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CRM and the Australian food retail industry (Paperback)
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CRM and the Australian food retail industry (Paperback)
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Project Report from the year 2007 in the subject Business economics
- Marketing, Corporate Communication, CRM, Market Research, Social
Media, grade: 88%, Macquarie University (Graduate Accounting and
Commerce Centre), course: MKTG814, Managing Customer Relations
(post-graduate unit), 17 entries in the bibliography, language:
English, comment: Beste Projektarbeit des Semesters , abstract: The
following report will analyse the Australian retail industry with
regard to Customer Relationship Management (CRM) activities, with
the focus being on food retail. As is the case in various other
industries, this industry also has realised that it is easier and
considerably cheaper to retain existing customers instead of
attracting new customers in an ongoing process. Various tools of
the CRM spectrum are currently being utilised and this report
presents these, including a comparison which organisation appears
to have the most successful and most promising strategy in terms of
CRM. After identifying the main players in the industry, this
report will analyse what can be done in relation to CRM within this
industry. The next section concentrates on challenges that arise
for organisations willing to utilise CRM tools before detailing
which CRM strategy each company appears to be using. Finally, a
comparison of the different CRM strategies as well as an outlook
will be provided, additionally offering recommendations to
organisations that operate within this industry.
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