BACKGROUND
The U.S. division of a well-known multinational
manufacturing company (Company X) was interested in
growing sales in a limited resource industry. The
company worked primarily with manufacturers in the
United States that used their chemicals to produce
other products. The challenge in the industry is
while there is little competition, the other firms
are strong and well-established. The company
contacted the Loyalty Research Center to develop an
innovative approach to enhance growth in an already
mature industry.
SITUATION
Company X has been conducting
customer relationship assessment
research for three years, focusing
their efforts on improving their
customer relationships to retain
vulnerable customers. While their
effort was very successful, Company
X wanted to use this type of
research to enhance sales. While
there are few growth opportunities
in this industry, Company X’s
strategy calls for growth.
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MARKETING
MANAGEMENT QUESTION
How could this customer relationship research be used to
help identify growth opportunities? |
Find out what course of action was taken
and what the results were. Read the full
text -
Case 5: Customer Loyalty Case Study in
Manufacturing. |
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