CRM Strategy Development for the Construction Industry in Latvia : Case: Atlas Copco Construction Technique, Finland.
Paiva Nisonen, Priscila (2012)
Paiva Nisonen, Priscila
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012120418122
https://urn.fi/URN:NBN:fi:amk-2012120418122
Tiivistelmä
The objective of this study is to improve the CRM Strategy of Atlas Copco, a Swedish company that provides technical solutions for different industries. The need for marketing research emerged when its sales office in Finland received the sales and marketing responsibility for the Baltic States.
The scope was to make suggestions to improve the CRM strategy of Atlas Copco in Latvia. The key points covered in this study are Customer Strategy and Business Strategy. Customer strategy entails finding out who the customers are, while business strategy is concerned with the competitive strategy and understanding the business environment.
The research approach is a case study, which investigates an event or an individual case, in a specific environment. The research methods were both qualitative and quantitative. However, only qualitative outcomes were considered for reliability and validity issues.
On conclusion, in order to successfully become a market leader in Latvia, Atlas Copco needs to increase its marketing efforts and to improve its brand image. This will consequently improve customer’s perceived product/service benefits. In addition, its after sales service and product availability should to match customer’s expectations.
The scope was to make suggestions to improve the CRM strategy of Atlas Copco in Latvia. The key points covered in this study are Customer Strategy and Business Strategy. Customer strategy entails finding out who the customers are, while business strategy is concerned with the competitive strategy and understanding the business environment.
The research approach is a case study, which investigates an event or an individual case, in a specific environment. The research methods were both qualitative and quantitative. However, only qualitative outcomes were considered for reliability and validity issues.
On conclusion, in order to successfully become a market leader in Latvia, Atlas Copco needs to increase its marketing efforts and to improve its brand image. This will consequently improve customer’s perceived product/service benefits. In addition, its after sales service and product availability should to match customer’s expectations.