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Ref: market0027

Historically, marketing has focused on market share and customer attainment rather than focusing on retaining existing customers and on building long-lasting relationships with them. More recently, however, market share has been progressively losing its revered as the pinnacle of marketing and the wisdom of focusing solely on customer acquisition (hoping that this effort will compensate for high levels of defection) is now being seriously questioned and considered as very high risk since ever more players enter an increasingly crowded marketplace. In response to these changes there has been a new emphasis on defensive marketing, which focuses on holding on to existing customers and getting more custom from them (higher “share of customer”), in contrast to activities which focus on winning new customers. Calls for a paradigm shift to the pursuit of loyalty as a strategic business goal have become increasingly popular over the recent years.
  • 15,000 words – 85 pages in length
  • Good in depth analysis
  • Excellent use of marketing models
  • Oustanding piece of work
  • Ideal for marketing students

1: Introduction
Aims and Objectives
Scope
Rationale
Methodology
Conclusions & Recommendations


2: Literature Review
The Concept of Loyalty
Customer Loyalty Programmes
Loyalty as Strategy
Rhetoric Vs. Reality


3: Methodology
Research Methodology
Summary of Results 
      

4: Analysis
Results
Discussion of Results
Origin and Motives
Tesco’s definition of Loyalty
Success Factors
Strategic implications of the Clubcard
Competitive Pressures


5: Conclusions and Recommendations
Conclusions
Limitations
Recommendations
Challenges for Tesco


References

Appendices



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