Framgångsstrategier på en global marknad

Sammanfattning: The purpose of the report is to investigate and evaluate how a global company can use different strategies to achieve competitive advantages for the future. The existing Customer Relation Management (CRM) department in FLSmidth will be investigated to se if possible improvements can be made to make the department become the competitive advantage that it is intended to be. Methodology: To be able to make suggestions about strategies I studied relevant theoretical literature and customer satisfaction surveys gathered by FLSmidth. I there after presented the strategies found and evaluated them after which would be the most suitable for FLSmidth, their product and the markets in which FLSmidth operate. Conclusions: Among the different strategies presented in the analysis the strongest and best fitted for FLSmidth is the CRM strategy. This strategy will create more value for the customers and help FLSmidth to better match their needs and demands. FLS is not fitted for low price strategies and therefore have to create customer value in some other way. By creating a centralised CRM organisation where all departments within the FLSmidth organization are represented FLS can more efficiently serve all their customers needs, all the way from plant delivery to spare parts and upgrades. Other strategies, such as an environmental efficient cement plant, have been presented and are also important parts of the future. A combined strategy could very well be a success that is hard for the competitors to match.