Identified 3 global companies with over $500 million in revenue whom all have different Customer Relations Management (CRM) systems. Evalulated the benefits of each company's CRM.

1. Customer
Rela-ons
Management
of
3
Global
Companies
(Opera-ng
Income
of
$500
million+
within
5
years,
2008-­‐2013)
Analy-cal.
Fast.
Social.
John
Cao

2. 2
Starbucks
Marke-ng
&
Sales
Strategy
3
Broadcom
Corpora-on
Marke-ng
and
Sales
Strategy
4
Green
Mountain
Coffee
Roasters,
Inc.
Marke-ng
and
Sales
Strategy
5
Capabili-es
6
Customer
Rela-ons
Management
PlaUorms
Content
Page
1
Financial
Performance
(SBUX,
BRCM,
GMCR)

3. $0.50
$0.56
$1.42
$1.73
$2.00
$0.17
$0.06
$0.08
$0.95
$0.68
$0.04
$0.10
$0.14
$0.37
$0.57
2008
2009
2010
2011
2012
GMCR
BRCM
SBUX
Financial
Performance
$1.50
$0.51
$0.53
SBUX
BRCM
GMCR
All
3
Companies
exceeds
a
change
of
$500
mil.
of
opera9ng
income
within
5
years
(from
2008-­‐2012,
in
billions)
These
global
companies
are
CNN’s
top
100
Fastest
growing
companies
in
2012
(in
billions)
Starbucks
Corpora-on
(NASDAQ:
SBUX)
–
Specialty
eateries
Broadcom
Corpora-on
(NASDAQ:
BRCM)
–
Wireless
communica-ons
component
manufacturing
Green
Mountain
Coffee
Roasters,
Inc.
(NASDAQ:
GMCR)
–
Coffee
&
tea
manufacturing
Source:
CNN
–
Fortune’s
Fastest
Growing
Companies,
2012

4. Sales
Strategy
Starbucks
is
the
premier
roaster,
marketer
and
retailer
of
specialty
coffee
in
the
world,
opera-ng
in
60
countries.
Segments
*Americas
includes
the
US,
Canada,
and
La-n
America
**EMEA
includes
Europe,
Middle
East,
and
Africa
***CAP
includes
China
and
Asia
Pacific
Channel
Development
includes
Global
Consumer
Product
Group
Product
① High-­‐quality
purchased
and
handcraied
coffees
② Tea
and
other
beverages
③ Fresh
food
items
Uniqueness
v High-­‐quality
v Specialty
coffees
v Customer
experience
Distribu-on
Channels
v Company-­‐operated
stores
v Licensed
stores
v Grocery
v Na-onal
foodservice
accounts
Source:
Wall
Street
Journal
Starbucks
Coffee
Index
(2013)
36%
33%
31%
39%
33%
28%
50%
34%
28%
Company-­‐operated
stores
Licensed
stores
CPG,
foodservice
and
other
%
of
Revenue
by
Year
2012
2011
2010
Break-­‐even
Revenue
=
$13,299,500,000
(2012)
Target
Revenue
=
$15,117,150,000
(13.7%
increase)
Price
of
a
grande
lape
A
A
A
3
Discounts
level
from
reward
card:
Welcome
Green
Gold
$2.80
$4.89
$9.83
① PRODUCT
② PLACE
③ PRICE
④ PROMOTION
OSLO
(highest)
Average
NEW
DELHI
Countries
*Americas
*EMEA,
***CAP,
Channel
Development
Age
Teens
-­‐
aged
13-­‐17
Young
Adults
-­‐
aged
18-­‐24
Adults
-­‐
aged
25-­‐40
Adver-sing
(mul-ple
channels)
Public
Rela-ons
Direct
Marke-ng
Message:
Providing
value
and
living
by
their
ethics
Offers
customers
many
channels
for
feedbacks
Facebook
v 34
million
fans
Twi]er
v 3.6
million
followers
Pinterest
v 81,000+
followers
Google+
v 1
million+
in
circle
Personal
Selling
Sales
Promo-on
In-­‐store
employees
are
encouraged
to
sell
products
Starbucks
My
Rewards
Card
⑤ Target
Market
2011
–
2012
%
of
Revenue
increase
=
13.7%
increase

5. Sales
Strategy
Broadcom
Corpora-on
is
a
global
leader
and
innovator
in
semiconductor
solu-ons
for
wired
and
wireless
communica-ons.
Product
① Communica-on
products
in
home,
office,
and
mobile
② System-­‐on-­‐a-­‐chip
(SoC)
③ Soiware
solu-ons
Uniqueness
v Innova-ve
v Seamless
delivery
v Broadest
porUolio
of
products
Distribu-on
Channels
v Company-­‐operated
stores
v Licensed
stores
v Grocery
v Na-onal
foodservice
accounts
27%
28%
31%
48%
47%
43%
23%
22%
23%
3%
3%
3%
Broadband
Mobile
&
Wireless
Infrastructure
&
Networking
All
Other
%
of
Revenue
by
Year
2012
2011
2010
Break-­‐even
Revenue
=
$8,100,000,000
(2012)
Target
Revenue
=
$8,680,000,000
(0.67%
increase)
① PRODUCT
② PLACE
③ PRICE
④ PROMOTION
Customer
5
largest
customers
represent
47.2%
of
sales
in
2012
En--es
Leading
wired
and
wireless
communica-ons
manufacturers
Adver-sing
Public
Rela-ons
A
combina-on
of
print
and
online
ads
v Key
IT
publica-ons
and
websites
v Cole
&
Weber
Red
Cell
Agency
for
marke-ng
services
Personal
Selling
Sales
Promo-on
Most
selling
is
done
through
direct
sales
forces
in
designated
distribu-on
centers
Rebate
program
targeted
for
Broadcom
client’s
customers
⑤ Target
Market
2011
–
2012
%
of
Revenue
increase
=
0.67%
increase
Price
v Suscep-ble
to
price
erosion
v Compe--on
and
Moore’s
Law
resulted
in
declining
average
selling
prices
Rebate
Rebate
to
certain
customers
makes
up
$722
million
or
9.1%
of
net
revenue
in
2012

6. Sales
Strategy
Green
Mountain
Coffee
Roasters,
Inc.
is
a
leader
in
the
specialty
coffee
and
coffeemaker
businesses.
Product
① Coffee
Machines
② High
Quality
Arabica
coffees
③ Bean
and
ground
coffee
④ Specialty
beverages
Uniqueness
v Quality
v Convenience
v Choice
Distribu-on
Channels
① Home
② Office
③ Professional
loca-ons
④ Restaurants
⑤ Hospitality
and
specialty
coffee
shops
40%
36%
42%
44%
45%
52%
16%
19%
6%
SCBU
KBU
CBU
%
of
Revenue
by
Year
2012
2011
2010
Break-­‐even
Revenue
=
$3,589,200,000
(2012)
Target
Revenue
=
$5,348,250,000
(0.46%
increase)
① PRODUCT
② PLACE
③ PRICE
④ PROMOTION
Customer
Businesses
and
consumers
Consumer’s
Age
Teens
-­‐
aged
13-­‐17
Young
Adults
-­‐
aged
18-­‐24
Adults
-­‐
aged
25-­‐40
Adver-sing
Public
Rela-ons
Separate
selling
agencies
and
different
selling
strategies
per
*channel
Mul-ple
award
recogni-ons
each
year
(ex.
Best
workplace,
best
coffee,
best
company,
etc.)
Personal
Selling
Sales
Promo-on
v Websites
v Partnerships
v Foodservice
v Convenience
v Hospitality
and
business
oriented
e-­‐
commerce
v Weekly
deals
v Savings
Club
v Gii
cards
v Email
offers
v Businesses
–
3
day
trail
⑤ Target
Market
2011
–
2012
%
of
Revenue
increase
=
0.46%
increase
Price
v 24
K-­‐Cup
box
-­‐
$14.49-­‐$18.49
v Vue
Pack
Box
(16)
-­‐
$9.99-­‐$13.99
v Brewing
systems-­‐
$89.95-­‐$249.95
v Whole
bean
&
ground
coffee
-­‐
$9.49
Rebate
v “Deal
of
the
Week”
–
Buy
2
&
get
free
shipping
v Café
Express
Savings
Club
–
15%
off
every
order
*Channels
SCBU
–
Specialty
Coffee
Business
Unit
KBU
–
Keurig
Business
Unit
CBU
–
Canada
Business
Unit

7. Technology
Plaborms
(CRM)
Starbucks
Broadcom
Green
Mountain
Coffee
Roasters
Salesforce.com
Products:
v Sales
Cloud
v Service
Cloud
v Marke-ng
Cloud
v Salesforce
PlaUorm
v Salesforce
Chaper
v Salesforce
Work.com
SAP
Sales
360
Customer
Solu-ons:
v CRM
In-­‐Memory
(SAP
HANA)
v Quick-­‐to-­‐Deploy
CRM
Powered
by
SAP
HANA
v Customer
On-­‐
Demand
v CRM
Sales
v CRM
Marke-ng
v CRM
Service
v Social
Collabora-on
v Mobile
Safe
Apps
v Mobile
Service
Apps
v Customer
Analy-cs
Oracle
Siebel
Features:
v Siebel
Sales
Applica-ons
v Quote
&
Order
Capture
v Siebel
Enterprise
Marke-ng
v Siebel
Contact
Center
and
Service
v Oracle
Self-­‐Service
and
E-­‐Billing
v Siebel
Partner
Rela-onship
Management
v Siebel
CRM
Technology
SAP
Marke-ng
360
Customer
Solu-ons:
v SAP
360
customer
v E-­‐Marke-ng
v Loyalty
Management
v Social
OnDemand
v Social
Media
Analy-cs
v SAP
Jam
v Real-­‐Time
Offer
Management
v Digital
Asset
Management
v Marke-ng
for
Small
and
Medium
Enterprises
v Integrated
Business
MOD
v Rapid
Deployment
v Customer
Segmenta-on
v Business
Suite
and
Enhancement
v Document
Presentment

8. Technology
Plaborms
(CRM)
Starbucks
Broadcom
Green
Mountain
Coffee
Roasters
Support,
Training,
and
Consul-ng
Service:
Support
Service
v 4
Levels
of
Support
Plans
Training
Service
v Training
by
roles
(6)
v Online
and
in
person
op-on
v Cer-fica-on
(4)
Consul-ng
Service
v In-­‐house
consul-ng
service
v Expert
service
-­‐
partners
v Program
Architects
Support,
Training,
and
Consul-ng
Service:
Support
Service
v Premier
and
advance
support
v Life-me
support
policy
v Product
documenta-on
Training
Service
v Train
by
roles,
product,
format
v Siebel
Cer-fica-ons
(4)
Consul-ng
Service
v Consult
a
local
Oracle
partner
Support,
Training,
and
Consul-ng
Service:
Support
Service
v Product
Tour:
Expert-­‐guided
v SAP
Solu-on
Management
v SAP
Advanced
Secure
Support
Training
Service
v Live
instruc-ons
v eLearning
v Virtual
live
classroom
v eAcademy
v Online
Knowledge
Products
v Mobile
training
apps
v Cer-fica-on
(9)
Consul-ng
Service
v Consult
a
local
SAP
partner

9. Technology
Plaborm
Capabili9es
(CRM)
Cloud
Sales
Customer
Service
Marke-ng
Mobile
Analy-cs
Manage
Partnership
Mobile
PlaUorm
Self-­‐Service
Execu-on
and
Opera-on
People
Technology
Management
Manage
Employees’
Work
Social

10. Ques-ons
&
Answer
Analy-cal.
Fast.
Social.
Email:
john.cao695@gmail.com
Phone:
267.337.1485