Assignment 4: Analysis of Metrics, Marketing Deliverables and Systems

This report analyzes the marketing strategies of Bridge Climb, focusing on metrics, marketing deliverables, and monitoring/controlling systems. It presents a metrics proposal, including competitor analysis, customer feedback analysis, and cost analysis, to assess the effectiveness of marketing plans. The report outlines the key marketing deliverables, such as wedding planner services and unique event venues, and emphasizes the importance of customer satisfaction, retention, and brand awareness. The analysis of costs, including ROI and conversion rates, is provided as well as the benefits of these tools to the business. The report also includes a discussion of how these metrics contribute to the overall success of the marketing plan and the company. The report concludes by emphasizing the importance of providing unique services, and memorable experiences, and offers special deals for other events to enhance customer satisfaction and drive business growth.

Running head: ASSIGNMENT 4
ASSIGNMENT 4
Name of the Student
Name of the University
Author Note

1ASSIGNMENT 4
Table of Contents
Metrics Proposal and Marketing Deliverable..................................................................................2
Monitoring and Controlling Systems and Tools..........................................................................2
Marketing Deliverable.................................................................................................................4
References........................................................................................................................................6

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Metrics Proposal and Marketing Deliverable
Monitoring and Controlling Systems and Tools
The monitoring and controlling systems have a key role to play in helping any business to
gain an understanding of the different actions which are being implemented according to the plan
and seeing to it that these plans are carried out as per the plan (Bridgeclimb.com, 2018). The
three different monitoring and controlling system tools which will be used are the Competitor
Analysis, Feedback of the customers and Analysis of the costs.
Competitor Analysis-
The competitor analysis as a monitoring tool helps a business to understand the different
strategies which needs to be adopted by the firm in order to combat against the progress of the
competitors and assess one`s strengths as well as weaknesses. For the Bridge Climb wedding,
this forms a key element. The different metrics as used are:
 Market spending per Customer: This is a crucial market to be undertaken but
the Bridge Climb Company whereby the marketing funds spent on per customer is
calculated in a particular period of time and helps to understand the costs incurred
and the return received (Kotabe & Helsen, 2014).
 The customer acquisition rate: helps in understanding one/s own success in
gaining a larger market share as well as the others. It helps in understanding the
value of service being offered.
 Awareness with respect to the brand: The brand awareness among the
customers about the Bridge Climb Company would also serve as a good measure
(Weinstein & Pohlman, 2015).

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Feedback received from the customers
The feedback received from the customers is another metric which can be used to
describe the service being provided by the firm. The metrics are as follows:
 Customer Retention: This helps in understanding whether a mutual group of
customers are coming back to the firm or not which reflects on the success of the
firm.
 The perception of the customers: The feedback received from the customers can
also be analysed against the perception of thee customers of the firm and how
likely will they recommend the firm (Malhotra & Peterson, 2014).
 Customer ratings: The customer ratings which are received after the service has
been provided also serves as a useful measure and assists in understanding the
delivery of the firm.
Analysis of the costs:
The costs analysis can be stated to be a good monitoring system which will help Bridge
Climb to understanding where they are investing and how likely are they going to get the return.
The different metric which can be used are as follows:
 ROI- The return on investment is a useful financial indicator which helps the
business in understanding what returns they will receive by investing in a
particular marketing plan (Foxall, 2014). Bridge Climb can understand the
dynamics of the business after this analysis.

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 The sales: The number of service requests which Bridge Climb receives from its
customers is also an indicator of the success of the marketing plan. If it is lagging
behind, it needs to alter the plan.
 Conversion rate: The metric named customer conversion rate helps to measure
the number of customers who have become active from potential. This reflects on
the selling ability of the firm. Bridge Climb can make great use of the metric to
understand its marketing plan delivery performance at large.
Marketing Deliverable
The marketing deliverable can be rightfully stated to be the end result which is presented
in the hands of the client which plays the role of a deciding factor whether the company has been
successful in the long run or not (Chernev, 2018). Hence, by the preparation of the marketing
plan, the wedding company Bridge Climb would like to present the following deliverables to the
customer:
Wedding planner service which engages in providing unique venues to the customer.
These unique venues will be managed by the Bridge Climb team and the company through its
expertise will ensure that all the customers enjoy their wedding day to the fullest. In addition to
this, the cost of the service is moderate and the firm offers a large number of packages as well
which the customers can opt for. The service is safe as well as reliable as Bridge Climb engages
in various measures to ensure the safety of the clients and the successful implementation of the
wedding (Bridgeclimb.com, 2018). The different unique events at unique locations are Surprise
Sky High Marriage Proposal, Celebrating milestones, Celebrating weddings and other such
events. Hence, Bridge Climb aims to provide unique services to the clients at considerable prices
and memories which would last a lifetime. Moreover, the company provides special offers for

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conference bookings as well as it believes that no event is minor. The deliverable poster would
look as follows:

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References
Bridgeclimb.com (2018). The wedding climb. [Online]. Available at:
https://www.bridgeclimb.com/climbs/the-wedding-climb/ (Retrieved on: 28 Nov. 2018).
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing). Routledge.
Kotabe, M., & Helsen, K. (2014). Global marketing management.
Malhotra, N. K., & Peterson, M. (2014). Basic marketing research. Pearson.
Weinstein, A., & Pohlman, R. A. (2015). Customer value: a new paradigm for marketing
management. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 132-133). Springer, Cham.