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Assignment Question:
In todays 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:
1. The adoption of the marketing concept as a working business culture.
2. Understanding Customers and Segmenting Customers.
3. Analysing Needs, Wants, Values and Expectations of Customers.
4. Creating Customer-based Value Propositions for Customer Segments
5. Managing the Customer Experience through Relationship Marketing & Customer Care.
6. Reinforcing the Organisations Identity (or Brands) through changes to the Marketing Mix Variables.
7. Research Requirements for the Organisation to track the Total Customer Experience.
8. 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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