Effects Of CRM Strategy To Competitive Advantage

All the efforts are geared towards widening the market coverage and achieve as much sales as possible. As this happens, there is a lot of completion between companies in the same industry. Company positioning tries to win the hearts of the customers as far as products and/or services are concerned as compared to those of the competitors. There many ways of making sure that positioning strategies are successful. Such includes Industry Structure analysis, value chain analysis, benchmarking, and taking competitors as stakeholders among other positioning strategies.

1.2 Explain different methods of segmenting and characterising customers The key to a successful business is to find out who our customer base is, what the customer wants, the age, gender, spending patterns etc. This is the reason we have marketing research because it can identify different customers and recognise what we need to do as a company to meet the demands of the market and keep us competitive.

This study is an initial attempt to consider several ways to manage Propen-tus’s relationships and interactions with existing and potential customers, in other words, customer relationship management (CRM). According to Buttle and Maklan (2015), CRM is not only about the application of technology but also a strategy to learn more about customers’ needs and behaviors in order to acquire, retain and develop stronger relationships with them, or even to terminate the relationships when needed. CRM affects the way how a com-pany operates to improve customer service and marketing functions to market more effectively and increase sales. It is grounded on high quality customer-related data and enabled by information technology (IT). 2 BACKGROUND 2.1 The

The ability to analyse the emerging opportunities for the business is availed by making use of effective marketing activities. Moreover, the marketing activities also help the firms in analysing the competitors because it is the important phase of promoting a brand. Effective marketing strategies not only focuses on meeting the needs of the consumers but it also consider the competitors because these two are the main aspects of achieving organisational goals (Budhwar & Debrah,

Competitive advantage is a term used in the business warzone between commonly large companies that compete to obtain the highest costumer population for their business fields. Competitive advantage is literally an advantage that a company or an organization possesses which enables it to shine brighter than the other competitors in the competition; it is what makes your business unique in comparison to the others. The question now is how? How can you acquire a competitive advantage in the global market? To answer this question, you must first be familiar with three major determinants of acquiring competitive advantage: what to produce, for whom, and with whom you are competing.

For that reason, the top officials of Zara consider this problem at the time of formulating their strategy that will certainly bring encouraging retort from the society regarding their products (Peng, 2008). Production strategy However, due to the increasing competition, Zara applies one of the most advanced strategies that support them to execute their paper plan practically and get the possible competitive advantage over their competitors. It is noted that Zara have team of experts that are able to assess the quality of raw material that help them to take quick action before proceeding it further and it will ultimately assist them to minimise their cost and lead time to some extent (Lockett, et al., 2009). Value chain Furthermore, the Zara‘s global value chain varies from its competitors and it is totally matchless for the reason that their lead time is just about two weeks that is quite encouraging for them to compete with their competitors viably. With the help of effective value chain, it helps them to create new and innovative designs in just two weeks (Finney, et al.,

The key to developing a successful business is fostering collaborative relationships through persuasive forms of communication. These create influential factors that inspire and motivate store teams to achieve organizational goals, objectives, and vision. In addition, it allows a manager to construct and implement business plans, programs, and initiatives through ethical decisions and actions. As a result, effective leadership is created and leads to organizational influence over management practices, policies, programs, people, objectives, vision, goals, and objectives. The intended purpose of persuasive communication is to convince another individual that your message is the most logical choice on the path to success.

On the other hand, Transactional leaders focus on accomplishing their performance objectives, motivate employees through contractual agreement, stress extrinsic rewards and to avoid unnecessary risks (Burns, 1978 cited by McCleskey, 2014). The Retail Managers at CIBCFCIB adopts the Transactional leadership style by way of concentrating on clear organizational objectives such as increased customer base, customer service, reduced costs, and increased production in the banking industry. Moreover, he further stated that the relationship between leaders and employees exchange of satisfaction developed to maximize

All this will then in turn contribute to the retention and loyalty of customers. Factors that Influence Customer Loyalty Excellent customer service and complete satisfaction with the product or service are major factors that are relied on and influence customer loyalty. (Leland & Bailey, 2006, p. 9) stated, “Customers want a competitive price, good value, convenience and customer service and they want it yesterday” This suggests that customer loyalty relies upon customer service and matching what the customer wants and what they get in terms of satisfaction. There are many factors that can influence this such as, • Handling of customer complaints and compliments • Addressing

This approach can enable the organisation under consideration to gain benefit in controlling costs while fulfilling the demands of consumer services (Basu, 2001). The function of consumer service is considered as a designed standard for the satisfaction of consumers in such a way that the business intends to deliver to its consumers. Moreover, the order processing is designed for taking the consumer orders while executing the specific aspects of the consumers’ demand related to the products (Ellis,