個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Laurs & Bridz: Implementation of a Customer Relationship Management Solution
內容大綱
Laurs & Bridz Pharmaceuticals Private Limited (Laurs & Bridz) was a state-of-the-art generic pharmaceutical company that exported pharmaceutical products all over the world and specialized in providing combination drugs to the medical community. The company needed to deploy a customer relationship management (CRM) solution to strengthen its sales and marketing, and build robust systems to better track customers, strengthen customer relationships, and enhance sales-force productivity. In 2017, Laurs & Bridz was considering several CRM solutions, which had been shortlisted on the basis of features and price. Before it could invest ₹50 million in the new system, Laurs & Bridz had to answer several important questions: Which of the available CRM solutions would best suit the firm? What would be the direct and indirect effects of implementing such a CRM solution? What kind of approach should the firm use to implement the solution? What obstacles could interfere with that solution’s successful implementation?
學習目標
This case is designed for an MBA-level marketing course in a segment devoted to customer relationship management (CRM), or in a segment on marketing information systems. It can also be used in a sales management course to discuss the importance and implementation of CRM strategies. The key learning objectives of the case are as follows:<br><ul><li>Explain the importance of CRM strategies.</li><li>Evaluate the direct and indirect effects of various CRM initiatives.</li><li>Describe the process of implementing a CRM solution.</li><li>Outline the possible obstacles to successful implementation of a CRM solution.</li></ul>