Essays on Business Relationship Management at Coles Supermarkets Case Study

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The paper "Business Relationship Management at Cole’ s Supermarkets" is a perfect example of a case study on management. This company operates a chain of supermarkets and retail chains in Australia. It is the second-largest retail chain in Australia just behind the Woolworths limited. Among the supplies that this company sells are office supplies, school supplies, stocking stationery, computer software, and hardware as well as office furniture. It operates a series of discount departmental stores. It offers and sells a wide range of goods, services in its chain of retail supermarkets and stores.

The wide range of services for its retail industry includes merchandising, product rollout, stock counts, mystery shopping, and stock refill among others. Cole’ s supermarket acquires these services and products from upstream business suppliers. The com also has its own branded products in addition to the acquired products and services. It provides these services and products to downstream business customers. Ninety percent of the customers are end-users or the final consumers of the products. Some of the company suppliers are coca-cola, Heinz, VB, Greanseas, Liquor land, First Choice, Vintage Cellars, county choice group, Aussie meat, and others. The straight rebuy products are such as liquor, foodstuffs, clothing, and stationery.

The modified rebuy products and services are such as furniture, cosmetics, and home appliances products. On the other hand, the new task products and services are such as sales services. 2.0 Network Surrounding the Company   There is direct contact with customers; this is one of the important information flows in this company. The company gets data and information from the customers. This information helps it to provide products and services that the customers need and want.

The information is very useful to the company because it is able to provide improved customer service, upsell, and cross-sell more effectively. This is crucial in retaining current customers and in understanding the needs of the customers. The company has a well-established online shopping that provides a unique experience to its customers. Mass customization involves tools such as email organizers, help desk software, and different enterprise applications. This information flow enables the company to have a central position in managing customer information and customizing services and products (Kumar, 2010).

This is because it stores and accesses the customer information from a single location that is supported by a variety of customer information. It, therefore, makes it easy to access and make decisions. The company a wide view of its customers in terms of knowledge, information, and the general market wants. It is therefore able to integrate its existing applications to consolidate all its business information (Hutt & Speh, 2013). A supplier chain connection is another information flow in this company. Through this information flow, the company integrates its key business process from the final consumers through its original suppliers that provide it with services, products, and information that add value for its customers as well as other stakeholders (Payne & Frow, 2013).

This is essential in developing a structure for building and maintaining relationships with its suppliers. Importantly, the company builds a business relationship based on shared rewards, shared risk, openness, and mutual trust. It results in greater business performance for the company and its suppliers. Cole’ s supermarket does not manufacture its own products and therefore it sources them from suppliers.

Some of the company suppliers are coca-cola, Heinz, VB, Greanseas, Liquor land, First Choice, Vintage Cellars, county choice group, Aussie meat, and others. It adds value to some of the products while it sells other directly to customers without adding value. In addition, Coles supermarkets package some products in its own name, it brands the products to its own name. It pays special attention to the quality of the products and the ability o the suppliers to provide the products consistently and with availability (Vitale et al. , 2010).


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