5.4 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).
Can you identify the following markets? Where you can, describe the markets. Customer 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.
|Customers||Creative publishers; supplying retailers; a wide range of communications-related sectors and large retailers|
|Co-workers||Technical Director; Managing Director; Customer Services and Pre-press department|
|Collaborators||Retailers; designers; printers|
All the six markets model markets can be identified and are described in the next table.
|Customer markets||Creative publishers; supplying retailers; a wide range of communications-related sectors and large retailers|
|Internal markets||Vicky 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 markets||Colleges and universities|
|Supplier markets||Paper suppliers; ink and machinery suppliers|
|Influence markets||Word of mouth; trade journalists; satisfied customers (All these influence the reputation of the organisation)|
|Referral markets||Freelance 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!