Friday, October 18, 2019

Customer Retention (Marketing report) Essay Example | Topics and Well Written Essays - 2500 words

Customer Retention (Marketing report) - Essay Example The entire report will focus on TESCO retail segment and discuss on the strategic focus of TESCO in the customer retention domain   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Strategic marketing planning is defined as an organization based planning designed in a way to understand the market opportunities, correlate the opportunities with the external environment and target audiences. While planning for strategic marketing the expected decision must be focused on the vision, mission, resources available and internal strengths of the company.(Hanna an 1992; Kotler & Andresen 1996; Andresen & Kotler 2003; Meek & Meek 2003). It is also evident that the strategic marketing planning is regarded as sub process in the context of corporate planning. (Gardner & Thomas 1985; Schendel 1985; Hanna an 1992; Meek & Meek 2003). Corporate management is a process of directing an organization either by deploying or manipulating resources to achieve higher rates of profit and also customer satisfaction. The above strategies and values of strategic planning are analyzed to identify the Strength, Weakness, Opportunity and Threats (SWOT Analysis) of the company with respect to the competitors. Interpretation of analysis reveals that the entire organization in involved and work together as a big task forces to achieve the goals of strategic planning. Apart from investigating the weakness and strengths of the company, strategic positioning is also an integral aspect of strategic marketing planning (Kotler & Andersen 1996; Hooley et al. 1998; 2001) for customer retention.   According to Chew (2003), strategic positioning is regarded as the differentiation in the level of positioning from the others who belong to the same society. It is justified that strategic positioning allows organizations to have a competitive advantage over their opponents. One of the disadvantages of competitive advantage does not ensure the continued success

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