A service on Salestrakr LLC in the Philippines

Kimly Ang

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Salestrakr is a U.S. based CRM company with plans to expand in the Philippine market. They currently have a distribution partnership with Amadeus Philippines with regards to marketing to the travel industry, particularly travel agencies. However, after nearly 2 years of efforts in the Philippine market, their CRM solution had not taken off.

This paper presents a service plan for Salestrakr. It identifies Salestrakr's current position in the Philippine market along with its strengths, weaknesses, opportunities and threats. It identifies recommendations on how Salestrakr can succeed in the Philippine market. These recommendations involve use of the classical marketing AIDA framework which includes an awareness campaign towards CRM to ease market acceptance and pique interest towards CRM solutions. This also creates a brand image towards Salestrakr as the CRM pioneer among travel agencies. .As the market gains awareness towards CRM, Salestrakr should then focus on establishing brand correlation to ease of use as this is the most valued quality to travel agencies.

Salestrakr needs to provide travel agencies with ease of use features when using CRM. For this purpose, Salestrakr should offer an industry-first innovation, providing implementation services that deals with the most difficult aspects of starting CRM, namely data transfer and interface infrastructure. Salestrakr needs to increase its price in order to increase value perception as it was heavily discounted to gain entrance within the Philippine market.

This study had been limited to the travel industry. However, the findings can serve as a reference In future endeavors towards other industries.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020422

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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