Kak Cake House: Case Analysis: Kak Kiah Cake House

What is marketing strategy? The process of matching the organisation’s strengths to the customer needs, with the aim of achieving a competitive advantage in the market. The combination of product, price, distribution and promotion most suited to a particular group of consumers. • Goal: the create a sustainable competitive advantage in the market • All the elements of the marketing strategy that lead to the development of the competitive advantage require good understanding of consumer behaviour Marketing strategy process: • 1. Segment: understand consumers a. Determine the dimensions (age, geography, subculture) b. Determine the heterogeneity c. Define the needs & goals 2. Target: choose consumers a. Evaluate each segment in

　　Secondly, differentiate customers by their value and need in the organization. A company should determine which customer is creating the largest value now and which give most for the time ahead. Besides that, every customer have different needs therefore the differentiation can provide the companies to plan and execute their customer particular strategies created to fulfill individually different customer need. (MarketingInfo 2012)

Business-level strategy is an integrated and coordinated collection of commitments and actions that are used by firms to achieve a competitive advantage. The firms utilize core competencies in certain product markets. Under this strategy, firms specify their choices on how they plan to compete in individual product markets. It’s important that every firm develop a business-level strategy to create differences between its position and its competitors’ positions. The relationship between customers and business-level strategies is very important because customers are the source of the strategy’s success. It’s imperative that the firm differentiate who the customer will be (market segmentation), what are the customers’ needs,

“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key

In today’s competitive world putting the customer at the heart of the operation is strategically important. Whilst some organizations in certain industries may follow anything other then the market orientation concept, those that follow the market orientation concept have a greater chance of being successful.

Strategy — developing a strategy to turn the customer base into an asset by delivering customer value propositions. This includes setting objectives and determining how resources will be used to interact with customers.

As we all know that any company use the strategy for only 2 motives which is selling concept and marketing concept. Among them consumer is an important for only 2nd motive. On that concept there are four stages

Customer retention is the activity that a selling organization undertakes in order to reduce customer defections. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. A company’s ability to attract and retain new customers, is not only related to its product or services, but strongly related to the way it services its existing customers and the reputation it creates within and across the marketplace.

In a highly competitive business environment most companies have moved away from mass marketing and toward target marketing, identifying market segments focusing on their needs rather than focusing on the market as a whole. This concept is known as a customer driven marketing . Designing a customer driven marketing strategy consists of four key components that when performed effectively allows

Operation strategies aligned on the internal or external customer and fortifying customer relationships pave a way to latter-day organizations to get a competitive edge on the market and make a significant profit. This signifies that enterprises must evolve their skills in relation to identification of customer needs and hopes and then dispense substantial benefits to their customers resulting satisfaction therefrom. Construction and development of customer relationships are conditions for synergism. Customer Relationship Management (CRM) is both a business operation strategy and information system, which ensures the efficacy of the implementation of the strategy. According to Frow & Payne (2005), CRM may be defined as “the

There are different types of customers in the market, part of the business plan is to divide and concentrate on market strategies, which can be achieved by Segmentation, targeting and positioning (Chamber & Gray, 2010).

Customer generating marketing has become very popular nowadays given the explosion in digital and social media. Engaging customers on a more personal interactive level is key to your bottom line. The marketing concept suggests that company strategies should revolve around creating customer value by engaging customers and building profitable relationships. In order for your company to be successful, all members of the company must participate in marketing, not just the marketing department. They must want to create value for the customer in order to engage them. It is a team effort. That is why it is important to understand marketing and how you play a role or fit in it.

Approach – A detailed analysis was carried out to consider how the organisation has adopted a customer-oriented approach as their key strategy for improved business. This includes factors like increased loyalty of the customers,

Acquiring customers is critical to the financial success of your business. Many companies take the decision to land-grab customers in order to secure new business, however a more sustainable approach is to strategically determine what type of customer best suits your business needs. This more strategic approach will guarantee you are able to engage high quality, profitable customers.

As we know that the customer is regarded as The King. Customers are the lifelines of the business. No business can be done without them. But in the competitive market, you can get the customer but the more difficult is to retain the customers, and this can only de done if we satisfy customers from head to toe. If we will not satisfy the customers then they will leave our organization and join other. Today if the organization has the largest customer base then it may be possible it cannot provide the best services to all these customers.