By: Ramarao Kandregula Pavan Putra Gosangi Karthikeya Voora Pavan Kumar Vegi

Introduction
Sales based Company.
Insurance and Financing Divisions.

Sales and Marketing team.

Cont..
Georges Degas-Director of Sales.
Jon Bettman-VP of Marketing. Harold Blumfen-VP of Insurance Division. Mariella Hopkins- VP of Financing Division. Denny Khan- Director of IT.

Cont..
Insurance Division use Credit

Administration System. Financing Division use Management business center application. Sales and Marketing team use Customer contact system.

SWOT ANALYSIS
Strengths
Minitrex is having separate division for

sales and marketing, so that we have opportunities for cross-selling and upselling its products. Insurance division is major profit maker for Minitrex.

Cont..
Insurance division is designing short term

insurance products to meet client needs. Hopkins is an IT enthusiast. The financing division has a management business center application which acts as an online self-service system.

Weakness
Unprofessional sale calls in sales and

marketing division. There is no cooperation between insurance and financing divisions to work together. Though Hopkins is open for collaboration, she doesnt want to compromise with her existing system, which is working well.

Cont..
Blumfen doesnt want to spend money on IT.
Each division has their own terminology and

specialized data items over time, so these only work for their systems. There has never been an effective business case to improve CRM.

Opportunities
Industrial standards and separate insurance,

finance departments Cross selling and Up selling. Better financial services Managing systems

Threats
The lack of interaction.
The lack of correct information of customers. Dont want to spend money on IT Understanding the competition and providing

the better customer service.

Corporate level strategy

The main goal of the company is to improve

the business by providing customer contacts to the sales persons and help them in achieving new leads for the respective department of finance and insurance. The company trying to improve the centralization of sales and marketing activities for a better interaction between the customers and the departments.

Business level strategy

The company is responsible for maintaining

business in the finance and insurance departments, which operate separately with their industry specific approaches. The generic strategy for the company would be involving all the major employers to help in developing a low cost system by implementing a proper investment strategy.

Recommendations
Customer contact system must be improved.
Company should fund enough budgets to

implement IT. Existing system must be reused to implement the new system. Sales and marketing system must be centralized as to trace correct information.

Cont..
George should come up with a good CRM

strategy and explain its implementing in company which will be useful for the company. IT committee should make improving CRM in the company and should not be allowed to bumped off.

Questions
1.
a. b.

Explain how it is possible for someone at Minitrex to call a customer and not know That this is a customer, and That this is the third time this week that they had been called?

The Customer Relationship Management is not good at Minitrex, because the insurance division and financing divisions are not sharing even their basic customer information with Customer contact system.

Cont..
The people at sales and marketing team uses the Customer contact system to call the customers present in that system, here salespeople dont know who already is a current customer. This leads to the problem of someone at Minitrex not knowing that the call made is current customer and this is the third time this week that they had been called. So Minitrex needs to improve its CRM to avoid these kinds of problems

2. Outline the steps that Bettman must take in order to implement CRM at Minitrex. In your plan be sure to include people, processes, and technology.

Jon Bettman, the VP of Marketing should improve the CRM at Minitrex. Initially he should explain how both divisions will be developed if the data is centralized to both Insurance and financial division people, convince both Blumfen and Hopkins to work with collaboration. Georges should explain Blumfen well about how IT is useful to the company and make him to invest on IT. Hopkins should be made realize that how their present system can be improved and its advantages to her division. Once if both these people convinced, the data centralization can be done and CRM can be improved.

Questions?