Relationship Marketing Strategy and implementation

184 Relationship Marketing

1. Benchmark present competitive position


2. Select appropriate coordination and development tools


3. Gain internal acceptance and create cross-functional team


4. Select appropriate suppliers


5. Benchmark supplier position


6. Jointly target improvements


7. Focus coordination and development efforts


8. Undertake group activities


9. Measure improvements


10. Refocus size of group and target areas

Pre plan

Plan

Do

Check

Act

Figure 3.1.1 A generic model for the creation of a supplier association.