Strengthen customer and supplier intimacy
The basic principle for a business IT strategy is to ensure how to serve the technology business, and not vice versa. Research and business performance has been found that the more successful his IT company in line with business goals, the more profitable and only about a quarter of Management-IT companies achieve kesesejajaran with the business. Strengthen customer and supplier intimacy, is one of four generic strategies. The other generic strategies is low-cost leadership, product differentiation, and focus on market niche. Each of which often is enabled by using information technology and systems. Customer and supplier intimacy strategy use information systems to develop strong ties and loyalty with customers and suppliers. Both of its, customers and suppliers is important to firm.

Using information systems to strengthen suppliers intimacy and develop relationships with customers. Chrysler companies use information systems to facilitate direct access from the supplier to the production schedule, and even allows the supplier to decide how and when the supplier for Chrysler's factories.
Chrysler corporation
 Facilitate direct access from supplier to production schedule
 Allow suppliers more lead time
Strong linkages to customers and suppliers increase switching cost
Customer intimacy
Companies which committed to improving customer intimacy well aware of the importance to maintain a long-term and deep relationship with the customers, try to making continuous efforts to explore for customer relationship management. Companies to build customer intimacy mainly have the following two ways.

Customization
The core of customization is based on acceptable delivery times and price, to provide customers with personalized
products, not only to win customers but also can effectively achieve the goal of production and sales in market
competition. For customized production, most of the core is to make production and organization in accordance with the market-driven. The basic of market-driven is the details of market and market positioning, actively seeking the
satisfaction and feedback of the target market, and to integrate it into every part of the production chain. Not only clear the current demand of target customers, but also clear the potential needs of customers and meet their requirements. To introduce new products and services to customers that in customized manufacturing, the cost of achieving goods information is unprecedentedly reduced, and they can have free choice and control. Customer’s requirements of difference in the product, reasonable prices, the purchase of convenience, the service attentive and so on can directly face the producers, it achieves a one-on-one dialogue, and the initiative is fully grasped in the hands of customers. After the transaction, the company still remained a variety of information with the customers, and may contact with each other at any time in order to understand customer satisfaction and requirements to obtain a clearer, more direct demand for information and feedback to update and innovate in products to lead the trend of market.
Brand loyalty
For customers, the brand name and brand identity can help to explain, to process, to manage and as well as to store the identification information related to products or services, and simplifying the purchase decision-making. A good brand image will help reduce customer risk, and enhance the confidence to buy. Distinctive brand can let customers get social and psychological benefits that exceed the function of the products, so as to impact on customer’s choice and preference. For the service industry, corporate brand image is more influential than the image of the packaging of product. Strong brands may help customers to make a tangible understanding of the intangible service products, and to enhance customer the trust for the intangible purchase, reduce the perceived risk of money, social and security before the purchase which are difficult to estimate, or even the value customer perceived is the brand itself.
Strong brand is which have a good adaptation to business environment and thus survive and thrive. They reached a very effective "agreement" between the customers, which cannot exceed by the competitors. to create a strong brand need a unique way to mix up all the tangible and intangible factors, that is, products or services must be of high quality and suited to the needs of customers, brand name must be attractive and in line with customer expectations on products, packaging and visual image must be attractive and distinctive, pricing and brand support and advertising must be equally attractive, suitable and different.