An Analysis of Strategic Leadership and CRM

The given assignment is a comprehensive analysis of various business concepts, including strategic leadership challenges of MOOCs (Massive Open Online Courses), customer relationship management (CRM) principles and practices in Ethiopian banks, social media's role in fashion marketing and tourism, supply chain strategy mapping, and Porter's Five Forces model for competitive position analysis. The assignment also explores the use of social media in supply chain management and business process improvement at GE. A detailed literature review is provided, with sources from journals, conferences, and online articles. The assignment aims to evaluate the strategic leadership challenges of MOOCs and CRM applications, as well as the role of social media in marketing and tourism.

CASE STUDY

EXECUTIVE SUMMARY
In this report, it has been identified that database management system is the effective
element which certainly system software. It assists to create effective functioning to create
database management. In this way, computing business getting several advantages with
implementation of the business targets and goals. Therefore, database management system easily
developed with using accelerating information. With this regard, report summarized about the
Porter five forces model which assists to develop effective functioning within the market.
Therefore, it needed assessment of the market through catering effective information in the
market.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................1
Section 1 Business strategy.........................................................................................................1
.....................................................................................................................................................7
Section 2 Differentiating between database management system and an enterprise resource
planning system...........................................................................................................................7
Section 3 Customer relationship management..........................................................................10
Section 4: Social media.............................................................................................................13
RECOMMENDATION AND CONCLUSION.............................................................................16
TASK 3..........................................................................................................................................17
REFERENCES................................................................................................................................1

ILLUSTRATION INDEX
Illustration 1: Porter five forces model............................................................................................4
Illustration 2: Supply chain management........................................................................................7
Illustration 3: Role of of CRM.......................................................................................................13
Illustration 4: Role of social media................................................................................................16

INTRODUCTION
Database management system is determines as the important concept which develop
system and software for managing the databases. This is because, it provides systematic way to
create, update data and managing the activities for programmers and clients as well (Sutherland,
2014). Therefore, it is possible to create, go through and delete details within the database. There
are several elements included in the database management systems which developed in
systematic way to identify access, MySQL, Oracle, etc. This is because, it caters several
advantages to get access in the organisation. For example, easy to install and use, ease to
integrate, etc. In this context, present report based on the computing firm Clara Osbourne
Technologies which is developed and impressed to Dr William Moulton Marston. There are
effective decision support system carry with utilising Microsoft excel.
For gaining insight knowledge of the company, report covers research activity with full
description to develop appropriate website in the business. In this aspect, time duration has been
ascertain in the activity to accomplish business strategy. In this way, Dr William Moulton
Marston want to attain competitive advantages so that report explain about Porter Five Forces
model which is related to the development of the goal and objectives.
TASK 1
Research activity: To attain competitive advantage in the computing knowledge for attain
overall growth and profit.
In this research activity, information collected to gain information towards the
competitive advantages in the business unit. Therefore, profitability can be made to gain relevant
results with different business strategies (Gai and Steenkamp, 2014). This activity require total 2
weeks to accomplish effective results in the business.
TASK 2
Section 1 Business strategy
Porter's five force model
Porter's five force is the powerful tool which assists to develop effective functioning and
attain competitive advantages as well. In this aspect, Dr William Moulton Marston can easily
make their business to attain competitive advantages. Therefore, outcomes will be develops in
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systematic way. Following are certain elements implemented in the porter's five forces model
which assists to accomplish the effectiveness in the country:
Competitive rivalry (High): This element show effectiveness at the number of strength of
the competitors. Therefore, rivalry develop to make competitive advantages for the products and
services of the company of Dr William Moulton Marston. When the company has rivalry, they
can easily attract several customers together with aggressive price cuts and impact highly on the
marketing campaigns (Kumar, Dass and Kumar, 2015). In addition to this, buyers can also go
elsewhere to get good deal with competitive rivalry. When competitive rivalry is minimum,
strength and profitability outcomes can be enhances in the market that enhance profitable
solution to achieve more profits and revenue. High rivalry sometimes creating more profits and
revenue that assists to develop effective functioning at workplace. It makes high profits and
growth in the business for developing profitability at workplace (Marshall, 2013). In order to
determines implication of the porter five force model, competitive advantages can be attain when
development can be enhances in systematic way.
Supplier power (Less): This element determines how suppliers easily increasing their
prices towards the products and services. For the company of Dr William Moulton Marston,
several suppliers have so that they can easily switch towards the other suppliers to develop
profitability. Therefore, alternative solution can be made in effective aspect that enhance targets
and outcomes as well (Esfandiari and Rizvandi, 2014). Beside this, market have lots suppliers
who provide raw material at low cost. Therefore, it is the important parameter to accomplish the
targets and effective results in computing business. However, there are several suppliers who
have strong position so that their ability assists to develop the target market and outcomes in
positive way.
Buyer power (High): In this aspect, buyers can drive on the prices down. This is because,
the company need to assess that how many buyers are exists in the market. In this aspect, cost of
the products and services need to be assessed for the rival (Jarzabkowski and Kaplan, 2015).
When the company deal with savvy customers, they have power to increases their price when
they have large base of the customers. This is because, each person have power to switch
towards other business where they demand for low cost products and services. In addition to this,
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they are also determines profitable elements to accomplish effective functioning on the target
market.
Threat of substitution (Moderate): In this way, customers are likely to find out several
ways to do the job. For instance, supply is the unique software products that automated and
important process which make substitute for performing several targets. Substitute products and
services can easily find in the market at low cost so that it create big impact on the performances
and functions of Dr William Moulton Marston. Further, it also makes cheap quality to products
and services that make threaten to the profitability (Nag, Han and Yao, 2014). In addition to this,
it makes sure process manually outsourcing for performances of the enterprise.
Threat of new entry (low): In this aspect, position can be affected to the organisation and
its performances. In the market, there is low entry to new businesses so that it create impact on
the functions and performances of the business unit. In this aspect, protection is needed for key
technologies. As results, strong and durable entry can be made to perform functions and
operations at workplace (Kumar, Dass and Kumar, 2015). When the company has barrier to
entry, Dr William Moulton Marston has advantages to create effective functioning in their
business operations.
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In addition to this supply chain management determines very important concept to deal
with different strategies and functions in the market. In this aspect, Dr William Moulton Marston
need to adopt the following steps in his business:
 Supply chain: In the Dr William Moulton Marston business, supply chain encompass
with all activities and information that flows necessary for transforming of the goods to
consumed and discarded. In this aspect, typically involved distribution of the products
from supplier to the manufacturer and from wholesaler to retailer, etc. (Sutherland, 2014).
Therefore, there are several elements need to be included in this aspect that assists to
accomplish transformation of the services in the industry. For example, planning,
customer services, distribution, etc.
 Management of the chain: In order to manage chain, primarily it has been concentrate
to the movement in three areas. For example, material, information and funds, etc. As
results, it will assist to accomplish the targets and goals in systematic way.
4
Illustration 1: Porter five forces model
Source: (Porter’s Five Forces of Competitive Position Analysis, 2017)

 Inventory control: Inventory control element includes several elements that considered
as the important parameter for controlling inventory. For example, number, location, size
etc. In addition to this, there is production schedule must be design which includes cycle
management that ensure new products for successful integration into the chain (Nag, Han
and Yao, 2014). It is also known as transportation strategy of Dr William Moulton
Marston.
 Information management: In this step, potential level of the end users and customer
demand must be determined in systematic aspect. Therefore, daily production system
must be developed with distribution of the plans. Hence, it creates resources availability
and utilisation of the strategy. With the help of key elements' information successful
chain can be develops in systematic way. Therefore, potential level of the end user and
customer demand must be develop in systematic way. Further, resources availability and
utilisation also developed in the systematic aspect that create proper functioning for Dr
William Moulton Marston. In this way, computing business will be develop for attain
overall profits and revenue (Kumar, Dass and Kumar, 2015).
 Fund management: Fund management is the another important parameter in which
work need to be accomplish with sufficient information. All needs to be ensure with
bottlenecks that can be avoided and supply will be sustained. In addition to this, Dr
William Moulton Marston require trust on each person so that chain can be developed in
systematic way. As results, it assists to make sure that profitability will be undertake in
systematic way.
 Importance of information technology: Information technology is the important
parameter that helps to set targets and accomplish the role in providing, managing and
interrogating information management which take important part for supply chain
management. There are several areas needed with consideration through system will be
developed for e-procurement in the enterprise. Information management also determines
supply chain management areas that require consideration through the effective system.
This element help to Dr William Moulton Marston to save their cost, time, saving, faster
innovations, better marketing with better quality. Therefore, objectives can be develops in
systematic way to accomplish the profits and revenue.
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 Pull and push strategy: Push and pull strategy also play very important role in
systematic work of the raw material suppliers. It demonstrates connectivity among
manufacturer and distributors those turn for connection to the retailer and the end
customers as well. In addition to this, customers are also important source of the profit
which develop chain of the push model in systematic way. With the help of driven on the
e-commerce capabilities, clients are empowered (Sutherland, 2014). Therefore, many
companies need to move from the traditional push business model in which marketers
determines high power. With the help of new business opportunities, less product centric
develop with electronic connection. Hence, it will be profitable to make sure targets and
goals will be develop that are beneficial for customers and manufacturer as well.
 E-procurement: E-procurement is the another important aspect that using to covers all
relevant activities. It is the important term that identifying for gaining authority to acquire
them. Finding the suitable suppliers. In addition to this, supplier also needed to choose so
that organisation issues could be resolved in systematic aspect. With the help of
identifying the items, gaining authority could be ascertain to make sure that suitable
suppliers. In this aspect, Dr William Moulton Marston need to choose the best supplier
from various alternative. In this way, they are agreed for the price on which range of
prices depending on the volume (Nag, Han and Yao, 2014). They can also order to goods
with the chosen suppliers, checking goods as the order that need to be done in systematic
way. Checking also needed to the goods that recorded for fixed assets register as
appropriate.
Dealing with intermediaries: In respect to deal with final step, the organisation need to make
their contacts with intermediaries and manufacturer. In this way, they have to involve selling to
the distributors. They can also turn towards the retailer and operations. E-commerce can also
lead to disintermediation. It is the important aspect in which outcomes will be accomplish in
computing business. In this aspect, Dr William Moulton Marston need to implement their targets
and outcomes with taking advise from the measurement of the results. In addition to this, supply
chain management also useful to focus on the relationship for ascertain effective functioning in
systematic aspect.
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Illustration 2: Supply chain management
Source: (GE embraces social media for supply chain management and business process
improvement, 2017).
Section 2 Differentiating between database management system and an enterprise resource
planning system
There various difference between data base management and resource planning system.
These are:
Enterprise resource planning system refers to the set of organisation software tools
designed to facilitate the smooth flow of information between all department of function within
enterprise. It integrates information from entire company. On the other hand data base
management system is a computer software that provides interface between database.
Data base management system is a innovative and effective way that can be used by
organisation for interacting and abstracting information from various sources. Whereas, resource
planning system can be the innovative way for managing and allocating resources from various
sources.
Data base management consist of only data base. On the hand resource planning system
include both use of application plus database.
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Enterprise resource planning is a global term designed for managing various business
resources. It helps business unit in effective utilisation of resources. Whereas Data base
management system business in maintaining information. It enables firm to retain information
for longer period.
Data base mangemnt system focuses on designing and mangling database. On the other
hand Enterprise resource planning intends to design and mange various products.
The resource planning system is more beneficial for organisation as compared to database
management system as it focuses on all important processes across all departments of business
unit. It maintains automatic workflow from one department to another. It ensures smooth
transition and quicker completion of process, Advanced e-commerce integration is possible with
enterprise resource planing system (Kavanagh and Johnson, eds., 2017)
Core Enterprise Resource Planning system component
Core Enterprise planning system refers to the traditional element that includes most of
ERP system. They emphasize on internal operation.
The five main component of enterprise resource planning system are :
 Financial accounting- It has focus on analysing the revenue, profit and sales. This
component covers all accounts and taxation level in order to integrate and evaluate
various figures. This figures can be used by organisation for producing various reports
and retaining information for future use.
 Manufacture and Distribution-It provides business unit with the data related to demand
and supply. By aggregating this information the business unit can analyse the availability
and shortage of stock. Using this component company can easily identify the requirement
of various resources in the future.
 Customer relationship management-This tool help organisation in gaining feedback from
customers and analysing their perception about the enterprise.
 Stock and sales figure-It is the important component of Enterprise resource planning
system. It provides data related to sales and stock. It provides automatic update on
available resources (Liu, Gong, Zhou and Huang, 2017)
Components of Extended Resource Planning system
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Extended ERP component refers to the extra elements that are developed to cater the
need of company .Their focus is on various external activity conducted by organisation. There
are basically there are main components of extended Enterprise planning system. These are:
 Accounting and Finance: This tool helps business unit in managing accounting
information and financial procedures within organisation. It includes various functions
such as creating ledger, accounts payable, accounts receivable etc. (Acar,Tarim,Zaim,
and et.al., 2017)
 Production and Material management:It allows enterprise to handle various aspects of
production procedure. It also assists business unit in formulation production plan. It assist
business unit in dem,ad forecasting, production scheduling etc.
Human resource: It helps business entity in tracking employees activities and maintaining data
related to them. It includes payroll, benefits, policies etc. It also enables enterprise to review
workers' performance. It allows human resource manger to comply with all legal requirement
related to human resource (Dezdar, 2017)lanning system is more beneficial for organisation as
compared to database management system as it focuses on all important processes across all
departments of business unit. It maintains automatic workflow from one department to another.
It ensures smooth transition and quicker completion of process, Advanced e-commerce
integration is possible with enterprise resource planing system (Kavanagh and Johnson, eds.,
2017)
Core Enterprise Resource Planning system component
Core Enterprise planning system refers to the traditional element that includes most of
ERP system. They emphasize on internal operation.
The five main component of enterprise resource planning system are :
 Financial accounting- It has focus on analysing the revenue, profit and sales. This
component covers all accounts and taxation level in order to integrate and evaluate
various figures. This figures can be used by organisation for producing various reports
and retaining information for future use.
 Manufacture and Distribution-It provides business unit with the data related to demand
and supply. By aggregating this information the business unit can analyse the availability
and shortage of stock. Using this component company can easily identify the requirement
of various resources in the future.
9

 Customer relationship management-This tool help organisation in gaining feedback from
customers and analysing their perception about the enterprise.
 Stock and sales figure-It is the important component of Enterprise resource planning
system. It provides data related to sales and stock. It provides automatic update on
available resources (Liu, Gong, Zhou and Huang, 2017)
Components of Extended Resource Planning system
Extended ERP component refers to the extra elements that are developed to cater the
need of company .Their focus is on various external activity conducted by organisation. There
are basically there are main components of extended Enterprise planning system. These are:
 Accounting and Finance: This tool helps business unit in managing accounting
information and financial procedures within organisation. It includes various functions
such as creating ledger, accounts payable, accounts receivable etc. (Acar,Tarim,Zaim,
and et.al., 2017)
 Production and Material management:It allows enterprise to handle various aspects of
production procedure. It also assists business unit in formulation production plan. It assist
business unit in dem,ad forecasting, production scheduling etc.
 Human resource: It helps business entity in tracking employees activities and maintaining
data related to them. It includes payroll, benefits, policies etc. It also enables enterprise to
review workers' performance. It allows human resource manger to comply with all legal
requirement related to human resource (Dezdar, 2017).
Section 3 Customer relationship management
Customer relationship management is a tool that is used by firm in order to get better
understanding of the need of customer and creating better business relation. This help
organisation in attaining the loyalty of there customer and also enhance there customer base. To
understand the need of customer company analyse the collected data of customer life cycle and
customer interaction (Boulding and et.al., 2013) The main objective of this practice is to retain
the loyal customer of company and enhance the sales growth. For proper analyse company
gather information about there customer through different channels it could be through direct
mail, company website, telephone, live chat etc. It also provides information regarding the
purchase habit and history of clients to customer facing staff so that they can provide best
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services to them which increase the customer satisfaction. This also aid them in tackling difficult
customer (Mithas, Krishnan and Fornell, 2013)
Role of operational customer relationship management in day to day operation
Customers are important part of organisation. Cited firm need to pay attention to the
changing preference and need of customer so that they can retain them and provide them with
best services. There are many problems that a company in context of there client for instance
consumer get easily influenced by the changing market if rival company produces a product at
much lower cost than there are chances that consumer drives toward it. This will have negative
impact on the company not only they will lose there sales but also there loyal customer. In order
to make sure that customer remain loyal to there organisation CRM collect the data on there
customer to recognize there need they also make direct contact them (Srinivasan and Moorman,
2013) This contact not only help them in identifying the needs but also help them in promoting
there entity and creating positive image among customer. This will enhance the loyalty of clients
and much change in market will do not affect them.
Role of customer relationship management in sales operation.
Customer relationship management help organisation in understanding the need of
customer and produce a product which can heighten the satisfaction of customer. CRM after
collecting the data on customer create a forecasting data that help organisation in planning
different market strategy and market campaigns. This will provide firm with more visibility over
lead and also help in gaining competitive advantage. The collected help in monitoring sales
quotas which help organisation in focusing more on selling than peripheral task (Srinivasan and
Saravanan, 2015)
Acquiring new customer is essential but sustaining existing customer is also as important
to increase the customer base and the sales of company. Sales and marketing department use the
collected data from CRM to identify the customer need and provide them with personalized
customer service. These tactics will create strong and loyal customer base and will have direct
impact on the sales of company.
Accurate pricing and quotes can be ensure through the help of CRM. It keeps record of
customer orders, and product availability so that orders are fulfilled correctly. Providing
information can also be useful, CRM provide information to customer regarding the status and
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query of there order which provide customer with assurance, this services attract customer
towards the organisation leading to increase in sales
Role of customer relationship management in customer service
CRM help in enhancing the services provided by cited firm through consumer comments
company can come to know the area where they lack and work in order to improve it (Armstrong
and et. al., 2015) Other than this through proper analysis preference and needs of customers are
analysed which provide company with insight if customer require better services than company
can train there employees so best services can be given to them. This also help them in
maintaining record.
Ways to monitor performance for sales, services and marketing.
Marston can use different ways through which they can evaluate and monitor the sales
services and marketing of its firm.
To monitor and asses there services they can evaluate the complains of customer
regarding the services. They can use many ways through which they can receive this complain
direct contacting, through social media etc. are few ways (Phan, 2015). The amount of complains
are less than it means company was able to provide satisfied services to there customer. If not
company need to work in order to improve themselves.
Sales of firm can be determined through the number of customer if the customer base of
company has increased it will automatically enhance the sales of company.
Marketing strategy of company can be evaluated through the no. of visitors on the web
page of company the increase in no. shows that people are more aware of there company and its
product. Increase in visibility is result of good marketing strategy.
This CRM activities help in assessing the work and profitability of organisation
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Illustration 3: Role of of CRM
(Source: : Customer Relationships, 2017)
Section 4: Social media
Role of social media in communicating and promoting the brand
Social media has become integral part of today life more than a million people use social
media such as twitter, Facebook in there daily life. Business entity is also recognizinf the need
of social media. Social media have many benefits one of which is broad reach. If the cited firm
use social media to reach there customer it will able to cover much wider ground than the normal
ways it can reach a million of people all around the world. It will also help in creating the brand
image of company (Zeng and Gerritsen, 2014)
It also helps in targeting the particular group in particular location. It will be easy for
cited firm to target particular group or location.
It also helps in communicating at personal level. Company can have direct contact with
there customer which will be in its own benefit.
Great way to promote by advertising there product on these sites will increase the
visibility of firm they can promote there products and can tell them about the good and services
they provide (Agnihotri and et. al., 2016).
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The above mentioned point clarify that how important it's for organisation to use social media as
new base of marketing.
Presence of social media
There are many ways through which cited firm can promote there activity at social media
. The three platform which can be most useful to the firm can be
 Facebook
 Twitter
 Instagram
This three platforms are considered to be most known site. The no. of social media user is
highest in this platform. Promoting the product here can provide company with great visibility.
They will also able to promote there product and reach there target audience.
Facebook has the highest number of user in context of social media. Advertising there
product here will be only in the benefit of firm as many people will get to know about there
product (Armstrong and et. al., 2015).
 To make there presence know and to create separate identity from other organisation with
similar product. The cited firm can use different ways such as:
 They can make there page or advertisement more attractive, for it can come up with eye
catching phrase that can attract customer to them.
 They can also release promoting video which describe the quality and feature of your
product that makes you different from other.
 Company can use attractive images that can attract people.
 Discount and gift offer also attract a lot of attention, regular offers or discount on product
and services can be really beneficial.
Ways to manage social media presence
Customer relationship management is the essential part of business operations it helps the
organization in improving its performance and building relationship with the customers. Social
media play signification role in the customer relationship management. Through social media
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marketing computing firm can identify needs of the consumers and can make effective
communication with them. It helps in gaining attention of the clients and retaining them in the
organization for longer duration (Agnihotri and et. al., 2016). Social media sites such as
Facebook, Twitter can help cited firm in attracting more people towards the brand. By this way
company can be able to resolved their quarries immediately on social networking sites. This will
develop confidence of customers on the Computing firm and they will buy its products
frequently. Thus, social media is the great platform which helps in enhancing revenues of the
business by providing satisfactory services to consumers as per their needs and requirements.
Social media policy draft
Social media is the great platform which helps in improving the business performance of
the company. In order to monitor sales volume, services and marketing of the organization Dr.
Moulton can use various ways. These are as following:
 Dr. Moulton can look upon the reviews of the customers on the social networking sites
such as Facebook, Twitter etc. This will help in identifying satisfaction level of the
consumers for products of Computing firm
 Dr. Moulton can also look upon number of customers those who are connected with the
company on its social site. By this way sales volume of the organization can be
monitored by the person. This will help in making strategies to improve the connection
with the audience (Boulding and et.al., 2013).
 Effectiveness of marketing strategies can be monitored by the Dr. Moulton by looking
upon the comments, reviews of consumers on these social networking sites.
All these ways are effective enough and can help in making effective strategy for
enhancing performance of the organization.
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Illustration 4: Role of social media
(Source: Role of social media in marketing, 2017)
RECOMMENDATION AND CONCLUSION
Recommendations
In this report, different aspects are identified regarding Clara Osborne technologies'
services for using DBMS, business strategies, enterprise resource planning, customer
relationship management, social media. However, usefulness of this approach has been identified
affect business' implementation (Dezdar, 2017). Therefore, following recommendations are
required to be considered as;
 It is required to collect data critically affect decision making for further business
operations.
 Ethical considerations should be considered for data collection and managing relationship
with customers.
 Each transaction of the business transaction should be recorded efficiently impact on
further operations.
Conclusion
Through this report, it is concluded that customer relationship management is essential
for increasing productivity and profitability of the Clara Osborne technologies. In this regard,
different significance of DBMS has been understood affect implementation of business
operations and increasing its performance. Moreover, role of social media has been analysed in
business activities of the organisation affect management of production and distribution system
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as well its decision making in the future time. Therefore, effectiveness of DBMS, CRM and
different tools are understood for the entity through this report efficiently.
TASK 3
Enclosed in attached ppt.
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