Case Study Of UPM-Kymmene

UPM-Kymmene Group Case Study

Question 1: Managing guest relationships has been identified as a key success factor for Wisapaper. Therefore for continuos emolument of customer relationships, Wisapaper has employed several management tools. The aim of implementing score Quality Management (TQM) is focused on identifying and improving native processes related to customer relationship management. Furthermore TQM assists management in systematic problem solving. For example Wispaper has identified that an area requiring receipts is the manipulation of claims from customers. Utilising TQM standards Wispaper has implemented an action plan to alter the handling and processing of claims via Lotus Notes - hence managing customer relationships.

Process management looks at the core business processes and simplifies these further while attempting to mitigate be in the organisation. Wispaper has evaluated departmental processes (i.e. Production, Marketing, Finance & IT etc.) and provided performance measures to improve these processes in relation to customers (i.e. customer measure).

Accurate customer profitability derived from be systems (i.e. ABC) provides management with fiscal information for decision making. Apart from creation useful in management decisions, profitability data dope also be used in lower levels of the organisation, much(prenominal) as an overseas sales office in managing customer accounts. For example offering discounts to customers who purchase in bulk and take aim less frequent deliveries.

Question 2: Wisapaper has identified that it needs to billow globally beyond Europe where they have strong commercialize share. In order to compete globally its focus outline is to be customer orientated. To do this Wisapaper has developed segmentation strategies to narrow down existing customers. This will enable Wisapaper to tailor their marketing riffle to these specialised segments. Furthermore Wisapaper has dedicated resources, both internally and outwardly on acquiring customer information (i.e. surveys and interviews). This will enable better understanding of the buying patterns and thoughts of customers along with...

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