The market-led organisation
The market-led organisation

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The market-led organisation

5.4 Activity 8

Activity 8

The M & S case study illustrates the importance of managing relationships. Having read it, try to answer the following questions.

  • On which value discipline has the company chosen to focus?

  • How did you identify this?

  • Are the following key relationships mentioned? Where a particular relationship is mentioned, identify the partner(s).

    • Customers

    • Co-workers

    • Collaborators

    • Competitors

  • Can you identify the following markets? Where you can, describe the markets. Customer markets

    • Internal markets

    • Recruitment markets

    • Supplier markets

    • Influence markets

    • Referral markets

One key relationship is not discussed in the case study – which one?


A sample answer is given below.

The chosen value discipline of the company is product excellence.

The company has a mission to be at the leading edge of the market and of technological developments.

Three key relationships are mentioned. These are described in the following table.

CustomersCreative publishers; supplying retailers; a wide range of communications-related sectors and large retailers
Co-workersTechnical Director; Managing Director; Customer Services and Pre-press department
CollaboratorsRetailers; designers; printers

All the six markets model markets can be identified and are described in the next table.

Customer marketsCreative publishers; supplying retailers; a wide range of communications-related sectors and large retailers
Internal marketsVicky is responsible for obtaining orders for the whole company, so all the various departments are her customers – they all depend on her for work
Recruitment marketsColleges and universities
Supplier marketsPaper suppliers; ink and machinery suppliers
Influence marketsWord of mouth; trade journalists; satisfied customers (All these influence the reputation of the organisation)
Referral marketsFreelance designers; publishers

There is no mention of competitors in the case study. We get the impression that Wace Burgess is aware of competitor pressures – if it doesn't get the M&S order, someone else will!


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