Relationship Marketing: A Case Study of The Leather Industry

Last modified: November 30, 2021
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Project Title: Relationship Marketing: A Case Study of The Leather Industry
Author: Mr. Adnan Ahmed Shah
Advisor: Dr. Chanatip Suksai
Degree: Bachelor of Business Administration (International Program)
Major: Marketing
Faculty: Business Administration
Semester / Academic year: 2/2020


Shah, Adnan Ahmed. (2020). Relationship marketing: A case study of the Leather Industry. (Cooperative Education). Bangkok: Siam University.


This cooperative report entitled “Relationship Marketing: A Case Study of the Leather Industry.” has the goal to understand the importance of relationship marketing for business. The main objective of this report study is to learn, enhance, and utilize the theoretical skills learned in classes in professional settings; to evaluate the organization’s research efforts to create a brand; to evaluate the organization’s promotional and marketing activities. I was assigned to work as an intern in the marketing department with the company. My main responsibilities were related to branding, development of marketing strategies and campaigns, research, and planning events. The objectives of the study also include: (1) to understand the market & corporate working environment, (2) to understand relationship marketing, (3) to diversify the consumer experience, and (4) to build brand equity through increasing brand awareness, brand associations, enhancing the perceived value of consumers & building bond with consumers through various activities. Upon the completion of the internship, it was found that the problem was resolved by Prioritizing customer service in your Relationship Marketing strategy, by Promoting engagement through Content Marketing, and by matching your social media approach to your audience. In this way, students are able to learn more about how to get accustomed to the working environment of the Nepalese Market, which is very important for future career development & profession.

Keywords: Relationship Marketing, Brand Equity, Mature Market, Brand Development, Marketing Practices, Market Research, Effective Planning, Professional Skills, Career Growth

Relationship Marketing: A Case Study of The Leather Industry

Faculty of Business Administration, Siam University, Bangkok, Thailand


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