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Learning outcomes and assessment criteria specific to this assignment:
1) Discuss the conceptual underpinning theories associated with relationship marketing.
2) Apply relationship marketing models and concepts to analyse a specific organisations suitability for the adoption of relationship marketing approaches.
3) An individual coursework item requiring you to produce a 3,000+/- word business report that provides an analysis and application of relationship marketing for a case study organisation. This assignment is worth 100% of the grade for this module. You are required to answer BOTH of the following questions. Each question carries equal marks. Your answer should provide evidence of wider academic reading and this must be appropriately referenced using the Harvard style.
Assignment:
Refer to case study. Following the recent launch of the Match & More card, you have been appointed as the Marketing Manager of Morrisons to ensure their new loyalty card is fully integrated as part of their CRM strategy.
Question One
Produce a report to present to the senior management team, evaluating how relationship marketing can help Morrisons to retain its customers. Evaluate how effective the organisation is in retaining its customers compared to current TWO main competitors.
1. Introduction (100 words)
Brief overview (Overview of Morrison business and business environment they are in and bring in the subject of Relationship Marketing.) This section should inform read what to expect. It should present the issues to be discussed and the order in which they will appear. The linking statement may be in the following style (this report will examine/ discuss/ others)
2. Relationship marketing and customer retention (250 words)
2.1. Evaluate how and why relationship marketing can help an organization retail customers (Research and discussion how Relationship Marketing is link to customer retention)
2.2. Application of key customer relationship management (CRM) models. (Discussion of the benefits of CRM Model and how and why is the different CRM models useful? CRM such as IDIC, Gummerson etc)
3. Evaluate of customer relationship management process (900 950 words)
3.1. Using IDIC, evaluate how effective Morrisons in CASE STUDY is in retaining its customer compared to TWO main current competitors in UK in 2016 & 2017). While writing, each IDIC should be of each sub-heading.
3.2. Flexibility to use and support in relation to IDIC with a variety of models such as Gummerson, Peppers and Rogers etc to evaluate and recommend best practice.
4. Conclusion and recommendations (300 words)
4.1. Identify issues that would need to be addressed
4.2. Recommendations of best practice
Question Two
Following on from question one, outline how Morrisons could apply Relationship Marketing concepts in order to increase the total value proposition of the new loyalty card. You should focus upon the five primary stages of customer value, as outlined by Francis Buttle.
1. Introduction (100 words)
Brief overview. This section should inform read what to expect. It should present the issues to be discussed and the order in which they will appear. The linking statement may be in the following style (this report will examine/ discuss/ others)
2. Morrisons Customer value chain and value proposition (1150 words)
1. Application of customer value chain
2. Focus upon the 5 primary stages of customer value as outlined by Buttle and also apply the 4 supporting conditions for each 5 primary stages.
3. Outline how Morrisons could apply relationship marketing concepts in order to increase the total value proposition of the new loyalty card. (Use suitable 7Ps, DO NOT use all 7Ps, choose a few suitable ones to apply).
3. Conclusion and recommendations (350 words)
1. Identify issues that would need to be addressed
2. Recommendations of best practice
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The writer is very fast, professional and responded to the review request fast also. Thank you.
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