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Assignment 01 Unit 01

The assignment focuses on developing relationship marketing strategies for TrendStyle, a mid-sized retail business facing declining customer loyalty and engagement. It requires a situation analysis of the company's challenges and strategic recommendations for enhancing customer retention through personalized marketing, loyalty programs, omnichannel integration, and improved service. The final submission should be a comprehensive report of up to 2,500 words, adhering to specified guidelines.

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7 views2 pages

Assignment 01 Unit 01

The assignment focuses on developing relationship marketing strategies for TrendStyle, a mid-sized retail business facing declining customer loyalty and engagement. It requires a situation analysis of the company's challenges and strategic recommendations for enhancing customer retention through personalized marketing, loyalty programs, omnichannel integration, and improved service. The final submission should be a comprehensive report of up to 2,500 words, adhering to specified guidelines.

Uploaded by

tanzil.academic100
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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ASSIGNMENT 01

ASSIGNMENT TITLE: RELATIONSHIP MARKETING STRATEGIES IN THE RETAIL SECTOR

Case Analysis

You are a marketing consultant advising a mid-sized retail business, TrendStyle, which
specialises in fashion and lifestyle products. The company has experienced declining customer
loyalty and engagement despite having a strong product range. The Chief Marketing Officer (CMO)
seeks a strategic report on how relationship marketing can be leveraged to enhance customer
retention, increase repeat purchases, and build long-term brand loyalty. Using the provided case
scenario and your knowledge of relationship marketing, critically evaluate the situation and
propose strategic solutions. Your responses should be supported by relevant theories,
frameworks, and industry examples.

TrendStyle operates both physical stores and an e-commerce platform, targeting fashion-
conscious consumers. While the company has achieved strong initial sales, customer retention
rates are dropping, and repeat purchases are lower than industry benchmarks. Competitors are
using data-driven personalisation, loyalty programmes, and omnichannel engagement strategies
to secure long-term customers. Customer feedback suggests dissatisfaction with inconsistent
service across online and offline channels, limited engagement post-purchase, and a lack of
personalised shopping experiences.

To address these challenges, the company must implement a relationship marketing strategy
focused on:

• Customer Engagement: Strengthening interactions through personalised marketing and


targeted content.

• Loyalty Programmes: Developing reward-based systems to incentivise repeat purchases.

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• Omnichannel Integration: Ensuring seamless customer experiences across digital and
physical channels.

• Digital Relationship Management: Leveraging AI, data analytics, and CRM tools for
personalised communication.

• Service Excellence: Training sales and support teams to enhance customer interactions
and build brand affinity.

As a marketing consultant, you must complete the following tasks:

Task 1: Situation Analysis (Marks: 10)

• Describe the key relationship marketing challenges faced by TrendStyle.

• Analyse the impact of poor relationship marketing on customer loyalty and revenue.

Task 2: Strategic Recommendations (Marks: 20)

• Develop a comprehensive relationship marketing strategy tailored to TrendStyle.

• Propose an effective loyalty programme that aligns with customer preferences and
business objectives.

Submission Guidelines

• Word count: Maximum 2,500 words

• Assignment Nature: Individual assignment (Mandatory)

• Total Marks: 30

• Read the case carefully and complete the tasks.

• Please mention the assignment title, your name and student ID on the cover page.

• Submit the assignment in PDF format.

• No plagiarism is allowed.

• Submit it by the specified deadline.

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