Relationship Marketing：Case Analysis

Table of Content
1. Introduction 2
2. Status Quo of Case Company 2
2.1 Business Context 2
2.2 Mission and Driver 2
2.3 Strategy 3
3. Improvement of CRM System of Case Company 3
3.1 Business Transformation 3
3.2 Proceeding with SAP CRM 4
3.3 CRM Strategy: Defining Key Performance Indicators 5
3.4 Implementation 5
3.5 Evaluation 6
4. Conclusion 6
References 6

1. Introduction
A International Corporation USA was a large electrical retail group established in 1954 and is the fully-owned U.S. subsidiary of ABC Industries Ltd. ABC Industries started in 1928 by manufacturing sewing machines and is a world leader in sewing machines for home and industry. ABC Industries is now concentrated in four major areas consisting of the information and document business, the personal and home business, the machinery and solution business, and the retail chain and real estate business. The Business Machine Group operates in a hypercompetitive market with relatively fragile margins. It is extremely sensitive to fickle customer loyalty, and is therefore a major focus for CRM and this ROI study. ABC sells its product line through various dealers, resellers, retailers, office superstores, and distributors