...Table of Contents Cover Page P.1 Table of Contents P.2 I. Introduction P.3 II. Background and Business nature of the company P.3 III. Brand and marketing mix strategies P.4 IV. Marketing initiatives in establishing, growing and retaining the client relationship P.8 V. Recommendations to enhance brand loyalty and repeated purchases from existing clients P.11 VI. References P.14 I. Introduction Recently, many organizations are improving marketing strategies to meet customers’ expectation in the keen competitive business environment. They are not only enhancing product and service qualities, but also strengthening staff training and implementing customer relationship management (CRM). Loyalty programmes have launched in various industries to retain customer loyalty as which is considered as an effective way of long-term profitability1. The rate of fixed broadband penetration in Hong Kong (HK) is the highest of all over the world. In 2013, there were 194 Internet Service Providers (ISPs) licensed providing services in HK2. With increased competitions, customer retention may improve revenues than customer attraction. In this article, we are going to study the marketing strategy of one of the fastest growing broadband service providers, the Hong Kong Broadband Network Limited. II. Background and Business nature of the company Hong Kong Broadband Network Limited (HKBN) owns and operates one of the largest fiber optic networks in HK providing the world’s fastest...
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...approximately Answer | | 30 meters. | | | 500 meters. | | | 30 miles. | | | 5 miles. | 5 points Question 6 Which type of network is used to connect digital devices within a half-mile or 500-meter radius? Answer | | microwave | | | LAN | | | WAN | | | MAN | 5 points Question 7 Which of the following is not one of the four defining features of Web 2.0? Answer | | interactivity | | | real-time user control | | | cloud computing | | | social participation | 5 points Question 8 Operational CRM applications include tools for Answer | | identifying buying patterns. | | | calculating CLTV. | | | salesforce automation. | | | pinpointing unprofitable customers. | 5 points Question 9 Uncertainties arise in any supply chain...
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...Company Overview Background Canyon Ranch (CR) is a health resort and spa that positioned itself such that it pioneered and evolved to bea leader in this luxury segment of spa industry. Founded by Enid and Mel Zuckerman in 1979, it aimed toattain its mission - ³ inspire people to make a commitment to healthy living, turning hopes and intentionsinto the highest enjoyment of life ´ It encompasses a range of services having both breadth and depth to various treatments and offerings, suchthat it¶s appreciated several times for its ³ innovative view towards health, wellness, holistic and integrativecare and for its uniquely relaxing and inspiring experience´ that helped it mature to be the most admireddestination resort in the world. It is headquartered in Tucson, Arizona and has expanded to incorporate twodestination resorts (i.e. backbone of CR) and three spa-clubs Situation Spa industry was flourishing in U.S., which was seen a threat to CR, as several other companies had begunattacking it directly, so much so that companies tired to invade on CR¶s uniqueness but as authors havementioned CR being coined as the golden standard of the industry, and it is essentially its Health andHealing department that set it apart from all other competitors. Having said that there was no doubt that the prosperity of this industry did affect CR, such that it made it difficult for them to compare and analyze their competitors.Although known for its high standard services and facilities...
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...reach annual growth goals of 6% to 8% in revenues and 12% to 16% in profitability over the next five years. The centerpiece of this growth strategy is the National Accounts program, which WESCO has developed to serve its major industrial customers in response to recent changes they have made to their business processes. However, as of June 1997, the NA program has not delivered the expected increases in sales and profitability. Jim Piraino has to give Haley his recommendations for the future of the NA program, in particular, whether WESCO should continue to pursue NA business with the intensity it has in the past, or whether to assume a more reactive stance and offer the NA program only when it is requested by current customers. As well, he must account for how WESCO will achieve the desired increases in profitability and overall revenues when its current program already seems to be encountering difficulties in generating the desired numbers. Use Although the "customer" is at the heart of marketing strategy, "effective customer management" is still not a very well understood concept in industrial marketing practice. This case can be used to explore the difficulties encountered in developing and implementing new ways of customer management in mature industries such as component parts, industrial raw materials and consumables,[1] and other similar industries. These industries are characterized by an environment in which competitors are able to offer equivalent...
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...KIMURA CASE STUDY RODRIGO SALEMA MST15001180 1. What is value for a customer like Kimura KK? After reading the case we can clearly see that a customer like Kimura praises the customer interaction, he likes to be well treated as some of the competitors had done in the past "Some of your competitors have been very persuasive...Singulus gave the red carpet treatment to Komoda and his team during their last visit to Germany...they helped us start our business in the USA five years ago..." It´s all about the customer relationship. There has to be a clear consolidated customer management. Mr.Kimura wants to be treated like a special client, he needs to trust the partnership with Pramtex and its suppliers regarding the completion and manufacture of its final product, the "Spartacus" He expects not just the sale, there has to be a before and an after. (Good customer service, it's a constant interaction process and not a static one.) Obviously when buying a product it´s important for it to be above the competition, "Spartacus was the turnkey of the Rolls Royce.." Obviously Mr.Kimura praised and saw the Spartacus as a competitive advantage, "Pramtex’s equipment would minimize the learning and start-up curve.." Despite the fact that they sold state of the art solutions that were above what was needed, Mr Kimura was looking for a partner who he could fully trust and not just a simple supplier. This was not accomplished as we could read through reading the case. (lack of professionalism...
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...strategy for maximizing lead conversion accomplishing monthly sales quota constantly Quality assurance supervisor and team lead of marketing and customer service department Provided long-term vision and strategic planning of online marketing campaigns Created several successful outbound campaigns by conducting market analysis to determine status of leads within CRM database Prepared sales and marketing staff when rolling out new marketing campaigns Provided supervision, organization, and ROI during and after campaigns were launched and active RELEVANT EXPERIENCE The Foundation for Animal Care and Education May 2011 -to Current Development and Fundraising ● Solicit and oversee major gifts, value-added partnerships, manage events staff and develop strategic fundraising and cultivation events for board members, major donors and contributors. ● Identified and initiated business development strategies and technology vehicles instrumental in developing ● Corporate partnerships and volunteer incentives. ● Created and produced high-impact multimedia presentations to communicate the value and benefit of corporate sponsorship and volunteerism. ● Worked closely with director, volunteers, and sponsors throughout all phases of strategic and tactical planning, ● Coordination, and execution of major event to ensure superior service and cultivated relationships. ● Planned and implemented individual, direct mail, e-commerce, phone and personal...
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...finding effective solutions will help build confidence in the company growth. The following paper will present a 9-step model for problem solving on the main issues of Classic Airlines. Being able to state the problem, redefine the problem, and apply a robust problem-solving process that would present the best alternative solution will help Classic Airlines achieve their sale goals. Challenges for Classic Airlines: Case Scenario The notion that customer satisfaction brings awareness as business has decreased for Classic Airlines set the company at its highest deception for a strait forward marketing goal. Increasing customer relations is the far most challenge, amongst other challenges for the company without lowering cost. Providing a positive marketing strategy that targets the consumers needs strictly identifies the company’s issues. These issues identified have an effect on how Classic Airlines fluctuates within the market, whether technology is being enforced, if the operations of the company are efficient, and how customers perceive the companies business strategies. Classic Airlines has received a 10% decrease in share prices in the past year (University of Phoenix, 2010). This may very well be due to the loss of business caused by the decrease in flights since September 11, 2001. Not only does Classic Airlines face the decrease in revenues due to loss...
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...to a corporation obtaining 32,000 employees, over 375 jets, 2,300 daily flights, and sales growth of $ 8.7 billion (UOP, 2011, Week One Course Materials). Inspite of Classic Airlines successful tenure of over 25 years in the airlines business, they face present financial challenges because of reduction in stock prices, employee morale, customer insecurity, escalating fuel, and labor prices, and internal managerial differences. The object of this paper is to describe some of the marketing concepts that are discovered in week one’s reading and confer how these concepts relate to Classic Airlines’ marketing challenges and existing corporate culture. The various challenges posed for Classic Airlines offers an opportunity for the business to begin with a SWOTT analysis to Classic Airlines’ strength, weaknesses, opportunities, threats, and trends, within the airline business. After evaluating the SWOTT analysis, Classic Airlines should refocus on marketing with the notion that the importance to succeeding organizational goals entails of the corporation becoming “more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets” (Kotler & Keller, 2006, p. 16). With a 19% reduction in Classic...
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...is done in the social community and because it is a great example in which a big company promoting a new service or uses a new innovative way to promoting a existing services. Abstract CRM and INNOVATION are considered characteristics associated with competitive advantage. This presentation is about a research that investigates the mediating role of INNOVATION between CRM and PERFORMANCE on a firm performance because there is a lack of research on that. The authors use structural equation modeling to test the relationships among these constructs. At the end the results shows that: - the result supporting the impact of CRM and INNOVATION on performance - indicated that the indirect effect of CRM on firm performance through innovation is significant - this result reinforce the view that developing close relationships with customers enhances a firm’s ability to innovate. Theory 1 What is CRM? is a widely implemented model for managing a company’s interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize business processes— principally sales...
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...Literature Review Customer relationship management has become very popular now days due to increase in competition among all type of business. Customer relationship management always demands from the companies to create the values for the customers by delivering them the products and should expect the profitable returns in exchange. Customer relationship management is mainly focusing on how the business can retain its existing customers in this competitive environment. Customer relationship management means that managing and fulfilling the expectations of the customers via delivering them best product and services than its competitors in that industry. Effective CRM brings profits in the company and helps in improvements of overall financial position of the business via continuous profits. Any organization of the world can easily manage the customer relationship management by delivering their customers the business products at the low prices with the best possible quality than its competitors can deliver. The organizations customer relationship management can be measured that how much company has brand loyal customers and is it retaining its customers or not. Customer relationship management always demands from the companies to create the values for the customers by delivering them the products and should expect the profitable returns in exchange. Customer relationship management is mainly focusing on how the business can retain its existing customers in this competitive environment...
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...rapidly and becoming the hottest club in town. Ruben and Lisa was excited about the turning profit the club has made and agrees to upgrade the club Information System to provide better customer service. The upgrade was a success and Club IT became the hottest-spot in downtown bay area. As the club progresses Ruben and Lisa decides to renovate and conduct an evaluation on the club and their employees. After the evaluation of the club there were three business problem found. Club IT, is an innovative business with a booming nightclub in the downtown bay area with a slogan that reads “We treat our customers like our best friend.” Ruben Keys and Lisa Tejada; mission is to renovate their club to provide better customer service and a night fill with dancing, laughter, and enjoyment. Ruben and Lisa have already upgraded their Information System to help their staff accommodate the clubs patron. Upon completion of the evaluation there were three business problems found that Club IT needs to improve. First problem Club IT needs a web-site to promote and sell the clubs Friday and Saturday night concerts, second the club needs to streamline their ordering process, and the last business problem is Club IT needs to take advantage of the various e-commerce activities. Also most of Club IT customers are net generation or millennial. Millennial generation is stands for generation Y and Net generation is consider to be 80 million people in the United States between the age of...
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...SPECIAL DOUBLE ISSUE: SALES >> RESEARCH REPORT BY B A R RY T R A I L E R A N D J I M D I C K I E Patterns of customer behavior have changed. Today, consumers may be well along in their buying process before you get the first whiff of a lead. Consequently, sales organizations should redesign – and in some ways reinvent – the selling process. Understanding What Your Sales Manager Is Up Against F we have conducted an annual survey of chief sales officers – the executives in charge of their companies’ selling efforts. One purpose is to understand what challenges their sales organizations are up against and how those challenges are shifting over time. The 1,275 responses to our 2006 survey indicate an acceleration of trends established over the past several years. Across industries, the selling context has changed, buyers are behaving differently, and the work required of the sales organization is becoming more difficult. Let’s start with the fact that 85% of companies report increases in their product-line breadth, product complexity, and participation in new markets. The impact on the sales organization comes in many forms. It takes longer to get a new salesperson up to full productivity: 62% of companies report a rampOR THE PAST 12 YEARS, up period of more than seven months. The percentage has risen in each of the past four years, but it made its most dramatic one-year jump from 2005 to 2006. The quotas being assigned to salespeople have also gone up substantially...
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...Study on CUSTOMER SERVICES OF RESTAURENTS IN HYDERABAD [pic] By DINESH YEPURU Roll no: 2T1-14 PGDM Under the guidance of Sri.M.Chaithanya Asst.professor, Marketing A Project Report Submitted to the SIVA SIVANI INSTITUTE OF MANAGEMENT Partial fulfillment of the requirements of PGDM SIVA SIVANI INSTITUTE OF MANAGEMENT SECUNDERABAD ACKNOWLEDGEMENT It is of great pleasure to take the opportunity to acknowledge and express my gratitude to all who helped me through in my project. I thank Sri.M.Chaithanya Asst.Professor, Marketing Siva Sivani Institute of Management for guiding to do the project work. I am always grateful to him for his direction and inspiration. I am grateful to Mr.Rujbeh Taraporawalla Regional Hr Manager in OVER THE EDGE FOOD SOLUTIONS PVT LTD, who was my guide, for his invaluable guidance and cooperation during the course of the project. He provided me with his assistance and support whenever needed that has been instrumental in completion of this project. The learning during the project was immense & invaluable. My work basically included the study of various ways for developing customer service...
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...Firm infrastructure-The infrastructure of the firm: organizational structure, control systems, company culture, etc. 1. Web base online trade system 2. Providing the Best deal with Reasonable offers to the customers 3. website connects buyers and sellers in an exciting win-win situation 4. Social Media which helps us to open up the best opportunities for consumers and merchants equally. Human Resource Management-Human resource management: employee recruiting, hiring, training, development, and compensation. 1. Team has experienced specialists in E- Commerce, SEO (Search Engine Optimization) 2. No more Staff Outsourcing Policy 3. Web-designing and IT sector and information gathering are all done In-house (By the CEO, directors and staffs) 4. customer service - includes estimating, coordinating, scheduling 5. Top management spending bulk of time within stores Technology development: Technology Development - includes research and development, process automation, and other technology development used to support the value-chain activities. 1. Specialists in E- Commerce 2. SEO (Search Engine Optimization) 3. Inventory Tracking Ware House for ecommerce 4. Customer Relationship Management 5. Excellent Marketing team Procurement This function is responsible for all purchasing of goods, services and materials The aim is to secure the lowest possible price for purchases of the highest possible quality. 1. To be in accordance...
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...CRM 11- Performance measurement Important stakeholders of a company - Shareholders / Board of directors - Customers - Employees/Management An organisation must maximize the main sources of revenue, profit and growth within the context of both business and customer strategy. The three key stakeholders group are: Employee Value Employee value needs to be considered from two perspectives. #1 the value employees deliver to the organization - This is usually measured against a number of performance objectives, where employees are appraised against performance targets #2 the value the organisation delivers to the employees - Comprises the benefits the work force receives in exchange for the opportunity cost, time and labour expended in performing their job. Customers Value The value the customer receives from the organisation is defined by the perceived benefits of the offer made to the customers, which extend beyond the core product or service. These higher level benefits can come from intangible factors, such as the provision of better customer service or association with a quality brand image. The value of the organisation receives from the customer is determined by the profits obtained from the customer over the lifetime of their relationship with the organisation. Shareholder Value Shareholder value is created by achieving a favourable rate of the return on capital invested. The board of director may expect the following...
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