MKT 201 - Introduction to Marketing

Jahangirnagar University
Department/Institute: Institute of Business Administration
(IBA)
Second Year First Semester/Honors/Masters Final Examination-2020
Assignment for Final Examination
Course No.# MKT 201
Course Title# Introduction to Marketing
Name of the Student: MD. Obaidur Raman Dip
Class Roll No. #
Examination Roll No. #
Registration No. #
Academic Session #
Total number of written pages in the assignment # 13 (Excluding
Top Sheet)
Date of Submission: July 24, 2021
Instructions:
1. Don’t copy from other’s assignment. Copying from others will be
punished severely.
2. The student must submit the assignment online (Google classroom/
email/google form etc.) as the course-teacher prescribes.
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1939
192470
20193550199
2018-2019

3. You must use your name# your EXAM ID only for naming your
submitted file.
Walton: How Successful The
Bangladeshi Tech Giant is to
Create a Long-Term Loyalty
Relationship with Customers?
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Table of Contents
Introduction......................................................................................................................................4
Company Background.....................................................................................................................4
Product Line of Walton...................................................................................................................5
Customer Perceived Value of Walton Group..................................................................................6
Unique Selling Proposition (USP)...............................................................................................7
Favorable Factors and Challenges for Walton.................................................................................8
Loyalty Building for Walton Group................................................................................................9
Definition of Loyalty...................................................................................................................9
Close Interactions with Customers..............................................................................................9
Loyalty Programs.........................................................................................................................9
Creating Institutional Ties...........................................................................................................9
Customer Relationship Management of Walton............................................................................10
Personalizing Marketing............................................................................................................10
Customer Reviews and Complaints...........................................................................................11
Recommendation...........................................................................................................................11
Conclusion.....................................................................................................................................12
Index..............................................................................................................................................13
References......................................................................................................................................14
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Introduction
Most of the successful managers consider customers as the only “Profit Centre” of their
companies. Customer’s identification with the company, also known as Customer-Company
Identification (CCI), has recently become crucial in building customer loyalty through customer
satisfaction (Huang et al., 2017). As a tech giant of Bangladesh, Walton is also trying to create a
Long-Term Loyalty Relationship with the customers. A customer-centered company is adept at
building customer relationships through products and skilled market engineering (Kotler and
Keller, 2016). This formal assessment will demonstrate how the tech giant of Bangladesh,
Walton, successfully creates a Long-Term Loyalty Relationship with the customers. Some of the
favorable factors and challenges will be demonstrated in the process, and lastly, a
recommendation for the future endeavors for Walton will be provided.
Company Background
S.M Nurul Alam Rizvi founded Walton group of industries in 1977. It started its journey as a
trading company. Since then, Walton has been enriched with numerous subsidiaries and
alliances. Hence, the company is now internationally recognized. At present, Walton has a
workforce of more than 20,000, with a total of 22 production bases under more than 680 acres of
factory area (Waltonbd.com, 2021)
.
Figure 1: Walton Group Bangladesh
Now, let us look at Walton Group at a glance.
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