Brandon Marinich
Leadership and Org. Behavior
MGMT-591
Dr. Barb Vallera
Marinich34@up.net
Remy Battery
10/20/13

Introduction
Remy Battery is a new company to a relatively small area in Michigan’s Upper Peninsula. The business problem that they face is that they do not currently have a competitive edge, as they are trying to make a profit by selling strictly specialty items. The company is also widely unknown to consumers in the areas surrounding it. The solution to these problems includes improving customer relations, marketing Remy Battery more fully to attract new customers, and expanding the range of products and services the company offers. Remy Battery was started in 1931 in Milwaukee, Wisconsin. It is a retail store which sells batteries for virtually everything. In recent years, Remy Battery has expanded their business into two new locations: Escanaba and Hancock, both in Michigan. Remy Battery sells batteries for cell phones, cordless phones, four-wheelers, motorcycles, boats, automotive, heavy equipment and emergency lighting systems. The company is in the process of attempting to secure a contract with Fisher Price, which will enable the company to start selling and repairing Power Wheels toys, as well as supplying batteries for customers who own these machines. Within the next few years, Remy Battery plans to expand to at least 3 more locations in the Upper Peninsula of Michigan: Marquette, Menominee, and Iron Mountain.

Business Problem
Remy Batteries business problem is the fact that they are a new company in a small area, yet a majority of the population still does not know that the company exists. The area consists of a population around 30,000 people. The targeted consumers, then, would be all 30,000 people since everyone requires batteries for at least one item they own or use. Remy Battery offers batteries and battery accessories at low-cost prices, yet this fact remains unknown by the general public. An additional problem Remy Battery faces is their lack of competitiveness; they strictly sell batteries and battery accessories. In order to succeed in such a small market, the company will need to diversify into selling additional products. Remy Battery has the potential to be a competitive and lucrative company, if it takes the necessary steps to improve their product line, customer relations, and advertising strategies.

Literature Review
“Using CRM Software Effectively” by Matthew J. Boyle: This article discusses advantages of implementing CRM software into a company’s relationships with customers. CRM, if used adequately to meet a firm’s needs, “can lead to increased efficiency, effectiveness, and reliability of information”.
“Customer Relationship Management Overkill?” by Thomas W. Morris: Morris offers advice in implementing CRM software, and discusses factors to consider when choosing CRM software to meet a business’s needs.
“CRM Software: Old Hat or New Trick?” by Monica Elliot: This article defines CRM software and discusses its role in business management.
“Web Channels in E-Commerce” by Abhijit Chaudhury, Debasish N. Mallick, and H. Raghav Rao: This article focuses on utilizing the Web for business advertising through channels. The two business models currently being used are: Using the Web to advertise a company’s products and services; and using a firm’s own website to advertise other firms’ products and services. As of 2001, both of these strategies were found to be largely unsuccessful.
“Thinking Outside of the Box, Getting to the Front of the Boat: New Ways to Look at Old Business” by Marilyn Allen: While the author focuses on publishers selling books, the ideas presented in the article could be extended to include any business. This article discusses the need for advertising to be done by an individual who is forward-thinking and a leader. Businesses must look at new ways to do business if they are going to be successful.
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