Customer-Centric Marketing: Assignment

ANALYSIS OF THE CUSTOMER-CENTRIC MARKETING IN ATTAINING
COMPETITIVE ADVANTAGE THE FIRM
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Abstract
The approach of customer centric marketing strategy is one of the effective strategies followed
by Unilever, another organization that solely focuses on prioritizing the needs and interest of
customers related to promoting and selling products and services. A successful customer service
strategy is beneficial for having a deep understanding of the customer requirements and behavior
and also helps an organization in effectively approaching the customer journey. The context of
the study deals with an elaborated explanation of the customer centric market strategy of
Unilever. The study corresponds with elaborated introduction and literature review followed by
methodology, analysis, discussion of the findings, conclusion and recommendation. At the end
of the study a reflective analysis has also been added for identifying the perception and concept
of the researcher. The data analysis section has been analyzed through a mixed approach of
research and within this approach interview and survey method have been provided for
constructing quantitative as well as qualitative data analysis with relevant data from the
management workers of Unilever in the United Kingdom. The customer centric approach or
strategy helps the organization to cater more customers because this approach helps the
organization to manufacture the customer-oriented products in the market. Appropriate
summarization, conclusion and recommendation with effective suggestions for the organization
for making a better strategic approach towards development of organization and business
performance has been provided in the research study.
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Acknowledgement
I would like to express my gratitude and thanks to my parents and my professor who have
provided me this opportunity to make this project. I would also like to thank them for their email
support and guidance that has helped me to complete this project effectively. I would also like
to elaborate my gratitude and thanks towards my principal as well as my research team for
supporting and guiding me and generating me the opportunity for gathering an effective future
father and direction.
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TABLE OF CONTENTS
Chapter 3: Methods..........................................................................................................................5
3.0 Research Onion......................................................................................................................5
3.1 Research Philosophy..............................................................................................................6
3.2 Research approach.................................................................................................................6
3.3 Research Design.....................................................................................................................6
3.4 Data collection and analysis...................................................................................................7
3.5 Research Strategy...................................................................................................................7
3.6 Sampling technique................................................................................................................7
3.7 Ethical consideration..............................................................................................................8
3.8 Limitation...............................................................................................................................8
Data analysis....................................................................................................................................8
Qualitative analysis......................................................................................................................8
Quantitative analysis....................................................................................................................9
Discussion......................................................................................................................................14
Conclusion recommendation.........................................................................................................16
Reflective account.........................................................................................................................18
Reference.......................................................................................................................................20
Appendices....................................................................................................................................21
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Chapter 3: Methods
3.0 Research Onion
The model of research onion helps to understand the method of creating a dissertation in a
systematic way. The model was developed by Sauders, Thornhill, and Lewis. The model helps
the researcher to better understand the methodology of conducting a study. A research onion has
six layers (Saunders et al., 2017). The outer layer is a research philosophy that sets the principle
of research. The second layer is the appropriate approach of methodology selected by researchers
in this case to get proper idea of customer-centric marketing. The third layer is selection of
justifiable research strategies to complete the research. The fourth layer explains the appropriate
method of choice and the fifth layer explains the timeframe to complete the research. The final
and most important layer is the method of data collection and analysis that define the success of
the study.
Figure 1: Research Onion
(Source: Saunders et al., 2007)
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3.1 Research Philosophy
Research philosophy is an important part of research methodology; it helps to understand the
view of researchers about the topic. There are mainly two types of research philosophy one is
positivism and another one is interpretivism. In the research the researcher followed positivism
research philosophy to complete the whole study. The positivism research philosophy is
scientific based on observable social studies. It depends on data collection and development of
hypothesize. It also follows highly structured methodology and statistical analysis. In the study,
positivism philosophy will help to collect data that are realistic in terms of customer centric
marketing and present them in statistical analysis to develop understanding of the impact of
competitive advantage.
3.2 Research approach
Research approach is a step-by-step plan and procedure to complete a systematic research
methodology. There are mainly two types of research approach available such as deductive and
inductive. In the research study the researcher will follow the deductive research method that
will help the research to achieve the target of the study (Alase, 2017). Researchers start with
social theory and then Strat compelling it with the collected data. The approach helps a
researcher to conduct scientific investigation of the whole process. Researchers first test the
existing studies then analyze them and after that support hypotheses based on the studies. In this
case the selection of deductive approaches helps to develop understanding about the impact of
customer-centric marketing by analyzing the existing theories and making effective outcomes of
a firm's competitive advantage.
3.3 Research Design
The design of a research is the framework and technique of a research that is selected by the
researcher in the method of conducting study. There are mainly four types of research design
available such as; exploratory, descriptive, explanatory, and evaluation. In this study the
researcher will follow the descriptive research design. The descriptive research design helps to
conduct in-depth research and answer WH questions that will help to solve the research
questions. It helps to describe the present status of the customer-centric market position from the
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