Implementation of a New CRM System

Running head: IMPLEMENTATION OF A NEW CRM SYSTEM
Letter for Sponsor
Date
Sponsor Name
Address
To whom it may concern,
The Primus Hotels has been one of the most iconic accommodation offering organisations in
Sydney and it stands as one of the most ancient hotels in the town. The accommodation offering
organisation of Primus hotels has been amalgamating the roots of the organisation along the
history of Sydney and the new technologies to be utilised within the organisational operations.
The primary reason for this has always been the key organisational goal of setting a good level of
relationship with the customers and the guests. This is why the customer relationship
management system at the CRM system is what the organisation is looking for to implement
within the system.
The overview of the entire project is to maintain the best possible CRM system that would
enable the software setup containing all the data generated within an organisation including the
customer details and the business operations regarding every individual guest in the hotel. The
CRM system would enable all the details about every customer engrossed within a database
system that would be easily accessible and handled with all kinds of connecting devices via
Internet. This is elaborated in the proposal attached below provided by the justification of the
chosen system, the system analysis and system design of implementing the CRM system the
development, testing and implementation of CRM and all the post implementation activities
added along.
It would be extremely beneficial for the organisation in setting up an impeccable relationship
with the customers and at the same time utilise the technological advancements within the
operations of the company to maintain a well balanced competitiveness with the other
competitors in the industry. Therefore we would like to request you to accept the sponsorship
deal for providing us with valuable monetary support to fill out the necessary details about
implementing the CRM system within the operations of Primus Hotels.
I hope you would keep our request and oblige.
Thanks and regards,
Name of the Concerned Employee,
The Primus Hotels

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Implementation of a new CRM System
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................4
Organizational Context................................................................................................................4
Discussion on the External and Internal Environment................................................................5
SWOT Analysis:......................................................................................................................6
Porter’s Five Force Analysis...................................................................................................7
Identification of the Problems and the Opportunities..................................................................9
SDLC Model in the Customer Relationship Management System...........................................10
Managing the Project.................................................................................................................14
Change Management Procedure................................................................................................14
Risk Management......................................................................................................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................17

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Executive Summary
Organizations specialized in the hospitality industry has been ever developing and this is why the
organizations in the hospitality industry have been developing the technological advancements in
their operations to gain competitive advantages. The organizations like Primus Hotels are
enlisted as one of the most popular hotels in midtown Sydney that is declared as a heritage hotel
in Australia. It forms one of the most iconic attractions in the city of Sydney and this hotel stands
as one of the most ancient hotels in the town.. The CRM system helps in the proper management
of the various departments within an organization by handling them. It also supports the sales
management in the organization along with the delivery of actionable insights. The CRM system
also integrates the social media and helps in the effective communication between the teams in
an organization as well as the various systems keeps the business be up to date with all the
information about the customers and track all the interactions of the customer with the operations
in the organization and at the same time manage their accounts within the organization. The
research report as presented below is a proposal for the sponsors to provide with valuable
monetary support for filling out all the necessity is required to implement the CRM system
within the operations of the Primus Hotels. This wills be described through the implementation
of a 7-Step SDLC Model that would be presented through a proper set of analysis of the external
and the internal environment within the organization developed through various methodologies
like the SWOT and Porter’s Five Forces Model respectively. The report also has a letter of
proposal attached that introduces the main reason behind raising this proposal for implementing
a CRM system for the Primus Hotels, Sydney.

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Introduction
The purpose of this research proposal is to establish a 7-Step Model for Systems
Development Life Cycle or SDLC to implement the Operational CRM System within the Primus
Hotel in Sydney. This entire implementation plan needs to be developed through an overall
background of the organization presented to see whether the implementation is feasible enough.
Next, the proposal would analyse the external and the internal environment within the
organization developed through various methodologies (John 2017). This would help in
identifying the provision of the CRM system in the organization based on the current state of
relationship between the customers of the organization and the organization itself to help
understand the methods that the organization should utilize in implementing the CRM system.
The last and final leg of the proposal would have the managing of the project, the
implementation of the new change included in the system and the assessment and management
of the associated risk within the system implementation.
Organizational Context
The Primus Hotel in Sydney is enlisted as one of the most popular hotels in midtown
Sydney that is declared as a heritage hotel in Australia. It forms one of the most iconic attractions
in the city of Sydney and this hotel stands as one of the most ancient hotels in the town. There
are almost 172 rooms in the hotels which are endowed with all the amenities (Rapp and Ogilvie
2015). The amenities make up for an engaging and authentic experience for the guests. There are
also Presidential Suites that are provided for the people from the cream if the society and the
highest of the dignitaries. The accommodation offerings in the hotels are endowed with state of
the art settings regarding the application of new technologies to make sure that the hotels are
equipped with all the amenities that makes sure that the stay experience of the guests are one to

5IMPLEMENTATION OF A NEW CRM SYSTEM
remember. In addition to that, the hotel lives up to the expectation of the heritage status in the
decoration of the hotel. The decoration of the hotel describes the roots of hotel from where it had
begun.
Other than the decorations owing its credits to the ancient times when the hotel was first
set up, the rooms are also divided into specific categories that describe the needs of the people.
Not just the suites, but the rooms also have categories according to the availability of the
amenities. The relationship between the customers and the hotel also needs to be extremely
intimate so that the Primus Hotel lives up to the expectation of the guests. In the changing
scenario of the world and the entire industry structure of the hotel businesses, it is identifiable
that the hotels would need to implement feasible systems to enhance the quality of services and
the relationship between the guests and the people in charge of the operations within the
organizational system. The amenities of the hotels include 172 rooms and suites, complimentary
wireless internet, room services available at any given hour, concierge, laundry and dry cleaning,
business centre, valet parking, gymnasium and outdoor heated pools (Pedron et al. 2016). The
hotel according to its external appearance stands an example of the fusion between the new age
state of the art amenities with the hint of ancient times when the hotel was set up.
Discussion on the External and Internal Environment
Before implementing a new system in the organizational set up, it is required that the
organization identifies its external and internal environment in an elaborate way, so that it is easy
to identify the places that the organization needs to improve within the organization (Rigo et al.
2016). The contemporary industry of the latest times calls for the hospitality industry to evolve
with time as it is required that they acknowledge the competition within the other hotels as well
in the market. To understand the internal and external environment of the Primus Hotels, it