MKTG258 & MKTG358
DEVELOPING A CRM STRATEGY
Points: 100 equivalent to 20%
This project is aimed to
help the students to apply the concepts of CRM learned from the classroom. The
objective of the project is to provide a customer relationship marketing
program (plan) for a company of your choice. The report should be submitted on
a group basis. Each group should be a maximum of five people. The report is
graded on the basis of how well you incorporate the topics discussed in this
course. The case studies discussed on this course will also prove to be useful
in formulating your ideas and concepts.
Your task is to prepare a
‘consultant’s business presentation’ to the board of directors of your chosen
company, regarding the benefits of and
how to adopt a new, or further develop an existing, CRM strategy.
An ideal project report
should contain the following topics.
of Contents (5 points)
Summary (5 points: Maximum 1 ½ pages)
Company background(10 points: Maximum 1
about company’s mission, vision, their overall
business in New Zealand etc. in brief
the product/s or product lines
of the current performance(10
points : Maximum 5 pages)
position in the current market and other major markets (if International)
perceived value of your selected product/s.
Target market ( 5 points : Maximum
consumer segments company is targeting
of any current issues or possible problems that might happen in future based on
your analysis ( 10 points : Maximum 1 ½
reasoning and explanation of how CRM
will benefit the firm under your consideration to solve the above crisis (
identified in part 6) (10 points: Maximum5 pages)
explanation of CRM plan that you propose
audit, including summary of customer segment attractiveness, strength of
relationship, causes of retention/defections
based marketing metrics such as customer acquisition rates, customer activity
measurements, customer equity calculations
other customer analytics that is suitable for your topic
programme (marketing mix) to retain customer loyalty and improve customer
results and control system.
Recommendations and action
plans. (20marks: Maximum 3 pages)
a. You should rationalise your
recommendations with supported evidences
report length is up to 4,000–6,000 words (excluding
appendices) and a maximum of 20 slides,
diagrams or exhibits. In order to
complete the term project, each group has to submit:
A complete term project with the
Font: Arial font
style, 12 font size, 1.5 line spacing.
Margins: Top, Bottom, Right=2.54 cm.
= 3.0 cm. to allow for binding
number: Bottom right of every page
v.6 for any external citation used in the report.
a page in your assignment where a table shows the topics contributed by each
member. However, all members must work together for most part of the project.
Each group member should inform their work before submitting the project.Any
member who fails to sign will not get any marks for the paper.