Role of Data in Improving Relationship Marketing

This article discusses the role of data in improving relationship marketing and how it improves customer expectations and service excellence. It also explores the concept of relationship marketing in Walmart.

Marketing Plan

ABSTRACT
Marketing plan is essential for development and achieving of goals as well as objectives. It
is defined as report or process that reflects the outline or overview of the plan which has been set.
Main aim of this report is to understand the concept of marketing plan to implement organisational
strategy properly. So, focus has been made about data role, organisational strategy and STP
approach of marketing plan.

Table of Contents
ABSTRACT ........................................................................................................................................2
1.0 INTRODUCTION..........................................................................................................................3
MAIN BODY.......................................................................................................................................4
TASK....................................................................................................................................................4
2.0 Explain role of data in improving relationship marketing. Evaluate how role of data improves
customer expectations & service excellence...................................................................................4
2.1 Relationship marketing .............................................................................................................6
2.2Relationship marketing in Walmart............................................................................................6
3.0 Assessment of concept of STP to a product or service ...........................................................7
3.1 Explain briefly the segmentation, Targeting and positioning in context of Walmart-:..............7
Solution to improve specific target group and review effectiveness in meeting customer needs . .9
4.0 Provide a rationale for innovation in product service and design in meeting needs of
customers. ....................................................................................................................................11
4.1 Organisational strategy ..........................................................................................................12
4.2Organsiatinal strategy for Walmart...........................................................................................12
5.Viable solutions within a specific target group of company.......................................................12
6.0 CONCLUSION ...........................................................................................................................12
REFERENCES...................................................................................................................................14
Books and journals ........................................................................................................................14
1.0 INTRODUCTION
In a business sector, planning plays an important role in achievement of goals and
objectives. Marketing plan is defined as written documents in which set of actions or tactics are
overviewed by organisation. Without use of marketing plan, it is not possible for an organisation to

carry out the decision process in effective manner (Assenova, 2018). Planing helps firm to set their
standard and way of doing work in systematic manner. It depends upon entity and manager to
examine entire process is to be done to achieve both long and short term goals. It is essential to
implement a plan for accomplishing of better results. Walmart, one of the multinational retailing
company, headquartered in UK. It focuses on home appliances, retail products etc. This report
comprises of evaluation of role of data, STP approach, rationale for innovation and viable solution
of a target group.
MAIN BODY
TASK
1.1Background chosen of company
Walmart, multinational organisation which is headquartered in UK. It is one of the largest
hypermarkets operating across the globe. The company was founded in 1962 by Sam Walton. It has
also acquired UK firm ASDA Group. It has many subsidiaries such as Flipkart, Aurrera, Sam's club
etc.
Vision- Main vision of company is to save the money of customer to shop conveniently.
Mission- There mission is to provide and deliver affordable products to customers so thaat they can
live better.
2.0 Explain role of data in improving relationship marketing. Evaluate how role of data improves
customer expectations & service excellence
In marketing, data play vital role in business as well as organisation which help business
sector to carry out their decision making process and other activities in proper manner. Data has
become an essential and integral part of business. With use of data company is able to use their
resources in most efficient manner. Data refers to set of collected information which is in form of
quantitative or qualitative gathered from observation or analysis. In relevance with Walmart, it is
complete dependent upon data as well as information. Through this, chosen entity is able to access
end users insight deeply and also it assist them in maintaining of customer relationship in positive
way. Relationship marketing is defined as base of CRM that pay attention on customer loyalty &
long term end users engagement. Main aim of relationship marketing is to develop a strong
connection to a brand that can leads to ongoing of business through collected information from
users. Relationship marketing is necessary to be adopted by entity so that they are able to enhance
effectiveness of brand which can be linked to individual at all aspects (Baker and et. al., 2016).

It is crucial for marketers of Walmart to be aware about needs of customer or preferences
through use of relationship marketing which assist in retaining them for longer period of time.
Role of data in improving customer expectations & service excellence
Service excellence and users expectations both are essential to be focused so that goals and
objectives of firm are achieved in proper manner. Data plays vital in improving consumers
expectations because it help Walmart to access customer needs and future demands through which
they will be able to carry out their marketing plan properly. Service excellence refers to process of
consistently meeting up with users demands even exceeding expectation.
By accessing big data, about business performance, reviews of consumers & gain insight of
their needs, Walmart can make modifications accordingly. This make easy for respective firm to
expand business level at wider scale. So, there are various ways through which data is help business
to improve both customer services & service excellence which are discussed below-
Quick response time-
The availability and presence of data as well as information assists company to provide
multiple means of support. It is necessary to be aware about time waiting of customer because they
may witch to alternatives brand (Berman, 2016). Thus, in relevance with Walmart they provide
various unpin to end users with help of data such as they have customer support centres all around
the world, volunteers, chat support etc. This leads to make improvement in customer satisfaction as
well by offering them products at certain prices as per their expectation.
Prediction of customer needs-
Another way is that company's mostly rely on big data to gain credentials about needs or
expectations. Through use of data, Walmart is able to perform statistics & analysis of consumers
demands by comparing previous & current data which help them to predict the needs of end users.
Walmart use data for prediction of demands of end users as they collect information from various e-
commerce sites, applications and other external sources. This essential to be aware about end users
needs so that decision-making process is carried out in correct way. Walmart can use data to solve
their issues like problem in gathering past credentials for their research analysis. The data can be
used as backup store in which all necessary credentials will be stored.
Increase problem solving efficiency-
In organisation, ample number of problems and issues are faced by business which have to
be solved in proper way. In context with undertaken entity, they faces many issues as because they
deal in advanced technology issues are tend to arise. This is because use of advanced technology

leads to use of more resources, manpower, in which problems does occur within a timely period.
Therefore, through properly accessing data company solve their problems in efficient manner. Also,
it rationale for arrival of problem is too analysed by at wider scale (Camilleri, 2018). It is crucial to
solve problems which arises infirm so that resources and decision-making is carried out in efficient
manner.
Service excellence-
Data also assist in improving service excellence because company deliver new product and
service according to which they improve their level of service excellence. It also enhances their way
of dealing with end users in most efficient way. In context with Walmart, they deliver consistently
new products & services which improves their goodwill in market. Moreover, it has strengthen their
customer base globally. The management of firm focuses on their end users changing needs &
demands. By focusing on this and keeping it at priority level, enterprise is able to enhance
relationship with customers which also increases their use of marketing strategy. By use of data,
Walmart can increase their service delivery by analysing changing needs of consumers & examining
their behaviour.
2.1 Relationship marketing
It is defined as kind of strategy used by business to target customer loyalty, interaction &
long term engagement. This is used with aim of providing delivering of information In correct way
to develop strong connections. It plays important role in business as it help Walmart to enhance and
maintain their relationship in market by engaging customers to business in proper manner.
2.2Relationship marketing in Walmart
Walmart is known for its managing and handling customers in positive manner. This is done
by them through focusing on building up the optimistic relationship marketing. They target group of
customers and assists in end users with correct credentials the need to known about
product,services & firm.
Role of data in improving customer service
 Quick access to resources- With help of data, company is able to access information in
extensible manner. Through this, they are able to use resources at optimum level which
improves their way of customer handling.
 Prediction of customer needs- When there is presence and use of data within the
company, firm can predict the changing needs & demands of customers. Because with use of
data they are able to make strategies, market analysis which assists in examining their needs.

Therefore, above explained matter states that role of data is necessary to be focused and
analysed so that it is easy to make decisions regarding every activity of a firm. Furthermore, it assist
in improvement of credentials related to end users. Also, it is necessary to use data in confidential
way so that it third party do not have access to it.
3.0 Assessment of concept of STP to a product or service
In relevance with concept of STP, Walmart has been using STP for their segmentation of
market in so that they are able to do the distribution of products as well as services in most efficient
manner.
Segmentation- Walmart segment their market on basis of demographic variables which
assist them in carry out decision making process accordingly. For example- In U.S a shopper of
Walmart nearly household income of just over $76,000 and accordingly household appliances prices
are set by company.
Targeting- The chosen firm targets middle group of people for their business as their
mission and vision is to save the money of customers. They targets 12- 50 year old age people in
market. For example- They have clothes and others products for all customers at affordable rates.
Positioning- Walmart have positioned themselves as most affordable brand in market and
with delivering of high quality, They are being considered as 10th largest hypermarket of UK.
3.1 Explain briefly the segmentation, Targeting and positioning in context of Walmart-:
Segmentation-: The segmentation is the very useful model to find out the valuable
customers. Market segmentation is divide customers into group of people with common
characteristics, needs and demands. Segmentation is a target specific group of people for sell your
product, fulfil the need and enhance profitability. The market segmentation is task to choose viable
and sound market segment and it helps to any organisation to find out the “how to compete” and
“Where to compete”.Walmart is one of the biggest supermarket. It segregated those customers
which is similar need, wants and demand on the basis of demographic, geographic, psycho graphic
and behavioural. For example- Walmart have placed their innovation of Kiosk in some of the
countries which is done segmentation of market. Demographic-: Demographic based on age, gender, education and income. Company
segmentation refers to the different product for different age group. In reference of selected
firm segmentation on the basis of all the aspects age, income, gender and education. It is
included all individuals to all age categories. The company stock its outlet to meet the taste
of its customers depending on their age groups (Giovannoni, 2020). Walmart carter both

male and females. The target those individuals whose low incomes and middle class family.
In context of company product also save the money in term of effective way. The Least
criteria but important for all of them name as occupation. For example students, middle level
managers in public and private sectors all of them uses a company products. For example-
Walmart have different products according to their portfolio of end users & prices are set on
basis of individual age, income etc. Such as firm have various products like meats, dairy
products, household appliances which are distributed on basis of person income, age etc. Geographic-: Geographic segmentation on the basis of region base, density and market
base. Walmart serve both domestic and international market. For example In reference of
company, does not stock of snow shovels in the cities like San Diego because there is hardly
snowfall in that side of the country. The company products is available in both rural and
urban areas. In relevance with UK, they the Kiosk which is 24 meeter long is presented with
different meters and size at various locations of country. Psycho graphic-: Psycho graphic segmentation refers to the personality, attitudes, values
and opinions. It is quantitative analysis rather than qualitative. There also includes lifestyle
and interest to think. It is inform 'why' your customer buys. Walmart targeted on the basis of
lifestyle and social status. Under the company segmented on the basis of lower, middle class
and working class (Hollensen, 2019). It understand the life style of customer and
accordingly arrange the product in different taste and preferences. It also know the psyche of
consumer wants goods at lower possible prices. It introduce a unique strategy which name is
EDLP – Every Day Low Price. Behavourial-: This is fourth and final variable of segmentation. “ What they know about it”
and “ When they choose to buy”. Refers to the nature of purchase brand loyalty, usage level,
distribution channels used and benefit sought. In relevance with undertaken firm,segmented
on the basis of Degree of loyalty, Personality, Benefit sought, and User status. The degree of
loyalty is hard core loyal and cost advantage because all the product is easily available at
lower price. In reference of selected firm, personality refers those individual who reserved
and cost conscious.
Targeting-: Targeting is a strategy of marketing that breaks large segment into small group
of customers. Company choose this strategy because instead of targeting entire market, brand uses
target marketing put the energy for specific group of customers. Today's era scare of resources so
brand target a specific group and advertising as well as customer experience, business operations
and branding. In relevance with undertaken entity, using the Undifferentiated strategy to capture the
market globally. The price of the product is a major differentiator for select firm (Jena, 2020). Low
pricing policy which is used by the company. It target those customers whose needs and wants are

different so company approach undifferentiated approach. It is necessary to each and every
company to utilise the resources very effective way so take competitive advantage and company
succeed. For example- organisation targets age group from 12- 60 year age old people. Also, they
targets medium class families.
Positioning-: Positioning is the set the brand image in the mind of potential customers. It
is refers to influence the customer perception regarding product of the company. Positioning on the
basis of product attributes, product pricing, product use and application and product quality. It also
includes image differentiation, channel differentiation and service differentiation. It is play
important role in company success. In context of selected company, used a pricing advantage which
is sustainable business model. It is positioning itself as a company offering products at the lowest
price (Kapoor and et. al., 2019). Walmart have very strong distribution channels because experience
sales person and sale representative. It is provided a “satisfied customer service “ which include
assortment of good quality products merchandise, convenient hours, friendly service and pleasant
shopping experience. The position of Walmart has changed in market & it is viewed as premium
brand which provides all types of products.
Solution to improve specific target group and review effectiveness in meeting customer needs
In relation to current business environment it is must for organisation to identify the function
which are helpful achieving business objectives. This is because current business environment is
full of conflicts and competition where its mandatory for organisation to use effective tools and
techniques to maintaining its customer and perform function in effective way. In context of
Walmart, company is focusing on bringing new and innovative idea to serve its customer fact and
improve its customer services. It is going to target all type of customer in this market where its is
important for firm to use effective strategy which can be implemented on firms function (Keegan,
2017). There are some strategy which can be use by organisation these are mentioned below:
Identification of market analysis- This is the first step which can be use by organisation .
Under this firm has to define target audience & identfy market analysis which is useful to firm in
making effective market cover. In relation to this Walmart is using STP approach. This approach is
mentioned above in relation to Walmart in given market. It is essential for organisation to analyse
the market so that changing needs or demands are examined and use effective function to meet
customer requirements. This make it effective for firm to manage functions and target customer in
market.
Creating useful content: This is most important stage in relation to function perform by
organisation to attracting and remain customer. This is because under this organisation can use

effective content in retention to attracting customer. This is because, Walmart is using new concept
to improve its services within origination. It is important for firm to created useful content so that
customer can understand about the new function which bis started by it. Along with this ,
organisation can also use its function which are mandatory to perform function and maintain
effective working environment. In relation to creating effective content, organisation can also use
video making, posters and user manuals which are related to steps where customer is standing.
Use Targeted Advertising: it is also an important actor which can be use by organisation in
relation to managing customer experience an targeting potential customers in market whee
organisation is trading. In relation to this, Walmart can also use google ads (Lew, 2017). And
various other platform so that it can target customer. In using target advertising system organisation
can use its function more effectively this is because it help firm in managing function and using
them, to promote all of these function in relation to there newly invented and installed vending
machines.
Use of feedback approaches: Under this approach, organisation has to identify all
feedback which are related to performance of firm in given market. In context of Walmart,
organisation id dealing in business area where there are large number of customer base to
organisation (Paulovčáková, 2016)(Percy, 2018). I retention to new automated collection Kiosk,
organisation is using this system to improve waiting time of customer in relation to online and
offline purchase of products and services. This make it important for firm to identify the feedback
of customer because it is using new system which can also impact on performance of firm. This will
also reduce function and can impact on productivity of new system if it is not use by organisation. It
can use to dived feedbacks in different category. This will help firm in identify the area which
require improvement and taking decision according to it.
Training to management staff: This is also a function which has to be perform by Walmart
in relation to improving services and help customers in satisfy there needs and requirements. Under
this organisation can use function which are related to providing training to employees in
organisation. This is essential because it helps in managing employees. Firm can also use this to
achieve business objectives by providing information to employees about functioning of newly
installed system. This also improve productivity as well as save wastage of human resource. This is
because, by managing resource organization can use function in effective manner and with well
trained way (Sharp, 2017).
4.0 Provide a rationale for innovation in product service and design in meeting needs of customers.
Innovation has stepped into market with increase of business sector and improvement in new

marketing strategies has lead to focus on new product or service which is adopted by organisations.
In this competitive era, it is necessary to differentiate brand from others existing competitors in
market (Doyle, 2016). In relevance with chosen firm, they have also innovated a service for
customers in which they have created a 24 meter long automated collection Kiosk which is
considered as vending machine. In this, online orders are placed by customers & which they can
collect from outside the store by scanning of their product receipt. In organisational point of view,
it is necessary for company's to develop & create innovation so that sustainability period increases
for longer period of time.
COVID 19 & Brexit
These both have affected business sector at wider level because of which many companies
have bind up. In viewpoint of Walmart, the threat which have forced them to make innovation is
Brexit because customers in both Britain & UK are in larger number and to access all end users they
did innovation of Walmart Kiosk so that with fulfil needs of every individual Brexit will not affects
their business at depth. Other than this, COVID 19 is also a threat situation for business which has
changed overall organisational structure. It has also forced entity to make innovation so that users
get attracted towards new products/ services.
Rationale for innovation-
Main rationale for Walmart Kiosk innovation is that it assist and reduce the waiting time of
customers. This saved time is used by customers for more other activities. This self pickup
innovation has meet up the needs and demands of customers at deeper scale. Moreover, it has
increases the customer expectation as well as service excellence at wider level (French, 2017).
Also, they are developing this innovation globally so that this service can be used globally by all
customers. Through this Kiosk (associates), customers places order online and collect it from store
at any location.
Due to this innovation, firm is able to meet up with customer needs & demands because
they have reduced their waiting time. It enhances their relationship marketing at wider scale which
leads to effect of positive relationship. Then further, it is necessary for firm to innovate something
new in market so that customer retain for longer period.
Thus, from explained paragraph it is seen that innovation has deep impact on growth &
development of organisation. Prior to developing innovation, rational for doing it is necessary to be
known so that resources are used accordingly. Such as main reason for innovation is to deal with
Brexit properly & COVID 19.

4.1 Organisational strategy
Organisational strategy is defined as process of set of actions which is used to achieve
objectives within a definite for period of time. Low price strategy is used by Walmart to make place
in market. It is important because without use if strategy it is difficult to attract customers towards
business.
4.2Organsiatinal strategy for Walmart
IN viewpoint of firm, they uses low price strategy which assist them to access and increase
their customer base at larger scale. Also, as their main aim is to provide affordable products to end
users across globe they are highly recommended as first choice of retailers in recent changing
period of time.
5.Viable solutions within a specific target group of company
The target group of Walmart is age between 25-35 age demographically. They target this
market group because most of products and services of company are focused by these consumers.
Further, they will meet there needs & wants through delivering of high quality of products, &
consistentky providing them new offers and discounts.

6.0 CONCLUSION
It can be concluded from above mention information that there are various function which
can be use by organisation to manager the innovation and attract customers. So, discussions have
been made about role of data in improving relationship marketing, STP approach and rationale for
innovation in product or service. So, it is seen that data is integral part of business sector which is
needed to be used in most precise way. Furthermore, by properly accessing or using of marketing
plan decision making is done in appropriate way. The overall project is about how marketing plan
can be used by entity to accomplish their goals. Therefore, overall report is all about
implementation of marketing plan by using different approaches, ideas and thoughts. Also, how
organisational strategy can be set is being explained briefly. Hence, it is crucial to carry out the
planning in most efficient way.

REFERENCES
Books and journals
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Horizons, 59(4), pp.431-439.
Camilleri, M.A., 2018. Strategic planning and the marketing effectiveness audit. In Travel
marketing, tourism economics and the airline product (pp. 117-135). Springer, Cham.
Doyle, C., 2016. A dictionary of marketing. Oxford University Press.
French, J., 2017. Social marketing planning. Social marketing and public health: Theory and
practice.
Giovannoni, E., 2020. Digital Marketing Planning. Chasefive. Com.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Jena, B.N., 2020. Effective marketing tool for the marketing professionals in healthcare
organization: the 4 ‘S’model. International Journal of Healthcare Management, 13(3),
pp.201-206.
Kapoor and et. al., 2019. The marketing planning process in Indian companies. Researching
Marketing Decisions: The Indian Context, p.7.
Keegan, W.J., 2017. Multinational marketing: the headquarters role. In International Business (pp.
175-180). Routledge.
Lew, A.A., 2017. Tourism planning and place making: place-making or placemaking?. Tourism
Geographies, 19(3), pp.448-466.
Paulovčáková, L., 2016. Marketing: přístup k marketingovému řízení. Univerzita Jana Amose
Komenského Praha.
Percy, L., 2018. Strategic integrated marketing communications. Routledge.
Sharp, B., 2017. Marketing: theory, evidence, practice. Oxford University Press.