MARKETING / MANAGEMENT

Assessment 2: CRM Report

Abstract

Companies are in continuous race to increase revenues, maintain existing consumers, and make use of a pull strategy on prospective new consumers. As a result, they are contending for consumers in an international industry. CRM (customer relationship management) is an up-to-date, popular, and contemporary tool or software utilized by companies in this furious environment of competition. This software is integrated and used to improve communication and relationship between the company and consumers. CRM intends to build ling-term relations that persuade consumers to continue regular visits at the company's store or restaurant. It facilitates companies to maintain individual consumer relationships in such a manner that both the consumer and the company get the maximum out of the interaction, offering both with long-terms advantages. This report intends to explore a better perceptive of the benefits and uses of CRM in the goods manufacturing company that deals in fast food. Analyzing the literature about CRM, a framework of allusion was selected and used to gather data from a number of existing studies and information available online concerning the Pizza Hut Ltd in Australia. This report further analyzes challenges faced by Pizza hut when building brand loyalty while endeavoring to build and maintain a relationship with the consumer. Ultimately, this report designs and presents a consumer relationship strategy.

Abstractii

Introduction1

Discussion1

Market Opportunities and Threats1

Target Segment(s) of Pizza Hut2

Strategies for Collecting Necessary Consumer Data4

Necessary Data to be collected4

How to Collect Customer Data5

Consumer Relation Strategy7

Conclusion8

References9

Assessment 2: CRM Report

Introduction

The era of the 1990s has observed a significant transformation of living style crosswise the globe as our world was gradually entering into the system of emerging a “global village.” The current period experiences an increasing globalization of services and brands that strengthen service-based companies to compete alongside cultural diversification that subsist in the entire world to persuade both foreign and domestic consumers. Currently, fast food is an ordinary attribute in the daily routine of Australians, as an outcome of most women working, a boost in twofold outcome families' purchasing influence, expediency, and short of time for arranging food at home (Sheppard, 2002, pp. 307).

Discussion

Market Opportunities and Threats

The homogeneous marketing target caused the pizza restaurants failed to position their products uniquely. Their product categories, to some extent, are similar to each other in terms of inherent product attributes, benefits and user category without capitalizing on the opportunity to give their products the greatest advantage in selected target market. Pizza customers generally enjoyed the same convenience of home delivery, freedom to choose toppings, and same cheesy flavor. In the same way, it is hard for those pizza chains to build up strong loyalties among customers. In particular, pizza chain restaurants have not differentiated location images among customers. The pizza chains are virtually trying to cover every corner of the place where a potential market might be lying. As the competition of outlet expansion escalates, the sort of differentiated product location positioning becomes more salient. No pizza chain has tried, for example, to consistently open restaurants beside the nursery homes, ...