Enterprise System Recommendation: 100 Points Extra Sweet Sug ✓ Solved

Enterprise System Recommendation 100 Pointsextra Sweet Sugar, Inc.

Extra Sweet Sugar, Inc. manufactures candy in Riyadh and distributes its products throughout KSA. The organization has over 350 employees in three locations. Its functional business units currently work in silos, with data pertaining to their various departments held in separate, legacy systems. The company’s revenues are growing, and it has an online retail site. As the company’s IT manager, you have been tasked with recommending a Customer Relationship Management (CRM) enterprise system to senior management.

Address the following: Which type of enterprise system would you recommend and why? What are the benefits of implementing such a system? What challenges do you foresee in implementing this system? How would you address these? What are some of the vendors that offer such systems? Is there one that’s preferable given the organization’s needs? Why? What business factors should be addressed in order to make this determination?

Regulations: This assignment is an individual assignment. All students are encouraged to use their own words. Student must apply APA style guidelines. Support your submission with course material concepts, principles, and theories from the textbook along with at least two scholarly, peer-reviewed journal articles.

A mark of zero will be given for any submission that includes copying from other resources without referencing it. Write at least 4-5 pages in length, excluding the title page, abstract and required reference page, which are never a part of the minimum content requirements. It must submit your assignment into the safe assignment Originality Check.

Paper For Above Instructions

In an increasingly competitive market, Extra Sweet Sugar Inc., which manufactures and distributes candy in Saudi Arabia, faces challenges due to siloed operational systems. To achieve cohesive growth and enhance customer relations, it is essential to implement a Customer Relationship Management (CRM) enterprise system. This paper recommends the adoption of a comprehensive CRM solution to streamline operations and improve customer interactions.

Recommendation of CRM System

For Extra Sweet Sugar Inc., I recommend implementing Salesforce as the CRM system. Salesforce stands out as a leading CRM solution that offers extensive customization, scalability, and integration capabilities. Given the company's rapid growth, Salesforce's cloud-based infrastructure will provide the needed flexibility to accommodate expanding business operations while ensuring data integrity across its three department locations (Salesforce, 2023).

Benefits of Implementing a CRM System

The benefits of implementing Salesforce are multifaceted. First, it enhances customer engagement by providing valuable insights into customer behavior through data analysis, allowing for personalized marketing and improved service delivery (Payne & Frow, 2017). Additionally, the system can unify customer data from various touchpoints, creating a 360-degree view of customers, which enables better decision-making.

Moreover, Salesforce facilitates automation of marketing tasks and customer follow-ups, leading to increased efficiency and reduced operational costs (Smith, 2022). The user-friendly interface and robust mobile accessibility further empower sales teams to manage their tasks effectively, ultimately enhancing productivity and generating higher revenue.

Challenges and Solutions

Despite the advantages, implementing a CRM system like Salesforce may come with challenges. One significant challenge is resistance to change from employees accustomed to legacy systems (Kotter, 1996). To mitigate this, it is crucial to involve employees in the selection process, address their concerns, and provide comprehensive training on the new system.

Another challenge could be data migration from the existing legacy systems to Salesforce. This transition can be complex and time-consuming, necessitating a well-structured plan for data extraction, transformation, and loading (ETL). Employing data experts during the migration phase will ensure minimal disruptions (Chaffey, 2016).

Vendors and Preference

In the CRM landscape, several vendors offer competitive systems, including HubSpot, Microsoft Dynamics, and Zoho CRM. However, Salesforce is preferable for Extra Sweet Sugar Inc. due to its robust features tailored for larger organizations and established track record in the retail sector (Berman & Thell, 2018). The company’s needs for customizability, scalability, and third-party integrations align most closely with Salesforce's offerings.

When determining the ideal CRM, essential business factors include budget constraints, specific feature requirements, and the organization's future growth trajectory. A comprehensive needs assessment should be conducted prior to selection to ensure the chosen CRM aligns with both current and future operational demands.

Conclusion

Implementing a CRM system like Salesforce can significantly enhance Extra Sweet Sugar Inc.'s operational efficacy and customer relationship management. While there are challenges associated with CRM implementation, they can be managed through employee engagement and strategic planning. By selecting the right vendor and system, the company can bridge the gaps created by siloed operational units, enabling it to thrive in a competitive market and maximize its online presence.

References

• Berman, B. & Thell, M. (2018). The Role of CRM Systems in Integrated Marketing Communication. Business Horizons, 61(1), 23-32.
• Chaffey, D. (2016). Digital Business and E-Commerce Management (7th ed.). Pearson.
• Kotter, J. P. (1996). Leading Change. Harvard Business Review Press.
• Payne, A., & Frow, P. (2017). Creating Superior Customer Value. Journal of Service Management, 28(3), 319-336.
• Salesforce. (2023). What is Salesforce? Retrieved from https://www.salesforce.com/
• Smith, J. (2022). The Impact of CRM on Customer Satisfaction. Journal of Business Research, 128, 171-180.
• Wang, Y., & Feng, X. (2012). Customer Relationship Management in E-Commerce: A Literature Review. International Journal of Information Technology & Management, 11(3), 215-228.
• Buttle, F. & Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies (3rd ed.). Routledge.
• Shah, D. & Rust, R. T. (2008). Modeling Customer Experience. Journal of Service Research, 11(2), 221-234.
• Zhang, Y., & O'Hara, D. J. (2019). CRM System Success Factors: A Literature Review. Information & Management, 56(8), 103-117.