This report provides an executive summary and analysis of customer relationship management (CRM) strategies, focusing on the context of Cadbury, a British multinational confectionery company. The report begins with an overview of CRM, emphasizing its importance in maintaining long-term customer relationships and improving profitability. It explores the concept of CRM, the strategies companies use to manage customer relationships, and the importance of customer retention. The project aims to analyze these strategies within Cadbury, examining literature reviews on the topic, and demonstrating issues found during the research. The report also delves into specific strategies employed by Cadbury, such as building comprehensive customer journey maps, tailoring offers, creating loyalty programs, and personalizing interactions to enhance customer retention. The conclusion and recommendations will summarize the findings and suggest ways to improve Cadbury's CRM approach.
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