Николаев Александр Андреевич
Developing CRM strategy in condition of growing legislative regulations
International companies face a lot of difficulties throughout functioning on the foreign markets. Frequently, they face external shocks, which can affect companies differently. One of the most serious shocks is a legislative one. In this case company has to adapt to the foreign market again. Moreover, sometimes it has to change the whole business process. Such situation will happen after 01.06.2014 in Russia on the tobacco market. Tobacco manufacturing companies will have to change their approach to selling tobacco and particularly to customer relationship management (CRM), which gained significant importance in last years.This paper focuses on one of the international tobacco companies (Japan tobacco International) in Russia and particularly on its CRM strategy. Taking into consideration the upcoming law restrictions, consumers and managers’ views, new approach for CRM operation in restricted market are going to be developed and recommendations on quick business adaptation are suggested in order to keep the clients and strengthen the market position.