Essay about Impact of Crm in Primark

3132 Words Feb 27th, 2011 13 Pages
IMPACT OF CRM SYSTEMS ON RETAIL GIANT PRIMARK
TABLE OF CONTENTS
ABSTRACT
CHAPTER 1 INTRODUCTION Statement of the Problem Purpose of the Study Importance of the Study giant Scope of the Study Rationale of the Study Research aim and objective Research Questions
CHAPTER 2 LITERATURE REVIEW
CHAPTER 3 METHODOLOGY Approach Data Gathering Method Database of the Study Validity of Data Originality and
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Because of these, the industry is able to implement a successful management of customer relationship without utilising any technological software and database (Butler 2000).
BACKGROUND OF THE STUDY
OVERVIEW OF PRIMARK:
Primark is regarded as one of the United Kingdom’s largest retail marketer. It is known for being such because of the strategies imposed by the management of Primark. The differentiation strategy is an integrated set of actions by a firm to produce goods or services (at an acceptable cost) that customers perceive as being different in ways that are important to them (Porter 1980; Ireland, Hitt & Hoskisson 2003). Successful differentiation strategy can be built on many factors, including design, brand image, reputation, technology, product features, networks, and differentiated customer service, and true differentiation should be hard for competitors to imitate. On the other hand, focus strategy concentrates on a narrow segment and within that segment attempts to achieve either a cost advantage or differentiation. The premise is that the needs of the group can be better serviced by focusing entirely on it. A firm using a

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