3rd Assignment Of RM 3rd Assignment Of RM

We transform Indian Education!!

Lovely
Professional
University

Assignment of Relationship
Marketing

Submitted to: Submitted by:

Mr. Rahul Sharma Er. Vikrant Kumar

Reg. no. 10900372

3rd Assignment Of RM 3rd Assignment Of RM

3rd Assignment Of RM 3rd Assignment Of RM

Evergreen Investment: Mobile CRM Part A & B

About the case:

This case is about the changing of CRM technology by the Evergreen Investment. This
is a mutual fund company. In this Case, we read about the problem which was faced by
the company and its wholesalers and the problem is that, the CRM used by the
company is not effective and its take a lots of time of the wholesalers for getting the
information about the customers.

One of the evergreen’s employees, Wendy Irwin provides the solution for the CRM
problem. She find the vendor “Pyxis” and realized that Pyxis have a technology that can
solve their problem.

Before Pyxis, evergreen’s other vendor Onyx was the company which do all the CRM
data management for evergreen.

Sales force of evergreen have the problem that the PDA’s and their laptops is not an
easy and effective way to get the information about any customer of the company
instantly. Its take huge time, sale’s forces have to go through by 4 passwords for
accessing the CRM on their laptops.

About the Company:

Evergreen Investment is one of USA’s 25 largest Mutual Fund Company with over $ 247
billion in assets under management across 100 funds in mid-2004.

Company provides the best and highly effective information to their customers.
Company also focused on the marketing strategy, they know that to who they have to
target.

As we know that the Industry is very competitive and crowded so they give the best
technology to their wholesalers (Sales force persons) for communicating and
maintaining their customers.

Company has the hierarchy based management so everyone knows to whom he/she
have to report.

3rd Assignment Of RM 3rd Assignment Of RM

3rd Assignment Of RM 3rd Assignment Of RM

Problems:
In this case we found that the major problem for the company is the CRM and its
usages by its sales force.

For Example: if any sales force person want to get the details of any particular customer
before

Meeting with him/her then time period was very high and the process to get the detail also
typical.

• Getting detail was a hard process.

• This process was very time consuming.

• Client data entry was not easy, so wholesaler do that every Friday.

• Limited budget for implementation of new CRM technology.

• Increasing of complains by wholesalers.

• Top management get the details of client very late because most time data entry done
by Onyx.

Above are some major problems of this case or for Evergreen investment.

Solution & Recommendation:

Wendy Irwin, she found the solution for the CRM problem for her company. She saw the
demo by the Pyxis and she found that the technology they provide was perfect for them
but on the other side the budget for implementation in CRM system in Evergreen was
not very big.

She request to Pyxis employee for giving another demo to her company president and
that demo work for increasing the budget.

Actually Pyxis provides the Mobile CRM and they started it with the company domain
and BlackBerry. When evergreen president saw that demo he was very impressed and

3rd Assignment Of RM 3rd Assignment Of RM

3rd Assignment Of RM 3rd Assignment Of RM

asked for providing that technology to their wholesalers. This becomes a good solution
for the getting data of clients and entry for client’s data through blackberry.

They form a team of 2 Pyxis employees and 3 form evrgreen’s including one wholesaler
of evergreen company.

They test it and it work perfectly. After Wendy gives her presentation on using of
blackberry, every one of the wholesaler want that system suddenly.

This is a very good recommendation and solution for all the problem of evergreen and
its work.

Conclusion:
Conclusion is that the solution provided for the problem of Evergreen was very good. As
we know that at that time no other same technology was there and that was best for
field work and companies like evergreen.

Overall company able to find the solution for their problems and managing the working
was become more easy and reliable.

3rd Assignment Of RM 3rd Assignment Of RM

3rd Assignment Of RM 3rd Assignment Of RM

Write-up of Quest Food Asia Pacific and the CRM Initiative:

About the Case:
This is a case of Quest Foods Asia Pacific Company which involves in various
businesses and here in this case, company operated in Singapore.

Quest created flavors and textures for food and Beverage Company. They want to
implement Business Process Re-engineering (BPR) Projects. On the other side
company want to establish CRM for finding new and better way of operating of
business.

Through the CRM company want to make competitive advantage with customers.
MacFadden’s (regional Vice-president) ultimate goal is bring Quest to the next phase of
e-business –full interactivity.

Management feels the pressure that BPR and CRM project both going very slowly.
They are confused about the giving priority of projects. While CRM project is in the initial
stage of working.

As company works in the food flavor industry is divided into two segments 1. Generic
market 2. Customer flavoring market, In which quest deals.

Quest finds the clients need through the R&D and Marketing channels.

About the Company:

Quest International based in Naarden, Holland. Company has more than 60000 people
as employees in it. With the good will and profit of the company, its worth is near about
5.6 billion euro. Quest working in fields of foods which are following;

1. Food division where flavoring, texture, beverage are including in it.

Company has a good R&D and good marketing strategy also. Company becomes
global very fast and they generate profit also.

Problems:
Quest has lot of issues like;

• Management confused about the preference between two projects

3rd Assignment Of RM 3rd Assignment Of RM

3rd Assignment Of RM 3rd Assignment Of RM

• Timing and location issues.

• Technology problem

• High pressure on management

• High competition in the industry

Above are the some major problems in this case, management of quest is not clear with
the picture, so they become under pressure.

Solution and Recommendation:

As we know that both projects going simultaneously and management are ant able to
defining that which one they prefer first and that’s why both projects going very slowly.
Due to this management of the company goes under pressure.

While timing and location is become other major problem for them because we know
that the competition going increasing rapidly and they have to implement CRM very
soon but the project going slowly. Company has a good marketing program but the
relationship with the customers is not as better as they have marketing programs. They
have to give their first preference to the CRM project, so they become able to know
more their customers. Location is other problem because now company works in Asia
region and most of things are different here.

Technology is a other problem for them, as before entering in Asia, company works in
Europe and they have better technology over there. Now competition is increasing in
the industry and they have to setup a good technology for covering the market in asia.

Conclusion:
All over management have to take some clear decision about the projects. They have to
become more crystal clear about, which project should complete first. For getting more
competitive advantage they have to start CRM first and this will help them for retrieving
more and more customers.

3rd Assignment Of RM 3rd Assignment Of RM