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Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory aspect of auditing under the customer-based brand equity (CBBE) model. Customer- Based Brand Equity (CBBE) Model Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms.

All activities of the retail chain stores are directed towards customer satisfaction which leads to customer retention--a pivotal factor for business growth. The principle agenda of this research paper is to illustrate the importance of customer satisfaction in the retail industry. The retail industry being the highly competitive field, being able

Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model. Customer- Based Brand Equity (CBBE) Model Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms.

This led Jung and the management team to implement a Sales Leadership program that provided incentives to acquire, train, motivate, and retain the number of active sales representatives it needs to sustain significant growth. Avon also has a representative development program that focuses on the professional training of representatives. This enables the representatives to provide valuable information on Avon brand products. Avon also keeps its superior customer service in other ways of distribution such as the Internet and in the department store sales by having a timely and correct order delivery, one on one information exchange and personalized professional advice. Forces of Competition Rivalry among competing sellers in the CFT industry is strong.

In the long run the business gains more customers and increases its profits. Therefore, every organization should attempt to implement and preserve an excellent customer service strategy. This will give the organization a competitive edge above other organizations and establish a reputable image every business entity long for.

The process flow is optimized in such a way that personnel are directed towards various activities ensuring that there is no lapse either in production process, service efficiency that ultimately leads to customer satisfaction. Satisfied customers are highly important for business profitability and growth. Since this element of marketing mix ensures effectiveness of processes, therefore, customers remain highly satisfied resulting in brand loyalty and enhanced brand reputation. g) Physical Evidence: Physical evidence is considered as the environment, in which customer and business interact and also results in the delivery of a service (Groucutt, 2005). In essence, physical evidence is an element of the marketing mix related to services sector since customers look for material cues when hiring the services of an organization.

Evaluations of desired behaviour helps organisations to retain goal alignment, or improve where need be. Fiorenza (2007) found that the evaluations programs that are created with direct input from employees and managers tend to be the most successful systems used, as they increase ownership and commitment. Growth and acquaintance of new skills is enhanced, individuals get to learn and know where they need improvement (Mujtaba, 2008). Aguinis (2012) argues that by inclusion of self- appraisals in the performance assessment can be beneficial in a way that employee satisfaction with the PM system increases also enhancing perceptions of justice and accuracy, thus acceptance of system. This can be the reason why the interviewee found it to be a fair practise that the company ensures recognition to individuals that outperform the desired target of cases.

When a culture is strong and achieves the success, the customers tend to be attracted to the business since it is reliable. A strong culture also enables the business to maintain its operation (Be a Leader.net 2011). Reference List Be a Leader.net, 2011. The Importance of Organizational Culture. Retrieved from: http://www.bealeader.net/1660/the-importance-of-organizational-culture Chris Rose, 2004.

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.

Performance in customer satisfaction is a significant factor in long-term success of the company. The key performance variables are repeat orders and the rate of customer acquisition. If you have satisfied customers, you retain those you have and get new ones at a rapid rate as it gives out positive word-of-mouth. Your evaluation of performance in customer satisfaction highlights potential problems for overall performance of the organization. Other factors that are related to customer service which increase level of performance measure of company are the reliability, production quality and quantity, and internal indicators such as employees training, market performance, customer retention and financial factors which regards the cost of