MBA 1 Marketing Management Assignment at Parelforcee (GC0279)
Table of Contents
Executive Summary.
Introduction.
Task 1: Describe what is mean by a customer-orientated approach?.
1.1 What is a customer-oriented approach?.
1.2 Customer-oriented business model
1.2 Importance of a customer-oriented approach from the perspective of Parcelforce Worldwide.
Task 2: Explain how a SWOT analysis can help a business to improve.
2.1 What is SWOT analysis ?.
2.2 How to use a SWOT analysis tool?.
2.3 How a SWOT analysis can help a business to improve.
2.4 How a SWOT analysis can help Parcelforce Worldwide to improve its business performance
Task 3: Analysis of the differences between B2B and B2C businesses.
3.1 Concept of B2B and B2C business.
3.2 Differences between B2B and B2C Businesses.
2.3 How B2B and B2C approaches are useful in Parcelforce Worldwide.
Task 4: Evaluate why it is important for a business to have a strong differentiation in an open market
4.1 What is differentiation?.
4.2 Advantages and disadvantages of differentiation.
4.3 What is an open market?.
4.4 Why it is important for Parcelforce Worldwide to have strong differentiation in the open market?
Conclusion.
References.
Executive Summary
The aim of this report is to address addresses the management challenges of designing and implementing effective marketing techniques in the target markets of a particular organization, called Parcelforce Worldwide. The report also evaluates the effectiveness of marketing strategies developed by a particular organization, named Parcelforce Worldwide, and to recommend the Parcelforce Worldwide to improve its marketing strategies for gaining organizational goals and objectives. The findings of this report come from several academic books and journals, websites of different companies, reports published by organizations and a case study of Parcelforce Worldwide, a partner organization of Royal Mail UK Ltd.
The study has found that the customer-orientation approach as a marketing tool, which refers to the beliefs and assumptions that come from organizations that mainly focus on the target customers’ needs and expectations, is significant in the current business world to gain sustainable competitive advantages. This approach follows five stages for building effective customer relationships: basic marketing, reactive marketing, accountable marketing, proactive marketing, and partnership marketing. Parcelforce Worldwide operates in the service or tertiary sector, focusing on customer service is the most significant issue. This is because many competitors (tertiary sector industries) offer and provide the same kind of product at the same prices. Therefore, it is difficult for Parcelforce Worldwide to gain its organizational goals by applying a product-oriented approach.
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SWOT analysis is important for marketers to define strengths, weaknesses, opportunities, and threats. Therefore, SWOT analysis is significant to identify Parcelforce Worldwide’s strengths and weaknesses and determine the potential threats and opportunities which will support the business to gain organizational goals and objectives. In addition, the key effective ways of promoting online businesses’ products and services in a virtual environment are business-to-business (B2B) and business-to-consumer (B2C). As Parcelforce Worldwide operates both business to business (B2B) and business to business (B2C) services, it needs to develop strategies for both B2B and a B2C approach. Besides, products or market differentiation as marketing strategies are important to help marketers to create value. This is because when marketers use a differentiation strategy focusing on cost value for their products and services compared to the competitor’s products and services, customers try to perceive great value. This differentiation strategy is important for Parcelforce Worldwide to improve its values, and to gain its financial goals and objectives.
Introduction
Designing and implementing an effective marketing strategy is the key issue to promote business performance and meet customer changing needs and expectations (Kotler et al., 2012). Therefore, this report addresses the management challenges of designing and implementing effective marketing techniques in the target markets of a particular organization, called Parcelforce Worldwide. The report develops concepts of making marketing decisions for marketers. Then, the report emphasizes the use of technologies in marketing to support marketers in business environment analysis, decision making as well as communication with business stakeholders. In a word, the key aims of this report are to evaluate the effectiveness of marketing strategies developed by a particular organization, named Parcelforce Worldwide, and to recommend the Parcelforce Worldwide to improve its marketing strategies for increasing its performance and meet customer changing needs and expectations.
In the first section of this report, the study focuses on the customer-orientated approach as a marketing strategy and its importance from the perspective of Parcelforce Worldwide. In the second section, the study emphasizes SWOT analysis as a marketing strategy development tool and its importance in Parcelforce Worldwide business. In the third section, the study concentrates on the differences between B2C and B2B business approaches and their importance in Parcelforce Worldwide business. Finally, in the fourth section, the study explores the concept of differentiation as a marketing strategy and open market and evaluates how having strong differentiation is important in the open market from the perspective of Parcelforce Worldwide.
Task 1: Describe what is mean by a customer-orientated approach?
1.1 What is a customer-oriented approach?
Customer orientation refers to the beliefs and assumptions that come from organizations that mainly focus on target customers’ needs and expectations. It emphasizes dynamic and continuous interactions between the businesses and their target consumers along with the market competitors and business internal stakeholders (Cross, 2014). When organizations follow a customer-oriented approach, they improve their business processes continuously considering from the perspective of customer points of view. This means the customer-oriented approach emphasizes customer expectations and listening to the customers. Thus, following this approach organizations try to find out the products and services what the customer wants and need, and salespeople try to provide excellent customer service to retain the customers for long-time periods (Palmer, 2011).
In this approach, the organization has to define customer needs and expectations carefully from consumers’ points of view rather than a company or product point of view. In this case, marketers need to consider two types of consumers: existing customers and new customers. As attracting new customers are more cost-effective and time-consuming than retaining existing customers, marketers’ key focus is on customer satisfaction to make happy and loyal customers (Cross, 2014).
1.2 Customer-oriented business model
According to Kotler et al. (2014) notes, the modern and dynamic marketing concept focus on customer-oriented business approaches. This approach has been becoming more popular and effective in marketing activities because it consists of assumptions and beliefs concentrating on customer management services. Following this approach: a) more customers than ever before know what they need; b) company research and development support in defining customer exact needs and expectations; c) company focus on customer needs and expectations as the main target of marketing success; d) satisfied and motivated consumers repeat the purchases appreciating the marketers and products and service providers; e) marketers identify differences in marketplaces focusing on competitors products and services, and quality of customer services (Palmer, 2011). The customer-oriented approach sees the customers as part of a changing environment, which follows five steps for building a relationship with customers……..
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