SR article

Customer Relationships

What type of relationship does each of our Customer Segments expect us to establish and maintain with them? How are they integrated with the rest of our business model?

As Morris explains, “as part of its positioning, the firm must establish appropriate relationships with suppliers, partners, and customers.” [1] This means that it is important to know how you connect your value proposition to your different customer segments: How do you gain their trust? How do you identify and satisfy their needs? How do you communicate with them?


With the local community of the village of Valaramkunnu and its neighboring villages, we will build up a long-term personal relationship: We will communicate with them face-to-face and sell the lemongrass oil to them directly (via our local shop). Since for this part of our target group, we want to ask lower prices and focus on delivering the health benefits of the oil, we will keep in contact on a regular basis, asking for their feedback and giving them guidance and tips on the uses of the oil and a healthy lifestyle.


With other local customers, who are local businesses such as hotels and spas, we will also have a personal relationship in the sense that we will visit them to sell our product to them directly. After some time, when a closer business relationship has been set up, we will arrange a transport delivery service that runs on a regular basis.

We will be in contact with our international customers through a website on which they can ask questions, order the product and receive it via home delivery. We can thus say that this relation will be a sort of self-service.




[1] Morris, M., Schindehutte, M., Allen, J. (2005), The entrepreneur’s business model: toward a unified perspective. Journal of Business Research 58, 726-735

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