Marketing in CRM
: implementation strategy for the automobile industry in Angola : a Teixeira Duarte case study

  • Ricardo Miguel Diniz Alves (Student)

Student thesis: Master's Thesis


The automotive industry in Angola is characterized by an increasingly competitive environment where a growing middle and high-class of consumers consistently searches for new vehicles. Additionally, the development of the industrial and commercial tissues in the country create a vast market for vehicles B2B. As a result, firms within the automotive industry are forced to adopt a CRM model that covers all the stages of the customer lifecycle in order to attract and retain consumers, through proximity with their needs and wants. Moreover, in a market where information about the customer is key to success, a good CRM strategy that integrates technology with the firm’s existing processes, leveraging on data to make informed decisions can be the difference between success and failure. However, to make the most of a firm’s CRM strategy, there is a need to have a methodical, and thoughtout strategy to implement change within the company, using the appropriate frameworks to lead change and considering the implications of culture in changing the firm’s status quo. Finally, to measure the success of this implementation, a firm should measure its success through pre-defined KPIs. By doing all this, a firm is better prepared to adapt to the diversity of consumers in the market.
Date of Award25 Jan 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)


  • Customer Relationship Management (CRM)
  • Marketing management
  • Customer lifecycle
  • Automotive industry
  • Angola
  • Intimacy theory


  • Mestrado em Gestão e Administração de Empresas

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