A leading organization supplying the soft furnishing trade with curtain hardware, accessories, and workroom products is facing issues combining data from their CRM system (Lotus Notes) with operational data from their ERP system, to generate detailed accurate information for the sales department and trend analysis for management. The management is able to monitor business performance only on a product-by-product basis. Besides, analysis of divisional performance, product by area, product by attribute etc. is impossible. As a result, the management is not able to maximize overall profitability, ensure full utilization of resources, or introduce an element of competition into the company and allow each of the sales divisions to focus on their core competencies.

1. Analyze the situation presented in above case study.

1. Suggest suitable measures to the company management in order to achieve its objectives.