Cas 3m

In: Business and Management

Submitted By amcmichaud
Words 1346
Pages 6
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MARKETING RELATIONNEL

ÉTUDE DE CAS 3M
ÉTUDE DE CAS 3M

QUESTION 1 :
Comment l’orientation client aide-t-elle 3M – dont la culture organisationnelle, depuis l’origine de la société, est profondément marquée par la technologie – à améliorer ses performances aux niveaux marketing et financiers?

Les 50 000 produits de la compagnie sont innovants et se vendent dans environ 200 pays. L’entreprise a continuellement su mettre en place et lancer depuis ses origines des solutions innovantes destinées à faciliter la vie de ses clients. L’orientation client de la compagnie permet de créer une loyauté à long terme et un partenariat durable avec le client. En d’autres mots, 3M vise à développer une stratégie défensive. Cette stratégie défensive s’illustre par une mesure de niveau de satisfaction Six Sigma qui consiste en mettre en place des méthodes d’analyse des besoins de ces marchés. De plus, lors de l’expansion des dernières années au niveau international, qui s’est effectuer sous forme d’acquisition, on sous-entend qu’il possédait déjà une certaine base de données client à l’étranger, qu’il ont du adapter et modeler au système 3M. Ceci leur donne un avantage en réduisant la compétition, mais aussi en établissant rapidement un lien avec une clientèle qui sans cette acquisition aurait été difficilement réalisable.

De plus, le centre d’affaire 3M est un extranet sécurisé qui permet au client pré-autorisé de faire ces achats en ligne, de trouver diverses réponses à leurs questions en communiquant avec l’entreprise et de collaborer avec des secteurs d’activités d’intérêt mutuel.

De même, afin de garder leur avantage compétitif premier, l’innovation, 6% de leur revenu (revenu = 25.5M en 2008, 30.2M en 2010) est réinvesti dans la recherche et développement. Si nous le comparons à la moyenne américaine, nous tombons à…...

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