Thursday, February 22, 2007
Tuesday, February 20, 2007
Il est vrai que la technique permet aujourd'hui d'avoir pour de faibles coûts de créer des services personnalisés. Il est très intéressant de voir comment un client peut avoir une influence non négligeable sur une image de marque et sur une politique d'enseigne. Ainsi, un bloggeur peut grâce à une note sur son blog propager rapidement une critique, positive ou négative de la qualité d'un service.
En tout cas, ce cours me réconforte dans la capacité du web à créer une nouvelle façon d'aborder un consommateur qui devient de plus en plus actif, et qui réclame une part de plus en plus importante dans la stratégie de l'entreprise.
Tuesday, February 06, 2007
Even though our technical problems are not all done, I can consider the retailing and customer relationship master website will be active at the end of February. I do not think there will be an extranet, even though I would work on it, but at least will give main information about the program, the professors, and conferences and so on. The website address is www.master-distribution.info
I wanted to highlight one of the point we discussed about in my class today.That is a very important question. If you want to settle a customer relationship program, you will need your employees, especially your sales force, to trust in your products, and in the company. Those persons know the products or the services by heart. And they should be the first one to know about their quality. A customer relationship program aims to turn customers into brand lovers or fans. And customers are directly in contact with your employees most of the time, through sales force, through after sales service for example. Therefore one of the first things to take care of is to integrate employees to the customer relationship process, and to make sure they trust in the company power.
Saturday, February 03, 2007
Sanofi Aventis, the company I am working on a project, is thinking about acquiring Bristol Myers, an American competitor in the pharmaceutical market. This merge would turn Sanofi in the first or second place of the worl market. Sanofi was already n°1 in France and Europe. Pharmaceutical business is facing a deep change in its market, for three main reasons:
- Its getting harder and harder to find out new molecules to create new medicines
- European regulation is offering more and more power to chemists.
- The generic products (same molecule but without a brand name, sort of a retailer brand) is increasing its market shares.
Therefore couple of days ago Pfizer, the current leader, decided to fire 1/10 of its employees. Moreover, Bristol Myers Squibb is under legal investigation process.
However, negotiations haven’t started yet, and this merge remains uncertain, due to all those legal problems.
This merge would help Sanofi to approach the American market, the largest national marketing in the world.