Referring to a single B2B organisation of your choice, conduct a secondary research to design and develop the first part of a B2B CRM plan related to a specific product category.

B2B industry

Automobiles – Michelin (supplier) look for their competitors

Referring to a single B2B organisation of your choice, conduct a secondary research to design and develop the first part of a B2B CRM plan related to a specific product category.

The following models and applications are mandatory:

– The Business Market environment (including also Goods and Services, Customer segments and Customer Journey, Competitors etc)

– Demand estimate

– CLV estimate

– Balanced Scorecard

The Customer Journey (CJ) and Balanced Scorecard (BSC) analysis and graphic representation have to be designed by the student and included in appendix 1 and 2, they will be graded but not included in the wordcount.

All models and applications need to be supported by data and secondary research, if assumptions are made, they have to be properly justified.