the paper called relationship marketing, we need to write a report

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the paper called relationship marketing, we need to write a report

MKTG258 & MKTG358

RELATIONSHIP MARKETING

GROUP PROJECT

Theme: DEVELOPING A CRM STRATEGY

Total Points: 100 equivalent to 20%

This project is aimed to help the students to apply the concepts of CRM learned from the classroom. The objective of the project is to provide a customer relationship marketing program (plan) for a company of your choice. The report should be submitted on a group basis. Each group should be a maximum of five people. The report is graded on the basis of how well you incorporate the topics discussed in this course. The case studies discussed on this course will also prove to be useful in formulating your ideas and concepts.

Project outline

Your task is to prepare a ‘consultant’s business presentation’ to the board of directors of your chosen company, regarding the benefits of and how to adopt a new, or further develop an existing, CRM strategy.

An ideal project report should contain the following topics.

  1. Table of Contents (5 points)
  2. Executive Summary (5 points: Maximum 1 ½ pages)
  3. Company background (10 points: Maximum 1 ½ pages)
    1. Information about company’s mission, vision, their overall business in New Zealand etc. in brief
    2. introduction the product/s or product lines
  4. Analysis of the current performance (10 points : Maximum 5 pages)
    1. Its position in the current market and other major markets (if International)
    2. Market penetration rate
    3. Customer satisfaction rate
    4. Loyalty measurements
    5. Customer perceived value of your selected product/s.
  5. Target market ( 5 points : Maximum 3 pages)
    1. Key consumer segments company is targeting
  6. Identification of any current issues or possible problems that might happen in future based on your analysis ( 10 points : Maximum 1 ½ pages)
  7. Logical reasoning and explanation of how CRM will benefit the firm under your consideration to solve the above crisis ( identified in part 6) (10 points: Maximum 5 pages)
  8. Detailed explanation of CRM plan that you propose (25 points: : Maximum 7 pages)
    1. CRM audit, including summary of customer segment attractiveness, strength of relationship, causes of retention/defections
    2. Customer based marketing metrics such as customer acquisition rates, customer activity measurements, customer equity calculations
    3. Any other customer analytics that is suitable for your topic
    4. Marketing programme (marketing mix) to retain customer loyalty and improve customer experience.
    5. Implementation plan
    6. Business results and control system.
  9. Recommendations and action plans. (20 marks: Maximum 3 pages)
    1. You should rationalise your recommendations with supported evidences

Other comments

Typical report length is up to 4,000–6,000 words (excluding appendices) and a maximum of 20 slides, diagrams or exhibits. In order to complete the term project, each group has to submit:

A complete term project with the following mechanics:

  • Font: Arial font style, 12 font size, 1.5 line spacing.
  • Alignment: Justify
  • Page Margins: Top, Bottom, Right=54 cm.
  • Left = 0 cm. to allow for binding
  • Page number: Bottom right of every page
  • APA v.6 for any external citation used in the report.

Include a page in your assignment where a table shows the topics contributed by each member. However, all members must work together for most part of the project. Each group member should inform their work before submitting the project. Any member who fails to sign will not get any marks for the paper.

 

No. I.D Name Topics contributed by each member Signature
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