Individual Assignment: Question Two

According to the topic, the customer relationship manager (CRM) is main to:

 CRM strategies : Drive brand CRM objectives, strategies and programs that apply to all brand direct consumer communication activities, including brand’s co-op efforts with retailers (based on the overall brand regional CRM strategies)

 Develop the Consumer Database : Oversee and manage all consumer focused efforts including development of consumer database, work with regional analytics team on analyzing the database and use consumer intelligence for better consumer marketing programs, better resources allocation and better consumer services.

 Data analysis: Work with local affiliates and regional teams to ensure most efficient capture and integration of online / offline consumer information. Oversee data analysis for all online and offline programs

 Program Planning: Work closely with regional CRM Director and analytics team to understand key drivers of consumer lifecycle (acquisition, retention, reactivation…etc) and consumer behavior, analyze program effectiveness and utilize learning to improve future program planning process.

 Monitor Programs: Monitor key CRM performance metrics (capture rate, 1-time purchase rate, and retention rate), response analysis for multi-channel consumer marketing programs.

 Develop and execute contact strategy: Lead the respective affiliates to develop and execute consumer contact strategy (through execution of consumer calendar) to achieve key CRM performance metrics, review and analyze key learning

 Lead the respective affiliates marketing teams: to integrate product marketing activities with consumer lifecycle programs as an integrated consumer calendar.

 Manage service provider : to run programs that delivers the brand CRM strategies and execution of the consumer calendar

 Help aid in decision making: to develop and employ new customer research / survey methods to enable brands to obtain key data to aid in decision making.

   Based on the answer, is all showing the CRM strategies are very useful to the entire development into to the company, for example: Data analysis, Program Planning, Monitor Programs……. these responsibilities involve in-depth or hands-on knowledge of information technology.

Individual Assignment: Question One

Enterprise resource planning (ERP) software is integrating key business processes of an entire firm into a single system enabling managers of large firms to assemble an overall view of operations. Based on the question, more details are showing as below:


Features: SAP: Organizations of all sizes can use SAP solutions.
               Lawson software: Provides software and service solutions to 4,000 small, mid-sized and large businesses in the manufacturing, distribution, maintenance and service sector industries across 40 countries.

Functions: SAP: *SAP Americas is the world’s largest business software company and the third largest software supplier overall.

* Comprehensive ERP solutions support more than 43,400 customers in 120 countries.

* Easy upgrades to new innovative functionality through SAP’s enhancement packages.

Lawson software: * Software is built using its SOA Landmark tools for easier configuration.

* Global approach – configure country-specific processes.

* Includes Lawson Business Intelligence – track metrics across your organization.

* Easy to use.

Pricing: SAP: $25 - $250,000+

              Lawson software: $25,000 - $250,000



Available editions: SAP: SAP ERP Human Capital Management

                                SAP ERP Financials

                                SAP ERP Operations

                                SAP Manufacturing

                                SAP Supply Chain Management Solutions

                                SAP Supplier Relationship Management (SAP SRM)

                                Lawson software: Lawson Strategic Human Capital Management System

Technology : SAP: Enterprise Service-Oriented Architecture (Enterprise SOA) is a blueprint that directs an adaptable, flexible, and open IT architecture for developing business solutions.

                    Lawson software: Open, standards-based software. Lawson’s technology platform combines Lawson’s technology with IBM middleware.

So concluded that two sources of enterprise resource planning (ERP) software are suitable for has had time to mature. On the one hand the company need spend the time to collect more data from consumer, vendor, and supplier. On the other hand, the management also have enough time to find the best software which is better for company.