Managing Customer Relationship

Running Head: Managing Customer Relationship
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Managing Customer Relationship
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Managing Customer Relationship 1
Executive Summary
The below mentioned paper provides description about the customer relationship
management activities of Apple smartphone company. CRM refers to the activities that helps
the management of an organization to successfully maintain a long lasting relationship with
the customers in the environment. The paper evaluates the customer segment of Apple
smartphone whom they target along with the background of the company and the
environment of Australia. CRM strategies are also elaborated leading to recommendations for
the business to grow.

Managing Customer Relationship 2
Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................2
Analysis......................................................................................................................................2
Situational Analysis...............................................................................................................2
Customer/ Product Profile......................................................................................................4
Customer Strategies...............................................................................................................6
Recommendation........................................................................................................................7
Conclusion..................................................................................................................................8
References..................................................................................................................................9

Managing Customer Relationship 3
Introduction
The purpose of this paper is to enlighten the reader about the company Apple Inc.
(Smartphone) and its functions in the environment. The below mentioned paper highlights
information about the customers relationship management practices of the company. The
paper analyse the internal as well as external environmental conditions of the company along
with the customer segment as well. The customer segment explains the people that the
company is going to target along with the value proposition that they are aiming to provide to
the customers in the target market. Further, the paper also discussed about the strategies that
the business is going to use in order to satisfy the customers and initiate an effective
relationship with them as well.
The company chosen for the analysis is Apple (Smartphone) that is an American
multinational organization headquartered in California. The company is based in the
information technology industry where they sell, design and develop consumer electronics
and online services along with software in the environment. This company is considered as
one of the big four organizations of technology present in the worldwide market. The
company was founded by three partners Steve Jobs and Steve Wozniak and Ronald Wayne in
the market with an aim to provide differential IT products to the customers in the target
market (Reuters 2019). Further, more details about the CRM activities of the company are
discussed below:
Analysis
Situational Analysis
 Product and Services: The products offered by the company includes Macintosh,
iPhone, HomePod, Apple Watches, iPad, iPod, macOS, Logic Pro, Apple TV,
watchOS, iWork, GarageBand, Final Cut Pro and iLife. Along with this, the services
of the company includes Apple music, iCloud, Apple news, iMessage, Mac App store,
Apple App store, Apple Pay, Apple Arcade and iTunes. These are the products