Business Environment of Morrison | Report

Added on - 16 Sep 2019

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ContentsQuestion1....................................................................................................................................................2Introduction.............................................................................................................................................2Relationship marketing and consumer retention......................................................................................2Evaluation of the consumer relationship managerial process..................................................................4Conclusion and recommendations...........................................................................................................6Question 2...................................................................................................................................................8Introduction.............................................................................................................................................8Morrison’s customer chain and value preposition...................................................................................9Buttle CRM Value chain analysis........................................................................................................9Recommendations.................................................................................................................................12Conclusion.............................................................................................................................................13References.................................................................................................................................................151
Question1IntroductionThis report examines the business environment of the Morrison and the customer relation marketis the main focus. An organization is an established mechanism and has an organizationalstructure for achieving its purposes. Effective organizations have strategies to mark and maintaina viable and feasible market for their products and services. For fulfilling its aims whichgenerally include profit maximization, an integration strategy is a must and is of various typesand forms. For most organizations, the dynamic process of adapting to market changes anduncertainty of the market environment, organizational reorganization and integration is animportant tool in effectively maintaining and efficient alignment with the ever changingenvironment. The main features of an organization in terms of their business and environmentare that the organization work after evaluating the factors to an extent to which a certain marketmay be influenced by government. So, the government policies followed in the export countriesneed to be assessed to introduce the product and to be compared with the government policiesfollowed to enhance the compatibility. For instance, the imposition of new taxes or duties maychange the entire structure of revenue generation. The other factors are also taken into accountlike trade tariffs, taxation policies, fiscal policies etc. and, its impact on the business environmentare to be evaluated[CITATION RDi16 \l 1033 ].Relationship marketing and consumer retentionThe main area of problem is the way marketing and handling of customers is carried out. Thetarget area should be customer satisfaction and for this the value and demands of the customers2
should well studied and focused on. It is of utmost importance to understand the way customersthink and what they require in order to keep them happy and satisfied. So the basic problem liesin recognizing the needs of the customers and fulfilling them through proper market techniquesand practices[ CITATION MSr13 \l 1033 ]. The solution to this problem would be effectivemarketing techniques, realizing the long term life time developments. Another way to solve thisproblem would be to come up with ways that are less formal and those that consume less time.There is a need for the organizations to speed up their inside management and to make thelearning process regarding the needs of the customers properly explained to allemployees[CITATION Sul131 \l 1033 ].There is an approach used to build the relationship marketing and that approach is the IDICmodel which is used by many companies. This model is based on the four parameters- customeridentification, differentiation, interaction and communication.Customer Identification: - This approach is helpful to identify the customers through the cookiesor visiting to the sites by asking them to log in. This process has also involved in the dripirrigation, which means to verify, update the old information about the customers and use themagain for building the good customer relations[ CITATION Kum16 \l 1033 ].Customer differentiation: - This feature of the IDIC model builds a profile to target the segmentcustomers. The services are developed for the each customer in the different segment. This willhelp to identify the top customers as well as the non profitable customers[ CITATION Uni13 \l1033 ].3
Customer Interaction: - These are the queries of the customers through online and the companieslisten to their needs and queries and respond to the major customers. The interactions involvedthrough email, posts, and phones.Customer Communication: - This refers to the dynamic or mass response to the customerinteractions or the queries according to the segmentation. This stage of the IDIC model involvesthe market research[ CITATION Urb081 \l 1033 ].Evaluation of the consumer relationship managerial processCustomer Relation Management is the term that refers to the strategies, practices, methods andtechnologies that many organizations and company’s use in order to manage and study theirrelations with their customers along with different ways of interacting with their customers. Itdeals with the management of data of the different customers throughout their lives of beingcustomers. The main goal or aim behind this method is to improve relations with the customersand also to improve and ensure growth of the organization as a whole. These systems arespecially designed so as to carry a large amount of data and information of different customersthrough different channels such as the company’s website, telephone, live chat, direct mail,marketing materials and lastly social media[ CITATION AMo141 \l 1033 ].4
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