You are required to answer BOTH of the following questions. Each question carries equal marks.
Following the recent launch of the “Match & More” card, you have been appointed as the Marketing Manager of Morrisons to ensure their new loyalty card is fully integrated as part of their CRM strategy.
Question One
Produce a report to present to the senior management team, evaluating how relationship marketing can help Morrisons to retain its customers. Evaluate how effective the organisation is in retaining its customers compared to TWO main competitors.
Your answer should provide evidence of wider academic reading and this must be appropriately referenced using the Harvard style.
Marking Scheme Guidelines:
• The answer should be in report format (5%)
• The evidence of wider reading should include reference to key authors (10%)
• Application of key CRM models (30%)
• Evaluation of the current CRM process and how this compares to two main competitors (30%)
• Conclusions and recommendations should clearly identify issues that would need to be addressed and a clear recommendation should be included. (25%)
(50 marks)
Question Two
Following on from question one, outline how Morrisons could apply Relationship Marketing concepts in order to increase the total value proposition of the new loyalty card. You should focus upon the five primary stages of customer value, as outlined by Francis Buttle.
Your answer should provide evidence of wider academic reading and this must be appropriately referenced using the Harvard style.
• The answer should be in report format (5%)
• The evidence of wider reading should include reference to key authors (10%)
• Application of key CRM models including the Customer Value Chain (30%)
• Evaluation of key benefits of a loyalty scheme (30%)
• Conclusions and recommendations should clearly identify issues that would need to be addressed and a clear recommendation should be included. (25%)
(50 marks)