Systém pro řízení vztahů se zákazníky a jeho využití v praxi

Abstract

The purpose of the thesis is to introduce a system for customer relationship management, analysis of the system in a given company and with the help of selected tools provide a basis for improving the quality of the selected system. For the analysis there are applied methods for detecting micro and macro business environment, namely the Pareto analysis for finding major suppliers, SWOT analysis to identify the strengths and weaknesses of the company as well as the opportunities and threats from the external environment, PEST analysis for parsing of the macro environment of the company political, social, economic and technological point of view and Porter's five forces analysis to derive competitive strength and profitability of the site. After performing above described analyzes there are discussed the results needed for presenting basis to improve the system for customer relationship management. This is a multinational company using the system for managing relationships with suppliers in Finland. Utilization the CRM system to work with suppliers is very non-standard way of solving. Suppliers from Finland are company's key suppliers. Due to the impossibility of publication the information about suppliers there were excluded exploration of relationships between suppliers and the company by using a questionnaire. This topic is open for future research that may hold this issue from other angles.