Thesis describes the phenomenon of Consumer relationship management (CRM) in theoretical part. Furthermore author discusses each component and principles of successful implementation into a small business. In the practical part, author suggests an implementation into specific Czech company, which wants to keep it's anonymity. Alongside the implementation of CRM, the thesis concerns an optimalization of processes in this company, regarding e-shop orders. Another area of practical part is the analysis of company's historical data and it's usage in the future.

Thesis (MBA (Business Management))--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: The following research report is titled “Crafting and executing an operational strategic plan for a retail product line”. The report presents operational analysis which results in creating operational strategy which is relevant to current trading conditions and which is clearly aligned with both the organisation’s group and corporate strategic goals. The primary focus is therefore not on the development of organisational strategy, but on strategic implications, interpretation and operational execution. The central research question is described as follows: How can the current operational strategic planning process be improved in order to deliver strategic plans which are aligned and clearly support the key strategic thrusts at group and corporate level? A literature study was conducted by consulting a vast number of books, articles and websites in order to gain a comprehensive understanding of the latest management thinking pertaining to the creation and implementation of strategy. Primary research, which took the form of informal interviews with key personnel, was also conducted in order to ascertain the opinions and insights of individuals who are directly affected by the operational strategic process. The research resulted in a one year operational strategic framework which can be used as a tool by all central buying teams when creating operational strategic plans. The framework allows teams to follow a standardised process which results in concise summary populated with key strategic points. Teams are thus guided by these points and are also prompted to corrective action by ensuring that each strategic action has a measurable outcome. The framework is also populated with group and corporate goals, which act as guiding principles to team members. The final recommendation is that teams allow for a degree of flexibility in the operational strategic actions which were identified in their initial analysis. While key strategic points at group and corporate level will most likely remain unchanged during the course of a financial year, certain operational activities may have to be reconsidered should the micro and macro trading environment change. AFRIKAANSE OPSOMMING: Die titel van die volgende navorsingverslag is: “Crafting and executing an operational plan for a retail product line”. Die verslag is ‘n weergawe van ‘n bedryfsontleding wat lei tot die ontwerp van ‘n bedryfs-strategie wat van toepassing is op die huidige handelsmilieu. Die strategie is verder in lyn met beide die organisasie se groep en korparatiewe doelwitte. Die verslag fokus hoofsaaklik op strategiese implikasies, interpretasie en operasionele uitvoering en nie op strategiese ontwikkeling nie. Die sentrale navorsingskwessie word soos volg beskryf: Watter verbeterings kan aangebring word aan die huidige bedryfs-strategiese beplannings proses om sodoende strategiese planne op te lewer wat in lyn sal wees en ondersteuning sal gee aan die sleutel strategiese dryfkrag op groep en korporatiewe vlak. ‘n Aantal sekondêre bronne – boeke,artikels and webwerwe - is nageslaan en ‘n letterkundige studie is gedoen om ‘n omvattende begrip te kry van die nuutste bestuursdenke met betrekking tot die ontwerp en implementering van strategie. Onderhoude is gevoer met sleutel personeel wat gedien het as primere bronne. Sodoende is die opinies en insigte verkry van individue wat direk betrokke is by die bedryfs-strategiese proses. Die ondersoek het as gevolg ‘n bedryfs-strategiese raamwerk. Dit kan as instrument gebruik word deur alle sentrale aanskaffingspanne wanneer hulle bedryfs-strategiese planne ontwerp. Die raamwerk maak voorsiening vir ‘n gestandaardiseerde proses wat kulmineer in ‘n een-bladsy opsomming wat strategiese punte bevat. Die opsomming gee dus rigting aan spanne en hulle word aangespoor tot korrektiewe aksies elk met meetbare uitkomstes. Die raamwerk bevat ook groeps- en korporatiewe doelwitte wat deur spanne as riglyne gebruik kan word. ‘n Finale voorstel is dat spanne voorsiening maak vir ‘n mate van plooibaarheid in die bedryfsstrategiese aksies wat aanvanklik in hul ontledings geidentifiseer was. Sekere strategiese punte sal waarskynlik op groep en korporatiewe vlak onveranderd bly na afloop van die finansiele jaar terwyl sekere bedryfsaktiwiteite heroorweeg sal moet word na gelang van veranderinge in die mikro en makro handelsmileu.

This master´s work deals with the analysis of the current situation of the company and her key competitors. It includes project such as strategy of company, which helps to keep and strengthen the current position of the company on the market.

This material informs readers about implementation of strategy in company. The chapter number 1 (theoretical part) deals with the general principals of implementation of strategy and methods which are used for practise. This part should be instrumental as a theoretical base for the practical part. The sekond part (analysis) is focusing on running of comapany Komerční pojišťovna, a.s.. It describes history of company, its activities, organization structure. First of all it characterizes the methods, which are used by top management for implementation of strategy to all stages of management. Part of analysis is called questionnaire examination and it identifies fruitfulness of this implementation from employees view. The third part prezents proposals and recommendations for more efficient processes.

The main focus of this thesis is to form a strategy of development of a small LLC company called ABC. The strategic analysis included in this thesis shows the company’s position on the market and its main advantages. The thesis provides a complex strategy of further development according to the corporate vision and the strategic objectives of ABC including the aspects of functional strategies and a detailed schedule of its implementation.

Intention of this thesis is the Workcenter PKS system implementation project in Precheza a.s., Přerov, implementation outputs and assessment of implementation advantages for the company and its employees. Currently the WPKS system has been purchased and comes over from the analytic phase to the implementation phase. In the designing section I will concentrate on implementation detailed planning, i.e. on detailed elaboration of production process maps, on process sequence designing, project team members and on drawing the total WPKS system implementation schedule. Also, financial contribution of the project will be assessed from the cost and effectiveness point of view.