A service on Salestrakr LLC in the Philippines

• Main Author: Ang, Kimly
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18034
• Institution: De La Salle University

Salestrakr is a U.S. based CRM company with plans to expand in the Philippine market. They currently have a distribution partnership with Amadeus Philippines with regards to marketing to the travel industry, particularly travel agencies. However, after nearly 2 years of efforts in the Philippine market, their CRM solution had not taken off. This paper presents a service plan for Salestrakr. It identifies Salestrakr's current position in the Philippine market along with its strengths, weaknesses, opportunities and threats. It identifies recommendations on how Salestrakr can succeed in the Philippine market. These recommendations involve use of the classical marketing AIDA framework which includes an awareness campaign towards CRM to ease market acceptance and pique interest towards CRM solutions. This also creates a brand image towards Salestrakr as the CRM pioneer among travel agencies. .As the market gains awareness towards CRM, Salestrakr should then focus on establishing brand correlation to ease of use as this is the most valued quality to travel agencies. Salestrakr needs to provide travel agencies with ease of use features when using CRM. For this purpose, Salestrakr should offer an industry-first innovation, providing implementation services that deals with the most difficult aspects of starting CRM, namely data transfer and interface infrastructure. Salestrakr needs to increase its price in order to increase value perception as it was heavily discounted to gain entrance within the Philippine market. This study had been limited to the travel industry. However, the findings can serve as a reference In future endeavors towards other industries.