MARKETING ASSIGNMENT

Marketing Assignment

Marketing Assignment

Background of the Company

ABC Corporation is one of the leading retail store chain of United States, headquartered in California. ABC Corporation was established in 2000, and within ten years it grow its number of stores from 1 in California to 120 stores located all over the United States. The company was formed by the former employees of Wal-Mart having years of experience in retail industry. The founders are well aware that discounts and low prices are the factors holding key attraction for the people, but these are typically offered by every store in the town. This is the reason; customer satisfaction has been given priority in organizational strategy, so that customers can be retained. This has been proven very much successful, because with giants of the industry focusing on pricing factors mainly, a store which offers seeks to satisfy its customers not with the price only. Presently, the company employs approximately 7000 people, and every employee has to undergo customer satisfaction training before he or she can formally embrace his or her duty in the store.

Every customer, while leaving the store is greeted with the complimentary gift or a special discount; which make them feel valued at the stores. Customers are requested to rate their experiences every time they shop which is recorded via an electronic device installed at checkout counters, making it easy for the customers to give their feedback, while helping company to improve. ABC Corporation also arranges free delivery of products which customers could not find at the stores. Customers are only requested to explain if there is any brand or product not available in the store, and they shall be provided the product at their door step within24 hours. This help company to ensure that their customers do not turn to any other store for purchasing, while it prevails the concept that customers are the priority at ABC stores.

Mission Statement of ABC Corporation

The mission statement of ABC Corporation is: “becoming the largest retail company on earth, while ensuring best possible customer service.”

The mission statement of the company can be divided into two parts, with one being “becoming the largest retail company on earth,” while the second one is “ensuring best possible customer service.” The two seems quite apart from one another, however, ABC Corporation seems to merge these two different approaches in an effective manner. Customer services are the focal point of every organizational strategy, because company believes that valuing customers in every possible manner will lead to customer retention and make them loyal. Loyal customers act as brand ambassador for the company, which market the brand in every corner of the country and hence helps in the growth and development of the company.

International Market Expansion

While maintaining the focus on the growth and development within the country, ABC Corporation is seeking to expand its operation in potential market, which can help company to achieve its mission statement. In relation to this, ABC Corporation has started to consider India as ...