Role of Current Technologies in Improving Relationship Marketing

SALES AND MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Role of current technologies in improving relationship marketing.............................................3
LO2..................................................................................................................................................6
Segmentation strategy of company..............................................................................................6
LO 3.................................................................................................................................................8
Identification of new target and developing strategy to attract them..........................................8
LO 4...............................................................................................................................................10
Providing recommendation over changing current product or service strategy........................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is defined as a process to promote company's products under respective market
in front of the target customer group. This report is based on the case study of Marks and
Spencer Company in context to its sales and marketing operations. Organisation was established
in the year 1884 by the founders Michael Marks and Thomas Spencer. Company is currently
associated with the retail sector offering both online and offline modes of trading. Headquarter of
the company is located in London, United Kingdom. This report will discuss the sales and
marketing practices entertained by the business entity. Henceforth, report will emphasis over the
role of current technologies in improving relationship marketing within the business entity. Also
the report will give huge focus over the data obtained from customers contribute towards
improvement of customer experience against the services undertook. Segmentation strategy
followed by business entity will also focus over this project. Henceforth, report will also discuss
the impacts' segmentation practice will entertain over targeting and positioning strategies
undertake by the organisation. Furthermore, aim of the study is over new potential target
customer group. Also the ways to cater the best quality of practices to gain the trust of new
customer group will also discuss in this project. Recommendations will also be given over
current products offer by business entity that can match up with the expectations and needs of the
customers of business entity.
LO1
Role of current technologies in improving relationship marketing
Relation marketing is defined as a form of marketing where the focus is not over sales of
company rather the emphasis is over customer retention and enhancing customer satisfaction
level as a business entity. The entire practice of relationship marketing is based on the
organisations approaches to entertain its customer base. Online medium and technologies play
direct role in catering relationship marketing practices at work place. As the modern era is highly
indulged with technological use (Manogharan, 2018). Information and all other types of
technologies are becoming a part of every single functional area associated with the business
entity. Technology boosts the entire process of relationship marketing as it could smooth the
entire process. Professionals are getting more reach in term of customer base, communication
effectiveness and different other aspects due to modern era technology and infrastructure.

Relationship marketing contain two different areas such as customer retention and also to
enhance the relationship between brand and customers. Customer retention is a concept where
company try to retain its existing customer base as a long term goal. Under these Marks and
Spencer Company try to continuous develop the quality of its services along with formatting
more strategic alliances with the brands so that more number of products cab offer to the
potential customer visit at the company's location. In context to the business environment as the
competition is massive due to all big brands and companies are engaged under the retail market.
The product demand of the retail market is huge which also attract to new stakeholders and
business entities to come and explore the great scale of growth passibility by entering into the
market (Kumar and Malik, 2017). Aggressive competition also reflect to multiple choices for
consumers due to availability of all top brands and business entities. In such a situation it
becomes essential for the business entities to offer all the quality services and products of
different segments of retail market. This directly effect the customer satisfaction level Marks and
Spencer Company achieve against the business practices entertained. Both the aspects' customer
retention and satisfaction are interconnected with each other. Company can only retain its
customer base if it gives focus over satisfying the existing customers of business entity.
Marks and Spencer Company follow the practice of meeting up all types of need and
requirements of customers of business entity. In such a process it tries to advance its technology
that can allow professionals to coordinate with customers of business entity. Different
technological tools like digital platforms such as social media, internet and other such
technologies are explored so that bet level of connectivity between customers and company
could have been established. Company also active over different digital networks like Facebook,
Instagram, Twitter and many other social media platforms so that it can cater the best level of
services to its customer base (Aiyer, Panigrahi and Das, 2018). Social media is an instant way to
communicate with any customer whether it is company's existing customer base or the new
potential consumer associated with the business entity. Apart from social media networks
company is also active over different digital platforms like Amazon prime, Netflix, Spotify,
YouTube and many other platforms to interact with potential customers of business entity.
Internet played a huge role in catering the services over social media channels and digital
platforms as a business entity. Digital and social media platforms not only support the business
entity to cater services to existing customer base of the organisation along with it motivate to the