Naslov
CRM as instrument of bread production optimization in tourist destinations

Autori
Dukić, Branimir ; Meler, Marcel

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
5th International Congress "Flour-Bread '09", Proceedings / Ugarčić-Hardi, Žaneta - Osijek : Prehrambeno tehnološki fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2010, 159-166

ISBN
978-953-7005-21-4

Skup
5th International Congress "Flour-Bread '09",

Mjesto i datum
Opatija, Hrvatska, 21.10.2009. - 23.10.2009

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
CRM; bread production; tourism product; biometrics

Sažetak
The recession reigning for the past few years has been forcing economic operators to conduct their business ever more rationally in order to survive. Rational behaviour implies thoughtful attitude towards every aspect of business, and particularly avoidance of unnecessary costs, which are frequently the consequence of casual attitude to business operations in general and to production capacities. As an information derivative of relationship and cooperation marketing, customer relationship management (CRM) has as its primary task the discovery of individual consumers' needs, defining the production strategy following those needs, and thus making the acceptable to the consumer. In this way, there is less possibility of producing goods that will not be absorbed by the market. Furthermore, the company will enhance its competitiveness which is the basis of survival, even more so during the current turbulent times of crisis. Given that bread is intended for use by ultimate consumers, it is subject to personal preferences to a great extent. The times when everybody ate the same type of bread are long gone, and with them the situation when bakeries could build their competitiveness on location alone and sometimes on pricing. A variety of requirements, especially towards larger production complexes, is difficult to follow manually, which is why CRM systems can potentially be of help in meeting the needs of bakery consumers in a quality manner. These issues are even more challenging for bakery businesses located in tourist destinations. On one hand, such businesses have to meet the needs of the local population, and on the other, they should track and meet the demands of potential visitors. This is virtually impossible without a good CRM system.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA