relationship marketing Essay

Submitted By Er Simrandeep-Dhaliw
Words: 3499
Pages: 14

Executive Summary
In this report our main aim was to find out about the relationships of the Royal Fabrics with its Customers, Suppliers and the External Partners. How Royal Fabrics is maintaining the relationship or the strategies it’s using to maintain or improve the relationships with them.
So in my research find out that Royal Fabrics is maintaining its relationships very well with its suppliers as all the suppliers are working with this company from more than 8 years and its customers like Arvind mills and Sunnex Jeans are its old buyers and Diesel Jeans are its customer from last 4 years but it is taking equal efforts for maintaining relationships with the old customers as well as to improve relations with the new customers.
I find out that as good as Royal Fabrics is doing in maintaining its relationships with the customers or suppliers, but on the other hand having External Partnership with the bigger company like Raymond Clothing creates a Power Imbalance, so Royal fabrics needs to take extra effort from their side to balance this power.

Terms of References
This research report was requested by Avtar Singh, Lecturer, Cornell Institute of Business and Technology, Relationship Marketing (MKT331) on 28 January 2015 to investigate the relationship of self-created Organization with it customers, suppliers and external partners.
This report is due on 9 march 2015.

Acknowledgements
It is our pleasure to place on record my sincere gratitude towards Mr. Avatar Singh, Cornell Business & Technology, who spent their precious time providing continuous ideas and expert guidance to our Report work. It was their direction and encouragement at every moment and step that motivated us to steer the research work confidently and successfully.

Table of Content
1. List of Figures......................................................................................5
2. Introduction..........................................................................................6
3. Findings................................................................................................7 4.1. Downstream Partners 4.1.1. Cotton King 4.1.2. Indigo Blue Dye 4.1.3. Hydro Sodium Sulfide 4.1.4. Starch 4.1.3. Threads
4.2. Upstream Partners 4.2.1. Diesel 4.2.2. Arvind mill 4.2.3. Sunnex
5. External/ Horizontal Partners..............................................................15 5.1.1. 5.1.2.
6. Conclusion........................................................................................18
7. Recommendations…………………………………………...………19
8. References ………………………………………………………..20

1. List of Figures:-
1. Downstream Partners……………………………………7
2. Threads…………………....................................................8
3. Indigo Dye……………………………………………….9
4. Upstream Partners……………………………………….11
5. Diesel Jeans…………………………..………………….12
6. Sunnex Jeans……………………………………………..13
7. Raymond Clothing………………….……………………15
8. Manish Malhotra…………………………………………16

2. Introduction:-
History has been witness to The Royal Jeans Pvt. Ltd.’s commitment to excellence, innovation, perseverance and undying attention to customer and societal needs. As an organization, Royal has successfully integrated diverse businesses, services and products, unified by a common vision - of enriching lifestyles.
Founded in 2005, Royal lost no time in establishing its position as one of India's leading super-fine fabric manufacturers for the domestic market. And yet, Royal has always felt the pulse of the market, welcoming change and reinventing itself for the challenges of a dynamic society and marketplace. This policy of change has fetched us well deserved results. Royal's adoption of new-age fabrics has seen the Company emerge as the largest denim manufacturers in the world, while also bringing us global recognition for the manufacture of 6 type of Denim like Etymology and origin,…