Title Implementacija CRM sustava u poduzeću PLIVA
Title (english) The implementation of CRM systems in the enterprise PLIVA
Author Jelena Valec
Mentor Dražen Alerić (mentor)
Committee member Ariana Nefat (predsjednik povjerenstva)
Committee member Dražen Alerić (član povjerenstva)
Committee member Lenko Uravić (član povjerenstva)
Granter University of Pula Pula
Defense date and country 2016-09-27, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Tema ovog diplomskog rada bila je prikaz Implementacije CRM sustava. U prvom poglavlju definirani su pojmovi upravljanja odnosima s korisnicima gdje se kao ključni čimbenik uspješnosti naglašava korisnika i poboljšanje interakcije s njima što je pobliže prikazano u drugom poglavlju. Učinkovitost poslovanja je vrlo ovisna o kulturi (interesi, vrijednosti i motivi), organizacijska klima (timski rad, lojalnost, učenje, upravljanje znanjem), kao i način postupanja s kupcima. Uspostavljanje zdrave kulture i postizanje vrijednosti povezano je sa stupnjem redoslijeda i načinima kako se organizacija odnosi prema kupcu. Kao posljedica toga, važnost CRM-a je porasla je na dnevnom redu mnogih organizacijskih strategija. U trećem poglavlju na primjeru kompanije Pliva napravljen je Case study uspješnosti implementacije CRM sustava. Svaka tvrtka koja ima moderno marketinško planiranje, implementaciju i kontrolu svih elemenata marketinškog miksa, a želi dugoročno opstati i održati konkurentski položaj na tržištu mora imati i razvijeno upravljanje odnosom s korisnicima, odnosno strategiju CRM-a (Customer Relationship Management-a), sa širokom lepezom klijenata. Veće zadovoljstvo se kod spomenutih klijenata može postići tako da svi zaposlenici neke tvrtke, bez obzira na hijerarhijski i funkcijski položaj budu orijentirani prema zadovoljstvu klijenata. U Plivi ističu kako CRM nije samo implementacija sustava, nego uvođenje nove poslovne filozofije unutar organizacije koja suštinski transformira, ne samo organizacijsku kulturu nego i pristup u komunikaciji prema korisnicima. CRM ne samo da omogućava tvrtkama fleksibilnost, snižavanje troškova, smanjivanje administracije, učinkovitu komunikaciju, nego ostavlja i prostor za inovacije, kreiranje novih izvora prihoda te razvoj jedinstvenog pristupa korisnicima koji je nužan za opstanak na tržištu.
Abstract (english) The theme of this thesis was the implementation of CRM systems. The first chapter defines terms customer relationship management, which is a key factor of success highlights the client and improving interaction with them, which is more closely shown in the second chapter. Business efficiency is highly dependent on culture (interests, values and motives), organizational climate (teamwork, loyalty, learning, knowledge management), as well as a way of dealing with customers. Establishing a healthy culture and achievement of the values associated with the degree of order and how the organization addresses the customer. As a result, the importance of CRM is increased on the agenda of many organizational strategy. The third chapter in the case of Pliva made Case Study on Implementation of CRM systems. Any company that has a modern marketing planning, implementation and control of all elements of the marketing mix, and wants to survive long term and to maintain a competitive position in the market must be developed and customer relations, and strategy CRM (Customer Relationship Management-a), with a wide range of clients. Greater satisfaction with the mentioned clients can be achieved so that all employees of a company, regardless of the hierarchical and functional position are oriented towards customer satisfaction. In Pliva emphasize that CRM is not only the implementation of the system, but the introduction of a new business philosophy within the organization that essentially transforms not only the organizational culture, but also access to communication in. CRM not only allows companies flexibility, lowering costs, reducing administration, effective communication, but leaves space for innovation, create new sources of revenue, and the development of a unified approach to customers, which is essential for survival in the market.
Keywords
Upravljanje odnosima s korisnicima
CRM sustav
ključni kupci
lojlanost
stručno usavšavanje
farmaceutska industrija
implementacija
Keywords (english)
Customer Relationship Management
CRM system
key customers
loyalty
professional upgrading
the pharmaceutical industry
the implementation
Language croatian
URN:NBN urn:nbn:hr:137:517184
Study programme Title: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics Course: Marketing Management Study programme type: university Study level: graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2017-02-13 16:28:31