Things to note for assignment
Question One
(To use IDIC model)
1. Introduction
- Brief overview (1 to 2 line on Morrisons, how competitive & business environment they are in).
- This section should inform reader what to expect. It should present the issues to be discussed and the order in which they will appear. The linking statement maybe in the following style: “This report will examine/ discuss/ others…”
2. Relationship marketing and customer retention
- Evaluate how relationship marketing can help an organization retain customers – Theory on Relationship Marketing and Customer Relationship, talk about how Customer Relationship Management (CRM) can help to retain customer
- Application of key customer relationship management (CRM) model.
3. Evaluation of customer relationship management process
- Evaluation how effective Morissons is in retaining its customers compared to 2 main competitors (comparing current competitors in UK)
- Flexibility to use a variety of models such as Gummeson, Peppers and Rogers etc to evaluate and recommend best practices (Use IDIC)
4. Conclusion and recommendation
- Identify issues that would need to be addressed (address the issue that was identify in Question 3)
- Recommendation of best practice
Question Two
(Use Customer Value Chain)
1. Introduction
- Brief overview (Why is it important for Morrisions to have/ create value proposition)
- This section should inform reader what to expect. It should present the issues to be discussed and the order in which they will appear. The linking statement maybe in the following style: “This report will examinr/ discuss/ others…”
2. Morrision’s customer value chain and value proposition
- Application of Customer Value Chain (CVC) model
- Focus upon the 5 primary stages of customer value as outlined by Buttle
- Outline how Morrisions could apply Relationship Marketing concepts in order to increase the total value proposition of the new loyalty card
3. Conclusion and recommendation
- Identify issues that would need to be addressed
- Recommendation of best practice
**There should be at least 20 references including 6 journals**