商品敘述：

Brewing Peace was a company based in the Philippines that sold coffee beans. Despite having a base of 80 customers, 70 per cent of its business depended on 9 key accounts; this included its biggest buyer, Concepcion Coffee Enterprises Limited (CCEL), which accounted for 20 per cent of Brewing Peace''s revenues. After a 30 million order from CCEL with a profit margin of less than 20 per cent, a payment period of 90 days, and a short delivery time, the co-founder of Brewing Peace was forced to review its relationship with its biggest client. The dilemma facing Brewing Peace was that it could not accept this order on CCEL''s terms without jeopardizing the company''s payment terms with its vendors and affecting the supply for orders, worth 25 million, to its other customers. Jose Gerardo Santamaria is affiliated with Asian Institute of Management. Sandeep Puri is affiliated with Asian Institute of Management. Maria Luisa Chua Delayco is affiliated with Asian Institute of Management. Rakesh Singh is affiliated with Bennett University.

涵蓋領域：

Customer relationship management;Marketing strategy

相關資料：

Case Teaching Note, (W20528), 11p, by Jose Gerardo Santamaria, Sandeep Puri, Maria Luisa Chua Delayco, Rakesh Singh

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