Reference no: EM133201975 , Length: 3 pages.
Problem: Ajanta Packaging Key Account Management
I. Discuss the major characteristics of the glass bottle industry in India, both from a user segment perspective and from an industry perspective.
II. Discuss the importance of CRM strategies for companies such as Ajanta. Evaluate the direct (tangible) and indirect (more intangible) effects/benefits of a CRM initiative on Ajanta.
III. What are some possible ways to segment/differentiate Ajanta's customers? This relates to how you would classify or group its customers into portfolios. Refer to the models in Module 4. Think about how other companies classify customers (hint: gold, platinum, etc.)
1. In terms of their needs and motivations
2. In terms of ‘value', however you define ‘value' for Ajanta.
IV. For each portfolio of Ajanta's customers, discuss what Ajanta's strategy should be for selling, marketing and servicing them. This includes discussing different KAM strategies since not all customers are key accounts.
V. Refer to the Key Account Relationship Model in Module 5, as well as the models in Module 4 for differentiating customers (specifically considering variables such as price, cost to serve, unrealized value, loyalty, etc.) in the case. Discuss the customer journey for SF over time. How did the relationship between Ajanta and SF evolve over time?
1. Why did Ajanta continue its relationship with SF?
2. What should Ajanta do about its recent order from SF?
VI. For its key accounts, what specific business processes and technologies would you recommend to Ajanta to maximize account value and returns?
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