Brewing Peace Philippines: Customer Relationship Management
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), whic
Collection: Ivey Business School (Canada)
Ref: IVEY-9B20A056-E
Format: PDF
Number of pages: 9
Publication Date: Jun 26, 2020
Language: English
Review date: Jun 26, 2020
What material is included in this case:
Description
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), whic
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Year: 2020
Geographic Setting: Philippines
Industry Setting: Agriculture, Forestry, Fishing and Hunting; Wholesale Trade;
Learning Objective
The case is designed for use in graduate-level courses on marketing, marketing strategy, business-to-business (B2B), sales management, or entrepreneurship. In a marketing course, it can be used in a segment that introduces CRM or KAM. In a B2B or sales ma
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"Brewing Peace Philippines: Customer Relationship Management"
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