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Understanding customers is an important discipline that businesses should engage in. Looking at the Mosaic segmentation system (compiled by Experian) how useful do you think this business tool is in helping organisations understand their customers.
Illustrate your answer by relating to a case study organisation from the retailing sector.
Useful Website links_http://www.experian.co.uk/business-services/business-services.html
www.experian.co.uk/business-strategies/mosaic-uk-2009.html
To access these sites from this document right hand click and Open hyper link
Detailed Assignment Description :
Imagine you are the Customer Marketing Manager for Marks and Spencer. You are concerned that the existing customer base is not visiting the store. Research data is required to understand the Marks and Spencer shopper and two of its competitors in the fashion clothing market. Explain how Marks and Spencer might try to understand the profile of their customers. How can Experian help Marks and Spencer to understand their customers? Describe and explain the importance of segmenting and profiling a business� customers. Why do organizations need to do this? Explain your reasoning by referring to theory, frameworks and concepts that you have read about in the core text Pepper and Rogers, 2011.
What marketing initiatives might you implement to build customer loyalty for Marks and Spencer. Give your reasons by referring to relevant theory.
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