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Bossard Asia Pacific Can it Make Its CRM Strategy Work? Presented by: Mehadi Nawaz 2K91/M/26 Ajay Prabhu 2K91/M/32 Shabir Hussain 2K91/M/47 U.Prabir Jaiswal

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Page 1: Bossard

Bossard Asia PacificCan it Make Its CRM Strategy Work?

Presented by:

Mehadi Nawaz 2K91/M/26 Ajay Prabhu 2K91/M/32Shabir Hussain 2K91/M/47U.Prabir Jaiswal 2K91/M/61Ashutosh Sharma 2K91/M/67

Page 2: Bossard

HISTORY

• Founded in 1831 from a local handwork business in Zug to a Swiss industrial business and an international trading concern.

• The business is being run by the 7th generation in the Bossard family.

• Around 1400 employees, engaged in the global procurement and sale of every type of fastening element.

• Bossard also provides engineering and logistical services associated with these products.

Page 3: Bossard

HISTORY

• Core Competence-Fastening Technology• Over 75 affiliates in 3 regions namely-

Europe America Asia/Pacific

• USP – Technical advice on Engineering & Technology

• The three-stage service package: Products, Engineering and Logistics

Page 4: Bossard

NEED FOR CRM

• Due to tremendous competition

• Cost of Customer Acquisition rising

• Margins started eroding

• Highly Distributed Operations

Page 5: Bossard

BENEFITS OF CRM

• Minimal data entry and migration.

• Compatibility to existing ERP systems.

• Customized according to Bossard strategy.

• Additional flexibility.

Page 6: Bossard

FIVE KEY STRATEGIES WITH CRM

1. Focus on existing customers• Retain the right customers• Maximize customer profitability

2. Maximize revenue• Opportunities evaluate the marketing mix• Re-prioritize sales• Investments

Page 7: Bossard

FIVE KEY STRATEGIES WITH CRM

3. Do more with less• Streamline business• Processes• Improve personal• Productivity

4. Reduce operational costs• Right-size service costs• Reduce costs through• Consolidation

5. Optimize existing it assets• Maximize the value of existing systems

Page 8: Bossard

CRM INITIATIVE IN BOSSARD

• Initiative was taken to face the increasing competition in Asia

• Pacific region and to reduce the cost of customer acquisition.

• Move towards a Dashboard CRM – driven Strategy.Implementation RiskHigh cost involved

Page 9: Bossard

DCRM

• Describes a CRM implementation where customer related information and key data points are organized in dashboards at a glance.

• It contains Contact details, Number of visit, Key profitability indicators such as margin contribution charts.

• Important indicators such as KPI are captured in the system.

• Could be seen as a sophisticated sales management tool.

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DCRM

Page 11: Bossard

USES OF CRM

• Being used for Market identification, segmentation and

• Customer tracking• Use of HYMC Screen as a part of DCRM• Separate screen to analyse whether a company

growing, shrinking in conjunction with the margin trend.

• Includes a report about new working and market• Opportunity analyzing the pipeline trend.• As a knowledge base and sales force management

tool.

Page 12: Bossard

CHALLENGES OF DCRM STRATEGY IMPLEMENTATION

• Development process takes longer.

• Sufficient manpower is required for operating the system which may be a difficulty for a mid size company like Bossard.

• Continuous input from the market is necessary to improve and upgrade the system.

Page 13: Bossard

SWOT ANALYSIS

STRENGTHS:• Scott’s confidence on

his employees.• Low cost in developing

an internal internet based solution.

• Bossard employees who have a strong understanding of the business model.

• Compatibility to existing ERP systems

WEAKNESSES:• Lack of support from

Bossard’s headquarters in switzerland.

• Employees from the development team have to be taken out from their regular duties.

• Lack of experience of DCRM among the employees.

Page 14: Bossard

SWOT ANALYSIS

OPPORTUNITY:• Facilitates the sales

person knowledge.• Strong customer base.• High yield margin

contribution (HYMC).• Increase company's

future growth potential.• Improved technology.

THREATS:• Huge cost involved.• Uncooperation from top

to bottom level due to past beliefs and miscommunication.

• Cut throat Competition.

Page 15: Bossard

QUESTION 1

What role can the CRM system potentially play in Bossard’s marketing strategy? How will it help Bossard to segment existing markets and develop new ones?

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ROLE OF CRM IN MARKETING STRATEGY

• Customer-oriented skills will be enhanced

• Tracks prospective customer

• Providing Value Added Services

• DCRM – Converting expenditure to opportunity

Page 17: Bossard

SEGMENTING

• Separate screen used for analyzing whether a company was growing or shrinking

• Powerful tool to understand in which company Bossard should invest

• Pipeline report – overview of potential customers

Page 18: Bossard

QUESTION 2

What are the likely problems Scott will face with his CRM roll-out and what are the main opportunities the CRM system will offer?

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PROBLEMS

• Initial investment may seem to be high

• Proper employee training is required forsmooth functioning of the proposedsystem

• Improper usage of the customer data

Page 20: Bossard

OPPORTUNITIES

• Readymade information about the company ‘s performance to the employees

• Good track record of customer data

• Not dependent on one employee

• Saves cost

• Consumes less time

Page 21: Bossard

QUESTION 3

Based on the information provided, how would you recommend Bossard to develop its marketing strategy and the CRM systems to support it?

Page 22: Bossard

RECOMMENDATIONS• Implementation of the DCRM strategy.

• Segmenting the market• • Implementation of the HYMC• • Training of the employees and customers

• Involvement of the entire management

• Communicate the value proposition of DCRM

Page 23: Bossard

RECOMMENDATIONS

• Focus on the existing customerRetain the right customers Maximise customer profitability

• Maximise revenue

Evaluate the Marketing Mix • Reduce Operational cost • Optimal use of the existing assets

Page 24: Bossard

Thank you!