Customer Value Management

Instructions loaded as “Report Requirement.doc”

Assessment 1: Customer relationship marketing strategy assessment
Overview
This project requires the analysis of a customer value and relationship position in the market for a specific company and brand. This analysis should assess their opportunities and success rate

to build a customer-centric company and build a loyal customer base. The focus of this project is for you to demonstrate your analysis and risks and opportunity assessment skills using

business theory and tools

Details
You will undertake research into the challenges faced by consumer goods and services manufacturers when building brand loyalty while endeavouring to build and maintain a relationship with

and build value for the consumer.
As a first step, you have to choose a brand and product category and assess their current position in the market. Note: one brand and market analysis of each group will be continued as the

group assessment; so choose your brands and product categories wisely.
Your assignment should:

1.    Have an executive Summary
2.    Use 21+ References theory incorporated
3.    Present market opportunities/threats (changes/trends) faced for your chosen brand and product.
4.    Present the market and identify the target segment(s) of this brand/product.
5.    Assess current positioning and value proposition of the brand/product

At a minimum the following should be covered in the assessment
•    Objective of the brands/company customer value strategy
•    Choice of Target Market;
o    Target segment analysis (end of means model; product attributes-benefits/consequences – Value?
o    Choice of target segments ( Performance Value Buyer) (Price Value Buyer) (Relational Value Buyer)
o    Trend Analysis
•    Competition – Who?
o    Analysis of current strategies
o    Trent Analysis
o    Prediction of copying effect and counter strategies
•    Positioning and Value proposition strategies

The written report is limited to a maximum of 12,500 words (including Executive Summary but excluding References and Appendices; typed in 1.5 line spacing on one side only of single sheets of

A4 using 12 pt. size type with normal 2.54cm margins).

Marking emphasis will be placed strongly upon your ability to build a credible and understandable argument, based upon sound theory, supported by correctly referenced research, for your

prescriptive recommendations outlining the firm’s opportunities and challenges. Readability, grammar, spelling, presentation and referencing will also be considered.

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