A PROJECT REPORT

ON

“A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT”

Dissertation submission in partial fulfilment of the requirement for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

of

BANGALORE UNIVERSITY

By

SANJAY R

Reg. No. 172TCMD049

Under the guidance of

Mr/Mrs……………………………….

(Assistant professor)

ADITYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

#12, Kogilu Main Road, Behind Annapoorneshwari Temple, Yelahanka, Bangalore-64

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 SYNOPSIS

Topic: Customer Relationship Management

in Venkteshwara Hatcheries Pvt Ltd

Literature Review:

 Prada (2009) identifies Customer Relationship Management is an promising fact of

promoting in retail and discusses its importance for guaranteeing long run
development for retail businesses.

 Bhatia’s (2008) work, Customer Relationship Management is additionally progressing

to be utilized in the planned study attributable to the importance of the contribution of
the work to the analysis space.

 Zineldin (2000) A professed lack of clearness within the meaning of Customer

Relationship Management, though all received definition square measure distribution
just about constant necessary concepts, customer contact , customer management ,
selling strategy, customer preservation, personalization.

 Sinkovics and Ghauri(2009) narrate the necessity for participating in Customer

Relationship Management to high charge of direct sales, staggeringly rising level of
competation within the international level,and need for data a couple of form of
aspects of the corporate generally, and client behavior specifically, that may be wont
to move up the degree of sales.

 Chen and Popovich (2003) CRM isn't an idea that's very new however rather
attributable to present growth& advances in data and enterprises computer code
knowledge, it's understood sensible significance. the foundation of CRM is
relationship selling , that has the target of up the long run profit of consumers by
touching off from product.

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  According to Frow and Payne (2004) additional that Customer Relationship
Management stresses two-way communication from the customers to the provider to
make the purchasers over time. The two-way communication has been increased
greatly by advances in technology notably the net.

Need for the study:

Customer relationship management is also plays a major role for the development of
the organisation in the current market circumstances. The reason of customer relationship
management is not only for keep hold of the customers but also catch the attention of new
consumers and rising the sales and also create and upholding of brand awareness.
consumer perceptions attitudes and views about the products and services, all along
with suggestions imagine superior importance in the light of latest entries and potential
competitors, this study is an challenge that directs to make easy the organization in marketing
their upcoming decisions in promoting and creating a greater picture in the world.

 Customer relationship management helps to retain the customers

 It helps to improve the connection between the organization and customer
 It measures the customer fulfilment level towards company
 To know the customers feelings after receiving the services from the company

Objectives:

 To know the market position of the company

 To find out the market shares of the company
 To find out the availability of the product
 To find out the effect of advertisements on people
 To study whether customers are satisfied or not
 To collect feedback from the customers

Scope of the study:

Customer relationship management, is concerned with the development and
upholding of mutually good relationships with intentionally significant partners, its focus is
the establishment of long period price, and not just short period in comes, for the organisation

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and all it works with the capacity of CRM can thus be defined according to its
constituencies, how long term price can be created for and with them and benefits of doing
so.
Since the emphasis is on the marketing of the products, the study will inspect the
significance of marketing in the poultry industry and in particular it will recognize what goes
in to product quality and how to meet the customer needs and wants in the product. It will
recognize the customer relationship and how to make the industry profitable one and each
other.

Methodology:
The methodology is adopted on the basis of the use of the various programmes, and
objectives were as the Venkteshwara Hatcheries is one of the poultry which is well known to
each and everyone the methods and techniques are used by Venkteshwara Hatcheries is
different from the various strategies in attracting customers and providing the various offers
and helping the customers in solving problems and by providing an better services.

Nature of the research:

The study is- quantitative in nature
It is structured on standardized question based on interview

Sources of data are:

Primary sources:
It is based on;
 Questionnaire
 Case study
Secondary sources:
It is based on;
 Company website
 Reports of the company
 Discussion with marketing executive and staffs
 Previous investigate
 Executive information

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Sampling:

Distinguish and examine the situation of Venkteshwara Hatcheries in the clients

mind and it will help to know where Venkteshwara Hatcheries stand in the
competitive market.

The first is on coordinating activities that satisfy customer needs and fulfil the organisation
goals.
Chapter Scheme:

CHAPTER ONE: INTRODUCTION

Industry Scenario - Macro and Micro(relating to the industry of the dissertation)

Industry Profile
Theoretical background of the study
Importance of the topic
Need to study the topic

CHAPTER TWO: REVIEW OF LITERATURE AND RESEARCH DESIGN

Review of Literature and Gaps

Statement of the Problem
Scope of the Study
Objectives of the Study
Hypotheses (if any)
Sampling
Tools for Data Collection
Data Analysis
Limitations of Study

CHAPTER THREE: PROFILE OF THE SELECTED ORGANIZATION AND

RESPONDENTS

Name of the company and its history

Vision and Mission Statements
Product profile
Competitors
Market share Milestones achieved / awards received

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Corporate Social Responsibility
SWOT assessment
Operational definition of the concepts
Methodology
Data collection
Sampling / Respondent details

CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION

Systematic analysis of primary or secondary data collected, data tables, charts / graphs with
interpretations & analysis.

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSIONS

Summary of findings,
Conclusions and
Suggestions to the organization.

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