CUSTOMER RELATIONSHIP MANAGEMENT : case study Coca-Cola Company
Ling, Xiaojing (2017)
Centria-ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705046438
https://urn.fi/URN:NBN:fi:amk-201705046438
Tiivistelmä
The Coca-Cola Company is an American multinational beverage corporation, a manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups with its headquarter in Atlanta, Georgia. This thesis is aimed to affirm the superiority of the Coca-Cola Company and to find out its shortcomings in managing customer relationships based on studying the customer relationship management strategy for Coca-Cola Company and discussing the comparison between Coca-Cola and Pepsi Cola, then put forward the corresponding strategies to solve the problems.
The topic is mainly divided into two parts. In the theoretical part, the definition、development process and main contents of customer relationship management are stated. In the empirical part, the author studied the customer relationship management strategy research of Coca-Cola in depth, by contrast with Pepsi Cola, find out the insufficiency and its reason of the Coca-Cola Co in the customer relationship management, then put forward the improvement strategy of the customer relationship management of Coca-Cola Company.
As a result of the thesis, a more effective relationship management strategy for Coca-Cola was worked out to achieve a win-win between Coca-Cola and customers, meanwhile help Coca-Cola Co to adhere to the customer as the center, cultivate loyal customers and provide the best quality service. In addition, the thesis also emphasized the importance of strengthening customer relationship management.
The topic is mainly divided into two parts. In the theoretical part, the definition、development process and main contents of customer relationship management are stated. In the empirical part, the author studied the customer relationship management strategy research of Coca-Cola in depth, by contrast with Pepsi Cola, find out the insufficiency and its reason of the Coca-Cola Co in the customer relationship management, then put forward the improvement strategy of the customer relationship management of Coca-Cola Company.
As a result of the thesis, a more effective relationship management strategy for Coca-Cola was worked out to achieve a win-win between Coca-Cola and customers, meanwhile help Coca-Cola Co to adhere to the customer as the center, cultivate loyal customers and provide the best quality service. In addition, the thesis also emphasized the importance of strengthening customer relationship management.