Stakeholder marketing assignment

Page 4 Research Proposal Date: 31 August 2012 To: The Manager, IT. Mom Ltd From: The Research Executive, Precision Research Ltd Subject: Service analysis between IT. Com and its customers 1. 0 Background From the research brief sent to us by IT. Com Ltd (IT. Com), we are pleased to respond to its queries concerning the company’s interaction with its customers. IT. Com is a distributor and exclusive after-sales service provider of personal computers for Leno brand of products since 2002. It also supplies printing and imaging devices, point-of-sales (POS) systems and computer accessories as add-value products since 2006.

In 2005, it started its own retail division as art of its long-term expansion and market take-over strategy. It is a business-to-business (BIB) company as well as a business-to-customer (BBC) company. It distributes on an intensive mode to all IT retailers and Leno global-account holders across Mauritius. Its retail division has enabled it to interact personally with its end-user market. The company holds the 3rd place on the benchmark of IT distribution with 20% of market share. Its other competitors are HEM Technologies, Supervise Ltd. MAC Ltd and Lea Communications and Informatics Ltd.

It is planning to boost up sales level and eventually turnover as the latter has been stagnant for the last 2 years. To promote its products, the company has various communication mix campaigns including personal selling and direct marketing to the BIB market and it is widely used to boost up sales. This includes facets-face interaction, specially in the shop, phone interaction and online responses to queries. The company wants to obtain information about what form of personal interaction customers prefer and why so that it can be more efficient in its personal communications. 2. Research Objectives The objectives set below will help to understand as to why IT. Com wants to get an insight of its interaction with different customers, that is, face-to-face, telephone, or online and how it can improve that interaction. Customer interaction is not only with the company’s sales staff but also with other staffs Of its various departments. In this case, we assume that the company wants to improve the service its sales staffs are delivering and to see whether there should be some improvements. 1. Identify what type of interaction the company has with its different type of customers. . Determine whether the interaction has been effective with its different customers b. Assess whether there is room for improvement c. Assess the effects of different contacts on sales volume 2. Examine the attitudes of different customers towards these contacts a. Assess the reaction of customers towards the different types of interaction b. Determine the level of satisfaction with each type of interaction c. Examine competitors’ interaction with their customers and compare it to that of IT. Com 3. Determine the type of contact customers prefer a.

Examine how competitors use customers’ preferred contact method to their advantage b. Identify what form of contact customers often use and the number of sales made from that contact Page 6 c. Determine why customers prefer the chosen contact over others d. Determine how helpful the preferred contact is to customers 4. Identify the most important characteristics of effective contact. A. Examine whether customer queries have been well answered and understood b. Examine whether customer problems have been solved efficiently and promptly c. Examine whether customer requirements have been fulfilled d.