Reference no: EM131441609
Marketing Management Assignment
1. Using suitable models identify the customer perceived value for the customers for a company of your choice.
2. Critically evaluate the existing value proposition for the one (the product/division/company) you have chosen. Compare and contrast the value proposition with that of the leading competitor in your sector.
3. Benchmark the two value propositions, comparing and contrasting as appropriate, and reaching a justified conclusion(s).
4. In light of your analysis of your existing value proposition and what you have learnt in this module produce, a new value proposition that will match the value criteria of your customers.
5. Produce a plan to implement the value proposition externally and internally.
Writer should be proficiency in Means end Model (Zeithaml, 1988), Customer Value Hierarchy Model - Woodruff (1997), Typology of customer value- Holbrook (2005), Customer expectations against Customer outcomes model- Piercy (2009) , Customer satisfaction against Customer loyalty model- Piercy (2009), Customer value strategy and positioning model (Piercy, 2009), Strategic gap analysis (Piercy, 2009), Competitive box (Piercy, 2009) etc.
Main company = KFC
Competitor = Burger King
Attachment:- Question.rar
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