Role of Data in Enhancing Customer Relationship in Sales and Marketing

Sales and Marketing
Report

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Evaluate the role of data in enhancing the relationship with marketing for managing customer
expectations and service excellence.............................................................................................1
TASK 2............................................................................................................................................4
Assess the concepts of segmentation, targeting and positioning specific to a product and
services.........................................................................................................................................4
TASK 3............................................................................................................................................6
Create a rationale for innovation in product and service design in meeting the requirements of
customers in line with organisational strategy.............................................................................6
TASK 4............................................................................................................................................8
Develop viable solutions to meet the needs of customers with particular target group and
review the effectiveness...............................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Sales refers to the providing of various types of goods to the customers in return of
money. Marketing refers to a process in which the companies can target their potential customers
through the application of appropriate strategies and techniques in the right manner to achieve
the various types of goals and objectives. Both of them are quite crucial for any organization so
that it is able to enhance its overall level of profitability in a highly effective manner and attain
sustainable level of success in the market (Baker and et.al., 2016). Thus the firms are required to
make sure that they are able to develop a proper approach for them. For this report, Tesco has
been chosen. It is a British Company which provides different types of products and services to
its various customers in the market. In this assignment, focus will be made on evaluation of the
role of current technologies, evaluation of current segmentation strategy, analysis of potential
target group. Additionally, recommendations on the change of product or service strategy of the
organization will be discussed as a part of this project.
TASK 1
Evaluate the role of data in enhancing the relationship with marketing for managing customer
expectations and service excellence
Relationship marketing refers to a campaign which can be initiated by the marketing
department of different organizations so that they are able to form good relations with the
various types of customers (Chong, Bian and Zhang, 2016). The focus of this type of marketing
is more on customer retention and customers satisfaction rather than sales transactions. In Tesco,
the focus is made on it so that it can make good relations with its customers which will help it a
lot in the future.
Role of current technologies in improving relationship marketing:
There is a role which is played by the current technologies so that relationship marketing
can be improved. Its explanation in the context of Tesco is provided as follows- Internet: The use of Internet is made very widely by the organizations to effectively
connect with the various types of customers in the market. Through the use of Internet,
Tesco's managers can effectively obtain the opinions of the customers as well as they can
also get their complaints regarding the products and services of the company. Therefore,
in this way the management of company is able to ensure that it can effectively apply
1

appropriate methods and techniques to resolve these complaints. This will not only help
in ensuring better relationship with the customers but can also lead towards better
satisfaction for them. Social Media: In social media, technology plays an important role in terms of making
people inform and connecting them to provide prominent information to various
individuals. In terms of improving and offering effective marketing, social media plays
an important role which is useful terms of increasing the sales and profitability of Tesco.
As in present times, most of the people are using social media platforms like Facebook,
Twitter, Instagram and so on which is effective for respective company in terms of
attracting large number of customers towards the company (Echchakoui, 2017). Social
media is also undertaken as the sustainable and reliable marketing method which is useful
in terms of developing image and reputation of company and also helps in developing
healthy relations with marketing unit. Search Engine Marketing: It undertake both paid search advertisements including,
Google ads, search engine optimisation and so on in terms of getting effective organic
search that list on the website content (Rahayu, Nurhaeni and Pangestu, 2017). For this,
the buyers and customers of company tends to allow the other retailer to use their
personal details and information. In terms of Tesco, their marketers use search as the part
of their job and need to organise prominent search by identifying the needs and
requirements of people and their preferences. It is also effective as it tends to note the
exact time period that when people need their product and at this duration, company start
sending pop up ads which is useful for them in purchasing new and effective products.
How the collected data is useful in improving the customer expectations and services
excellence
Many organisations need to spend lot of money for effective marketing in each and every
year and it is done by using various sources like research, survey, questionnaire and so on which
is useful in collecting prominent data that helps in fulfilling the needs of customers. All the
gathered information is effective for marketers in terms of providing better customer experience
and also tends to fulfil the prominent expectations of consumers. In terms of Tesco, they need to
collect and store effective data regarding the usage of their customers which is useful in terms of
enhancing and improving their business. It is performed by the marketers and customer analytics
2