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Using Morrisons Case Study
Assignment:
To produce a 3,000 word business report that provides an analysis of the application of relationship marketing for a case study organisation. This assignment is worth 100% of the grade for this module. Details of the grade criteria are also provided in this document.
You are required to answer BOTH of the following questions. Each question carries equal marks. Following the recent launch of the "Match & More" card, you have been appointed as the Marketing Manager of Morrisons to ensure their new loyalty card is fully integrated as part of their CRM strategy.
Problem 1: Produce a report to explain how relationship marketing can help Morrison retain customers. Students can use the IDIC model (Peppers and Rogers) to explain how the various stages of the model are used to design the "Match and More" card Your answer should provide evidence of wider academic reading and this must be appropriately referenced using the Harvard style.
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