3 Written Assessment Assessment Title Relationship marketing report Task Description It has been shown that high levels of customer satisfaction are linked to customer loyalty. Further that loyal...

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3 Written Assessment Assessment Title Relationship marketing report Task Description It has been shown that high levels of customer satisfaction are linked to customer loyalty. Further that loyal customers are more frequently ‘heavy users’ of a service and therefore usually more profitable. The third piece of assessment that completes your body of work in this unit, consists of a business report that is 1500 to 2000 words in length. The focus of your report is to develop a customer retention plan and recovery strategy to support your service business post-COVID-19. Choose one of the options below: Option 1: A coffee shop or café in your local area that is not one of the major chains (ie NOT McDonalds, Gloria Jeans, Hungry Jacks, KFC, Boost Juice, etc.). Choose a small to medium sized, local enterprise to focus on. OR Option 2: A theatre in your town/city (can be an arts theatre such as the Brisbane Arts Theatre, the Malthouse Theatre of Princess Theatre in Melbourne, or Sydney Lyric Theatre, etc). Any cultural theatre but not movie cinemas/theatres. OR Option 3: Your Choice – provides the flexibility of developing a report for your current service-based employer or a service business you wish to start up (but not both). If you choose option 3 then you must gain approval from the unit coordinator for your proposed service business. Task: Your task as the marketing manager for your business choice (option 1, 2 or 3 above) is to develop a report for the business on creating loyal customers and building relationship marketing strategies for the enterprise. Your aim is to develop a plan for the business to build a foundation for customer retention and satisfaction. You will need to: 1.  Develop a market segmentation profile of your current/future customers for the enterprise – based on its location (geographic) and suburb profile (demographic) and include key psychographic and behavioural characteristics. 2.  Consider how you can effectively tier your services to deliver value and satisfaction to all customers. 3.  Create a plan for customer retention for your business including:             a. Strategies to create loyalty bonds             b. Strategies to build in switching barriers, and             c. Strategies to reduce churn. (See chapter 13 of your textbook and in particular Figure 13.7 for further information.) 4.  Provide any other recommendations that you feel would be appropriate for your business must consider delivering a comprehensive CRM strategy for their business. You can consider any of the 7Ps, and any of the common failures in CRM implementation, and/or other service recovery strategies address the post-COVID-19 challenges for retaining existing customers and potentially gaining new customers. Your discussion and analysis in this written business report requires theoretical support from a minimum of 10 journal article references. Further Instructions · See assessment criteria below for further information on layout, style factors and inclusions. · This is an individual assessment (no groups). · A single Word document (no PDF) using at least size 11 font with 1.5 line-spacing. · Should be 1500 to 2000 words in length. · To be uploaded through the Unit Moodle site. Assessment Due Date Week 12 Friday (9 Oct 2020) 11:55 pm AEST To be submitted online through the moodle portal for A3. Return Date to Students Exam Week Friday (23 Oct 2020) The return date will apply to submissions made before or on the due date and are subject to the usual moderation and review processes. Weighting 50% Assessment Criteria Key criteria that will be graded are provided below. A more detailed marking guide is provided in Moodle within the Assessment 3 topic area. · Title page; · Executive summary; · Table of contents; · Introduction; · Service provider description and target market analysis; · Tiering of the service provision; · CRM Plan for customer retention including strategies to create loyalty, reduce switching and reduce churn; · Recommendations; · Conclusion; · Reference list; · Appendices if needed. Your work will also be assessed on the following professional criteria: · The use of clear English expression and logical flow between the ideas · Accurate referencing of sources and correct presentation of graphs, tables, diagrams and/or drawings, etc. · Your use of visual aids as a core component of your professional report delivery · Clarity and design · Concise and well-structured · Creativity and innovation Pranivha Thapa Pranivha Thapa | 12055563 Marketing of Service Products MRKT19036 Assessment 2: Tourism Marketing Portfolio Student name: Pranivha Thapa Student number:12055563 Creative brief targeting Queensland's tourism industry providers Chosen HVT - Travelling with children in New South Wales Introduction Tourism has been greatly impacted by various elements of culture, safety, and consumerism. Travelling with children in New South Wales forms a very important target segment for the tourism industry (Ivanov, S, & Webster.C,, 2017). As families with children travel more often in the holiday seasons and form a substantially sustainable segment, it is easier to provide new attractions for this segment. It is important to adapt to the new trends of global tourism industry and this segment supports this. It is highly adaptive and consumes in almost all segments including hotels, food, travel, and adventure sports (Marx, Patricia., 2014). Influence of Hofstede's four dimensions of cultural value on chosen HVT Based on the Hofstede's four dimensions, the cultural values of the chosen HVT include indulgence, perseverance value, being collectivistic and having low tolerance for uncertainties. Based on these elements it is important to provide travelers with children with a proper plan, lot of activities and lack of uncertainties (Sloan P, Legrand W, & Chen J, 2013). This would help add higher value to the travelers and help build long term relationships. It is possible for the tourism service providers to build long term customer relationship based on quality of service which caters to the needs of this segment (Matos, C. and Veiga, R., 2014). Important versus determinant attributes Safety and assurance of quality service form important attributes. Ensuring entertainment and a great experience forms determinant attributes. These attributes would enable formation of a better level of growth and development in tourism sales along with branding of the state as an ideal tourism place (Chen, C. F., & Soo, K. T., 2017). Consumer behavior in tourism is extremely crucial (Marx, P., 2014). The important determinants help build a level of trust and confidence in consumers. Moreover, it helps consumers realize value out of travel and thus helps create a holistic experience. Opportunities and exactness of data are extremely fundamental to a business. The present business situation is very much created and all around outfitted with modern innovation to deal with greater part of the business. It is important that the service providers are able to keep up with the changes in the business environment which include technological adaptation and higher levels of consumerism (Mujko, Aleksandra; Plavša, Jovan; Petrović, Marko; Radovanović, Milan; Gajić, Tamara, 2017). The tourism industry is growing globally, and the hotel business forms an essential aspect of providing accommodation to all travelers (Kascher karsten, 2017). Competitive positioning Tourism industry is rapidly growing and successfully becoming popular Yet, there is a high level of competition and it is important for each of the tourism destinations and tourism operators to ensure high quality, better levels of service and interaction with customers. Along with this provision of competitive prices also forms an important aspect (Cadene, Philippe, 2013). Competitive pricing has a great role to play in ensuring higher consumerism in tourism industry all over the world. It also helps contribute to the growth of the industry. The positioning of tourism is South Wales needs to be changed from being a luxury destination to being an economical destination. Only then it can grow in the targeted family with kids segment. As a family with children has more number of members and considers long term value of each travel and perseverance, it is important to provide them with an adequate level of economic value in their travel plans. It is also important to focus on building a long term rapport which would help create better levels of CRM in this industry. It is important to focus on creating more options for tourists in order to enable them to achieve more value. Then it would be easier to attract more families to tourism destinations in New South Wales in the coming future. Conclusion As the tourism industry expands, there is a growing need to focus on building better levels of understanding about consumer needs. There is a need to segment markets and evaluate what each of the segments require as well as which of the segments are rapidly growing. Looking at the current data development, it is quite likely that the tourism industry would soon start growing once the Covid 19 pandemic situation is conquered. As the situation leads to reconsidering of various elements of the travel industry, it has become important that there be formulation of strategies that would support the building of long term growth in this industry. References Kascher karsten (2017). Reinventing the package holiday business. Deutscher University – Verlang. Germany Matos, C. and Veiga, R., (2014). The Effects of Negative Publicity and Company Reaction on Consumer Attitudes. SSRN Electronic Journal, pp.1-29. Marx, Patricia. (2014). "Couch-surfing the globe". The New Yorker. Retrieved 15 March 2014. Cadene, Philippe (2013). Atlas of the Gulf States. p. 29. "Sustainable Tourism: Turning the Tide" (PDF). Towards Earth Summit 2002. Stakeholder Forum for a Sustainable Future. August 2002. Retrieved 22 January 2012. Mujko, Aleksandra; Plavša, Jovan; Petrović, Marko; Radovanović, Milan; Gajić, Tamara (2017-03-13). "Modelling of carrying capacity in National Park - Fruška Gora (Serbia) case study". Open Geosciences. 9 (1): 61–72.  Sloan P, Legrand W, & Chen J (2013), Sustainability in the hospitality industry: principles of sustainable operations (2nd ed), New York, Routledge Ivanov, S, & Webster.C, (2017), Measuring the impact of tourism on economic growth. Tourism Economics, 13(3), 379-388. Chen, C. F., & Soo, K. T. (2017). Cost structure and productivity growth of the Taiwanese international tourist hotels. Tourism Management, 28(6), 1400-1407. assessment 2 MRKT19036.docx by Pranivha Thapa Submission date: 12-Sep-2020 08:43AM (UTC+1000) Submission ID: 1384941265 File name: 58691_Pranivha_Thapa_assessment_2_MRKT19036_1318961_2016441750.docx (70.18K) Word count: 942 Character count: 5168 so much of this assignment response is missing Pranivha?? where is the task 1 information Pranivha? need to talk about the target market - provide statistics should be individual vs collectivistic; power distance; masculinity vs feminity; and uncertainty avoidence. need to define these concepts. what important or determinant attributes do you recommend industry suppliers should be aiming to have to best satisfy this target market? needed to discuss the Tourism & Events Queensland’s competitive “Points of Difference, Contention, and Parity” 10% SIMILARITY INDEX 2% INTERNET SOURCES 0% PUBLICATIONS 9% STUDENT PAPERS 1 7% 2 2% 3 1% Exclude quotes On Exclude bibliography On Exclude matches Off assessment