on an evolving range of marketing segments over the last fifty years or so. A look at the progress of the changing focus…

Words 2259 - Pages 10

Reflective Essay: Relationship Marketing At Kroger

Relationship marketing is the interpersonal relationship between a buyer and a seller, which defines the fact that marketing is not solely intended to attract customers, but to keep and maintain them, as Leonard Berry first clarified in 1983 (Harker, 2006). It takes a lot of money to market to new customers, so it is worth it to pay a little bit more to make sure they stay with you. Relationship marketing is done in different ways based on the type of company. For instance, if it is a small company…

Words 537 - Pages 3

4IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER Essay

to achieve will inform you on how to read the journal article. Typical information you might want to extract is: theories that I could use in my own study; what methods are used in this subject area?). I’m interested in topic related to relationship marketing and customer satisfaction. Therefore, by reading this article, I want to enrich my knowledge, as well as learn some useful theories and key words in this area. What type of literature is the paper? (e.g. theoretical, research (reporting…

Words 694 - Pages 3

Essay about Management: Marketing and Inter-firm Relationships

Marketing Intelligence & Planning Emerald Article: Organizational structure and specialized marketing capabilities in SMEs Guilherme Trez, Fernando Bins Luce Article information: To cite this document: Guilherme Trez, Fernando Bins Luce, (2012),"Organizational structure and specialized marketing capabilities in SMEs", Marketing Intelligence & Planning, Vol. 30 Iss: 2 pp. 143 - 164 Permanent link to this document: http://dx.doi.org/10.1108/02634501211211957 Downloaded on: 05-05-2012 References:…

Words 9071 - Pages 37

Marketing Activities Of An Organisation

What is marketing? Including a short discussion of: (a) Why marketing is an important function within organisations; (b) The core concept of marketing; (c) The major marketing activities of an organisation. In our daily life, it is easy to see that tradesmen sell simple and tangible goods such as soap and shampoo, as well as luxury product such as LV handbags. Where there is a transaction, there is a marketing. Many people think of marketing only as selling and advertising, while selling and advertising…

Words 1230 - Pages 5

Principles of Marketing Essay

Marketing 2100 Notes Lecture 1 - Value 1. Define marketing, employing key elements such as value, products, markets, customer relationships, needs, wants and demands. Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Needs are states of felt deprivation. Wants are the form human needs take as shaped by culture and individual personality. Demands are human wants that are backed by…

Words 843 - Pages 4

Classic Airlines Marketing Solution Essay

Classic Airlines and Marketing Classic Airlines is the fifth largest airline in the world with more than 32,000 employees, and serves 240 cities with over 2,300 flights daily. However, although the company seems profitable, Classic Airlines is taking a hit in its Classic Rewards Program with a decrease in members of about 19 percent. Although plagued with rising costs of fuel and labor, Classic Airlines must find a way to increase their frequent flier program; ultimately, it will need to prove an…

Words 769 - Pages 4

Brand Management Essay

What is customer relationship management? And discuss how each of the elements of the QCi Customer Management Model can be used to understand how well customers are being managed? Reference: HANDBOOK OF CRM: ACHIEVING EXCELLENCE IN CUSTOMER MANAGEMENT (2006) BY ADRIAN PAYNE Customer relationship management has got the importance in less than a decade as a major topic. The customer relationship management or customer management is not so old topic to study as it came into use in late 1990’s…

Words 2213 - Pages 9

The Importance Of Marketing

Marketing is the process of teaching consumers why they should choose your product or service over your competitors; the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. The key is finding the right method and defining the right message to use to educate and influence your consumers. Companies make the mistake of thinking that marketing is just “one” thing…

Words 1036 - Pages 5

Essay on 33020 A Communication Based Marketing M

communication-based model of relationship marketing and discuss how communication (rather than persuasion) is the foundation of the "new" customer-focused marketing efforts. The authors trace recent parallel shifts in communication and marketing theory and show the intersections between communication and marketing. Although communication always has been a critical element in marketing, the authors show how the increase in interactivity makes communication an even more valuable element of marketing by identifying…

Words 9955 - Pages 40