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Essay / Research Paper Abstract
This 4-page paper focuses on issues faced by TeraTech, a company providing CRM solutions to the pharmaceutical industry. The paper offers the problem, analysis and a solution. Bibliography lists 1 source.
Page Count:
4 pages (~225 words per page)
File: D0_MTteratech.rtf
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Unformatted sample text from the term paper:
fairly new in the industry, and TeraTech is considered the dominant player due to its modeling and analytics, in addition to its basic CRM functions. With help from analytical software,
pharmaceutical companies can identify trends, understand customer behavior and predict outcomes. Issue and Opportunity Identification The good news for TeraTech is
that it is the industry leader. Its well known (presumably) and already has a loyal customer base. Because of that, the company can tap into the base to get information
on what the customers need. They can query the customers as to what needs changing. And they can improve on the current products already on the market, based on customer
response, and also based on information gotten from the field (i.e., salespeople, receptionists and other "front line" employees). Stakeholder Perspectives/Ethical Dilemmas The
main players in this scenario are the CEO, Jack Dwyer; CFO, Matthew Ranieri; CMO (Chief Marketing Officer) Christine DeFalco Paul Ridner, senior vice president, customer service; SVP and general legal
counsel June Corso; Chief Technology Development Officer Wendy Martin and Chris Riggs, VP of Human Resources. Other stakeholders are the customers and
the salespeople, not to mention the third-party vendors who might be involved with the manufacture and distribution of the product. The difficulty
here is that there are many managers who have their own views about how the situation should be handled. The other difficulty here is that there is no one executive
that is outlining a specific vision to get everyone on the same page. In point of fact, the CMO is writing memos about the need for SWOT analyses and marketing
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