Курсовая работа: Operations Management

--PAGE_BREAK--The key elements of the Marketing Strategy include:
1.                 Retail customers

·                   An integrated offer, based on cash & payment services


·                   Intensive development of all service channels


·                   A new SPS-based operational model for retail branches.


·                   To improve customer service


·                   Building systematic sales skills within all of the Bank’s service channels and building ‘industrial’ skills to manage customer relationships and cross-sales as part of targeted campaigns.


·                   develop and strengthen its brand to change customer perception



2.               
Corporate Customers



·                   Building the best country-wide corporate customer sales service organization system.

·                   Differentiating the operations model and value proposition for the three key segments: large, medium and small.


·                   The product range will be developed to ensure offering a comprehensive product line matching segment specific requirements


·                   Internal processes will be streamlined through simplification, standardisation and IT development.


The analysis of implementation of the marketing strategy:

Retail Business

·                   launched a new product (multi-functional current account) introduced in Moscow and St. Petersburg

·                   Credit insurance product introduced.

·                   Full functionality of Mobile and Internet bank implemented in Moscow, preferential pricing implemented for remote channel services. First stage of the country-wide contact-center launched.

·                   Setting-up a federal call center for contacts

·                   Launching a line of innovative products (e.g. ‘Grant life’)

·                   Launching a new Internet bank and website. Currently actively developing ATM and payment terminal network

·                   VIP customer service pilot

Corporate Business

·                   First version of Customer Relationship Management and major

corporate customer model

·                   Product development program for corporate customers

·                   Model for working with small businesses

·                   Specialized products for small business segment

Other Work Streams

·                   New organizational structure introduced, IT and operational function consolidated

·                   Upgraded credit monitoring and work out functions

·                   SPS implemented in several thousand branches

·                   First wave of headcount optimization

Sberbank has made the right choice and correctly identified areas for improvement. Most of the strategic goals are being met in line with the scheduled completion timing. The network of ATMs and payment terminals was greatly expanded, and the «Sberbank Online» service is rapidly gaining ground. Sberbank has changed its style and methods of work. Implementing new philosophy of meeting customers’ needs the bank are changing all aspects of the Bank. Sberbank are driven by the desire to help their customers realize their aspirations and dreams.
3.               
Description of the company «
Computacenter Plc»

Computacenter plcis the parent company of a group of European companies which provide computer services to public and private sector customers. Despite the spelling of the word «center», it is a UK company based in Hatfield, Hertfordshire.[8]

The company is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index.

Set up by British Harvard graduates Philip Hulme and Peter Ogden in 1981, who are both still involved in the group's management.

Computacenter today has over 10,000 employees across Europe and Group revenues of over Ј2.5 billion.[9]

The mission of the company

«To deliver IT services and solutions that enables our customers to achieve their goals».[10]

The strategy of the company

«Our strategy is to achieve long-term earnings growth. To help measure our success, we have five key strategic initiatives against which to benchmark our performance».[11]

The main activity falls into the broad categories:
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