Customer Analysis and Relationship Marketing

Running Head: Customer Analysis and Relationship Marketing
Customer Analysis and Relationship Marketing
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CUSTOMER ANALYSIS AND RELATIONSHIP MARKETING1
EXECUTIVE SUMMARY
The following report aims at analyzing the relationship marketing strategies. The chosen
company is Uber. The internal market and external market environment has been discussed in
context to Uber. The report has classified on the basis of customer retention and acquisition from
various sources. Uber aims its functioning on customer feedback and its vision and mission is
customer satisfaction.

CUSTOMER ANALYSIS AND RELATIONSHIP MARKETING2
TABLE OF CONTENTS
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Name of the Company – Uber.................................................................................................4
Overview of the Company...........................................................................................................4
Analysis of External Market........................................................................................................4
Type of market:........................................................................................................................4
PEST ANALYSIS...................................................................................................................5
Analysis of Internal Marketing Environment..............................................................................7
Uber Ansoff Matrix...................................................................................................................10
Relationship Marketing Strategy...................................................................................................12
Competitive advantage of Uber.............................................................................................12
Customer Acquisition and Retention.....................................................................................13
Recommendation...........................................................................................................................14
Conclusion.....................................................................................................................................14
Reference.......................................................................................................................................15

CUSTOMER ANALYSIS AND RELATIONSHIP MARKETING3
Introduction
Relationship marketing is the surface for customer relationship management that focuses
on long term customer loyalty and customer engagement rather than individual sales and
customer acquisition for a shorter period (Christopher, Payne and Ballantyne 2013). The aim of
relationship marketing is creation of strong customer relationship and to create strong connection
between the brand and customer. This strategy can help the organization in ongoing business
development, information from the customer about the brand and free word of mouth promotion
which generates chiefs. In this report it highlights the relationship between the company and the
customer. The objectives, strategies, retention strategies, segmentation and customer acquisition
is discussed in the following report (Samaha, Beck and Palmatier 2014).
The segregation of the SWOT analysis emphasized on the advantage of the biggest
opportunities that has been analyzed. The changes in the marketing environment adversely affect
the organization both on a positive and a negative side. The objective of the report is to examine
the customer relationship with the product associated to various type of market environment such
as political, economic condition, social and technological factors (Yuan 2013). It explains how
the customer respond in the market with the suitable occasion and situation. The chosen
company for this report is Uber.
The strategies of the relationship marketing covers the area of enterprise resource
planning and customer relationship management, building customer relationship through loyalty
points such as bonus points or reward points, visiting websites, online chats , toll free number
and inclusion of social media which helps in advertisement of the brand and sending greetings on
festivals and new year.