Customer Service and Marketing at MM

1639 Words Jan 13th, 2015 7 Pages
5 pages single-spaced 12pt font

Who are MM’s target customers? Are all segments equally attractive to MM? If yes, why? If not, why not? How do the different segments’ needs and expectations evolve over time?
The goal is to increase the overall market share and profits of MM’s Motors in the current market environment by targeting appropriate customer segments and proper allocation of marketing resources. Our initial strategy was to concentrate on segment A because of the following reasons:
1. MM possesses a competitive position in this segment in terms of quality product offering and close customer relationships through high level of customer support.
2. With intensive improvements in power-to-size ratios and customer service, we saw
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Short-term goal: Acquire high market share in primary market segments.
2. Long-term goals: Attain consistently high profit margins and maintain market share.
To achieve these objectives with a limited budget, MM’s marketing strategy had to centre on value provision. Building on MM’s original strengths, we saw the opportunity to delight customers with superior power-to-size ratio. We identified Segments A and C as our primary and secondary target segments, as their needs fell within the optimal zone where our product positioning could provide a difference. With the need to reverse declining market share and boost customer satisfaction, aggressive investment in MM’s R&D was necessary to build a strong and positive brand name for our power-efficient motors and manage internal costs. This allowed us to price our motors to create value for customers while extracting value for our business. Enhanced increased in our sales representatives and marketing communications were identified as critical in communicating MM motors’ value to customers, and formed the key differentiators in managing MM’s dual sales force and distributor channels.

How does customer satisfaction relate to customer loyalty?
Retention is a reflection of a customer’s willingness to remain with a particular company’s service or products and is useful to measure customer loyalty. The relationship
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