INTRODUCTION
Peanutty Food and company is a Brazilian company which is involved in business to business relationships and supply of ingredients to large consumers (Chengbo, 2009). Its business is centred on manufacturing and supplying of ingredients made from peanuts (mainly) and other nuts (secondarily) to food companies (ibid). It also provides services to food companies as regards to food preparation (ibid). It is a well-structured organization with four departments which are Research and Development, Production, logistics and Management (ibid).
In spite of its significant growth rates as shown by the volume of its operations and commitment to its customers, it is faced with some challenges which are as follows:
Therefore, in view of the above, this paper provides solutions to the questions below:
SOLUTION TO QUESTION 1
Supplier Relationship Management (SRM) is defined according to the Institute of Supply Management as '' a mutual commitment over an extended time to work together to the mutual benefit of both parties, sharing relevant information and the risk and rewards of the relationship'' (Chengbo, 2009). It provides a perfectly consistent relationship between a buyer and a supplier to make the most use of their capabilities and resources for the best support that can be found in the market.
Peanutty Food and company whose challenge has been how to manage its relationship with its supplier effectively, therefore needs to cultivate a seamless interaction with its supplier by following the steps below:
SOLUTION TO QUESTION 2
Customer Relationship Management according to Joel D. Wisner et al is ''the infrastructure that enables the delineation of and increase in customer value, and the correct means by which to motivate valuable customers to remain loyal- indeed to buy again'' (Wisner et al, 2008). The school of thought that says, Customers are always right is very important and should be enshrined in every activity of an organization.
Customer Relationship Management is more than just developing a software application for its running, it is treating customers of an organization well, developing and maintaining a long -lasting and profitable with customers, and also developing an interpersonal relationship with customers from time to time (ibid).
Peanutty, may be faced with challenges of high bargaining power from its customers as a result of any of the followings (Recklies, 2001):
However, judging from the above, there is a need for Peanutty to build a stronger customer relationship base to ensure it manages the bargaining power and maximizes its profitability as they are examined below:
1. Customer Relationship Management Role: Peanutty should seek to be a good value-enhancing supplier to its customers by outsourcing for good suppliers, developing them and maintaining a win-win relationship with its old time customers; staying a good supplier itself and making sure that its customer have what it takes- reputations and ability to represent and meet with changing tastes of final consumers or end-users in the market (Chengbo, 2009).
2. Following the Key Tools and Component of Customer Relationship and keeping to them adeptly in the following ways:
3. Designing and Implementing a Successful CRM Program: The steps below should be followed:
SOLUTIONS TO QUESTION 3
Performance Measurement System is an evaluation system of a set of parameters that an organization uses to monitors its programs, investment and acquisitions to know whether they are meeting its strategies or not (Wikipedia, 2009). It also helps them to know if they are focusing more on results than behaviors or not.
Benefits of Performance Measurement
SOLUTION TO QUESTION 4
Given the four areas of the company (R&D, production, logistics and management), choose ONE supply chain process and suggest an appropriate performance measure and rationale for your choice?
Logistics is that aspect of supply chain process that plans, executes and manages the effectiveness and efficiency of both forward and reverse flow and storage of goods and services and other information that may have any bearing between the point of origin and the point of consumption for the purpose of meeting the requirements of customers (Wikipedia, 2009).
It is a very important and sensitive area in Peanutty because it manages the warehouse, importation and exportation of inputs and outputs, sales, internal and external distribution, third party materials and production delivery. Thus, it plays a very important role in Peanutty's business strategy as a result of the followings
Therefore, in view of the above, the choice of appropriate performance measure is determined by the range of products of peanutty, its production, capacity utilisation and most importantly, its delivery link. An increase in the performance of any of these characteristics leads to possible reduction in costs, on time delivery, increased reliability, high level of dependability, flexibility, and thus customers' satisfaction. The goal of a supply chain should be how to create value for their customers most importantly end user or consumer of a product. It is thus in this regard that the Performance Measures below are being suggested to be appropriated to the supply chain process of peanutty in accordance with World Class Performance Measure (Wisner et al, 2008):
LIST OF REFERENCES
