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(TESCO)乐购的CRM分析作业

时间:2014-12-26 17:06来源:www.ukassignment.org 编辑:pesix1 点击:
本文主要通过先容英国最大的零售商乐购的市场营销策略来分析关系营销对于企业的重大意义。
(TESCO)乐购的CRM分析作业
 
我被任命为新上任的乐购营销经理。我被要求向董事会报告如下:在一个组织里关系营销的主要驱动力和主要流程,科学技术在关系营销的意义,在不同类型的市场类型中,乐购怎样才能获益。
乐购是英国一家国际性食品和一般商品零售商店,总部位于切斯纳特,赫特福德郡。这是英国最大的连锁超市。
 
这条产业链是由杰克科恩于1919年创立的,乐购这个名字来自于他的原料供应商 T.E Stockwell 和他的名字 Cohen 的前两个字 母) 。第一个乐购商店于1929年在Burnt Oak, Edgware, Middlesex开张,在1950年代和1960年代,乐购快速发展,并通过收购等一系列行为达到一家拥有超过800家门店的连锁商店,从最初专门从事食品和饮料,到如今涉及多元化的领域,如服装、电子产品、金融服务、电信、家里,健康,汽车和牙科保险,零售和出租dvd,[5]cd、音乐下载、网络服务和App等等。
 
乐购成为英国最大的零售商,不论是在全球的销售量上,还是国内市场份额上,利润超过£30亿。一举成为全球第三大零售商,第一第二分别是沃尔玛和家乐福。而且在收益上,打败家乐福成为全球第二的零售商,第一仍然是沃尔玛。
 
Significance Of Technology In Relationship Marketing Marketing assignment
 
INTRODUCTION
 
I have been appointed as the new marketing manager of TESCO. And I have asked to report to the board of Directors on the following:- Main drivers of relationship marketing within the organisation and the strategies as well as processes that would have to be adopted in order to succeed. Significance of technology in relationship marketing, and relate it to the different marketing types and how Tesco would benefit.
 
TESCO is a British international grocery and general merchandising retail chain headquartered in the Tesco House in Chesnutt, Hertfordshire.[4] It is the UK's largest supermarket chain.
 
The chain was founded by Jack Cohen in 1919. The brand first appeared after Cohen bought a shipment of tea from T.E. Stockwell and he used those initials and added the first two letters of his own surname. The first Tesco store was opened in 1929 in Burnt Oak, Edgware, Middlesex. During the 1950s and the 1960s Tesco grew organically, and also through acquisitions, until it owned more than 800 stores. Originally specialising in food and drink, it has diversified into areas such as clothing, electronics, financial services, telecoms, home, health, car and dental insurance, retailing and renting DVDs,[5] CDs, music downloads, Internet services and software.
 
It is the largest British retailer by both global sales and domestic market share, with profits exceeding £3 billion, and the third largest global retailer based on revenue, after Wal-Mart and Carrefour and second largest in profit behind Wal-Mart.
 
Jack Cohen's business motto was "pile it high and sell it cheap", although this was quickly replaced with the saying "YouCan’t Do Business Sitting on Your Arse" (or variously "Ass"). He was known to distribute items bearing the acronym "YCDBSOYA" to his sales force.
 
AIMS and OBJECTIVES---目标
 
The main aim of the study is to investigate what is the impact of Customer Relationship Management (CRM) on TESCO and why it (CRM) is important for the business prospect.
 
The main objective of the study is to understand the CRM technologies in depth. How several giant Indian retail firms are making use of Customer Relationship Technologies?
 
Q1.Evaluate the main drivers of relationship marketing within the organisation and the strategies as well as processes that would have to be adopted in order to succeed.
The main drivers of relationship marketing within the organisation are following below:
 
The very first and foremost important is to develop new customers or maintain a healthy relationship with the existing ones.
 
Change in development of the inputs in a company and their transformation into desired consumer’s output and
 
To maintain a relationship with external market place such as entities mainly channels as well as end users. This will help a lot in customer value drivers.
 
Indian economy has become more liberalized.
 
The second driver is increase in spending of consumer’s per capita income.
 
The customer’s income also rises in all the sectors and infrastructure is also improving day by day.
 
As the market shift also plays a vital role like now customers are now demanding global brands instead of local brands like Addidas, McDonalds, 索尼, Toshiba and many others.
 
One of the very genuine point for increasing the growth of retail sector is by this survey- About 47% of the India’s population is under 20 and it will become 55% by 2015 and this age group watch about 50 TV satellite channels and they always suggest or we can say promote the retail sector business.
 
The most effective way of executing a twenty first century business is online. Indian customers are now being aware of online shopping.
 
In India one more driver of retail sector is the best accessibility of real estate and also a proper mall management system.
 
Many of the foreign Multinational Companies are coming to execute their business in India because of very basic reason and that is dense population.
 
In the present era a new way of marketing comes forward and that is Relationship Marketing. In any of a business sector a quite successful Customer Relationship Management (CRM) plays a vital role. Companies are becoming more concern for their customers, firms are planning and managing and every time trying to find new ways for generating value for their customers. According to Peppers and Rogers, 1995 – “Organization will be more successful if they concentrate on obtaining and maintaining a share of each customer rather than a share of entire market. Also several marketing specialist and writers already explained that it has been more easy work to retain the existing customers rather than obtaining a new one by Reichheld and Sasser, 1990.
 
As we all are in a technical as well as competitive generation in business, so we have to use some of the specific tools in moving ahead or for sustaining in a market. There are some magical tools like for maintaining better communication with the customers we have to be in touch with them through emails, we can access the employ hidden cameras for knowing how customers make their decisions and also analyze a proper data that how people react during special offers and manage inventory. According to Leonard L. Berry –“Today’s shoppers want the total customer experience: superior solutions to their needs, respect, an emotional connection, fair prices and convenience. Offering four out of the five strategies isn’t enough; a retailer must offer all of them.” Let’s discuss all the Berry’s five strategies as well as processes that would have to be adopted in order to succeed in a nut shell:
 
STRATEGY 1: Solve Your Customer’s Problem:
 
In the present scenario every time all the firms are talking about selling solutions to the customers rather than providing them products or services. But what is the meaning of this solution for retailers practically. This is very simple customers frequently shop because of some very common reason they are- When they have some problem- a need and in this scene retailers need to provide them solutions according to their problem. It’s not the only solution that retailers sell their expensive products and their duty is finished. After Sales Services is also one of a key in successful retailing industry.
 
STRATEGY 2: Treat Customers with R-e-s-p-e-c-t:
 
This is also a very basic and common technique in the retail industry. Most of the retail giants claim that they treat customers with full of respect but it is not so. Practically there are some basic live and very common examples which can tells us clearly that all the retailers need to pay attention on this point. For example if a customer is in an Electronic shop and he is looking for a DVD player and he is not getting a player so customer just called a customer assistants and the two agents are busy in talking to each other and they simply ignored the call. Definitely a customer will leave the shop and he will never come back. According to Berry- “Disrespectful retailing isn’t just about bored, rude and unmotivated service workers. Cluttered, poorly organized stores, lack of signage and confusion prices all show lack of respect for customers.”
 
STRATEGY 3: Connect With Your Customer’s Emotion:
 
Some of the retailers never respect the emotions of their customers. The retailers always put their principles ahead into practice. The retailers should try to build up a firm emotional bonding which will be definitely fruitful for them in the near future. It is a very famous saying in a retail industry that if you are keeping your product cheap then it can appeal to the customers but this never shows your passion.


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