|Dear Madam, Dear Sir,
Thank you very much for taking the time to participate in our survey. You may want to submit
your answers online. As an alternative, you may print out this survey and return it by mail or
fax to our address:
Dr. Wolfgang Ulaga
Visiting Associate Professor of Marketing
Department of Marketing
University of Notre Dame
Mendoza College of Business
Notre Dame, IN 46556-5646
Phone (574) 631-9997
Fax (574) 631-5255
|EVALUATION OF POTENTIAL KEY SUPPLIERS|
|Assume your company has decided to establish a Key
Supplier Program and has asked you to evaluate 25 separate suppliers regarding
their attractiveness for becoming a preferred strategic supplier of a key
component for your company.
You would like to select those suppliers that possess a high potential for creating value in a collaborative long-term relationship with your firm. To assist you in your task, a highly reliable external consulting firm has collected data and evaluated each of the potential suppliers on eight separate value drivers. The information on each potential supplier is summarized in a one-page profile.
However, the summary report does not contain an overall
evaluation of the attractiveness of each key supplier and the probability
that you would recommend that the firm become a strategic supplier. That
is your job!
|Select a key component of your choice for a product
manufactured by your company. For example, if your company were a manufacturer
of washing machines, you might want to select an electric motor as a key
Then briefly describe the supply situation for this component and your own background by answering the questions on the following page.
We finally would like to ask you to read the definitions of each supplier evaluation criteria (‘value drivers’) and the one-page description for each firm. Please record independently your overall evaluation of the attractiveness of each firm for becoming a supplier before examining the next firm’s summary report. Use the 7-point scales at the bottom of each summary report. Consider what is required to be an attractive supplier candidate when making your decisions. Do not spend a great deal of time on each decision, but do consider all the information. Please try to use the entire scale.
|EXAMPLE OF OVERALL RATING SCALE|
|If you feel that a firm is particularly unattractive as a key supplier, place an «X» in the left most blank, as shown below:|
|If you feel that another firm was an especially attractive potential key supplier, place an «X» in the right most blank, as shown below:|