bachelorThesis
Gestión de estrategias Costumer Relationship Management (CRM) sector porcícola Bogotá
Fecha
2012Registro en:
TA 0051 2012
Autor
Reyes Suárez, David Enrique
Soto Flórez, Edgardo Enrique
Institución
Resumen
This thesis aims to describe the current situation in the pig meat sector including the procedures developed by companies for adoption, implementation, and use of CRM strategies. A reliable review of the case studies related to the topic will allow comparing the reality of the sector with the key concepts proposed by different authors. The results will help the industry managers to develop strategies for the satisfaction and loyalty of their customers.
The academic field of this study will serve as a theoretical and practical guide for students and teachers in the field who need to strength their knowledge on relational marketing, CRM, loyalty, and service. This project will help a future administrator on facing real business scenarios.
Strategic information about customers is a key factor for organizations and will help in supporting the decision making process as well as forecasting changes in demand and providing control over all processes in which the client is involved.
The adoption, implementation and use of CRM strategies will help us in being prepare to interact with customers and therefore, improve the perception by the client organization.
There is a tendency in the pig meat sector to the economies of scale and it is important to segment and specialize in the service depending on customer potential. In a very competitive market finding new customers is not easy and less easy is to keep them because of the fact that products are achieving similar standards and client bases its decision on the price.
In the absence of differentiation we have to provide valuable service which we help the client to make a second purchase preferring our company rather than competition. Today, CRM strategies define the course of a business, helping not only to acquire new customers, but also to keep existing customers happy, this way more sales will be achieved and profitability in the business will increase. These correspond to reasons for the pig meat sector will be beneficiated as well as Frigocárnicos Monserrate will be able to provide better consumer service through CRM strategies by helping towards loyalty of its consumers.