Analysis of Marketing Strategies and Recommendations for Success

This report delves into the analysis of marketing strategies, focusing on customer loyalty, branding, and pricing. It examines how companies like Circle K develop customer connections through mobile apps, social media, and loyalty programs. The report provides recommendations for increasing customer loyalty, including prioritizing customer service, rewarding customers, and offering convenience. It further analyzes branding strategies, private label brands, and pricing strategies based on demand, cost, and competition. The report also explores the Customer Relationship Management (CRM) process in relation to customer loyalty and concludes with recommendations for ensuring the future success of the company through upgrading technology, evaluating processes, and personalizing customer interactions. The report offers actionable insights and recommendations for enhancing marketing effectiveness and achieving long-term business success.

Running head: MARKETING
Retail and E Commerce
Name of the Student:
Name of the University:
Author Note:

1MANAGEMENT
Table of Contents
Question 7........................................................................................................................................2
a. Customer Loyalty.........................................................................................................................2
b. Three Recommendations on Increasing Customer Loyalty.........................................................2
Question 8........................................................................................................................................3
a. Summary of the Analysis and Recommendations you have compiled........................................3
b. Future Success of the Company..................................................................................................4
References:......................................................................................................................................5

2MANAGEMENT
Question 7
a. Customer Loyalty
Circle K not only maintained but also develop special connections with the customers
through mobile app, social media, loyalty cards and development of the personal relationship
(circlek.com, 2019). For instance, Circle K puts forward better visibility of the fleet card
program that provides the customers with an access to the fuel when travelling. However, there
lies ample number of touch points between first call and purchase of the card. Circle K also
increases the customer yield through richer insights into sales. It is to be noted that smarter
conversations with the customers not just leads to the stronger relationships but also results in
stronger sales. For instance, average volume of the pre-purchased fuel per card had an increase
of 5 percent with the implementation of Salesforce.
b. Three Recommendations on Increasing Customer Loyalty
These include (Yoon et al., 2013):
1. By making the Customer Service a Priority Even on Social Media: Close to
seventy six percent of the customers believes that the customer’s service of the company acts as
a reflection on the value added to the customers. Therefore, for ensuring loyal customers it is
necessary for a company to have exceptional customer service. The in store staff should
therefore be helpful, efficient and friendly with easier access to the support team and the ability
of solving problems in a timely manner. Besides, the business should also work towards solving
questions on social media.

3MANAGEMENT
2. By Rewarding the Customers: This represents the best means of ensuring that
customers keep coming back. Rewards can be in the form of loyalty program that provides the
customers gifts, discounts and the exclusive offers.
3. By Offering Convenience: This implies making the life easier for the customers so
that they come back. It is therefore, necessary for the business to make the business not only
faster but also simpler. It is necessary to streamline the checkout process such that the customer
can move in and put and answer the questions on the social media instead of forcing the
customers in going through the automated maze of the menu over phone and thus generate auto
billing.
Question 8
a. Summary of the Analysis and Recommendations you have compiled
The report undertakes an analysis of the branding strategies with a discussion on the mix
of the private and the national label sold by the company. The report also determines whether a
company should expand or contract based on the availability of the private level brands. The
reports also analyze a private brand strategy and make a recommendation on whether to continue
with the strategy or change into a different private level brand strategy. The report also puts
across a discussion on the pricing strategies based on the demand, cost, competition and the legal
considerations. The report also puts across recommendations on the change of setting price, price
adjustments, change of pricing strategy, ways of using pricing for sales stimulation and the ways
of stimulating the sales. The report also provides an insight into customer loyalty in perspective
of the Customer Relationship Management (CRM) process.

4MANAGEMENT
b. Future Success of the Company
This is ensured through:
 Upgrading the Outdated Software, Hardware and Process: It is necessary in having a
look at technologies involved in the business and check whether any one requires an
upgrade. Outdated tools should be replaced by latest version (Kumar, Anand & Song,
2017).
 Evaluation of the Process: It is necessary for undertaking a process evaluation of the
existing process (Varley, 2014). In fact it acts as the handy trick of the retailers in
evaluation of the strategies and process.
 By Getting More Personal with the Customers: This can be involves introducing an
Omni channel shopping, competitive pricing and speedier fulfillment of the order.

5MANAGEMENT
References:
circlek.com (2019). Retrieved from https://www.circlek.com/history-and-timeline?
language_content_entity=en
Kumar, V., Anand, A., & Song, H. (2017). Future of retailer profitability: An organizing
framework. Journal of Retailing, 93(1), 96-119.
Varley, R. (2014). Retail product management: buying and merchandising. Routledge.
Yoon, V. Y., Hostler, R. E., Guo, Z., & Guimaraes, T. (2013). Assessing the moderating effect of
consumer product knowledge and online shopping experience on using recommendation
agents for customer loyalty. Decision Support Systems, 55(4), 883-893.