Amer Sports, a leading company in the sport equipment market, is a financial group which chose to specialise in the sport industry and today, consists of many different strong sport brands. The group is facing two challenges when dealing with Customer Relationship Management (CRM) strategy; by dealing with professional customers and also with end users, it must play on two different fields. I worked for a year as an intern in Amer Sport’s French subsidiary as the Retail and Trade Marketing Manager Assistant on the Salomon brand, and I must say that I have never heard the term “Customer Relationship Management” during my whole internship.
In today’s world, where the computer is the center of our daily life, where human resources department’s only role is restricted to hiring people, managing payrolls and fire employees. In a world where people are starting to build relationships with robots, one might think that relationships between firms and their customers have already been normalized; instead, the normalization has been limited to articles about the importance of customer relationship that have been popping out from every conceivable angle. Continue reading
Photo by AntwerpenR
How a company with a single product manages to intimidate the Coca Cola Company.
With its unique product, Red Bull is the perfect example of a successful business development strategy. In twenty years the brand has certainly become a reference in terms of energy drinks but also in terms of marketing strategy.
Red Bull’s ambitious objective is to dethrone Coca-Cola. The two brands have the same advantage: they are the first product of their kind in their own markets, and so competitors can only try to imitate them. Red Bull was the first energy drink to be launched and has achieved today a clear market leading position with 4,204 billion cans sold worldwide in 2010, representing an increase of 7,6% against 2009. Continue reading