An Exploration of CRM in Business: A Review of Literature

The provided content is a collection of academic articles and research papers on various topics such as social media usage, customer relationship management (CRM), supply chain management, enterprise resource planning (ERP), Porter's five forces, and strategic decision-making. The articles explore the importance of these concepts in shaping business strategies and organizational performance. The summary highlights key points from each article, including the benefits of SCM, ERP, and CRM, as well as the importance of social media in enhancing brand recognition. It also touches on the processes that must be used for managing social media presence, such as listening to customers, making commitments, and encouraging support.

Running head: CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Case Study:Dr William Moulton Marston organization
Name of the Student
Name of the University
Author’s Note

1
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Letter of Transmittal
To
ABC organization,
This is to inform you that after being influenced by the organization “Clara Osbourne
Technologies”, which is one of the computing firms, I want to invest considerable amount of
money for bringing the entire organization in the online business world. The entire budget that is
needed for the project is around $700, 00.00. Therefore, our organization requests you to
support us with some fund so that the project of moving from our client order system to online
business will be successful. We hope that the project will bring positive result and thus enhances
our yearly revenue. I will be highly obliged if you help us.
Thanking you

2
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Executive Summary
The report focuses on one of the computing firm that wants to move from its mail order system
to an online business world after influenced by the organization “Clara Osbourne Tecnologies”.
The main aim of the organization is to invest considerable amount of money for bringing the
entire organization in the online business world. The business contracted with the firm so that
they can grow their mail order business for cutting the edge of online presence by getting proper
advice. In this report, different information technologies are mainly reflected in order to retain
competitive advantage. It is analyzed that the paper elaborates the significance of enterprise
resource planning as well as customer relationship management. Additionally, it is also identified
that there are number of security risks as well as challenges that are associated with the online
business and thus proper recommendations are provided.

3
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Table of Contents
Introduction......................................................................................................................................6
Section 1: Business Strategy............................................................................................................6
1.1 Porter’s five forces model......................................................................................................6
Porter’s five forces.......................................................................................................................8
1.2 Focus of the business and illustration of Porters three generic strategies in context to
business focus..............................................................................................................................9
1.3Benefits to the business of Supply Chain Management and type of metrics that the business
should be used for measuring the performance of supply chain management..........................10
1.4 Discussion of upstream and downstream step involved within the supply chain
management business................................................................................................................12
Section 2: Enterprise resource planning........................................................................................13
2.1 Importance of enterprise resource planning........................................................................13
2.1.1 Differentiation between database management system and enterprise resource
planning.................................................................................................................................13
2.1.2 Reasons due to which enterprise resource planning system is beneficial to the business
...............................................................................................................................................14
2.2 Components of enterprise resource planning......................................................................14
2.2.1 Core components of enterprise resource planning............................................................14
2.2.2 Utilization of core components by the organization.....................................................16
2.3 Components of enterprise resource planning system..........................................................16
2.3.1 Extended components of enterprise resource planning................................................16
2.3.2 Utilization of components by enterprise resource planning.........................................17
2.4 Consideration make by the business while selecting enterprise resource planning system 18
Section 3: Customer relationship management.............................................................................19

4
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
3.1Providing business support to the operation by the utilization of operational customer
relationship management for marketing to the customer..........................................................19
3.2Providing business support to the operation by the utilization of operational customer
relationship management for sales to the customer...................................................................20
3.3 Providing business support to the operation by the utilization of operational customer
relationship management for customer service to the customer................................................21
3.4 Different ways of utilizing metrics from the business’s customer relationship management
for tracking and monitoring performance..................................................................................22
Section 4: Social Media.................................................................................................................23
4.1 Outline the importance of social media utilization for communication with customers.....23
4.2 Reviewing social media presence of other computing firm business..................................23
4.3 Processes that must be used for managing the social media presence................................26
4.4 Developing draft for Social Media policy for the business that can implement embark on a
social media strategy..................................................................................................................27
Conclusion and recommendations.................................................................................................28
References......................................................................................................................................30
Appendices....................................................................................................................................34
Appendices....................................................................................................................................38

5
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Introduction
The organization “Clara OsbourneTecnologies” is one of the computing firm that utilizes
decision support system as well as Microsoft excel for the development of WhovianPandorica’s
Database Management System. Dr.Moulton impresses by the organization and realizes that his
business needs to learn investment of considerable amount of money for bringing the entire
organization in the online business world. Therefore, Dr. Moulton contracted with the firm so
that they can grow their mail order business for cutting the edge of online presence by getting
proper advice.
In this report, proper information technologies are reflected that must be considered by
the organization for retaining competitive advantage in the marketplace. The paper also discusses
the benefits of implementing enterprise resource planning system as well as customer
relationship management in the organization of Dr. Moulton. In addition to this, the report also
elaborates the issues so that Dr. Moulton must be aware of when to embark on social media
presence.
Section 1: Business Strategy
1.1 Porter’s five forces model
Porters five forces model helps in identifying as well as analyzing the five different
competitive forces that generally shapes the business of Dr. Moulton and assists in determining
the weaknesses as well as strengths of the organization. The porter’s five forces include:

6
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Competition in the industry: The business of Dr. Moulton faces huge competition for
existing in the market. The rivalry among the other competitor of the business creates strong
threat for the organization (Yunna &Yisheng 2014).The competition rivalry is higher as the
organization mainly operates through mail order set up whereas other computing firms mainly
uses online medium for dealing with the customers. In addition to this, extent of exit barriers,
growth rate as well as competitive structure of the organization is not appropriate.
Potential of new entrants into the industry: The potential of new entrants into the
industry is quite high. This is because the industry of computing is quite profitable and thus it
considered attractive for long-term strategic manner. The barriers for entering into the industry of
computing are not present (Rothaermel 2015). Additionally, other entrance barriers like
government regulation, customer switching costs, strong capital base, ease in distribution, brand
loyalty as well as economies of scale is not appropriate and thus the new entrants enhance the
level of competition in the market.
Power of suppliers: The supplier of Dr. Moulton provides different types of raw
materials that are required for providing proper services as well as goods. The suppliers of the
organization are very much able to enhance cost by creating very much less impact on sales
volume. They generally pose major threat of forward integration for the organization.
Power of customers: The organization of Dr. Moulton provides proper power to the
buyers as the buyer can easily switch to another suppliers and as a result it is identified that the
buyers exert significant control over the seller. Additionally the products provided by the
organization quite similar to the products of its competitors thus the organization wants to dictate
the suppliers reducing the loss of customers.

7
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Porter’s five
forces
Competition (High)
Improper growth rate
Improper competitive
structure
New entrants (High)
No government
regulation
Low switching cost
Power of
suppliers
(Medium)
Can enhance cost
Power of buyers
(Medium)
Can switch to another
supplier
Alternatives are
present
Threat of substitute
products (Low)
Making profit in the
industry is high
No barrier
Figure 1: Porter’s five forces
(Source: Created by Author)
Threat of substitute products: The substitutes of the product for the business of Dr.
Moulton are quite low and thus the potential to make profit in the computing industry sector is
quite high for the organizations (Aithal 2016).The threat of substitutes is low for the company
and thus the organization is capable of setting prices properly.

8
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
1.2 Focus of the business and illustration of Porters three generic strategies in context to
business focus
The focus of the business is to invest considerable amount of money for bringing the
business of the organization into modern online business from the mail-based order set up. The
organization wants to move from its mail based order set up to online system in order to develop
the organization globally. This will be considered quite advantageous for existing in the
competitive marketplace for the organization.
Porter’s generic competitive strategy is defined as one of the decision support tool that is
helpful in determining the profitability of the organization. The competitive advantage combined
with the focus or scope activities of the computing firm lead to three different generic strategies
for achieving proper performance within the organization (Arasa & Githinji 2014). The strategies
include leadership, differentiation as well as focus.
Cost Leadership: The business of Dr. Moulton uses wants to become low cost producer.
The sources of cost advantage are varied and it mainly depends on the factors that include
proprietary technology, preferential access of different raw materials as well as pursuit of
economies of scale.
Differentiation: By applying the strategy of differentiation, Dr. Moulton wants to be
unique so that large numbers of customers get attracted towards the organization. The business
wants to move from its email based order set up to online system so that buyers can easily reach
them (Tansey, Spillane & Meng 2014). This strategy is quite helpful in serving the customers
with their requirement as well as demand that further enhances the yearly revenue of the
business.

9
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Focus: The strategy of focus is applied by the organization for moving its business to
online system and it is very much important for providing proper competition to different
organizations. The focus of moving their business to an online system will be helpful in
providing proper competitive advantage to the business.
1.3Benefits to the business of Supply Chain Management and type of metrics that the
business should be used for measuring the performance of supply chain management
Supply chain management is considered as one of the integral part of the business that
helps the business of Dr. Moulton towards success. The benefits that the business achieves due to
supply chain management include:
Reduce operating costs: It is identified that due to supply chain management, the
business minimizes purchasing cost, production cost as well as total supply chain cost. The
retailers of the organization utilize supply chain delivering products of the organization. It is also
identified that production cost of the organization minimizes as manufacturers depend on supply
chain for delivering various types of materials during shortage (Rajbhar & Mishra 2016). The
supply chain of the business provides proper opportunity to the retailers as well as manufactures
in order to design network that helps in meeting goals of the customer service.
Boost customer service: With the help of the supply chain management, the business is
helpful in providing proper service to the customers. The expectation of the customers is to get
the delivery of the product on right time and thus it is identified that with the help of SCM, the
organization is successful in meeting the needs of the customers that further helps in providing
proper customer satisfaction.

10
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Figure 1: Supply chain management
(Source: Created by Author)
Improve financial position: The SCM helps in improving the financial position of the
organization by enhancing profit advantage, cash flow as well as minimizing fixed assets. It is
identified that reduction in cost enhances the profit of the firm (Ermilo, Cain &Pattison 2014).
The speed of product flow towards the customers also enhances due to the use of supply chain
management, which further increases the cash flow within the business.
The metrics that are used by the business for measuring the performance of supply chain
management include the following:
Customer order supply time: The time that is required for delivering the products to the
customer helps in judging the benefits of SCM for the business.
Inventory turnover: The number of times the business inventory cycles occurs in a year
helps in measuring the inventory turnover of the company. It is identified that high inventory
SCMReduceoperatingcostsImprovefinancialpositionBoostcustomerservice

11
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
turnover helps in providing information that supply chain management is beneficial for the
business.
Figure 3: Metrics of SCM
(Source: Created by Author)
On time shipping rate: The percentage of items or products that reaches to the customer
before the requested date of the shipments helpful in considering that SCM is beneficial for the
organization.
1.4 Discussion of upstream and downstream step involved within the supply chain
management business
Upstream supply china management: The steps that are taken by the business supply
chain management are procurement. The procurement is defined as terms that mainly assist in
obtaining proper items from the supplier. The entire cycle of purchasing include receiving,
MetricsCustomerordersupplytimeInventoryturnoverOntimeshippingrate

12
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
processing as well as checking the invoice of the supplier, storing goods, receiving proper goods
into the organization as well as identifying the needed items.
Downstream supply chain management: It mainly involves in managing the
relationship with the consumers or any other intermediaries (Rajbhar & Mishra 2016). The step
that is taken in context to business supply chain management is providing proper facility to the
consumers with the help of online business, which further assist in enhancing customer loyalty,
and also helps in increasing market visibility.
Section 2: Enterprise resource planning
2.1 Importance of enterprise resource planning
2.1.1 Differentiation between database management system and enterprise resource
planning
Database management system Enterprise resource planning
Database management system refers to system
software that generally assists in enabling the
organization to store modify as well as extract
information from the database (Shaul &Tauber
2013).
Enterprise resource planning is defined as a
procedure with the help of which the organization
manages as well as integrates significant part of the
business.
It is identified that DBMS does not helps in
providing proper security to the data and
information.
Enterprise resource planning provides proper
security to the data as well as information that is
stored within ERP system (Seethamraju 2015).
The major problem that the employees faces while
using DBMs is that the software is not accessible
ERP software helps in accessing proper centralized
database from anywhere at anytime

13
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
from anywhere.
2.1.2 Reasons due to which enterprise resource planning system is beneficial to the business
The reasons due to which enterprise resource planning is considered beneficial to the
business over DBMS include:
Flexibility: With the help of the ERP system, the employees of the organization can
access the centralized database of the organization at anywhere and at any time, which is quite
beneficial for the organization (Fleischmann, Meyr &Wagner 2015). The people who are not
present in the office can also do their job as the centralized database is also accessible to them. It
is identified that DBMS does not provide this type of flexibility and thus ERP is selected by the
business of Dr. Moulton.
High security: The ERP system is quite beneficial for the staff of the business for
managing different types of operations that include stock counts, order entry, receiving as well as
shipping. However, like other software it does not provide access of sensitive information to the
staff. It generally helps in restricting the accounts that are not relevant to their roles (Bi, Da
&Wang 2014). This type of role-based security is not provided by database management system.
Thus, the organization found ERP to be much more beneficial for their business than DBMS.
2.2 Components of enterprise resource planning
2.2.1 Core components of enterprise resource planning
The core components of enterprise resource planning include the following:

14
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Financial accounting: The ERP software takes care of the revenue as well as outgoing
revenue of the business. It helps in covering various accounts and a variety of level of taxation
for analyzing as well as integrating the figures.
Manufacturing and distribution: It is identified that the component of ERP software
assists in providing streamlined view of the business supply as well as level of demand ( Kerzner
2013). By collecting proper details, the organization can see that either they are achieving target
or not.
Figure 4: Core components of ERP
(Source: Created by Author)
Human resource management: It is identified that loading the software off ERP with
the records of the employee allow proper as well as easier access when computation of statistics
as well as implementation of change is needed.
CorecomponentsofERPManufacturinganddistributionFinancialaccountingStockandsalesfiguresHumanresourcemanagement

15
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Stock and sales figures: It is analyzed that appropriate as well as effective planning of
materials as well as stock helps in granting proper view of the stock that is considered
advantageous for the organization
2.2.2 Utilization of core components by the organization
The organization utilizes manufacturing and distribution core component of ERP. This
core component is mainly utilized by the organization because with the help of this component
the organization can achieve proper streamlined view of the demand as well as supply for the
entire business which further assist in taking proper decisions that either the organization is
meeting their goals and objectives or not (Asi et al. 2014). If the business analyzes that the
business target is not met then they will create some alternative method for resolving this issue.
2.3 Components of enterprise resource planning system
2.3.1 Extended components of enterprise resource planning
The extended components of enterprise resource planning are as follows:
Business intelligence: It helps in involving within the delivery of the business
information (Armstrong & Taylor 2014). It is utilized by business intelligence for detecting
several types of significant events that helps in identifying as well as monitoring business trends
for adapting quickly with the environment of the business.
Customer relationship management: It is one of the systems that mainly aims at
improving the relationship that mainly exists between customers. It is identified that CRM
strategy is quite advantageous for the organization as it helps in improving the customer
relations, increasing revenues of the customer, better internal communication as well as
optimizing marketing.

16
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Figure 5: Extended components of ERP
(Source: Created by Author)
Supply chain management: It is identified that supply chain management is one of the
integral part of the business that is found to be quite essential for customer satisfaction as well as
success of the organization.
2.3.2 Utilization of components by enterprise resource planning
` The business generally utilizes SCM extended component of ERP in order to help the
organization in achieving proper customer satisfaction. With the help of SCM extended ERP
component proper integration as well as coordination generally flows within the business ofDr.
Moulton. The utilization of SCM within the business assist in maintaining proper level of trust
between business partners, improves process integration, improves bottom line, increases cash
ExtededcomponentsofERPSCMBusinessintelligenceCRM

17
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
flow and assist in providing proper strategy of manufacturing (Love et al. 2014). Moreover, it is
identified that SCM generally assist in offering different types of tools and techniques that are
quite beneficial for the business as business organization generally utilizes the tools and
techniques of SCM for diagnosing different types of problems as well as challenges.
2.4 Consideration make by the business while selecting enterprise resource planning system
The considerations that are made by the business in order to select proper enterprise
resource planning system:
Identifying key stakeholders: Proper stakeholders must be identified within the
organization. All the group of the organization must have proper voice for selection of the
system so that their support is utilized during the implementation of ERP.
Creating proper set of key business requirements: Before system implementation, it is
quite important to develop proper list of requirements for achieving success. This is quite helpful
in making proper decision about the ERP system (Asi et al. 2014).
Identifying short list of packages: It is quite important to consider the breadth as well as
scope of the ERP packages for in the market for determining the best package for the business
processes.
Total ownership for the solution: It is identified that before signing within the dotted
line, creating as well as socializing three-year cost for the solution is quite important (Kerzner
2013). This generally includes software, hardware, implementation services as well as internal
resources costs.

18
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Section 3: Customer relationship management
3.1Providing business support to the operation by the utilization of operational customer
relationship management for marketing to the customer
The business is quite helpful in supporting its day-to-day operations of the customer
through the utilization of an operational customer relationship management in content to
marketing. With the utilization of operational CRM, the business will be able to understand the
needs as well as behavior of the customers therefore it will allow the proper time of marketing
the products to the consumers (Khodakarami & Chan 2014). The customer relationship
management also helps in providing proper idea about the profitable group of customer and by
the utilization of such type of information, other customers can easily able to target prospective
groups. In this way, by the utilization of operational CRM, the business will be able to optimize
the various types of marketing resources quite efficiently. It is identified that operational CRM
assists in improving the marketing campaigns for the customers in four different ways that are
elaborated below:
Focus targeting: The operational CRM system assists markets in sifting their contact by
potentially targeting different profitable consumers (Tsou & Hsu 2017). It is identified that CRM
system consists of various types of information about the customers, which helps in allowing
informed actions for improving customer satisfaction and for prospecting awareness.
Personalized content: operational CRM helps in allowing addressing potential as well as
different existing customers. It is identified that more personalized content helps in creating
stronger brand perception. In this way, operational CRM enable the marketing experts to focus
effectively on the customer but not on the product.

19
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Recycling blueprint: With the help of operational CRM software, the business can be
able to analyze the campaigns, which are quite successful (Siu et al. 2013). This is quite helpful
in taking out opinions that generally focuses on the campaigns that performs best.
3.2Providing business support to the operation by the utilization of operational customer
relationship management for sales to the customer
The business is quite helpful in supporting its day-to-day operations of the customer
through the utilization of an operational customer relationship management in content to sales. It
is identified that by the utilization of CRM system, the number of sales enhances which in turn
provides proper prospects to the customer. The usefulness of CRM system for enhancing sales
are as follows:
Enhanced communication: It is identified that proper coordination is needed for to be
effective in context to sales. The utilization of operational CRM system helps in providing
proper means of communication that helps in providing proper information about the operation
that are happening in the sales department (Soltani & Navimipour 2016). It also assists in sharing
easy sharing of significant details as well as documents about sales.
Data analytics: The operational CRM system provide built in analytics feature that is
quite capable of shifting the raw material and assists in discovering the knowledge that is
actionable and can be utilized for building proper campaigns.

20
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
3.3 Providing business support to the operation by the utilization of operational customer
relationship management for customer service to the customer
Operational customer relationship management is utilized for managing the interaction of
the company with the customers. There are number of ways that are utilized for improving
customer service with the help of CRM. The ways include:
Keeping in touch: Operational CRM helps in keeping touch with the customers so that
the business can properly update, offer as well as sales campaigns (Ang, Cavusoglu & Deng
2016). It helps in allowing the business to segment the customers for addressing the right
audience with appropriate message.
Fulfill the demand of the customers: CRM system helps in providing proper knowledge
about the needs as well as requirements of the customer in context to product as well as services.
Thus by utilizing the CRM, the business can be able to provide proper products as well as
services to the customer.
Figure 6: CRM

21
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
(Source: Created by Author)
Providing quick as well as attentive support: Operational CRM helps in allowing the
business to speed up their responses for customer enquiries (Wang, Cavusoglu & Deng 2016).
This is generally done by utilizing some of the methods that include automating assignments of
requests to different departments that are mainly specialized in dealing with different issues as
well as by utilizing proper template for recurrent challenges.
3.4 Different ways of utilizing metrics from the business’s customer relationship
management for tracking and monitoring performance
The business of Dr. Moulton utilizes several metrics that are quite helpful in tracking as
well as monitoring the sales, service as well as marketing. It is identified that the three
operational departments that include sales, service as well as marketing utilizes different types of
operational metrics for measuring the performance, which are as follows:
Sales: The metrics that is generally utilized for monitoring and tracking the performance
of sales mainly include number of new customers, renewal rate, number of sales call, amount of
new revenue, number of new opportunities, sales cycle duration, number of new opportunities as
well as number of retained customers (Thakur & Workman 2016).
Marketing: The metrics that is mainly used in order to track the performance related
with marketing include number of campaigns, responses related with campaign, number of
purchase based campaign, number of customer referral, number of acquired customers with the
help of campaign, number of views from web page, cross sell ration as well as growth rate of
email list.

22
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Service: The metrics that are utilized by the business for tracking as well as measuring
the service performance include number of cases handled, number of closed cases, average time
required for resolving cases as well as average cost per service (Saarijärvi, Karjaluoto & Kuusela
2013).
Section 4: Social Media
4.1 Outline the importance of social media utilization for communication with customers
The business must consider social media as an avenue for promoting brand loyalty as
well as for communicating with the customers. It is identified that when the business have
effective presence of social media then it will be quite easier for the customers to find as well as
connect with the organization.Social media helps in enhancing the brand recognition of the
business since they engage with broad number of audience of consumers. The networking of
social media helps in allowing customers to take proper initiative and market between
themselves (Perrin 2015). This helps in creating dynamic ecosystem that helps in nurturing the
relationship between one another about the benefits as well as experiences. It allows the
customers to talk about their requirements, needs as well as opportunity for business in order to
connect on a personal level. Based on the requirements as well as needs the business assist in
fulfilling the demands of the customers by using social media (Scott 2015). Proper level of
interaction as well as creation of a sense of belongingness helps in building trustworthiness
between the users as well as brand.
4.2 Reviewing social media presence of other computing firm business
It is identified that there are number of computing firm that have social media presence.
Proper review is done and the analyzed results are elaborated below:

23
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Oracle:
It is identified that the social network of Oracle is a secure private network that helps in
providing number of social tools that is generally designed for capturing information as well as
for preserving information that generally flows between various people, enterprise applications
as well as various procedures of business (Duggan &Brenner 2013). With the help of social
network Oracle collaborate efficiently as well as quickly that leverage the collective expertise of
the organization for making proper informed decision as well as for driving the business towards
success. The social network presence within Oracle assists in building smart enterprise, real time
conversation, and integration with CRM as well as for staying informed.
Figure 6: Oracle Social Network Mobile Application
(Source: Oracle.com 2017)

24
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
HCL:
It is identified that the social network of HCL assists the organization in determining the
competitiveness of social media and for analyzing the sentiment of the customers. The solution
helps the marketing teams in connecting properly with various end users for achieving proper as
well as fruitful engagement. It is identified that the organization uses social media for delivering
wide range of business related benefits (Van 2013). The customer centric data that is generally
associated with social media analytics assists in establishing proper as well as long-term
relationship with the customers. The below picture reflects the presence of social media in HCL.
Figure 7: HCL Social Network
(Source: Hcltech.com 2017)
Cisco System:

25
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
It is identified that Cisco system utilizes social media for engaging customers, press as
well as different business partners. The organizations utilize three type of ways like leadership,
events as well as launches of global products in order to drive the engagement of the customers
(Agnihotri et al. 2016).The organization provides proper structural training in order to anchor
social media within the entire organization. The social media policy, which is utilized by Cisco,
is one of the documents that help in motivating employees for advantage conversation ad for
providing clear advice.
Figure 8: Cisco System Social Network
(Source: Justdial 2017)
4.3 Processes that must be used for managing the social media presence
The process that help in managing the social media presence with the business are as
follows:

26
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Listen to the customers: Social media helps in offering an open-ended platform for
communicating as well as engaging with the customers (Glynn & Brodie 2014). Proper time
must be spent in order to understand as well as for addressing the needs of the customers.
Making commitment to social media: Social media is considered as challenge.
Therefore, it is quite important for the organization to make proper commitment with the
employees of the business for making social media priority. Creating proper strategy and
utilization of software like Hoot suite helps in automating.
Encourage company support: The people of the business must be encouraged to engage
with the various channels of social media, as it is considered as an effective method that assists
in amplifying the content (Scott 2015). It is found that support is directly related with connection
and therefore it is quite important to ask for proper suggestions that help in gathering insights.
4.4 Developing draft for Social Media policy for the business that can implement embark
on a social media strategy
Draft
The business recognizes the significance of social media as one of the communication
tool. It is identified that the organization wants to maintain proper relationship within the clients,
suppliers as well as customers all around the world. It is identified that the way that public views
the business is quite important for promoting business, recruiting employees and marketing
different services as well as products. Thus, the employees utilize social media, blogs online
social network as well as chat room. The organization understands the legal responsibilities that
are involved with the platform of social media. By considering the legal responsibility, the
organization will follow some of the general guidelines that are provided.

27
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Guidelines
 Personal information: Personal information must be shared carefully and thus it should
not be mixed with professional life.
 Affiliation disclosure: The affiliation of the company must not be disclosed. The various
types of information about the business must not be disclosed.
 Act ethically: While participating online, an individual must not be misinterpreted
oneself. Aliasing as well as deceiving people must not be acceptable.
 Confidential information: The information related with company,, suppliers as well as
clients must be kept out of social media channels
Notes: The company will not defend any individual who are found involved with any legal
actions whether the individual is associated with another company employee, client, supplier
who are not affiliated with the company.
Conclusion and recommendations
It can be concluded from the entire assignment that investment of considerable amount of
money from moving the mail order business into an online business by Dr. Moulton is quite
advantageous as it helps in providing number of benefits including 24 hour availability, creating
proper brand as well as achieving positive image in the competitive market. It is identified that
the paper discusses the benefits of implementing enterprise resource planning system as well as
customer relationship management in the organization of Dr. Moulton. It is found that the
utilization of SCM within the business assist in maintaining proper level of trust between
business partners, improves process integration, improves bottom line, increases cash flow and
also assist in providing proper strategy of manufacturing. On the other hand, CRM helps the

28
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
business in understanding the needs as well as behavior of the customers therefore it will allow
proper time of marketing the products to the consumers. In addition to this, it is analyzed that
utilization of social media helps in enhancing the brand recognition of the business since they
engage with broad number of audience of consumers. Moreover, it is identified that due to
moving the business to an online business world the organization can faces umber of challenges,
which should be mitigated properly. There are number of recommendations that are quite helpful
in mitigating the problems of the organization. The recommendations include:
Investment in security and threat mitigation strategy: In spite of the investment on
online business, the organization must also invest on security as well as threat mitigation strategy
as online business can face number of security related challenges.
Using fresh contents: The business must utilize fresh content for improving their
ranking. Adding new content on the website adds relevancy to the online business in the eyes of
the customers.
Performance management: The business must plan as well as control the cycles of
enterprise. It is identified that easily implemented planning solutions are quite helpful in aligning
performances with the corporate strategic objectives.

29
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
References
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing customer
satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Aithal, P.S., 2016. Study on ABCD analysis technique for business models, business strategies,
operating concepts & business systems. Browser Download This Paper.
ang, S., Cavusoglu, H. and Deng, Z., 2016. Early mover advantage in e-commerce platforms
with low entry barriers: The role of customer relationship management capabilities. Information
& Management, 53(2), pp.197-206.
Arasa, R. and Githinji, L., 2014. The relationship between competitive strategies and firm
performance: A case of mobile telecommunication companies in Kenya. International Journal of
Economics, Commerce and Management, 2(9), pp.1-15.
Armstrong, M. and Taylor, S., 2014. Armstrong's handbook of human resource management
practice.Kogan Page Publishers.
asi, H., Fettke, P., Kemper, H.G., Feld, T. and Hoffmann, M., 2014. Industry 4.0. Business &
Information Systems Engineering, 6(4), pp.239-242.
Bi, Z., Da Xu, L. and Wang, C., 2014. Internet of things for enterprise systems of modern
manufacturing. IEEE Transactions on industrial informatics, 10(2), pp.1537-1546.
Duggan, M. and Brenner, J., 2013. The demographics of social media users, 2012 (Vol. 14).
Washington, DC: Pew Research Center's Internet & American Life Project.

30
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Ermilo, J., Cain, D. and Pattison, I., 2014. Performance evaluation of community managed water
supply infrastructure.
Fleischmann, B., Meyr, H. and Wagner, M., 2015.Advanced planning. In Supply chain
management and advanced planning (pp. 71-95). Springer Berlin Heidelberg.
Hcltech.com. (2017). HCL Technologies: IT Services, Digital Solutions, Technology Consulting.
[online] Available at: https://www.hcltech.com/ [Accessed 18 Sep. 2017].
Hollebeek, L.D., Glynn, M.S. and Brodie, R.J., 2014. Consumer brand engagement in social
media: Conceptualization, scale development and validation. Journal of interactive
marketing, 28(2), pp.149-165.
Justdial.(2017). Cisco Systems India Pvt Ltd - Justdial. [online] Available at:
https://www.justdial.com/kolkata/Cisco-Systems-India-Pvt-Ltd/033P606570_BZDET [Accessed
18 Sep. 2017].
Kerzner, H., 2013. Project management: a systems approach to planning, scheduling, and
controlling. John Wiley & Sons.
Khan, D. and Milan, M., 2016. Supply Chain Management (SCM) Revealing Quality Services in
University Libraries: Experience and Realization.
Khodakarami, F. and Chan, Y.E., 2014.Exploring the role of customer relationship management
(CRM) systems in customer knowledge creation. Information & Management, 51(1), pp.27-42.
Love, P.E., Matthews, J., Simpson, I., Hill, A. and Olatunji, O.A., 2014.A benefits realization
management building information modeling framework for asset owners. Automation in
construction, 37, pp.1-10.

31
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Oracle.com. (2017). Oracle | Integrated Cloud Applications and Platform Services. [online]
Available at: https://www.oracle.com/index.html [Accessed 18 Sep. 2017].
Perrin, A., 2015. Social media usage. Pew Research Center.
Rajbhar, A.K. and Mishra, K., 2016. Agricultural supply chain management is an intrinsic tool to
rural development. IJAR, 2(4), pp.378-381.
Rothaermel, F.T., 2015. Strategic management.McGraw-Hill Education.
Saarijärvi, H., Karjaluoto, H. and Kuusela, H., 2013. Customer relationship management: the
evolving role of customer data. Marketing intelligence & planning, 31(6), pp.584-600
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John
Wiley & Sons.
Seethamraju, R., 2015. Adoption of software as a service (SaaS) enterprise resource planning
(ERP) systems in small and medium sized enterprises (SMEs). Information systems
frontiers, 17(3), pp.475-492.
Shaul, L. and Tauber, D., 2013. Critical success factors in enterprise resource planning systems:
Review of the last decade. ACM Computing Surveys (CSUR), 45(4), p.55.
Siu, N.Y.M., Zhang, T.J.F., Dong, P. and Kwan, H.Y., 2013. New service bonds and customer
value in customer relationship management: The case of museum visitors. Tourism
Management, 36, pp.293-303.

32
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Soltani, Z. and Navimipour, N.J., 2016. Customer relationship management mechanisms: A
systematic review of the state of the art literature and recommendations for future
research. Computers in Human Behavior, 61, pp.667-688.
Tansey, P., Spillane, J.P. and Meng, X., 2014. Linking response strategies adopted by
construction firms during the 2007 economic recession to Porter’s generic
strategies. Construction Management and Economics, 32(7-8), pp.705-724.
Thakur, R. and Workman, L., 2016. Customer portfolio management (CPM) for improved
customer relationship management (CRM): Are your customers platinum, gold, silver, or
bronze?. Journal of Business Research, 69(10), pp.4095-4102.
Tsou, H.T. and Hsu, H.Y., 2017. Self-Service Technology Investment, Electronic Customer
Relationship Management Practices, and Service Innovation Capability.In Marketing at the
Confluence between Entertainment and Analytics (pp. 477-481).Springer, Cham.
Van Dijck, J., 2013. The culture of connectivity: A critical history of social media. Oxford
University Press.
Wang, S., Cavusoglu, H. and Deng, Z., 2016. Early mover advantage in e-commerce platforms
with low entry barriers: The role of customer relationship management capabilities. Information
& Management, 53(2), pp.197-206.
Yunna, W. and Yisheng, Y., 2014. The competition situation analysis of shale gas industry in
China: Applying Porter’s five forces and scenario model. Renewable and Sustainable Energy
Reviews, 40, pp.798-805.

33
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Appendices
Date of
Research
Activity Websites visited to collect
information
Time
Duration
of the
activity
Description of the
activity
1st
September
2016
Analyzing
porters five
force model
Yunn, W. and Yisheng, Y.,
2014 The competition
situation analysis of shale
gas industry in China:
Applying Porter’s five
forces and scenario
model Renewable and
Sustainable Energy
Reviews, 40, pp.798-805.
2 day Analyzing as well as
identifying the
competitive forces
that generally assists
in shaping the entire
organization.

34
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
3rd
September
Analyzing
Porters three
generic
strategies
. Tansey, P.,
Spillane, J.P and Meng, X.,
2014, Linking response
strategies adopted by
construction firms during
the 2007, economic
recession to Porter’s
generic
strategies Construction
Management and
Economics, 32(7-8),
pp.705-724.
2 day Analysis of porters
three generic
strategies assists in
determining the
profitability of the
organization
5th
September
2016
Benefits of
supply chain
management
Stadtler, H, 2015, Supply
chain management: An
overview, In Supply chain
management and advanced
planning (pp. 3-28).
Springer Berlin Heidelberg.
2 day It is identified that
SCM within the
business assists in
reducing the
operating cost, boost
customer service,
improves financial
position as well as
helps in reducing the
time of customer
order

35
CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
7th
September
2016
Importance
of ERP
Efe, B, 2016, An integrated
fuzzy multi criteria group
decision making approach
for ERP system
selection, Applied Soft
Computing, 38, pp.106-
117.
1 day Enterprise resource
planning helps
organization in
managing as well as
integrating significant
part of the business.
It also provides
proper security to the
data as well as
information that is
stored within ER.P
system
8th
September
2016
Consideration
make by the
business
while
selecting
enterprise
resource
planning
system
Jayawickrama, U, Liu, S.
and Smith, M.H, 2014, An
ERP knowledge transfer
framework for strategic
decisions in knowledge
management in
organizations, International
Journal of Innovation,
Management and
Technology, 5(4), p.301.
3 day The considerations
include identification
of stakeholders,
creating proper set of
business
requirements as well
as identifying short
list of packages
10tth Customer Hsu, P.F, Yen, H.R and 2 day With the utilization