Customer Relation Management of Agri Machinery Industry in Bangladesh: A Case Study on Banglamark

Abstract

The AGRO Machinery industry in Bangladesh has witnessed substantial growth in recent years, driven by factors such as increasing disposable income, improved road infrastructure, and changing consumer preferences. This thesis delves into the realm of Customer Relationship Management (CRM) within the context of the Agri Machinery Industry in Bangladesh: BANGLAMARK AGRO Ltd. The study utilizes a case study approach, incorporating both qualitative and quantitative research methods. Primary data is collected through interviews with key stakeholders, including executives from the respective companies, industry experts, and consumers. Additionally, secondary data from industry reports, academic literature, and online sources are employed to complement the primary findings. In this backdrop, effective CRM practices, including product development, market segmentation, branding, and distribution channels emerge as a critical factor in fostering long-term relationships between Agri machinery providers and their customers. It is a business strategy, an endeavor that must be endorsed by the entire company. The concessionaire must be perceived as greater than a mere reseller. It is to be viewed rather as a problem solver, as one who offers services that are high in quality and meet client specifics. Furthermore, it explores the unique challenges and opportunities faced by each company in the competitive landscape of the Bangladeshi Agricultural Machinery industry. It is hoped that this research will serve as a valuable resource for industry practitioners, academics, and policymakers interested in understanding and improving the Agricultural Machinery industry in Bangladesh.