Patrik Fredriksson Daniel Johansson

Optimizing CRM Readiness

Specifying a CRM Strategy for Volvo Penta

Business Administration Master‘s Thesis

30 ECTS

Term: Fall 2010

Supervisor: Martin Löfgren Patrik Gottfridsson

Preface

The authors of this thesis would like to express their sincere gratitude to

Professor Martin Löfgren and Professor Patrik Gottfridsson for their

supervision and help throughout the process.

Further gratitude is aimed towards the employees of Volvo Penta and especially

addressed to Mr. Bjuve, the contact person at Volvo Penta, who has been

utmost helpful during the whole process. Without your help and enthusiasm,

this thesis would not have been possible.

Patrik Fredriksson

Daniel Johansson

Karlstad 2011