Rellacast AG specializes in the precision die casting of zinc, magnesium and aluminium alloys. They have been asked to develop a component for a large telecoms and internet systems supplier known internally as Customer #1. In fact, Customer #1 is not yet a full customer. However, for some time they have been the most important target customer in the minds of Rellacast’s marketing executives.

● How would you advise Rellacast over the development of the component and the dilemmas which emerge to ensure they win the business of Customer #1?