Executive Summary
Australian Rules Football (AFL) was formed in 1858 and to this day is the largest Football code in Australia. The Sherrin is the official ball of the AFL, and sells over 500,000 balls into the Australian market each year. They have developed an inseparable relationship in Australian sporting culture.
In the production of T.W Sherrin’s products there are a number of upstream suppliers that contribute to the success and marketability of the brand. The major suppliers of production materials include an Australian tannery company and an Indian latex company. Together they form the basis of the Sherrin product range. Add to this a packaging supplier and marketing firms and it is no wonder why this company is so successful in business-to-business trading.
At the other end of the scale licensed retail distributors provide majority of the customer base. These retailers provide a great downstream to the end consumers through their chain stores all over the country. It must be said that the most influential customer is the Australia Football League. The close relationship that these two organisations share is the foundation of Australian Rules football. They both work to promote each other and benefits arise from the straight rebuy situation that has existed for over a century.
In conclusion, T.W Sherrin Pty Ltd is a mature company that has earned the right to be a successful business-to-business company. The relationships forged over its existence have provided a stable supplier and customer base for this iconic Australian organisation.
Table of Contents
1. Introduction……………………………………………………………..page 4
2. Background Information……………………………………………….page 4
3. Buying Situations……………………………………………………….page 5
4. Company Network Diagram…………………………………………...page 7
5. Resource Overview……………………………………………………..page 8
6. Relationship Management Strategies…………………………………page 10
7. Conclusion………………………………………………………………page 10
1. Introduction
Australian Rules Football in its infancy used rugby balls that were imported from England. It was when these balls failed to stand up to the toughness of the hybrid game that saddler, Tom Sherrin, invented an Australian icon. T.W Sherrin Pty Ltd manufactures footballs from the finest leather and latex available.
The relationships with the mature company’s upstream suppliers have been built over many years. The same can be said for the downstream customers who have obtained the product for corporate use or resale. The biggest and most influential relationship that Sherrin has maintained is with the Australian Football League who has endorsed the Sherrin brand since the beginning.
2. Background Information
Russell Corporation is one of the largest sporting goods manufactures in the world, which makes them a successful business-to-business company.
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Over 114 million people watched the championship game of the NFL, also known as the Super Bowl, in 2015, but very few probably know how football itself began (Breech). American football is one of the oldest sports in the United States and began being played in 1869 (Pro Football Hall of Fame). I have played the game for about 10 years of my life, and am currently playing at Central Michigan University. With all my knowledge of the game, I still did not have the greatest knowledge about the history and startup of football. After researching, I found this topic to be extremely interesting and I believe it would be very interesting to anybody interested in sports. Football is an extremely fast and exciting game. There are eleven players on each