Questions
1 Discuss the strengths and weaknesses of Trico’s approach to building supplier
relationships.
2 What should Trico do now with its Supplier Association members and other
suppliers?
3 Is the existing relationship as employed by Trico suitable for other industries?
Discuss what modifications would be required if their approach was adopted
by:
a an FMCG food manufacturer
b an electrical distributor
c a retail supermarket.
4 Can the Supplier Association be applied within a more traditional Relationship
Marketing approach, i.e. a company forming a network group with a number of
customers? Under what circumstances would this be appropriate or possible?
The supplier and alliance market domain 195