Al Ahlia

I.Background

Al-Ahlia group of company was built in 1979 in UAE.It is in partnership with

the Coca Cola following the goal of bringing technology ,professionalism and
innovation in business of UAE.It has its plant Al Ain,with the stakeholder
investing tens of millions dollars.Al Ain plan is showing progressive and
effective growth with the help of its strong business strategies after learning
from its past losses and profits ,it is emerging as an successful company in the
UAE.

Oman is a combined journey between independent stakeholders in the U.A.E. and

Oman. The Coca-Cola organization that built in 1988 Abu Dhabi Emirate are located
in Al Ain City with the head Office and production plant. Oman and CCABC
U.A.E.is part of the Coca-Cola organization Bottling Investment Group.The purpose
of Bottling Investment Group is to manage the organization’s entirely and half-
owned subsidiaries globally.

Being bottling company, it produces package, retails and advertise the finalized Coca-
Cola beverages to the customers in UAE and Oman, who further helps in selling
products to users.Al Ain is persistently enlarging the scope of brands and savours
recommended to customers and buyers over enlarging non-alcoholic beverage
varieties, in reaction to new liking and preferences. The organization is providing
more shinning portfolio for brands.The organization is focusing on producing worth
by the ‘’on the go ‘’use ,suggesting the customers and buyers more choices ahead.

The organization has a long lasting and never ending 28 years of young bottling
partnership with the Coca-Cola organization.This partnership will continue to build
strong and solid foundation for the future ahead.The organization has aim at
establishing a company that will be based on the excellency of the culture at the steps
of sales and consumption of the natural resources in a most legal manner.The
organization believes in achieving a vision with the support of the
buyers,consumers,vendors and customers.

The targeted mission of the Al Ahlia organization are :

i. To win the hearts of the buyers,consumers,vendors and customers.

ii. Consumers can be attracted by refreshing the portfolio.
iii.By building a sustainable and profitable partnership with the customers.
iv. Associating with the people by creating effective working place that motivates
people.
v. Providing the stakeholders with the competitive come backs.
vi. By acting ethically and socially responsible for the community
 II.BUSINESS PROCESS AT AL AHLIA
The United Arab Emirate's (UAE) ecological beginnings at Al Ahlia Gulf Line that is
the authorized bottler and wholesaler of Coca-Cola brands in the United Arab Emirate
and Oman.The organization has renounced that it had gained 20% in energy savings
after advancing its water manufacturer line with creative suspensions from Sidel
resources.Al Ahlia Gulf Line initiated national manufacturing in 1990 from the Al
Ain Plant .Aside from Arwa Water, the organization bottles and strews Coca-Cola
brands counting Sprite and Fanta. The Al Ain plant works by operating two SBO8
global blow moulders for the manufactering of carbonated soft drinks.It also produces
a PET water line contoured with a Combi that is SBO 20 blow moulder.It also has
Eurotronica filler or Rollquatro labeller from Sidel.

The usage of bottled water in the United Arab Emirate recorded development in total
volume and current value both in 2013.The growth estimated was approximately 6%
and 11% in total volume and current value, respectively. The cause of the increase
was because of soaring amounts of water used for health causes and other reason is
the increase in the inflow of tourism.This growth is expected to develop continuously
with the tourism and population growth.This trend is expected to continue growing in
line with the population and tourism growth.

III.GROWTH OF IT OR CRM SOLUTION IN BEVERAGES INDUSTRY

The producers of Food and beverage equipment are continuously encountering
strives on supporting their customer performance and making it more better.The
organization need to focus on the new innovative methodologies that includes the use
of technology ,developing competition and They need to respond properly to rapidly
evolving technology, growing competition and complications of the functions.As is
the present era ,the demand for the high quality products are increasing day by day at
the best affordable prices.Foe achieving food and beverages business the organization
need to align the internal processes.Everything needs to operate smoothly including
buying ,manufacturing to sales and support.
The Al Ahlia company has spread universally and has become highly competitive in
present day years. It is defined as institution which serves beverages with services
besides home, also known as “beverage service industry”.Due the heating competitive
situation and abrupt development of IT, the enforcement of Customer Relationship
Management system is becoming more and more important and imperative for Al
Ahlia industry in beguiling new customers and maintain existing customers.
Therefore, Customer Relationship Management system application would become
the key success factor for Al Ahlia industry.

The enforcement of Customer Relationship Management system requires suitable

capital investment. Although there is huge number of various scales of Al Ahlia
workers in United Arab Emirates, not everyone can afford the expenditure of
Customer Relationship Management system. According to Market Observation Post
System of Taiwan Stock Exchange Corporation, many AL Ahlia service workers who
have capabilities of establishing Customer Relationship Management system.
Business owners used the Customer Relationship Management System to
contemporize sales and marketing attempts. Customer Relationship Management
System collects and traces customer pursuits, including buying scope, product faults
and customer examination. Customer Relationship Management System information
systems' potential permits customers to associate with the organization for service or
product reviews and problem solutions. Organizations also use this as an element of
their cooperation strategies’ and helps in the partners' interaction to develop more
ideas and products. (Aina, 2016).Total Assets represent the total economic resource of
a company. Assets need to have a Monitory Value. These can be built or acquired by
the company. Assets can be tangible (such as a factory) or intangible (such as
goodwill).

Total Liabilities are the sum of all things owned by the company such as debt, loans,
borrowings, account payables etc. Ideally, the growth of a company's assets should be
more than the company's liabilities for a good investment.
Currently, IT solution is commonly used across various processes in the following
forms:
 IT is used to regularly monitor the quality of the beverages and also other
input services. Regular updates are sent to the stakeholders to understand the
pattern among the beverages.
 The quality control tests from the beverages are performed within less than 5
seconds with minimal manual intervention. This has reduced the chances of
introduction of tasteless and less carbonated beverages into the system.
 Beverages carbonation and misutilization was one of the primary concerns of
management (increased quantities of unaccountable Coca Cola).
 Facing the market and competitors has become much easier and feasible.
Using accurate forecast techniques in beguiling the consumers has enabled the
customers to accurately judge the market position (including the business
cycle and pattern).
 Apart from beverages process and distribution, even the stakeholder
management like relationship management, communication, feedback, and a
suggestion is largely depending on IT solutions.

IV.PROBLEM DEFINITION
The problem that is the main cause of the downfall of the company is that it focuses
only specific function. Some departments are left behind for development.The
company is just focusing on providing effective management facilities but is not
paying attention on the employees as they are the key character in establishment of
country.

The following are the pros of the organization:

 Focusing more on the stakeholders and external customers desires and
expectations.

 Employees are not given the right to speak that will further create a problem in
dealing with a customers .

 Things are being enforced on the employees by the manager as the manger plays
a vital role in building a country.

 The employees are not being involved in the decision matters .So it become
difficult for the employee to produce the desired product for the employees
because in beverage company the reviews from the society areplays a mandatory
role which employees cannot reach without interaction with the customer and the
society.

V.SUGGESTED SOLUTION AND ITS IMPACT

Though the above-mentioned problems aren't restricted to Al Ahlia ,the solution for
the not having appropriate development in the various department Al Ahlia need to
build a strong system in heeding to employees.The organization need develop a full
fledged department for the customers motivation and fostering so that they can handle
the issues and operational deficiency at the right time.Hence the most effective way is
the enforcement of the Customer Relationship Management system.

The implementation of Customer Relationship Management System has yielded the

results Al Ahlia has been looking for within the stipulated period of time. The was
Customer Relationship Management System built on an open source platform which
has helped Al Ahlia to design the CRM according to its needs and specification
(Custom made CRM).
Apart from the internal usage, the CRM is extensively used by the external
stakeholders in the form of:
 CRM is getting mobile, and CRM is becoming social.These trends are likely
to make CRM solutions even more beguiled to the food and beverage
industry.
 The parties can also make an online payment and attraction which is instantly
reconciled with the ledger accounts of the party and presents the real-time
balanced cooperation with the customers need.
 Customer must be deal socially so that they can review about the products
pros and cons.
 In case of feedback and suggestion, the same platform can be used and the
concerned authority looks into the issue instantly.
VI.PROCESS OF IMPLEMENTATION
The implementation of CRM at Al Ahlia has undergone various stages. Like any
other Customer Relationship Management System implementation, it required a
combination of like-minded people with a willingness to change and enough financial
support and assistance. Luckily, for Al Ahlia both of the vital requirements were at
their disposal.
The following ways aids in implementing of the process:

Management
It helps the organization in managing the sales by tracking the Customer Relationship
Management system as it does that. It enables the sales team to show input. It
manages the operations by monitoring, analyzing data for leading it to one place. It
abruptly creates new opportunities and chances list and changes every lead into an
accurate hot prospect for the organization. (Marturano, 2010)
Project planning
In order to ensure an effective CRM implementation, Al Ahlia ensured three
important aspects namely resource, employees working with the required
expertise and project planning. Al Ahlia ensured all required human, financial, etc
resources were at the disposal of the implementation team. Al Ahlia also
identified a third party vendor (SAP) in order to develop the CRM according to
the business requirements.

CRM applications

By applying the CRM system it will confirm a track record of increment.Sales that are
by up to 37%,Sales Productivity that increases by up to 44% and Forecast accuracy
improves by 48%

Effective tools
Effective are used for processing modelling, changing and monitoring.The
Customer Relationship Management system will use case administration
abilities to manage unstructured processes.It uses simplified and apparent
work processes.It will use advanced reporting tools to produce more sales.It
will provide detailed analytics and reports in the team’s performance.Use of
tools for better collaboration among organizations and consumers.It provides
accurate information to the customers.It provides methods for tackling the
customers complaints.It provides a fast mechanism for treating the service
deficiencies.To collect and manage the customer's data accurately.

Technologies
In the present fast-changing business environment, it is analytical that you think of
combining your Customer Relationship Management system with BPM software.
BPM software, a composition for business process guidance software, is a procedure
that concentrates on optimizing business functions to nurture organizational
competence and attain business aims. At its core, BPM software includes a
combination of modelling, mechanization, implementation, command, evaluation, and
optimization of business task flows. (Rajnoha, 2014)
BPM technology in the Customer Relationship Management system permits
organizations to accustom abruptly to an always-changing business surrounding. It
gives users quick access to all the mandatory information users need. It remarkably
catalysts workflows. BPM’s primary target is to line up all organizational components
to enhance operational performance.
I. CONCLUSION
Information system has facilitated the business world in more convenient manner. The
application of CRM has resulted into efficient utilization of resources and saving time
that was never possible before. So, the effectiveness of the information system can not
be overlooked in the future as well.