Detailed Analysis: CRM Implementation in Trump Hotel Organization

This report provides a detailed analysis of Customer Relationship Management (CRM) implementation within the Trump Organization, focusing on its hotel operations. The introduction outlines the organizational context, followed by an examination of the internal and external environments, including SWOT and PESTLE analyses. The report identifies key problems and opportunities, such as legal issues, competition, and high pricing, while also highlighting the organization's experience and high revenue. It then details the 7-step Software Development Life Cycle (SDLC) model, including planning, analysis, design, development, implementation, and maintenance phases, specifically tailored for CRM integration. The planning phase involves selecting a CRM system and assessing project feasibility. The analysis phase focuses on gathering business requirements and creating process diagrams. The subsequent phases cover design, development, implementation, and post-implementation activities, including project, change, and risk management. The report concludes with an overview of the benefits and challenges of CRM implementation within the Trump Organization, offering insights into how the organization can improve its business processes.

Running head: IMPLEMNTATION OF CRM IN THE TRUMP ORGANIZATION
IMPLEMNTATION OF CRM IN THE TRUMP ORGANIZATION
Name of the Student
Name of the University
Author note

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
Table of Contents
Title:.....................................................................................................................................4
Implementation of CRM in Trump hotel organization........................................................4
Introduction 300...................................................................................................................4
Introduction to Organizational context................................................................................4
Internal and External Environment 300...............................................................................5
Identification of Problem and Opportunity 300...................................................................7
Planning Phase.................................................................................................................9
Identification of Chosen system..................................................................................9
Accessing project feasibility......................................................................................10
Developing project plan.............................................................................................14
Analysis phase...............................................................................................................14
Gather Business requirement.....................................................................................14
Creation of process diagram......................................................................................15
Design Phase..................................................................................................................15
Development Phase.......................................................................................................16
Implementation Phase....................................................................................................16
Formulating detailed user documentation.................................................................16
Selecting implementation method.............................................................................16

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
End user training........................................................................................................17
Post implementation and Maintenance phase................................................................17
Project Management, Change Management and Risk Management.................................17
Project Management..................................................................................................17
Change Management.................................................................................................17
Risk Management......................................................................................................18
Conclusion.........................................................................................................................19
References..........................................................................................................................20

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
Title:
Implementation of CRM in Trump hotel organization
Introduction 300
This report will discuss about the basic introduction about the Trump Organization. This
report will also provide a brief introduction regarding the Internal and external environment of
the project. This report will also provide a problem opportunity and the data analysis process that
will be implemented in this report. Discussion of 7 SDLC phases will also be stated. This is the
main reason that the projection of the management will get performed in an efficient manner.
Planning phase, Analysis phase, Design phase, Development phase, implementation phase and
maintenance phase process will also be discussed in this report.
Introduction to Organizational context
The Trump Organization is a collected name of 500 different businesses that is
undertaken by Donald Trump. Hotel industry is one of the major industries that is undertaken
Donald Trump which has been earning them the major revenue from the business. The hotel
industry of the Trump organization was set up in the year 1923 with the name E. Trump & Son.
In the year 2016 the Trump Group opened a new set of hotels in order to reach the mass, named
Sicon hotels (Steimle 2016). The total cost that was incurred to books room in the Trump
Organization was much higher than that of the Sicon hotels. This was the major treason that most
of the common people could not afford the Trump Organization and this had been pushing the
Trump Organization away from competition. This leads to the fact that the other competitors of
the Trump Organization were gaining an edge over the business organization in the hotel
industry. It is estimated that the Trump Organization has been suffering loss in recent times

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
(Utržan, Wieling and Piehler 2018). There shares value has fallen to a huge extent. This is the
major reason that the probation of the management of the business organization required major
changes and the changes that were brought in was the implementation of the Customer Relation
Management system in the regular day to day business system.
Internal and External Environment
Internal analysis
SWOT analysis
S (Strength): Major strength of the Trump organization is diversity in the location of the hotels.
This diversity helps in better performance of the project. This ensures the fact that the clients can
get access to the hotels from different locations of the world. Upgradation of the hotel system has
also been one of the major advantages and strength of the Trump Organization. The locations in
which the hotels are located at are the rime and elite locations. This proper setting of location of
the hotels helps their clients to get major facilities as per transportation and other basic needs.
Marketing strategies that are implemented by the Trump hotel are very much robust in nature.
This better management strategies helps in better commencement of the job. Pricing power is
also a major strength of the Trump hotel. In case of the trump hotel, the main advantage that is
enjoyed includes the fact that withstanding the high pricing, target clients are set.
W (Weakness): Deterioration of market share has been the major reason of stress for the
managerial posts of the Trump Organization. In case the share rate keeps on falling, no proper
attenuation can be maintained and this will affect the business organization in a negative manner.
Limitation of balance sheet also acts as a weakness of this organization. This is the major reason
that the projection of the management of the entire business organization do not function as

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
efficiently as it must do. This decrease in the efficiency has been affecting the regular day to day
performance of the business organization.
O (Opportunity): Continuation of expanding in a global basis has been one of the major reasons
of projection. With a continuous expansion in global area the popularity of the business branding
also increases. This acts as an opportunity as this will help the hotels to gain constant popularity
as these hotels will be serving a large scalable area.
T (Threat): Change in regulatory environment is one of the major issues. Volatile currency in
global aspect might be harming the entire business organization. Meeting the financial prospect
of the business organization might bring a negative impact on the Trump Hotels.
External analysis
PESTLE analysis
P (Politically): The Trump Organization is politically profound and has a very high reach
in the political aspiration. This aspect helps in better management of the business. this is one of
the most important aspect that can be managed with the help of the proposition of the
management terminology. With the help of the heavy and influential political connection, the
main advantage that The Trump Organization receives is the better acknowledgment of the rules
and regulation. Despite this political influence The Trump organization has been commending
business in several sites where they do not have any political influence (Ketchum, 2017). They
have been performing well there as well with the help of the legal advisors.
E (Economic): The Trump Organization is economically very strong. $ 95 million is their
earning on yearly basis (Alexander 2017). This is the main reason that prosecution of
management gets performed in a better manner

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
S (Social): Socially the Trump organization has been doing well. The main reason of performing
this well socially is that the management of the project will get performed with the help of the
better commencement of the project. The amount of job opportunities created by the Trump
organization has been very high. This leads to the fact that the business organization that was set
up by E. Trump & Son has been performing well socially. Another aspect that must be taken inti
consideration is that they have even opened Simco hotels that are cheaper in nature and
affordable to both the commoners as well as the big shots.
T (Technological factor): with the high revenue that is collected by Trump hotels,
implementation of new and high-end technology is obvious. This updated usage of system will
ensure that the prosecution of the new amenities gets performed
L (Legal)L Legal issue are present in the Trump organization. They have faced penalization in
the year 1973 for conducting racism in contract renewal.
E (Environment): Environmental effect of The Trump Organization has been very poor. This
section is considered to be the most hazardous section of the Trump organization. During the
building of the Trump tower, the aquatic life has been brutally affected in a negative manner.
The main reason was 20 million gallons of water was fetched from the Chicago river during the
building of the Trump tower. In exchange of the excessive fetching water they discharged the
similar amount of water in the river that was having 35 degrees higher than the natural water.
This was done to proficiently maintain the hotel’s ventilation system.
Identification of Problem and Opportunity 300
Main problem of the Trump Organization are as follows: -

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
 Legal Issues: In the year 1973, The Trump Organization had faced a lot of problems with
regards to the project management. In the year 1968, The Trump Organization had
violated the fair Housing Act which was the major reason that in the year 1973 they got
penalized. The Urban league had sent a group of people diverged in black and white. This
resulted to the fact that the management of the entire system will get prosecuted as per
the management of the entire system management. This was the main aspect that was
considered by the National Urban League, but the entire decisions were made in terms of
the racial discrimination. This kind of issues were one of the most disastrous things that
has imposed a mark on the Trump organization (Moratis 2016). This affects the regular
day to day persuasion of the projects that are handled by the Trump Organization.
 Competition from other hotels: Tough competitions from other hotels like Infatuations,
Yotel, Oakwood, Soho House, Minto, Soho Grand Hotel, The Hoxton and the Synergy
global housing has been fierce. This is the reason that the turnover of the business
organization has been decreasing in a gradual rate. This leads to the fact that the
management of the business organization needs to be performed with better efficiency.
The cost that is incurred in booking of suites and rooms is comparatively lower than the
Trump hotel.
 High price: Cost efficiency of the Trump Hotels has always been under question. The
rates are very high for a common man to afford. Whereas in case of the other royal
hotels, the cost efficiency is not so poor.
Opportunities
The major opportunity of the Trump organization are as follows: -

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
 Experience: The Trump Organization has been in this business for almost over a century
now. The experience that they have is very valuable. With this enriched experience they
can understand the demand of the clients and hence steps are taken as per the
management system decisions. After understanding the demands of the mass, The Trump
Organization has opened another set of hotels, named as the Sicon hotels. This Sicon
hotels have comparatively lower price than that of the Trump Organization Hotels. This
leads to the fact that the approach towards the hotel can be made and more customer
attraction can be performed. This will reduce the global competition and give the Trump
Hotels an edge over the competitors.
 High revenue: The Trump earns $95 millions annually. With this high revenue collection,
they have their chances pf implementing innovation (Hersey 2017). This implementing of
innovation helps in better management of the project. With implementation of innovation
the major advantage that will be prosecuted includes provisioning of new and better
approach towards completion of the business projects.
7 step SDLC Model in Customer Relation Management
Planning Phase
Identification of Chosen system
CRM is chosen in this case for increasing the proficiency in the management system of the
Trump Organization. This implementation of the CRM will be diversified in 4 steps.
Implementation of the analytical, operational, portal based and collaborative functioning helps in
better understanding the demands of the clients. Analytical CRM will be responsible for the
management of the demands of the clients. With the help of the analytical CRM understanding

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
the requirement of the potential and existent clients will help the Trump Organization to grow in
a faster rate.
Accessing project feasibility
Feasibility of the project will be estimated with the help of the cost benefit plan as per the
information that will be gained. with the help of the help of the in formation that is generated the
strategic goal will be created which will help in developing of the project plan. Optimization will
be implemented as per the management of the data mining and data warehousing. The costs that
are tangible, intangible along with their benefits will also be stated.
Tangible cost
1. Cost incurred in buying of the hardware of the hotels
2. Cost incurred in buying of the software of the hotel
3. Cost that is incurred on system maintenance of the hotels
4. Quantifiable cost that is incurred in the hotels
Intangible Cost
1. Time that is consumed in the training of the employees
2. Hotel reputation damage is also one of the major intangible cost.
3. Loss in goodwill of the hotel
4. Time required in the installation of the new system
Tangible benefit
1. Decrease in the cost that is incurred in the information processing system
2. Decrease in the operation cost of the hotels

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
3. Increase in sales and profit earning of the hotel
Intangible benefit
1. Bettering of the customer service quality
2. Improving the availability of data
3. Proper implementation of data mining
4. Bettering of the client reputation
5. Improving the competitive advantage
6. Building of better relationship with the existing customers
7. Plotting potential customers
Cost Benefit Analysis
Cost-Benefit - INPUT VALUES
Hardware $ -
Software $ 50,000.00
Development team salaries $ 5,000.00
Training $ 15,000.00
Total Development Cost $ 70,000.00
Hardware $ 2,000.00

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IMPLEMNTATN OF CRM IN THE TRUMP ORGANIZATION
Software $ 3,000.00
Operational Labor $ 4,000.00
Total Operational Cost $ 9,000.00
Approximate salary savings $ 54,000.00
Reduced operating cost $ 60,000.00
Total Benefit $ 1,14,000.00
Discount Rate Used 6.00%
Year of Project
0 1 2 3 4 5 TOTALS
$0.00
$1,14,000.0
0
$1,14,000.0
0
$
1,14,000.00
$
1,14,000.00
$
1,14,000.00
1.0000 0.9434 0.8900 0.8396 0.7921 0.7473
$0.00
$1,07,547.1
7
$1,01,459.5
9 $95,716.60 $90,298.68 $85,187.43
$0.00
$1,07,547.1
7
$2,09,006.7
6
$
3,04,723.36
$
3,95,022.04
$
4,80,209.47
$
4,80,209.47