Brand Exploratory A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products.
In terms of management approach, the company has established management culture that envisions effective leadership where management is nurtured. The company’s culture promotes the aspect of competitive advantage since the firm’s values of leadership highpoints its ability to speedily implement changes and use resources effectively. This is attained through effective management strategies that have seen the company ranked best company with good customer relationship globally (Pahl et al, 2007). Because leadership values seeks to promote customer experience through high quality service and products, Amazon through its management strategies empower its employees to act speedily, ... ... middle of paper ... ...performance in the retail industry. This has enabled the company to engender customer experience service that has improved the company’s productivity over years.
Marketing is about value creation of the product or service, the more you add value, the more you will get competitive advantage in the competitions in the market. The purpose of marketing is to build and develop strong relationship with the customer in a specific customer segment. In today’s world of business marketing’s role is to provide differentiations of the products and services and capture a strong customers’ focus and build loyalty for long term business commitments. Understanding the core marketplace, identification of needs, want and demand of the customers and coordination of these tasks is the aim of marketing to satisfy the customers. Marketing can easily figure out the satisfaction criteria of the customers, market offerings and value of which customers are keen on.
They are also realizing that their customers are very important to the success of their firm and are striving to fix any problems associated with their actions. They are trying to create value for their customers by building strong relationships for more reasons than just the idea of profits. A business’s marketing aim is to build specific relationships with the “right” customers. It is essential to create value for these targeted customers and to obtain a higher customer equity. Two things that Office Depot should do to move it more toward carrying out the marketing concept could include addressing the issues with their services directly to the employees and allowing their customers to realize that their feedback is greatly appreciated and that their ideas and opinions will b... ... middle of paper ... ...s customer service operation and learned of Steve's story, what steps would you take?
This essentially means the employees must be literally driven to feel motivated and become active performers that would result in a positive work environment and enhanced productively levels. For this it is important to understand exactly what motivates people. The employees are the most valuable asset of a business hence, the recruitment and selection procedure it adopts has a significant role in attracting potential employees for a right position, at right time. Recruitment and selection procedures are predominant for sales positions and are part of human resource planning. Each stage of the recruitment and selection process should be planned and precisely implemented for gaining desirable results.
Nowadays, most companies tend to compete to gain the customer’s loyalty by providing purchasers diverse programs namely creating brand communities, offering excellent customer service and developing loyalty programs. Customer loyalty means people buy products from the same manufacturer repeatedly rather than from other suppliers. Typically, as marketing managers, are providing excellent facility to obtain the customer’s needs and interest in long-lasting relationship, for instance, loyalty program. It considered one of the value propositions that a marketer can offer a potential customer whichever can come in many forms. In our competitive market, maintaining customer loyalty is obviously a key goal for any marketing managers, customer experience programs are the most effective way to drive customer loyalty when customers are engaged on an emotional, intellectual, or even spiritual level, and when a customer cherishes a product or service before, during and after its use (Bloemer and Kasper, 1995).
Successful companies try more than unsuccessful companies to implement a relationship marketing strategy and build a long-term relationship with their customers (Adamson and Chan, 2008). Trust, relationship, shared values, empathy, and mutual effort has been identified as the most important foundations of relationship marketing (Sin and Tse, 2005). Relationship quality (RQ) is a branch of relationship marketing (R M). Due to the importance of relationship marketing in today's business world, the relationship quality is necessary to assess the strength of the relationship and the degree of satisfaction to meet the demands and expectations of the customer (Crosby et al., 1990; Smith, 1998). A good relationship quality can increase customers'
Therefore, brand is a signifying of the company. However, a company must have good brand management to achieve the longevity of the company brand. It is because good brand management can lead the company to become a strong brand and it will improve the customer relationship through the brand management process which control everything about the brand does and says also (Temporal, 2010). Therefore, brand management plays an important role which will influence the longevity of the company and the brand name. Nowadays, many companies using the re-branding strategy of corporate marketing and build strong corporate brand to increase their competitive advantage between other companies such as Google, Mazda, LG, Zara and more (Punjaisri & Wilson, 2007; Temporal, 2010).
TNT express therefore has managed to win the most recognized accolades together with a variety of recognitions as a result of their progressive efforts in value addition that is beneficial to the customers as well as their commitments towards achievement of high standards of competition. The article also touches on the importance of commitment of TNT express to the satisfaction of the customers and regular recognition of the importance of people as the primary assets and this has been the cause of the difference and the basis of the strength in TNT express. Quality is an important aspect guiding success at TNT and the company uses its mission, guiding principles and values to define quality. The need for serious consideration of benchmarking at TNT is rooted to the nature of their business. The wide customer base gives TNT a good opportunity to learn.
Total company effort includes a company offering superior customer value to attract customers, satisfy those customers, and retaining those customers. This will increase sales and build a profitable relationship with customers. Much like the marketing concept, the marketing strategy is vital to the marketing plan. The marketing strategy involves finding attractive opportunities and developing profitable marketing strategies (Perreault et al., 2014). A marketing strategy entail... ... middle of paper ... ...ct, place, promotion, price, customers, and target markets.