Analyse the case study of Nike "ERP system failure". Introduction The systems of ERP are information system backbones and they reach within every business areas and supply chain to enhance its values. The integration offered by ERP is for all the operations and functions in a company to be conjoined to form an individual device system with an aim of serving specific needs of everybody Amoako-Gympah The presence of ERP systems helps in exchanging information and facilitating communication between every organization department.
External Relationships Mega Relationships 5. Introduction In this section the subject of relationship marketing is discussed and compared to transaction marketing. Moreover a company overview of Nike is given.
Morgan and Hunt propose that relationship marketing includes all marketing activities that aim at establishing, developing and maintaining successful relational exchanges.
In line with the previous, Kotler delineates relationship marketing as having multifarious relationships with marketing partners. Nikes crm essay points out that the main aim of relationship marketing is the development and maintenance of long term relationships with all stakeholders of a business.
The most important stakeholder for most businesses is the customer. Against the backdrop of an increasingly competitive business environment, companies are forced to keep their customers loyal, ensure their satisfaction and find out as much as possible about them Kotler, Instead of merely focusing their marketing activities on the acquisition of new customers, companies need to balance between customer retention and acquisition Godson, When applying Relationship Marketing it is important to add value for the customer, otherwise he would not have a reason to enter a relationship with an organization.
Due to the characteristics of a product, it is a lot more difficult to offer genuine personal touch compared with services Godson,which signifies a challenge for Nike. Relationship Marketing Transaction marketing focuses on a single sale instead of generating repeated sales. Additionally transaction marketing is focused on the product features, happens on a short time scale, neglects customer service Payne, and is indirect, impersonal and a one way communication Gummesson, Relationship marketing on the other hand focuses on customer retention and continuous customer contact.
This marketing approach emphasizes customer value and is long time orientated. A high level of customer service and commitment to meet the expectations of customers are also distinctive features of relationship marketing Payne, Permission marketing was first introduced by Godin and means that the consumer gives his consent to receive marketing messages from companies.
By doing so, the costumer is more receptive to marketing messages because the message is anticipated, personal and relevant Godin, Nike uses a mix of relationship and relationship marketing.
Nike as a global brand is in the maturity phase of the product life cycle. At this level, relationship marketing aiming at customer retention and loyalty is most suitable. On the other hand, Nike constantly released new products. New products are by nature in the introduction phase of the product life cycle.
In this phase transaction marketing is most suitable Gummesson, This statement underlines Nikes relationship marketing orientation. On the other hand Nikes uses mass marketing through standardized worldwide advertising campaigns. Mass marketing is indirect, impersonal and one-way Gummesson, and therefore can be seen as a form of transaction marketing.
In their contract supply chain Nike engages even up to 1 million people Nikeinc. Nike is well known for releasing the best-selling sport shoe of all times, the Air Jordan Bloomberg BusinessWeek, In line with the mission statement, Nikes key target group are athletes.
Other than sportsmen, Nike targets the youth that have embraced the Hip Hop culture Hopkins,??
One of Nikes major strengths is its strong brand equity Datamonitor, A look at the scope of duties of the different departments of Nike reveals that a central part of Nikes global marketing activities is telling a story about the Nike brand Nikeinc. An authentic brand story helps to distinguish a brand from its competitors and brings the brand to life van de Wiel, Nike emphasis their employers from the brand management department to the retail staff to tell customers the story about Nike.
The objective is to make to customer want to become part of the story, which of course can only be achieved by buying Nike products.Nike ranks second with consumers ages 45 to 65, third with consumers ages 25 to 44 and fifth with consumers ages 18 to More than million people “like” the brand on Facebook and Nike has more than 1 million followers on Twitter.
Nike Crm Essays and Research Papers. Search. The Royalty Of Loyalty: Crm, Quality, Retention And Price object and processes, researchers and managers can document which changes in CRM strategy improve the overall satisfaction and loyalty, hence the ultimate outcomes.
using the Customer Relationship Management (CRM) solutions provider for the pharmaceutical industry.
Using CRM is a new process for TeraTech which is trying to find new ways of using the solution to enhance their business success. You can order a custom essay, term paper, research paper, thesis or dissertation on Nike topics at our professional custom essay writing service which provides students with custom papers written by highly qualified academic writers.
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CRM (Customer Relationship Management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way.
(NIKE, Inc., ) Nike’s Overview of Customer Relationship Management (CRM) Environment In order for Nike to thrive in this technological advancing marketplace with more and more competitors entering the fitness show industry, they must have a customer-mind set%(21).