Alternative Assessment
MNM3712 -
MNM3712
Customer Relationship
Management
ALTERNATIVE ASSESSMENT
OCTOBER/ NOV 2020
REPORT
On the:
Suzuki CRM Planning process
&
Fitness Junction - Marketing Mix Strategy
By
Student Name Student Number Contact details
Page 1
, Alternative Assessment
MNM3712 -
Declaration
I, ____________________declare and commit that:
This assessment is my own work
I did not receive help from any other person/student of entity
All the sources I have used or quoted from have been indicated and acknowledged
by means of a complete reference list.
Signature:
Student no:
Date: 21-11-2020
Table of Contents
Page 2
, Alternative Assessment
MNM3712 -
Declaration............................................................................................................................................2
Introduction...........................................................................................................................................3
1. Suzuki CRM Planning Process............................................................................................................4
1.1. Co-ordinating the CRM Initiatives...............................................................................................5
1.2. Customer Assessment................................................................................................................5
1.3. Developing CRM Strategies.........................................................................................................6
1.4. Competitive benchmarking.........................................................................................................6
1.5. Internal Assessment....................................................................................................................7
1.6. Process Alignment......................................................................................................................7
1.7. Selecting a CRM Technology.......................................................................................................7
1.8. Implementation..........................................................................................................................8
1.9. Measuring CRM Results.............................................................................................................8
2. Marketing Mix Strategy for Fitness Junction......................................................................................8
2.1. Criticism on the current marketing mix......................................................................................8
2.1.1. Product................................................................................................................................8
2.1.2. Price.....................................................................................................................................9
2.1.3. Promotion............................................................................................................................9
2.1.4. Place...................................................................................................................................10
2.2. Strategies to adapt the marketing mix for the new target market...........................................10
2.2.1. Product..............................................................................................................................10
2.2.2. Price...................................................................................................................................10
2.2.3. Place...................................................................................................................................11
2.2.4. Promotion..........................................................................................................................11
2.2.5. People................................................................................................................................11
2.2.6. Processes...........................................................................................................................11
2.2.7. Physical surroundings........................................................................................................12
2.3. Differentiation between Traditional Marketing vs CRM Approach...........................................12
Conclusion...........................................................................................................................................13
List of References................................................................................................................................14
Introduction
This report focuses on the CRM planning Process for Suzuki Auto South Africa who has
been marketing vehicles to consumers since June 2008. The brand has a strong heritage
and has been known for making cars that offer value and bring excitement to life. This report will
Page 3
MNM3712 -
MNM3712
Customer Relationship
Management
ALTERNATIVE ASSESSMENT
OCTOBER/ NOV 2020
REPORT
On the:
Suzuki CRM Planning process
&
Fitness Junction - Marketing Mix Strategy
By
Student Name Student Number Contact details
Page 1
, Alternative Assessment
MNM3712 -
Declaration
I, ____________________declare and commit that:
This assessment is my own work
I did not receive help from any other person/student of entity
All the sources I have used or quoted from have been indicated and acknowledged
by means of a complete reference list.
Signature:
Student no:
Date: 21-11-2020
Table of Contents
Page 2
, Alternative Assessment
MNM3712 -
Declaration............................................................................................................................................2
Introduction...........................................................................................................................................3
1. Suzuki CRM Planning Process............................................................................................................4
1.1. Co-ordinating the CRM Initiatives...............................................................................................5
1.2. Customer Assessment................................................................................................................5
1.3. Developing CRM Strategies.........................................................................................................6
1.4. Competitive benchmarking.........................................................................................................6
1.5. Internal Assessment....................................................................................................................7
1.6. Process Alignment......................................................................................................................7
1.7. Selecting a CRM Technology.......................................................................................................7
1.8. Implementation..........................................................................................................................8
1.9. Measuring CRM Results.............................................................................................................8
2. Marketing Mix Strategy for Fitness Junction......................................................................................8
2.1. Criticism on the current marketing mix......................................................................................8
2.1.1. Product................................................................................................................................8
2.1.2. Price.....................................................................................................................................9
2.1.3. Promotion............................................................................................................................9
2.1.4. Place...................................................................................................................................10
2.2. Strategies to adapt the marketing mix for the new target market...........................................10
2.2.1. Product..............................................................................................................................10
2.2.2. Price...................................................................................................................................10
2.2.3. Place...................................................................................................................................11
2.2.4. Promotion..........................................................................................................................11
2.2.5. People................................................................................................................................11
2.2.6. Processes...........................................................................................................................11
2.2.7. Physical surroundings........................................................................................................12
2.3. Differentiation between Traditional Marketing vs CRM Approach...........................................12
Conclusion...........................................................................................................................................13
List of References................................................................................................................................14
Introduction
This report focuses on the CRM planning Process for Suzuki Auto South Africa who has
been marketing vehicles to consumers since June 2008. The brand has a strong heritage
and has been known for making cars that offer value and bring excitement to life. This report will
Page 3
