This paper studies the case of a company in the retail pharmacy and their concerns with the implementation of a CRM - Customer Relationship Management. The retail pharmaceutical market in Brazil has more than 60,000 pharmacies. This is a tough competitive scenario, in which the pursuit of competitive advantage through the implementation of a CRM requires carefully designed strategies and actions. This study identifies the CRM usual actions and analyze them their relevance to the peculiarities and dimensions of a large company in the competitive landscape of the national retail pharmacy. The method chooses the company DPSP S / A which gets data by querying the internal documents and interviews with officials. The results show four areas of concern to the company to formulate a plan of CRM: Customer Identification and Classification; Customer Benefits, Benefits Management and Relationship Management. Results include a detailed analysis of the elements of each area in the light of the considerations made by the directors, but reveal that the importance of CRM is concentrated only in the head of the leaders when it should be part of the culture of the entire organization.