Grey Worldwide: Strategic Repositioning Through CRM Harvard Case Solution & Analysis

Describes Grey Worldwide Hong Kong and China (Grey WW-HK/China) is repositioning itself after a certain e-marketing and CRM strategy for the Asian market. Considered as an integral of its relationships with clients in the construction of CRM strategy to offer customers value. Grey WW-HK/China has very strong umbrella brand equity and brand equity should be intensified through the updated email marketing focus. Limited by changes in market conditions, particularly in industry pressure on the commission field gray WW-HK/China to differentiate themselves and assessing the value of CRM in the development and life of loyal customers. However, in the growing Asian market, gray WW-HK/China in fierce competition with other players, including management consultants, traditional institutions, and pure online players who are actively pursuing a focus CRM business. Grey WW-HK/China "with CRM team is in the process of developing Asia specific CRM basis for its internal management, that can be passed to clients Grey. Grey WW-HK/China considering merging technology with traditional marketing strategy, and the team is expected to deliver a proposal , which describes the CRM tools that Grey WW-HK/China have to use to change your brand and customer loyalty. "Hide
by Julie Yu, Ali F. Farhoomand, Shamza Khan, Marissa McCauley Source: University of Hong Kong 18 pages. Publication Date: November 9, 2001. Prod. #: HKU164-PDF-ENG

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