Therefore, employing CRM strategy will be an effective means that will enable the company to assign, create and manage customer requests; thus contributing to effective business performance. The Birmingham Library will employ CRM strategy because this approach often integrates social media services in order to communicate, share customer opinions and experiences; thereby, building up successful customer relationship.The aim of the market report is to carry out marketing research in order to enable management team in the Birmingham Library to understand the customer expectations and customer experience; thus employing vital approaches that will satisfy the needs of customers.The report provides effective recommendations that will enable the company to improve their customer relationship and incorporate action plan vital for enabling the company to improve their performance level.Real business situations are complex and confusing; thus they are more difficult to analyze that any real life problems, which people undergo in their daily life. Therefore, to make the sense of real business situations and come into a clear conclusion that will help one to succeed in the long-run, it is vital to make recommendations or effective decisions in real business situations. Kotler and Keller, 2009, p. 34) argue that situation analysis enables the manager to analyze both internal and external factors that may impact the effective organisation; thus understanding the capabilities of the firm, customers and business situation. However, understanding the situation where the company operates and carrying out environmental analysis is crucial. Environmental analysis is vital because it will help the company to determine the internal and external forces that may impact the effective organisation performance. Shaw and Onkvisit (2008, p. 121) argue that the organisation should analyze the external forces because these factors are difficult to control; thus they should be taken into considerations especially when introducing new services in the market. Therefore, the company will employ SWOT analysis in order to determine the factors that may hinder or promote successful business performance in the market.The company can employ SWOT analysis in order to enable them to analyze the environment; hence enabling them to determine factors, which can be favorable for effective
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