total market experience of a choosen company

Paper instructions:
In today’s increasingly competitive market environment, The Total Customer Experience’ remains as one domain where marketing strategies and actions can secure a sustainable business future through effective brand positioning that is supported by relevant marketing value based deliverables.

With reference to this statement, select an organisation where significant improvements can be made to the total customer experience and then show where and how justified changes can be made.

Attention should be given to:

The adoption of the marketing concept as a working business culture.
(What is marketing communication, How well has your marketing department has adapted. I it a market oriented firm?)

Understanding Customers and Segmenting Customers.
(Do they understand customers, BB, B2C, org. Behaviour, give examples of improving segmentation, positioning etc.)

Analysing Needs, Wants, Values and Expectations of Customers.
(Consumer Buying Behaviour, Do they strike to improve the change , needs and wants of customers.)

Creating Customer-based Value Propositions for Customer Segments
(Do they really understand their needs they change all the time. Create customer based proposition. Price for each segment. E.G. Blockbuster didn’t once they were successful but then stayed in Cashcow, The world changed. PLC moved on but they didn’t.

Managing the Customer Experience through Relationship Marketing & Customer Care.
(Do they have loyalty card systems, Customer data base loyalty programme, customer relationship form, long-term relationship customer care programme.)

Reinforcing the Organisation’s Identity (or Brands) through changes to the Marketing Mix Variables.
(Branding, what does this meanto ppl. Does it have an image. Brand propostion is it clear, vision and values.

Research Requirements for the Organisation to track the Total Customer Experience.
(Do they use Research Marketing. How is the total customer experience).

The Outcomes from becoming more Customer Centric
For each of the above areas, the existing position should be stated and then desired position be projected so that the MBA student has clarity about where the organisation is now and where it needs to be to achieve relevance in a highly competitive market environment.

The purpose of the discussion paper is for the marketing team to reflect, discuss and agree on agenda of items for change
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