View the step-by-step solution to:

Assignment 5: Final Project (35% of the final Grade) Instructions Final Project (35% of final grade) Overview This project is assigned in lieu of a...

Please help with this Assignment for my Marketing class. The guidelines are attached. Thank you!

Assignment 5: Final Project (35% of the final Grade) Instructions Final Project (35% of final grade) Overview This project is assigned in lieu of a final exam. It is an authentic assessment of your ability to apply, analyze, synthesize, and evaluate, with clarity and exactness, what you have learned during this course, and to demonstrate this ability through effective written communications. Authentic assessment is a form of assessment in which you are asked to perform real-world tasks that demonstrate meaningful application of essential knowledge and skills. Your performance on a task is typically scored on a rubric to determine how successfully you have met specific standards. Directions You will select an existing business on which to base your project. Your instructor will approve your selection at the beginning of the assignment. You will choose a business that does not have a program for managing customer relationships as part of its overall customer service efforts. Your job will be to incorporate customer relationship management in the business's overall strategy and operations. Selecting a Business for Your Project The company that you choose does not have to be a large, well-known corporation, but it can be. You might choose the local car maintenance shop you have been doing business with for years. You might choose a new dry cleaning establishment in your neighborhood. These businesses are often flattered to have been chosen and glad to have some marketing ideas. You might be surprised to learn that the company goal of the car maintenance shop is to generate enough profit to allow the husband and wife who own it to retire to Florida on a nest egg of $2M. Their marketing strategy might be to "get everyone who comes in here to do all of their car maintenance with us for the next 20 years and for each of them to bring in a friend who does the same." This is a marketing strategy, even though the owner does not state it in the marketing terms you have learned. The owner of the dry cleaning establishment, on the other hand, might aspire, as a business goal, to own a chain of four dry cleaning establishments in the county within the next 10 years. The marketing strategy might be to differentiate the business from competitors by offering free delivery. Some students enjoy doing projects where they work. If the business is large, you might scale it down to one department or one function of the business. Just be sure that your work takes into account the business as a whole. Company goals and marketing strategies are sometimes published to employees and found in frames on the walls. If not, ask. You might be surprised what you learn. If you have done business with a company and noticed that it does not seem to have a strategy for managing customer relationships, you might target that business. You will need to do a little research to determine whether this company is a good candidate. You should be able to find what you need on the Internet. You will not learn secret strategies. However, you will learn enough to formulate your opinion as to company goals and marketing
Background image of page 1
strategies. This will be sufficient for the purposes of this project. The company/business/firm selection is an important first task. You might reject more than a few choices before you settle on the one you want to use. Your colleagues and your instructor can help you during this process. You will be provided with directions, but not leading questions. This means you will need to employ high-level cognitive skills in order to complete this project successfully. This assignment serves seven important learning objectives, and assesses your ability to: 1. incorporate the role of managing customer relationships within the company's overall business goals and marketing strategy; 2. apply metrics to measure the success of customer relationship management efforts; 3. differentiate customers by loyalty segments; 4. evaluate technology-related tools (CRM) that will support various customer relationship management programs and goals; 5. design customer loyalty strategies and programs; 6. design customer service policies and strategies; and 7. demonstrate critical thinking and written communications. Project Requirements 1. Current Situation A. Identify your company and provide the company's stated overall goals and marketing strategy. If the company does not have a published statement of goals and strategies, state what you believe them to be based on what you have learned and observed about the company. B. Provide a thorough description of the company's current customer service. Use the IDIC model for managing customer relationships as your framework. Include the organizations and processes that are in place to accomplish the IDIC (Identify, Differentiate, Interact, and Customize) tasks. Comment on the strengths and weaknesses of the current processes. Include your assessment of the impact on the company's goals and marketing strategies of the way the company serves its customers. For example, if the goal is to increase customer share, does the customer service process include a way to collect information about the customer's potential need for additional services? Do not provide a comprehensive description of the company. Only include the information required to satisfy the task at hand. 2. Redesign the Customer Service Policies and Strategies Provide a newly designed customer service program based on the principles of the IDIC model. Your design decisions should correspond to the assessment that you performed in step 1 above. You can recommend small or sweeping changes. Sometimes one small, very insightful change can make a dramatic difference in the service a company provides. The changes could be in organization, process, training, or another category. It
Background image of page 2
Show entire document
Sign up to view the entire interaction

Top Answer

This is the response to... View the full answer

pepsico company.docx

According to PaigeRyder (2015), PepsiCompany is a...

Sign up to view the full answer

Why Join Course Hero?

Course Hero has all the homework and study help you need to succeed! We’ve got course-specific notes, study guides, and practice tests along with expert tutors.


Educational Resources
  • -

    Study Documents

    Find the best study resources around, tagged to your specific courses. Share your own to gain free Course Hero access.

    Browse Documents
  • -

    Question & Answers

    Get one-on-one homework help from our expert tutors—available online 24/7. Ask your own questions or browse existing Q&A threads. Satisfaction guaranteed!

    Ask a Question
Ask a homework question - tutors are online