An Analysis On The Impact Of Supplier Relationship Management On Organization product- Market Performance : A Case Of Bakers Inn

Author

MASIMO BLESSING N

Title

An Analysis On The Impact Of Supplier Relationship Management On Organization product- Market Performance : A Case Of Bakers Inn

Abstract

The study focuses on assessing the impact that supplier relationships management has on product market performance in the bakery sector in Zimbabwe specifically at Bakers Inn. The business has lost several key suppliers between in a period of 5 years (2018=2023) and evidence also showed that the firm has significantly lost market share to competition. The study therefore set out three objectives: to determine the supplier relationship management components adopted in the organization, to assess the influence of two-way communication has on market share of the firm and also to assess the influence of partnerships with suppliers have on market share of Bakers Inn. The mixed method research approach was adopted supplemented by the explanatory embedded mixed methods research design which allowed the research to have two groups: management and employees of the company as its target population. The study further used questionnaires and interviews to gather primary data whose reliability was determined by the Cronbach Alpha and the validity which was determined by the Sample Adequacy analysis. The quantitative data was analysed with the aid of correlations statistics and thematic analysis was used to analyse the qualitative data. The study found that the company only adopts two-way communication with the suppliers mostly in matters concerning ordering and delivery of raw materials but ignores other components of supplier relationship management such as being partners or attaining ideas from the suppliers. It is recommended that the firm adopts the stakeholders approach of governance, adopt strategic alliances as a core strategy and also interact with suppliers in social events.

Date

JUNE 2024

Publisher

BUSE

Keywords

Supplier Relationship Management

Market Performance

Case study

Bakers Inn

Zimbabwe

Supervisor

Ms. Tapfuma