Customer Relationship Management of the Motor Industry in Bangladesh: A Case Study on ACI Motors Limited

Abstract

This report is based on my experience in the Motors Industry of Bangladesh. This research helped me understand the challenges in Customer Relationship Management and how to effectively manage relationships with customers in the Motor Industry of Bangladesh. The findings and analysis encompass both primary and secondary data. Primary data were collected through face-to-face conversations with after-sales service officials, service correspondents, and relevant service sources. Secondary data were gathered from various organization publications, including newsletters, service guidelines, reports, handbooks, websites, and yearly reports. The report also provides an overview of the mission, vision, corporate philosophy, awards, achievements, and corporate milestones of Customer Relationship Management. The Motor industry in Bangladesh has experienced significant growth in recent years due to factors such as increasing disposable income, improved road infrastructure, and changing consumer preferences. This thesis presents a comprehensive analysis of customer relationship management by the motor industry in Bangladesh, with a focus on ACI Motors Limited. The study utilizes a case study approach, incorporating both qualitative and quantitative research methods. ACI Motors Limited has introduced a wide range of automobile & and mechanical products with features and specifications tailored to different customer segments. Additionally, they have emphasized effective branding and marketing strategies to enhance their brand equity and attract target customers. The study concludes by providing valuable insights into the product strategies of ACI Motors Limited in the Bangladeshi motorbike industry. These findings contribute to the existing body of knowledge on product strategy and provide practical recommendations for motorbike manufacturers operating in Bangladesh. It is hoped that this research will serve as a valuable resource for industry practitioners, academics, and policymakers interested in understanding and improving the Motor industry in Bangladesh.