CRM Covering Letter to Sponsor

Covering Letter to Sponsor
From
Please Insert your Name
Address
Date
TO
The Top Management of Coca Cola Amatil
Subject: Proposal for Implementation of CRM in Coca Cola Amatil
Dear Sir,
I am writing this letter to you to propose the implementation of a CRM (Customer Relationship
Management) system for Coca Cola Amatil. The project of implementation of CRM will prove
to be a great business benefit for Amatil. I am attaching a detailed business report that justifies
the implementation of CRM in your organization. I would request you to kindly go through the
report to understand the need and advantages CRM.
If you find the proposal suitable, I would request you to kindly sponsor this project. The project
execution would be smooth if the needed financial support is sought. I would be waiting for your
reply.
Yours Sincerely,
Please Insert your Name

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CRM
Executive Summary
The aim of this report is to provide a comprehensive proposal of deployment of a customer
relationship management (CRM) system in Coca Cola Amatil. The company is one of the largest
bottlers of ready to drink, non-alcoholic beverages and offers an expanded portfolio of
beverages. The report is targeted to the sponsor, to whom the idea of implementation of a
standard CRM in coca cola is proposed. The proposal discusses the business need of the
company and justifies the need to implementation of a CRM in the company by discussing its
needs in the company and the benefits it can offer to the company. The proposed information
system is expected to improve the overall strategic direction of the company by improving its
current business processes. The report proposes the implementation of CRM system to improve
the existing manual information system that has been in place. Since direct interaction with the
customers in coca cola Amatil is quite restricted, the company did not invest on their CRM
system. However, customers’ satisfaction is the key need for business improvement and for that
the proposal of implementation of a standard CRM is justified. This will enhance the business
opportunity of coca cola as improvement in customers’ satisfaction will indicate better word of
mount marketing, which in turn will increase the customers’ reach. Thus, deployment of the
CRM system proves to be beneficial for coca cola Amatil. However, in order to realize
maximum benefit, it is necessary to ensure that the staffs of the organization are trained about the
key operational process of the new CRM system that is to be implemented in Coca Cola. The
aim of the report is to investigate a problem and opportunity of Coca cola and propose a solution
to the problem so that the overall strategic objective of the organization is improved.

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CRM
Table of Contents
Introduction................................................................................................................ 3
1. Company Background............................................................................................ 3
2. Need of Information System in Coca Cola Amatil...................................................4
2.1. Recommendation of the Information system: CRM..........................................4
2.1.1. Working Principle of CRM...........................................................................5
2.2. Justification....................................................................................................... 7
3. Business Opportunity and Business Benefits..........................................................7
3.1. Opportunities................................................................................................... 8
3.2. Business Benefits............................................................................................. 9
4. Steps of SDLC....................................................................................................... 10
Conclusion................................................................................................................ 12
References............................................................................................................... 13
Appendix: Company Background............................................................................. 17

3
CRM
Introduction
Information system (IS) are the software that organization make use of to enhance the
process in which people interact with technology to support the business processes of an
organization (Laudon and Laudon 2015). IS are the integrated components for collecting, storing
and data processing. IS has gradually become an essential need of any organization as it is quite
capable of enhancing the business processes. The report discusses the need of implementation of
one of the most widely deployed IS, the CRM system in coca cola Amatil, which is one famous
bottlers of non-alcoholic drinks in Australia. The report provides an overview of the company
background and the need of implementation of CRM in coca cola.
In the following paragraphs, the need of information system in Coca cola is discussed and
recommendation for CRM system is provided. Along with that, the business benefit and the
business opportunity that CRM can provide to coca cola Amatil is discussed. CRM system is
expected to improve the business benefit and business opportunity of Coca Cola Amatil and the
extent to which the business will be benefited by the inclusion of CRM, are discussed in the
report.
1. Company Background
The Australian origin of this company dates back to the year 1904 as a tobacco company
while it started its soft drink business in 1964 with the acquisition of the coca cola bottlers in
Perth. Coca cola is a local producer of beverage products and delivers their services to six
countries. The company focus on creation of emotional connect with the customers to increase
the customers’ satisfaction (Ccamatil.com. 2020). The company is constantly evolving and
therefore, certain reforms in its business processes are needed to be brought. These reforms or