Student name: MIHAI BANICA

Student number: 1820078

Unit name: Customer Relationship Management

Unit Code: MAR018-1

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Table of Contents
Introduction:...............................................................................................................................3

Organizational Overview:..........................................................................................................3

Analysis of CRM of the organization:.......................................................................................4

Benefits towards the customers:.............................................................................................7

Conclusion:................................................................................................................................7

References:.................................................................................................................................8
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Introduction:

With a precise focus on the increasing intensity of the business rivalry, the necessity

of managing the customers in an efficient manner, is increasing in a significant aspect. The

monopoly of the market is observed to be decreasing in a rapid way and under such situation,

various business industries are observed to be notably populated and the sustainability of the

business operations is getting affected. With a precise focus on the increasing number of

organizations entering the business market, the companies are facing the necessity of

managing the customer inputs in an efficient manner and at the same time, the design of the

products in accordance to the customer insights, is observed to be one of the top priorities for

the companies in retaining the customers in today’s competitive world of business (Kotler et

al. 2018). However, the incapability of the companies in managing their customer

relationship management system has the possibility of imposing considerable amount of

detrimental consequences. The paper discusses the business operations of one such business

organization named as Bun Me Corporation Pty. The selected organization is a Vietnamese

street food restaurant operating in various locations of Sydney. The paper evaluates the

customer relationship management system of the company and identifies the area that

requires a certain amount of improvement. With the findings, the paper also formulates a set

of activities that are required for the improvement of the capability of the company in

maintaining an efficient customer relationship.

Organizational Overview:

As mentioned the selected organization is Bun Me Corporation Pty. The organization

was established in the year 2013 and is a popular Vietnamese street food organization

operating in Sydney (Zomato.com 2019). The organization is able to develop a strong

reputation in delivering quality foods of Vietnamese cuisine and the strong presence of the
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organization through 8 different shops and restaurants across the city is significant in serving

quality food products to their customers (Zomato.com 2019). The organization usually

operates from 10 a.m. to 3.30 p.m. from Monday to Friday for providing the much required

scope to the customers of Australia in experiencing quality food products of Vietnamese

cuisine (Zomato.com 2019). Along with the food offerings, the capability of the organization

in offering a pleasant atmosphere for their customers is seen to be one of the crucial factors

that influence the purchase intention of their customers.

Analysis of CRM of the organization:

With a precise focus on the infrastructure of the company, it is pretty evident that the

company significant lacks a well- developed and dynamic business website. There is no

independent business website designed for the company and the customers face the necessity

of browsing a third party website for gaining the important information regarding the

business of the mentioned company. The company has a website page in Zomato and

TripAdvisor for communicating to their customers regarding their offerings, availability and

the prices (Zomato.com 2019).

With a precise focus on the business operations of majority of the organizations

operating in the global hospitality industry, it is pretty much visible that the availability of an

independent and dynamic website will be significant for the success of the companies. A

dynamic and efficient business website has the capability to create the awareness amongst the

customers regarding the products and services that a particular company delivers to the

customers. The inclusion of the business website play a crucial role in enabling the company

in effectively providing the information regarding their availability, prices, discounts and

offers. Hence the importance of the business website, as an efficient channel of

communication, is able to gain considerable amount of significance in the modern world of

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business. For the chosen company, the development of an efficient business website becomes

one of the major requirements in increasing the effectiveness of their marketing and

promotional activities (Ghandour 2015).

Other than this, the organization is seen to be largely limited in conducting the

marketing campaigns. Both online and offline marketing activities conducted by chosen

organization are seen to be largely limited. The company is considerably limited in presenting

itself in various social media platforms used by their customers. With a precise focus on the

demographic nature of the customer groups of the organization, it is evident that the company

mostly serves the customers of the younger generation. The youth generation are observed to

be notably inclined towards the usage of the social media which is pretty prominent with their

participation in various social media platforms. Hence, it is evident that the company is

required to focus on improving their efficiency in communicating to their customers through

the social media platforms. The company has the necessity to develop their social media

presence with active participation in various social platforms such as Facebook, YouTube

and Twitter (Tuten and Solomon 2017).

The company has the scope of creating promotional videos for communicating about

the atmosphere along with the products and services that they provide to their customers. The

streaming of the promotional videos through the social media platforms of the company will

be significant for the company in attracting larger number of customers. Along with this, the

customers of the company will gain the much required chance to communicate with the

company through their most preferred communication channel. In addition to this, the

presence of the company in various social media platforms will also influence the customers

in conducting the word of mouth communication and that for any company, operating in the

modern hospitality industry, will be immense. Other than this, the usage of the Instagram will

be crucial for the company in providing the visual presentation of their product chain and the
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services that they offer to their customers. With a precise focus on the concept of the best

seller products, the companies have the necessity to make sure that they offer the products

that are sold on repetitive manner as that increases the profit of the companies. This increases

the urge of the companies in improving their efficiency of achieving the customer inputs so

that they be able to design the products in accordance to the preferences of the customers.

Hence, one of the major requirements for the company in increasing the effectiveness of their

customer relationship management system is seen to be the improvement of their social

media presence (Tuten and Solomon 2017).

Apart from this, the company is observed to be significantly limited in conducting the

offline marketing activities. Lovelock and Patterson (2015), claimed that the importance of

conducting the online marketing and promotional activities has increased in a notable manner

in recent years, however, that does not nullifies the importance of the offline marketing

activities and that is pretty evident with the increasing emphasis of modern organizations

towards the offline marketing activities. The chosen organization has considerable amount of

necessity in improving their offline marketing activities. Though the members of the youth

generation are seen to be the targeted segment of the customers for the company, however,

there are considerable number of customers belonging to the age group of 40 to 60 with a low

preferences towards the usage of the social media and online, purchasing the products of the

company on regular basis. With a precise focus on the fact, the company is expected to put

strong emphasis on conducting the offline marketing activities. Hence, the company must

promote their business operations along with the product offerings in the local and national

newspapers in the form of advertisements (Sridevi and Kumar 2015). Other than this, the

company also have the chance to attract these customers through the advertisements in

renowned business magazines.

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Benefits towards the customers:

Considering the aspect of the customer loyalty, the company lacks the much required

efficiency in retaining their customers. The business operations of the company are seen to be

largely limited in rewarding their customers and forming the much required association with

the customers of the company. The main mode of value creation for the company is seen to

be through providing optimum quality food products along with the pleasant atmosphere that

the company provides to their customers. However, several competitor organizations are seen

to be efficient in rewarding their customers through the loyalty bonus (Long et al. 2013). The

same approach is expected to be undertaken by the selected organization as well. The

company needs to come up with a loyalty bonus programme for their loyal customers where

it will effectively reward high discounts and lucrative offers to the loyal segment of the

customers.

Conclusion:

On a concluding note, it is evident that the company is offering some quality food

products of Vietnamese cuisine to the customers of Sydney. Along with that, the capability of

the company in providing significant services and atmosphere to their customers is observed

to be one of the main factors improving the sustainability of the business performances the

company. Having said that, the company is seen to be significantly limited in conducting the

marketing and promotional activities. The company has the necessity to improve their

efficiency in conducting the offline and online marketing activities with a precise focus on

the improvement of their social media presence for the much required improvement in

managing the CRM of the company. Other than this, the company has the scope of improving

their capability in rewarding their loyal customers for the same cause.
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References:

Ghandour, A., 2015. Ecommerce website value model for SMEs. " International Journal of

Electronic Commerce Studies", 6(2), pp.203-222.

Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing

management: an Asian perspective. Pearson.

Long, C.S., Khalafinezhad, R., Ismail, W.K.W. and Rasid, S.Z.A., 2013. Impact of CRM

factors on customer satisfaction and loyalty. Asian Social Science, 9(10), p.247.

Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.

Sridevi, K.S. and Kumar, K.S., 2015. Emerging trends in online marketing. ICTACT Journal

on Management Studies, 1, pp.34-38.

Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.

Zomato.com 2019. Bun Me. Available at: https://www.zomato.com/sydney/bun-me-cbd

[04/09/2019]