Accor Hotels Sales Internship: Analysis of CRM in B2B context

Carvalho, Guilherme Mateus Pimentão Pereira de

http://hdl.handle.net/10400.26/31520

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Authors

Carvalho, Guilherme Mateus Pimentão Pereira de

Advisor(s)

Herter, Márcia

Abstract(s)

During this internship report, several matters had to be analysed in order to better understand how the Sales Department of Accor hotels was performing in relationship to Customer Relationship Management in a B2B context. Without prejudice to a number of relevant analysis and texts contained in periodic papers, journals and the books listed in the bibliography, that the author has analysed in order to fundament his internship report, up until this moment, no official observation has published in relation to the Sales Department of Accor Hotels in Portugal. Therefore, this report has been structured in order to approach a number of fundamental topics, especially in the Second Chapter, namely Sales Management, Relationship Marketing, Customer Relationship Management and B2B Relationship. Regarding the Third Chapter, the author characterizes the organization where his six months internship took place and describes the tasks developed during that period. In the Fourth Chapter, the author explains the methodology underlying this analysis, where the observation is characterized by the usage of a qualitative approach, such as semi-structured interviews made with two employees and recorded via a twenty minute audio, each, having obtained their prior authorisation for that purpose, as well as the author's observation, which occurred during the six of the internship, having undertaken the role of Global Sales Trainee, and the existing data. In the Fifth Chapter, the author presents the main results which indicate that the approach applied by the organisation regarding the strategies applied when managing the customer relationship in a b2b context did not correspond to the best market practices. These results have also been discussed regarding their practical and implications. In the Sixth Chapter, the author will then present his conclusions and suggestions of improvement to the organisation.