This project is prepared on the basis of a manufacturing company, that is, IKEA limited which exists in United Kingdom. However, it is considered as the largest furniture manufacturing firm in UK. This project is based on demonstrating the impacts of customer relationship management on profitability of the cited firm IKEA Ltd.

1. Impacts of Customer Relationship
Management on the Profitability of IKEA
Limited

2. Introduction
• This project is prepared on the basis of a manufacturing
company, that is, IKEA limited which exists in United
Kingdom. However, it is considered as the largest furniture
manufacturing firm in UK. This project is based on
demonstrating the impacts of customer relationship
management on profitability of the cited firm IKEA Ltd. Along
with that, the project will also help readers and researchers to
analyse those factors that are playing dominating role in
affecting the customer relationships with the concerned business
organization.

3. Research Aim and Objectives
Main aim of this research project is to identify the impacts of
customer relationship management on the profitability of IKEA
limited.
Research Objectives
•To identify the impacts of customer relationship management on
profitability of IKEA limited.
•To analyse the factors that can affect customer relationship
management.
•To recommend the ways in which CRM can be used by IKEA
limited.

4. 8/30/2017
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5. Research Methodology
• Research Approach: Inductive
• Research Method: Survey Methodology
• Research Type: Qualitative
• Data Collection: Interview from the managers of IKEA
• Sampling: 8 managers of IKEA
• Data Analysis: Thematic Analysis

6. Data Analysis
• Theme 1: - Most of the managers of IKEA are of the view that
CRM has accommodated their operational needs.

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8. Data Analysis
• Theme 2: - Major portion of top level management have
evaluated that CRM has resulted in good profitability.

9. Data Analysis
• Theme 3: - Daily routine tasks of IKEA limited are greatly
impacted without existence of customer relationship
management.

10. Data Analysis
• Theme 4: - Customers relationship management is an ideal
thing for making good relationships with customers rather than
attracting new customers and understanding their needs and
wants.

11. 8/30/2017
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12. Data Analysis
• Theme 5: - Personalization of customization can be adopted by
IKEA limited through CRM system.

13. Conclusion
• It has been concluded from the research project that customer
relationship management is one of the most important system to
be implemented in a manufacturing firm. Not only that but it
should be applied in any type of business organization because
it helps to create healthy relationship with ultimate customers
and assists firm in gaining maximum profitability. It has also
been concluded that business IKEA limited in spite of being one
of the largest furniture manufacturing firm in the UK uses CRM
tool in order to increase number of customers for improving
profitability.

14. Recommendations
• Customer relationship management is one of the most beneficial
tool that can be used by every business organization as it helps
to increase relationship with customers of the firm. In the
current project, IKEA is using this approach for improving its
profitability. Though, this approach is very advantageous but
still it is recommended to the firm that managers should use this
tool in a careful manner because slight mistake in interpretation
or customer's data can lead to wrong production and then firm
will have to bear heavy loss. Therefore, it would be ideal for the
firm to make appropriate use CRM tool in order to gain
maximum profitability.

16. 8/30/2017
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