Executive SummaryAustralian Rules Football (AFL) was founded in 1858 and to this day is the largest football code in Australia. The Sherrin is the official ball of the AFL and sells over 500,000 balls in the Australian market each year. They have developed an inseparable relationship in Australian sporting culture. In the production of TW Sherrin products there are a number of upstream suppliers who contribute to the success and marketability of the brand. Major suppliers of manufacturing materials include an Australian tanning company and an Indian latex company. Together they form the basis of the Sherrin product range. Add to that a packaging supplier and marketing company and it's no wonder why this company is so successful in business-to-business commerce. At the other end of the scale, authorized retail distributors supply the majority of the customer base. These retailers provide great downstream to end consumers through their chain stores across the country. It must be said that the most influential client is the Australia Football League. The close relationship these two organizations share is the foundation of Australian rules football. Both work to promote each other and the benefits arise from the direct buyback situation that has existed for over a century. In conclusion, TW Sherrin Pty Ltd is a mature company that has earned the right to be a successful business-to-business company. The relationships established throughout its existence have provided a stable base of suppliers and customers for this iconic Australian organisation. Summary1. Introduction……………………..page 42. General information………………..…………. page 43. Purchasing situations……………………………….page 54. Company network diagram……………………………. ..page 75. Resource Overview………………………………………..page 86. Relationship Management Strategies………………page 107 Conclusion......... .................................................. .....page 101. IntroductionAustralian Rules Football in its early days used rugby balls imported from England. It was when these balls couldn't withstand the rigors of hybrid play that saddler Tom Sherrin invented an Australian icon. TW Sherrin Pty Ltd manufactures footballs using the finest leather and latex available. This mature company's upstream supplier relationships have been built over many years. The same can be said for downstream customers who obtained the product for business use or resale. The largest and most influential relationship that Sherrin has maintained has been with the Australian Football League, which has supported the Sherrin brand since its inception.2. Basic InformationRussell Corporation is one of the largest sporting goods manufacturers in the world, making it a successful business-to-business company.