Relationship Marketing Strategy and implementation

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