Marketing Report -- Case Study Essay Example | Topics and Well Written Essays - 1750 words

Marketing Report -- Case Study - Essay Example Table of Contents Executive Summary 2 4 Marketing Situation 4 Marketing Strategies 5 Motivation of Employees 6 Building Blocks of Internal Marketing 6 Implementation of Internal Marketing Activities 7 Current Marketing Strategies 9 Alternative Strategy and Their Impact 9 1. Centralized Strategic Planning Resource 9 2. Senior Management Participation 10 3. Performance Appraisal Criteria 10 Recommendation 11 Conclusion 12 References 13 Marketing Situation In today’s competitive market, customer satisfaction is an important factor that should be undertaken by every organization. The theoretical context of customer satisfaction was first operationalized in the year 1985. Customers can be satisfied once the organization is able to identify the expectation level of the customers. The company will be able to achieve the expectation level of the customer only if the internal employees are happy and satisfied. The employees are internal customers for the organization, thus, it is neces sary to take care of their staffs or employees because they are involved in assisting the customers. In ING Direct call centre department, the calls are answered by their employees. The employee motivation is also an important way to meet the customers’ expectation and therefore the company will be able to achieve the sustainable growth. ... ING Direct is also highly dependent on the employees’ satisfaction as the company provides financial services where the employees have the responsibility to interact with the customers for generating their faith and trust (Rafiq & Ahmed, 2000). Marketing Strategies The strategies are the plans of an organization to achieve goals and objectives which show direction to the organization. The strategies are developed at different levels such as corporate, business, divisional and departmental level. All the strategies are integrated to form a plan for the organization as a whole. The support from the other components of business unit function such as production, finance and R&D are necessary to achieve the marketing objectives. Every department is inter-related and has to combine together in an integrated manner while taking a strategic decision (Corey, 2003). Marketing strategies mainly focus on long term competitive and consumer advantages and are composed of different elements. These are the strategies related to selection of product and market, deciding the price of a product, finding out the best possible distribution system, i.e. wholesale or retail channel and creating awareness of the product to different customers through advertisement in newspaper, television and others (Corey, 2003). The strategies are driven by cost, technology, distribution, service or other competitive advantages of the firm to turn out to be successful, but the company is required to be consistent with customers’ needs, perception and preferences (Wind & Robertson, 1983). According to Mornay Roberts-Lombard (2007), internal marketing emphasizes on the teamwork of the employees in developing and retaining successful business strategies. The internal marketing means that