Μελέτη δυνατότητας εφαρμογής Loyalty Points System στο Ειδικό Κέντρο Εφοδιασμού Μονάδων Στρατού μέσω ανάλυσης του υφιστάμενου τρόπου λειτουργίας του και της τάσης των καταναλωτών
Study for the application of Loyalty Points System in the Military Supply Center through current data and customer trends' analysis
KeywordsΕλληνικός Στρατός ; Υπηρεσίες ; Στρατηγικός σχεδιασμός ; Ανταγωνισμός ; Οικονομικά στοιχεία ; SWOT analysis ; Loyalty Point System
The Military Supply Center is the Hellenic Army’s store with the greatest capabilities. The Center’s main mission is providing supplies to the Armed Forces stationed in Attica, but also providing retail trade services to those who retain the right το make use of its facilities. Regarding that, the Military Supply Center operates like any other private retail trading company. This fact, made the Center’s administration and commanding officers to take action towards it’s dynamic expansion, through business coordinated procedures. The action that takes place is based on adopting the most modern and affective methods and also the study of applying systems to increase competiveness through achieving maximum sales rate. It is established that the best way, most common used in the retail industry, is the application of a Loyalty Point System. In order to test the possible positive effects of such a system’s application, we must first examine thoroughly the usefulness of its implementation. Initiating our analysis, there is the Center’s origins and historical review, a mention of its infrastructure and facilities along with the services provided in them. Following that, the organizational chart, the current operating methods and their legal framework are analyzed. For the purpose of enabling further conclusions, a background check is made regarding the facts that could play a critical part in this, or similar, project’s development. Gradually, towards this direction the following methods are used: Pest analysis (analysis of the macroeconomic environment), Porter’s five forces analysis (analysis of the intra-industry environment), analysis of the intra-corporate environment and SWOT Analysis. After these analyses, the financial figures of the Center are shown, based on its annual statement of account, while economic indicators are used to determine its status. With the all the critical factors stated above, the research focuses in the application of a Loyalty Point System in the Military Supply Center. Initially, we examine the necessity of such an application. To prove this, we have to use the results of the field research that took place in the Center in the form of a questionnaire. Through this step, the research moves forward towards studying the deployment of a Loyalty Point System and generally the factors that define the special characteristics of a Customer Loyalty Program, its feasibility and its capabilities. To enhance our grab of understanding about how reward based systems work, there is a case study regarding the methods of a leader enterprise in the field of retail market. Combining all the data gathered through every step of the process, the research concludes by presenting a Loyalty Point System which is adapted and tailored to the Center’s particular practices. Furthermore, its exact structure, its special characteristics and the legal framework are stated, followed by the equipment which is necessary for its full installment.