A business-level strategy is an integrated and coordinated set of commitments and actions that firms use to gain a competitive advantage by exploiting core competencies in specific product market. Only firms that continuously upgrade their competitive advantages over time are able to achieve long-term success with their business-level strategy.
Effective management of customer relationships help the firms answer questions related to the issues of who, what, and how. Customers are the foundation or essence of an organization's business-level strategies. Who will be served, what needs have to be met, and how those needs will be satisfied are determined by the senior management. To make this decision, companies divide customers into groups based on differences in the customers' needs called market segmentation, this process clusters people with similar needs into individual and identifiable groups. This leads us to who.
WHO: Who are the customers? Demographic, geographic,......
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