Market and Customer Management Customer Loyalty External Areas

Market and Customer Management - Customer Loyalty External Areas Assessment of the Internal Areas Marketing Strategy and Positioning Questions in this area: Internal Areas Area 1: Market and Competition Area 3: Company figures Comments/ Evaluation: Existing Loyalty Programmes n How many customers does the company has? n Does the company has an effective customer segmentation? n Does the company generate new micro segments based on a customer database? n Is the company positioning itself only as a cost and price leader or are there other positioning strategies? n Is there a firmwide coordination of the opportunities and is there a high potential for cross selling/ up selling? n Does the company serve products and services, that do not completely differ from others concerning price and/ or quality? n Are there changes in the industry (globalization, liberalization, other) that affect the marketing strategy? Area 2: Customer behaviour/ needs Area 4: Products and channels Area 6: Loyalty strategy/ organisation Area 5: Marketing strategy/ positioning Area 7 -. . . : Loyalty programmes are most appropriate, when. . the company is positioning itself not only on price. the products and services offered do not completely underline the ones from competitors. through a loyalty programme, the market position can be improved/ focused. marketing strategy and programmes must be reviewed due to changes in the industry. Overall estimation for this area: q negative impact when starting a loyalty programme q unknown impact when starting a loyalty programme q positive impact when starting a loyalty programme 03 Strategy & Positioning. ppt 1