MKT2002S
MARKETING IN A DIGITAL ERA
QUESTION 1: Addressing Customer Complaints in the Retail Industry
Instructions: Select a retail organization that has recently experienced a significant increase in customer complaints. These complaints can range from issues with product quality, customer service, return policies, or online shopping experiences. Prepare a detailed report addressing the following sections. Ensure that your analysis is well-supported by both secondary and primary research and apply relevant theoretical frameworks.
Report Outline
1.0 Introduction to the Organization
Name and Background: Provide the name, type (e.g., chain store, independent retailer, online retailer), and a brief overview of the organization. Include details about its market segment, key products or services, and operational scope.
Recent Complaint Trends: Describe the recent increase in customer complaints, including specific issues such as product defects, poor customer service, or problematic online experiences.
2.0 Secondary Research Analysis
Review and Blog Analysis: Conduct a thorough review of online sources, including customer reviews, industry blogs, and news articles. Identify and analyze at least five sources that reflect the organization’s current image and customer experiences.
Critical Evaluation: Discuss the insights gained from these sources, including patterns in customer feedback and the impact on the organization's reputation.
3.0 Primary Research Method
Method Choice: Conduct an Interview with 5 Respondents.
Data Collection Instrument: Design the interview questions, ensuring they are tailored to uncover specific customer complaints related to the organization.
4.0 Summary of Findings
Data Presentation: Summarize the findings from your primary research, using transcription data collected
Analysis: Discuss the main issues identified through your research and their implications for the organization’s performance and customer satisfaction.
5.0 Application of the SERVQUAL Model
Introduction to SERVQUAL: Briefly describe the SERVQUAL model and its dimensions (Tangibles, Reliability, Responsiveness, Assurance, Empathy).
Analysis of Failing Points: Apply the SERVQUAL model to analyze the specific failing points identified in your research. Provide a detailed examination of how these points relate to each SERVQUAL dimension, highlighting areas where the organization is underperforming.
6.0 Recommendations for Improvement
Solution Proposals: Offer detailed recommendations to address the failing points identified through the SERVQUAL analysis. Suggest practical solutions for improving each service dimension, supported by academic readings and industry best practices.
Theoretical and Practical Support: Provide evidence from academic literature and industry case studies to substantiate your recommendations. Discuss how these solutions can enhance customer satisfaction and mitigate future complaints.
7.0 Conclusions
Summary: Recap the key findings from both secondary and primary research, emphasizing the major complaint areas and the proposed solutions.
Strategic Outlook: Discuss the potential long-term effects of implementing your recommendations on the organization’s customer relations and market position.
References (Harvard Format)
QUESTIONS 2: Investigating the Positioning Strategy of a New Product
Instructions: Select a company that sells a new consumer product. This company cannot be the same as the one in your other assignments. Also, do not pick any of the companies or products discussed in class. Prepare a detailed marketing report based on the following instructions. Ensure that your analysis is well-supported by your own research and apply relevant theoretical frameworks. Include academic references.
Report Outline
1.0 Introduction to the Organization
Name and Background: Provide the name and a brief overview of the business. Mention key products or services and operational scope.
2.0 Data collection
Collect marketing materials regarding a product, such as advertisements and other marketing materials. For example, this can include videos, advertising images, pictures of the packaging, and photos of how the product is sold in stores and online. Additionally, collect similar marketing materials regarding two key competitors’ competing products.
Altogether, collect 25 different advertisements and other types of marketing messages.
3.0 Market Analysis
Analyze the data collected (Section 2.0) to Identify the new product’s positioning strategy. Your analysis should be directly based on the evidence collected (Section 2.0). Use screenshots of the marketing materials to justify your arguments and conclusions.
Similarly, identify the positioning of competing products. Provide evidence to justify your arguments.
Use a perceptual map(s) to illustrate the positioning strategies. Also, competitors’ positioning should be included in the perceptual maps. You can use more than one perceptual map.
4.0 Brand Positioning Bull’s Eye
Use the “Brand Positioning Bull’s Eye” framework (Chapter 10 slide) to explain key aspects of the brand’s positioning. Use your writing in Sections 2.0 and 3.0 to justify your explanation.
5.0 Recommendations for Implementation
Based on your findings in Sections 3.0 and 4.0, explain the strengths and potential weaknesses of the product’s positioning strategy.
Provide a marketing plan to improve the product’s positioning.
Discuss the implications for the firm’s marketing strategy.