Best Buy Case Study


Question 1:

What is the core business of BestBuy? Explain how its CRM

activities address the relationships that matter to its core business.


Question 2:

Critically evaluate current BestBuy CRM initiative using an

appropriate classification scheme in terms of characteristics, type

and performance. [40%]

Question 3:

It is often argued that the way a company is structured internally has

a great impact on mode and performance of its CRM activities. With

that statement in mind, appraise what structural changes an

organisation must undertake to switch from a product to a customer

orientation? What about BestBuy? Is its organisational structure

appropriate for CRM purposes? [40%]