Questions
1 Is this a viable relationship marketing initiative for TNM and Jane Keegan? Why
or why not?
2 What are the principal criteria which should be present for a successful rela-
tionship marketing endeavour? Which ones are present here? Which ones are
lacking?
3 Critique Jane Keegan’s approach to relationship marketing for TNM. How
would you do things differently?
The supplier and alliance market domain 215
THE NICKEL MARKET
Western World Nickel
Consumption
Western World Nickel Market
Base Case Scenario
LME Nickel Settlement
Prices 1986 - 1995
- SUPPLY AND DEMAND
Jan-86Jan-87Jan-88Jan-89Jan-90Jan-91Jan-92Jan-93Jan-94Jan-95Jan-96
9.00
8.00
7.00
6.00
5.00
4.00
3.00
2.00
1.00
0.00
US $/lb
1000
900
800
700
600
500
400
300
thousand tonnes
1980198219841986 1988199019921994
Western Production
East-West Trade
Sales from DLA
TOTAL SUPPLY
Demand Growth
DEMAND
BALANCE
LME Stocks
Producer Stocks
Total Stocks
As Weeks of Consumption
1995
652
164
9
825
20%
905
-80
45
92
137
7.9
1996
700
173
9
881
0%
905
-24
33
80
113
6.5
1997
725
170
7
902
1%
914
-12
21
80
101
5.7
1998
750
162
2
915
3.5%
946
-31
-10
80
70
3.8
('000 tonnes)
Figure 3.3.2 The Presentation