The frequent shopper program can become an effective tool in the attraction and retention of loyal customers. Rewards that can be traded for luxury items will have a great influence in customer loyalty and attracting new customers. A positive response from the public is important and in order to ensure that response, Kudler Fine Foods must find and develop a proactive way to approach the public’s privacy concerns. Preventing conflict with consumers regarding personal data and how it will be used is simply fixed by keeping the consumers aware of just how it is being used. The number one concern for Kudler Fine Foods must be security and privacy of their consumers’ personal
Kudler should have a clear idea of what the data is to be used for and how it is to be treated. “Sure, a customer database has value, and a company can maximize that value in any number of ways -- growing the database, mining it, monetizing it. Marketers can be tempted, despite pledges about privacy, to use collected information in ways that seem attractive but may ultimately damage relationships with customers.’ (Davenport, et al, 2007) It is important to their success as a business that Kudler Fine Foods maintain their relationship with their customers. And by this they should maintain positive relationships with all of their customers. “Market analytics allow companies to identify their best and worst customers and, consequently, to pay special attention to those deemed to be the most valuable.
Recognition to all those that made the changes possible or who participated in the short-term wins will act as a positive message. Employees want to be recognized therefore, they will be looking forward to becoming the next person on that list. Consolidating the gains and producing more changes for Sandwich Blitz will mean that they will earn credibility from the successful implementation of this new technology. They will now have the support from their employees that they need to achieve long-term goals achievements. Expansion for example will now be a more feasible and attainable goal.
In order to do this the marketing department is proposing several events to lure more consumer/store interaction. It is hoped that the consumer will make the events part of the social networking and a source of referrals. The system for developing this strategy is still in development and further research is necessary. As research is ongoing, the competition will also be assessed. A competitive marketing intelligence analysis is necessary because much can be learned from the competition’s successes and failures.
Best “Targets” for recruiting efforts The best fit for Tanglewood as far as recruiting is to use a more “open” approach. This will fit their internal staffing policies best because this method searches the current workforce for applicants that have the most desirable KSAO’s. This is a passive approach in which anyone can apply for a position regardless of their qualifications and that is Tanglewoods current approach (Heneman, Judge, & Mueller p.216). I believe that with this method of recruiting will help get a diverse set of applicants and give each interviewee a fair chance at being considered. Tanglewood will want to specifically target applicants with specific characteristics that are pertinent to the sales associate job opening.
It can also help us to win over new customers or even create customer loyalty from current customers. We currently have sufficient marketing strategies to increase loyalty and profitability of consumers. However, the organization can create more strategies to have long lasting success. According to "How to Develop Marketing Strategy" (2013), “A carefully planned marketing strategy provides continuous benefits to a company”
“Competitive Intelligence is the ethical gathering and analysis of competitor and market information from open sources. This analysis is used by organizations to make better strategic decisions.” (Cipher, 2012). Competitive intelligence and analysis is important because it provides a method that Kudler Fine Foods can use to assess and evaluate the marketing tactics that are successful for their competitors. By employing competitive intelligence Kudler Fine Foods can gather information concerning their competitors marketing strategies and then use that information for their own advantage by incorporating certain strategies that will fit into their marketing plan. Competitive intelligence will also allow Kudler Fine Foods to gain knowledge concerning certain trends, such as legal, environmental, industry, international, regulatory, and economic, which they can use to further develop successful marketing strategies and
Second, although the company may feel that they offer the best product, if the public feels that the competitor is offering a better product, they may want to consider changing their supplier of certain food products. Since price is not a factor in their customers' eyes, they can charge higher prices for better quality product. Last, and probably the most important reason to have competitive intelligence is to find out what the competitor is not doing and do it and do it better than they could. The main purpose of competitive intelligence is to be creative and
Acquire or Develop Talent Tanglewood should acquire talent, because it wants to keep performance and customer service at high levels. In addition, while old stores under Tanglewood have the same basic look, the management styles and human resource can use some improvements. Acquire talent is very helpful for new stores, because employees would “hit the ground running” and be at the peak performance the moment they arrive. Hire Yourself or Outsource Personally, I think Tanglewood should hire itself. Outsourcing is more practical for small and medium companies.
It also has numerous of problem that one needs to understand. Analyzing and interpretation of the interviews are subjective and can be biased (Javalgi, Granot, & Brashear, 2011). Thus it is crucial that the facilitator is experienced and understands the culture’s verbal as well as nonverbal communication. Assumption about the interviews can lead to errors in the research. However, understanding the culture and values of foreign consumers can help boost the sales of the product and service because the sales teams can market and target their consumers.