Marketing Assignment - Customer & Company Analysis

Running head: MARKETING ASSIGNMENT
Marketing Assignment
Name of the Student
Name of the University
Author Note

1MARKETING ASSIGNMENT
Table of Contents
1. Customer Analysis.......................................................................................................................2
1.1 Buyer Behavior Analysis.......................................................................................................2
1.2 Relationship Analysis............................................................................................................4
2. Company Analysis.......................................................................................................................7
2.1 Customer Relationship Management.....................................................................................7
2.2 Industry Network...................................................................................................................8
2.3 ARA Analysis........................................................................................................................9
References......................................................................................................................................10

2MARKETING ASSIGNMENT
1. Customer Analysis
This section of the project tries to analyze the two broad sections of the customers, which
the First Class Trading Corporation tries to cater to. Given that the company mainly deals with
the provision of fully equipped knapsacks, with school supplies included in it to the schools and
to the parents, the two prime types of customers of the company are the public schools and the
private schools, mostly in Montreal, Quebec. Both of these schools having different levels,
depending upon the age of the students, the company mainly targeted the elementary sections, as
they are the ones needing a properly organized and well equipped school bag the most (Solomon
et al. 2014). The primary differences between these two types of customers of the company are
discussed in the following section.
1.1 Buyer Behavior Analysis
Based on the Decision-making Units, the process of buying, the buying criteria and the
influences behind the buying behavior of the school bags provided by the First Class Trading
Corporation, the differences between the overall buying behavior of the private schools and the
public schools be discussed in the following section. This can be shown in the following table
within the framework of the Buyer Behavior Analysis (Schneeweiss 2012).

3MARKETING ASSIGNMENT
Private Schools Public Schools
Recognition
of Problems
DMU- Directors of private elementary
schools, teachers and parent-teacher groups
of the private elementary schools
Influences- Teachers, parents and students,
expectations of the parents regarding the
quality and types of school packs
DMU- Overall the Director General of the
Lester B. Pearson School Board (depending
upon the decisions of the commissioners of
the school board)
Influences- Principals of individual
schools, parents of the students,
expectations of the parents regarding the
quality of products their children are using
Description
of need
DMU- Directors primarily, but also
includes the teachers, also the parents
Influences- Good quality, well equipped
school bags with all necessary stationary
items present in organized ways,
customization and inclusion of individual
names if possible
DMU- Individual school principals
Influences- Expectations of good quality
and wholesome package of products for
their children, which abide by the
conventional standards
Product
Descriptions
DMU- Teachers
Criteria- Determine the quality of the
product according to checklist and the
durability of the product
Influences- Standardized requirements of
the students which the teacher perceived to
be necessary
DMU- Principals
Criteria- Determine the standard of the
product and their utilities
Influences- The perceptions of the parents
of the students regarding the need of the
same
Searching
Suppliers
DMU- Director of each school
Influences- Market, competitors, goodwill
of the company among parents
DMU- Principals at individual school
levels
Influences- Parents and their perceptions
Selection of
Suppliers
DMU- Director of each school
Criteria- Cost effectiveness and quality,
customer services post sales
DMU- DG after approval from each of the
school’s principals
Criteria- Quality and perceptions of the
parents
Submission
of Proposals
DMU- Directory body of each school DMU- DG