Partnership Relationship Between Manufacturer and Distributor in Eastern Green Marketing

PARTNERSHIP RELATIONSHIP BETWEEN MANUFACTURER AND DISTRIBUTER
IN EASTERN GREEN MARKETING

Acknowledgement
It provides me utmost contentment to make the final submission of the research that concentrates
on “PARTNERSHIP RELATIONSHIP BETWEEN MANUFACTURER AND DISTRIBUTER IN
EASTERN GREEN MARKETING”. It is from the very beginning of the thesis to the submission
that I have gained a chance to make a well depth research on the impact factors influencing the
customers.
I want to thank many people who have helped me in producing this project work. Firstly, I would
like to give regards to my supervisor Professor who helped me a lot to prepare this work. I also
show my gratefulness towards my respondents of the surveys without whose help, I would not be
able to do the work. Special thanks to my children for their tolerance during the last four years of
my MBA studies, all the travels I had to do to Malaysia to attend lectures and sit for exams.
Thanking you all...

Table of Contents
1.1 Background..................................................................................................................4
1.2 Aim and Objectives......................................................................................................5
1.3 Research Methodology................................................................................................7
2.0 Literature Review.........................................................................................................9
2.1 Strategic Alliances.......................................................................................................9
2.2.1 Commitment...........................................................................................................12
2.2.2 Coordination...........................................................................................................13
2.2.3 Mutual Dependence...............................................................................................14
2.2.4 Trust........................................................................................................................16
2.3 B2B Communication Behaviour.................................................................................19
2.3.1 Quality.....................................................................................................................19
2.3.2 Knowledge Transfer...............................................................................................20
2.3.3 Information Exchange.............................................................................................21
2.4 Solve Conflict Technique...........................................................................................23
2.4.1 Joint Problem Solving.............................................................................................23
2.4.2 Negotiation..............................................................................................................23
2.5 Satisfaction and success of partnership....................................................................24
3.0 Methodology..............................................................................................................26
3.1 Introduction................................................................................................................26
3.2 Epistemology.............................................................................................................26
3.3 Research Methodology..............................................................................................26
3.2 Research logic...........................................................................................................27

3.3 Research approach...................................................................................................28
3.5 Data investigation strategies.....................................................................................30
3.5 Research Method......................................................................................................31
Chapter 4: Data Analysis.................................................................................................34
Table 1: Demographics of the customers........................................................................39
\........................................................................................................................................45
Table 7: You are consuming bottled water as a luxury...................................................48
Table 10: Are Bottled water companies ethically correct................................................52
Table 12: Communication quality is a key factor in success...........................................55
Chapter 5 Conclusion......................................................................................................82

1.1 Background
Manufacturer and distributor as a partner meanwhile in this partnership have been a significant
area of research in marketing. Firstly of all, the purpose of partnership is defined as the strategic
relationship between independent companies that share compatible target, reciprocal
commitment and recognize common high level of interdependence. They will also work together
to achieve goals that cannot be easily achieved. These partnerships will gain a competitive
advantage in a more efficient market.
Eastern Green Marketing (EGM) is a wholesale fruit and vegetable market. It also belongs to the
distribution company. And companies need to be able to market and work more closely with
manufacturers and distributor partners. Even distributors need to do some research on market
demand, analyze buyer demand and effectively respond to market fluctuations. The so-called
distributor is basically an expert of the customer, but the manufacturer is an expert in developing
and producing products. Distributors are not only selling more products, but of course they need
to pay attention to feedback and insights from buyers to improve existing goods. In addition,
EGM will also guide the production and buyer relationship through the process of selling
products and the company's products to meet the needs of buyers. Since the manufacturers of
EGM come from different countries, for example, Malaysia, Japan, Australia, and so on, if both
parties are satisfied in the process and can succeed in the partners.
Besides this channel relationship have focused on some interesting constructs such as conflict,
communication, trust and commitment. In the literature indicate are to address the characteristics
of relevant partnerships by virtue of their success. It was need to understand the factors related to

the success of a partnership can assist the choice of partners and the ongoing management of the
partnership. When solving the relevant partnership, it will be able to establish a successful model
of the partnership.
This study will investigate the partnership relationship between from manufacturer to distributor.
This issue is very important in the firm that are expanding their markets. The main
characteristics of partnership success are: characteristic of the partnership, B2B communicate
behaviour and solve conflict techniques.
1.2 Aim and Objectives
The aim of this research project is provide to the main findings of the partnership relationship
success between manufacturer and distributor in the Eastern Green Marketing.
Enclosed are the following research objectives:
Research Objective 1: Develop a research model of partnership success
Research Objective 2: To establish the factors exhibited in successful partnerships
Research Objective 3: To offer recommendations to the company management on how to well-
sustain partnerships in the long term

The investigation adds to green promoting writing by investigating organizations' green
advertising rehearses and recognizing factors deciding green advertising introduction. The
reasonable advancement joins potential bearings to create green advertising introduction and in
this manner, offers a handy structure to oversee hierarchical practicality and long run survival. It
is viewed as a reasoning that clarifies organizations' conduct in their association with the
condition. It tends to be portrayed as advertising reaction to the plan, creation, bundling, use and
transfer of items. It tends to whole life cycle of an item expended in the general public what's
more, advancement of advertising blend for green items to reinforce convictions with respect to
the natural execution of items and to take into account advertise needs. Along these lines, it is an
all inclusive method for including social and natural qualities to the items devoured in the
general public. This work creates and approves a scale to catch green showcasing rehearses that
creates green advertising introduction. The fundamental hypothetical commitment of the
examination is proposing novel develops for considering green showcasing introduction. From
the philosophical point of view, it moves existing green showcasing research worldview from a
calculated to experimental area. It is a creative union of both existing what's more, new
components of green promoting that can bolster future research toward this path to comprehend
organizations' genuine conduct towards green showcasing. Green promoting introduction and its
develops can encourage consequent hypothetical improvement in getting to the develops' impact
on a scope of endogenous factors such as brand execution, income and corporate notoriety.
Green showcasing correspondence has to take an alternate course towards additional earth
arranged that will mean to fulfill diverse purchaser needs and to encourage earth agreeable
corporate picture. Green advertisers for shopper items need to so promote green items that
purchasers create rich learning base for natural highlights of the items and incentive for cash.

They are proposed to relate organization's inventive green practices with their ecological
execution, for example, longer life, low power utilization, and lesser load for customer hardware
items, and improved execution of motor for ointments. They ought to likewise publicize set of
accepted rules, confirmations, praises and grants for their natural execution, and participation
and affiliations to ecological associations. Further, they ought to draw in customers by
encouraging them to compose audits, remarks and criticism. They ought to likewise examine
with buyers about green items through a few modes, for example, exchange board, bunch visits,
directed gathering talks (directed by green advertisers), and intelligent stages on person to person
communication sites
1.3 Research Methodology
For to answer the research question, literature review that will be conducted. Aim of literature
review to give in-depth insight about the topic of successful in partnership. Meanwhile, this
report also go through with the quatitative field interviews with active relationship participants.
Therefore, the proposed framework helps further insight to understand ongoing business
relationship. Then, some key methodological limitations of commitment studies are highlighted,
suggesting the need for new approaches to the research to maintain partnership long term.
Finally, the research direction of this report seeks the characteristics of partners, communication
behaviours and conflict resolution techniques to enable successful collaboration between
manufacturers and distributors.