MKT6001: Discuss the Conceptual Underpinning Theories Associated with relationship marketing: Relationship Marketing Report, UoB, Singapore

1.Discuss the conceptual underpinning theories associated with relationship marketing.

2. Apply relationship marketing models and concepts to analyse a specific organization’s suitability for the adoption of relationship marketing approaches.

Introduction

Giant hypermarket in Tampines. (PHOTO: Dairy Farm, yahoo!news 2020) The story of Giant started in 1944 when it’s very first provision store opened in Sentul Pasar, Malaysia. However, Giant first entered the lives of Singaporeans back in 2000 when the very first Singapore hypermarket at IMM mall in Jurong opened. In 2006, it launched Warehouse

Retail Scheme at Giant Hypermarket in Tampines (source: https://giant.sg/giants-history).

Giant’s Brand story

There’s a lot to smile about at Giant. We have the freshest food and all the essentials at fantastic value for you and your family. There’s always great quality and lots of choice for everyone and if you’re looking for more for your money, we’ve got you covered. You can count on us. That’s a promise.

The Giant Difference

Our customers are at the heart of everything we do. We love to make our customers smile by creating an easy, pleasant shopping experience for everyone. Lower Prices That Last We love lower prices that last! That’s why we’ve dropped prices on hundreds of our products and dropped for good.

100% Freshness Promise

We are committed to providing customers with fresh quality products. Our freshness promise guarantees 100% satisfaction on fresh purchase or we’ll exchange it for you. (Source: https://giant.sg/brand-story) In Singapore, it’s the largest mass-market retailer of everyday items with over 62 stores located across the island, from popular shopping districts to convenient neighborhood areas (source:https://giant.sg/about-us). Giant has grown to become one of the country’s most beloved brands.

Differentiating the business

Amongst the large supermarkets, several features make Giant stand out and differentiate it from competitors. By promoting its ‘100% Freshness Promise’ and commitment to sustainability, customers become aware of the freshness of its food and its concern for the environment. Giant holds great control of its supply chain known as the ‘field to fork’ approach.

As a result, it possesses more control over the quality of its produce. This helps create a competitive advantage. Fresh produce is sourced locally wherever possible, which is then processed. Fresh produce is delivered into its own temperature-controlled warehouses and packing facilities. Produce is then carefully transported to stores nationwide. This vertical integration allows it to support local and overseas producers and farmers.

Case Study Assignment Questions

The focus of this report is the evaluation and analysis of case company’s relationship marketing activities. You are required to answer BOTH of the following questions. Each question carries equal marks.

Following the launch of the TapForMore card, you have been appointed as the Marketing Manager of Giant to ensure their loyalty card is fully integrated as part of their CRM strategy.

Making use of the information from the Giant case study as well as your further research, you are required to address the following two questions as in a single report to senior management.

Question One

Critically discuss how Giant could apply Relationship Marketing concepts in order to incrementally improve the total value proposition of the loyalty card. You should focus upon the five primary stages of customer value as outlined by Francis Buttle and with justification.

Question Two

Recommend any opportunities for incorporating marketing automation to enhance the TapForMore loyalty card offered at Giant.

Your answers should provide evidence of wider academic reading and this must be appropriately referenced using the Harvard Referencing style.

In order to obtain higher grades students should consider the following:

• A greater emphasis on the analysis and evaluation of customer relationship
  management theory and its application.
• The ability to demonstrate originality, creativity and critical analysis
• The ability to demonstrate a greater depth of knowledge and understanding through wide reading and research
• To adopt a formal report style of writing. The report must be well structured, accurate, concise and clear.