代写MKT2002S MARKETING IN A DIGITAL ERA调试数据库编程

MKT2002S

MARKETING IN A DIGITAL ERA

QUESTION 1: Addressing Customer Complaints in the Retail Industry

Instructions: Select a retail organization that has recently experienced a significant increase in customer complaints. These complaints  can range from issues with product quality, customer service, return policies, or online shopping experiences. Prepare a detailed report addressing the following sections. Ensure that your analysis is well-supported by both secondary and primary research and apply relevant theoretical frameworks.

Report Outline

1.0 Introduction to the Organization

Name and Background: Provide the name, type (e.g., chain store, independent retailer, online retailer), and a brief overview of the organization. Include details about its market segment, key products or services, and operational scope.

Recent Complaint Trends: Describe the recent increase in customer complaints, including specific issues such as product defects, poor customer service, or problematic online experiences.

2.0 Secondary Research Analysis

Review and Blog Analysis: Conduct a thorough review of online sources, including customer reviews, industry blogs, and news articles. Identify and analyze at least five sources that reflect the organization’s current image and customer experiences.

Critical Evaluation: Discuss the insights gained from these sources, including patterns in customer feedback and the impact on the organization's reputation.

3.0 Primary Research Method

Method Choice: Conduct an Interview with 5 Respondents.

Data Collection Instrument: Design the interview questions, ensuring they are tailored to uncover specific customer complaints related to the organization.

4.0 Summary of Findings

Data Presentation: Summarize the findings from your primary research, using transcription data collected

Analysis: Discuss the main issues identified through your research and their implications for the organization’s performance and customer satisfaction.

5.0 Application of the SERVQUAL Model

Introduction to SERVQUAL: Briefly describe the SERVQUAL model and its dimensions (Tangibles, Reliability, Responsiveness, Assurance, Empathy).

Analysis of Failing Points: Apply the SERVQUAL model to analyze the specific failing points identified in your research. Provide a detailed examination of how these points relate to each SERVQUAL dimension, highlighting areas where the organization is underperforming.

6.0 Recommendations for Improvement

Solution  Proposals:  Offer detailed  recommendations  to  address the failing  points identified through the SERVQUAL analysis. Suggest practical solutions for improving each service dimension, supported by academic readings and industry best practices.

Theoretical and Practical Support: Provide evidence from academic literature and industry  case  studies to  substantiate  your  recommendations.  Discuss  how  these solutions can enhance customer satisfaction and mitigate future complaints.

7.0 Conclusions

Summary: Recap the key findings from both secondary and primary research, emphasizing the major complaint areas and the proposed solutions.

Strategic Outlook: Discuss the potential long-term effects of implementing your recommendations on the organization’s customer relations and market position.

References (Harvard Format)

QUESTIONS 2:  Investigating the Positioning Strategy of a New Product

Instructions: Select a company that sells a new consumer product. This company cannot be the same as the one in your other assignments. Also, do not pick any of the companies or products discussed in class. Prepare a detailed marketing report based on the following instructions. Ensure that your analysis is well-supported by your own research and apply relevant theoretical frameworks. Include academic references.

Report Outline

1.0 Introduction to the Organization

Name and  Background:  Provide the name and a brief overview of the business. Mention key products or services and operational scope.

2.0 Data collection

Collect marketing materials regarding a product, such as advertisements and other marketing  materials. For example, this can include videos, advertising images, pictures of the packaging, and photos of how the product is sold in stores and online. Additionally, collect similar marketing materials regarding two key competitors’ competing products.

Altogether, collect 25 different advertisements and other types  of marketing messages.

3.0 Market Analysis

Analyze the data collected  (Section 2.0) to  Identify the  new  product’s  positioning strategy. Your analysis should be directly based on the evidence collected (Section 2.0). Use screenshots of the marketing  materials to justify your arguments and conclusions.

Similarly, identify the positioning of competing products. Provide evidence to justify your arguments.

Use a perceptual map(s) to illustrate the positioning strategies. Also, competitors’ positioning should be included in the perceptual maps. You can use more than one perceptual map.

4.0 Brand Positioning Bull’s Eye

Use the “Brand Positioning Bull’s Eye” framework (Chapter 10 slide) to explain key aspects of the brand’s positioning. Use your writing in Sections 2.0 and 3.0 to justify your explanation.

5.0 Recommendations for Implementation

Based on your findings in Sections 3.0 and 4.0, explain the strengths and potential weaknesses of the product’s positioning strategy.

Provide a marketing plan to improve the product’s positioning.

Discuss the implications for the firm’s marketing strategy.