Relationship Marketing Strategy and implementation

Questions

Cafédirect have formed a vertically integrated network to link Third World
coffee producers into the markets of western Europe.

1 What are the features which this network needs in order to implement rela-
tionship marketing practices?
2 Identify the main relationships in the Cafédirect network and their relative
strength and importance. Show these relative positions on the Relationship
Map below.

The supplier and alliance market domain 207

3 Use your analysis to determine which are the priority relationships for

Cafédirect. How can these relationships be further developed to build on the

success of the launch?

10

5

0 510

Relationship

importance

Relationship

strength

Cafédirect relationship map