Sunshine Café is dealing in the market of food and beverages. Café is working effectively and has effective number of people attached with the same. Market of food and beverages is full of competition as many of the small and big competitors are available in the market. Sunshine Café is the café which ensures that it should have proper set of information related with the market. Public relation remains the prime focus of the company as it has to interact directly with the people available in the market. Company has asked for the market research and to develop the strategies with the effect of which it could manage the customers. Hence, the report is developed in relation with the market research which will include information related with the taste and preferences of the people available. With the help of the research strategies will be developed which will be linked with the tactics so that proper set of support could be provided to the company to sustain in the competitive market. These tactics will help in attracting more customers towards Sunshine Café and will help the same to attain competitive advantage in the highly competitive market in which it is working.
The strategy adopted by the organization in which continuous level of engagement is being maintained between the organization and the target audience, this strategy is knows as relationship management (Trivedi, 2015). It is required that proper relationship between the business and its clients should be maintained because present trend says that the client requires attention of the business and prefers to remain with the business which provides them better deals and support and ensures that the needs and requirements of them should get fulfilled in the way they want.
Hence, it has become important for Sunshine Café to indulge in the market research and to gather the information related with the current trends as well as types of customer available in the market and their expectations from the business that what they want and what business could provide to them (Shihab, Sukrisna and Hidayanto, 2015).
There are various people available in the market that has different set of tastes, preferences, psychologies, and demands related with the market, these choices, preferences and psychologies helps in determining the behavior of the customer (Shanab and Anagreh, 2015). It is required that the company should indulge in the practices with the help of which consumer demands and psychologies could be determined and it could avail the strategies and tactics with the effect of which needs and requirements of the people could get fulfilled by the company.
A research was conducted by the researcher in relation with gathering information related with the behavior of the customers. This research has availed huge amount of information related with the choice and preferences of the customers and succeeded in managing the work according to the requirement of the market as well as current trends (Peelen, 2009). With the help of the market research there are five factors which are being evaluated by the researcher which influences the behavior of customers available in the market. These factors are:
Purchasing power of the customers helps in determining that what type of customers is available in the market and what is their purchasing power. It is required that the price of the products and services should be kept which could influence the customers to purchase the products and services (Nazari-Shirkouhi, 2015). The café should provide attractive prices of the products and services so that people could get attracted towards the same and could manage to purchase the products and services availed by the organization.
Group Influence
There are various types of customers who get influenced by other people. These are the customers who prefer to make the purchase decisions when other people provide their suggestions to purchase the same. It is necessary that Sunshine Café should provide the products and services which could have a great impact on the people so that they could influence others to purchase the same (nassar, 2015). Such type of activities helps in attracting more and more people and develops a chain with the effect of which people prefers to purchase the products and services.
Personal Preference
Personal preference is another aspect which influences the purchasing of the customers. There are many of the customers who have their priorities, likes, dislikes, morals and values attached with the products and services (Makkar and Makkar, 2012). It is required that Sunshine Café should work on these aspects and should provide the atmosphere with the help of which people could get attracted towards the café. Indulging in such types of aspects will help in attracting huge number of people towards the products and services availed by the Sunshine Café and will help in managing the customers in a proper as well as effective manner.
Economic Condition
Economic condition is another aspect which has a huge impact on the purchasing power of the customers. Economy of the country remains uncertain as it cannot be properly evaluated that when the economy will get affected (La and Yi, 2015). It is required that Sunshine Café should indulge in forecasting the market and should work towards to develop the strategies with the effect of which it could remain continue to provide the services to customers at lower prices when the economic conditions are not effective. It is required that the company should work towards to manage the work according to the pocket of the customers so that they could remain attached with the products and services of the café.
Marketing Campaign
Marketing campaign has a huge impact on the mindset of the customers because it helps in attracting huge number of people towards the products and services of the company. There are many of the people who have the psychology to purchase the products and services which are being marketed properly (Keramati et al., 2010). Hence, it is required that Sunshine Café should work towards to adopt the new marketing tactics and should ensure to adopt the promotional techniques which could influence the people in purchasing the products and services and could help the café to grow in the competitive market.
Customer relationship management is the technique with the help of which organization could retain its old customers and could manage to provide them better as well as effective set of services. It is required that positive relationship should be maintained by the organization because customers are the one who provides support to the organization with the effect of which it will be able to sustain and will manage to remain in the competition (Keramati et al., 2009).
Dealing with Customer Complaints: With the market survey it is being analyzed that Sunshine Café should take the feedback of the customers in which all the complaints made by the customers should be taken into consideration and organization should work towards to remove all the complaints made by the customer (Jones and Ranchhod, 2007). To make sure that it should have a positive impact on the customer organization should call the customers and should provide them the experience of the change made in the services.
Uses Best Practices While dealing With Customers: Company should use the best practices while dealing with the customers as it will helps in managing the customers in a proper way. It is required that the staff members should provide the offer to the customers so that they could get influenced so as to purchase the products and services (Goldsmith, 2010). Using the best practices will help in developing healthy as well as happy relationship with the customers. It will also help in attracting the new customers towards the café as they will suggest using the services and products of Sunshine Café so that they could also experience the same.
Using Social Networking Sites: Organisations could use the social networking websites so as to promote the products and services and attract the customers towards same because people now days rely more upon the services which are availed on the social networking sites and prefers to visit the organizations which are available over there (Fjermestad, 2016). Social networking sites helps in building a positive relationship with the customers as they feel safer to use the products and services of the company which are available on the social networking websites. Hence, it is required that Sunshine Café should promote its products and services on the social networking sites so that more and more customers could get attracted towards the products and services of the organization.
Providing Gifts and Rewards: Gifts and rewards help in managing the customers in proper way. Organizing the fun activities and providing rewards and gifts on certain occasions will help in attracting more customers towards the organization (DR.K.VANITHA, 2012). It is required that Sunrise Café should work towards to provide the gifts and rewards to the customers so that customer could remain happy with the services and could develop their trust with the organization. Focusing on the happiness of the customer will provide a support to Sunshine Café with the help of which they will get attracted towards the organization and will prefer to purchase products and services from it only.
Knowledge Sharing: Providing the information related with the charges implied by the organization in relation with the foods and services will help in developing the trust among the customers (Chimote and Srivastava, 2012). Sunshine Café should provide a proper bifurcation of the products and services so that people coming at café should have the knowledge of all payment they are making fir the products and services. This will help in building trust among the people available in the market and will provide relevant set of support to the company in attracting more customers. These are the tactics which will avail proper support system for the organization with the effect of which same will be able to sustain in the competitive market and will ensure to manage its sales according to the plans it has made (Blokdijk, 20.
|
CRM Activities |
Expenses ($) |
|
Taking Customer Feedback |
2000 |
|
Managing changes |
3000 |
|
Promotional Campaign |
10000 |
|
Gifts and rewards systems |
10000 |
|
Total |
25000 |
(Alryalat and Al Hawari, 2008)
This is the budget which is being scheduled so as to provide the changes at Sunshine Café. It is being analyzed that by making the investments of such a huge amount which is $25000, it is required that the return on investment that the organization should get should be $ 50000. It is being predicted that this type of strategy will ensure to attract effective number of people towards the products and services of Sunshine Café. These investments are for the future growth of the company which will help in providing effective set of support to the same. These strategies will ensure to provide relevant support to the company which will help in attaining competitive advantage and will ensure that company could grow in the competitive market (Abesy and Torkan, 2016).
Conclusion
With the help of the research conducted it could be concluded that different customers have different set of mindset in relation with the products and services. Food market is the market which influences many of the customers towards it, but in this market it is required that company should focus upon the choice and preferences of the people available. Such type of aspects will help in ensuring that more and more customers could get attracted towards the products and services. Working towards to build positive relationship with the customers will help in organizational sustainability as customers are the ultimate target of the organizations which helps the same to earn money. Using different set of strategies which could help in managing the customer relationship will ensure to provide a support system for the organization with the effect of which it will be able to sustain and attain success in the competitive market in which it is dealing.
References
Abesy, S. and Torkan, V. (2016). Planning Customer Relationship Management (CRM) Strategies in the Mining and Industry Bank. Mediterranean Journal of Social Sciences, p.14155.
Alryalat, H. and Al Hawari, S. (2008). Towards Customer Knowledge Relationship Management: Integrating Knowledge Management and Customer Relationship Management Process. Journal of Information & Knowledge Management, 07(03), pp.145-157.
Baron, S. (2007). Interactions between Service Customers Managing On?site Customer?to?Customer Interactions for Service Advantage20071Richard Nicholls. Interactions between Service Customers Managing On?site Customer?to?Customer Interactions for Service Advantage. Poznan, Poland: The Poznan University of Economics 2005. Journal of Services Marketing, 21(7), pp.538-539.
Blokdijk, G. (2012). CRM 100 Success Secrets – 100 Most Asked Questions on Customer Relationship Management Software, Solutions, Systems, Applications and Services. Dayboro: Emereo Publishing.
Chimote, N. and Srivastava, A. (2012). Analyzing the Effectiveness of Customer Retention Strategies with Existing Customers in Banking Industry. International Journal of Customer Relationship Marketing and Management, 3(3), pp.1-14.
DR.K.VANITHA, D. (2012). Customer Relationship Management on Customer Satisfaction. International Journal of Scientific Research, 3(4), pp.1-3.
Fjermestad, J. (2016). Electronic customer relationship management. [Place of publication not identified]: Routledge.
Goldsmith, R. (2010). The Goals of Customer Relationship Management. International Journal of Customer Relationship Marketing and Management, 1(1), pp.16-27.
Jones, S. and Ranchhod, A. (2007). Marketing strategies through customer attention: beyond technology-enabled Customer Relationship Management. International Journal of Electronic Customer Relationship Management, 1(3), p.279.
Keramati, A., Mehrabi, H., Mojir, N. and Mousakhani, M. (2009). Customer relationship management and performance, a resource-based view of Iranian internet service industry. International Journal of Electronic Customer Relationship Management, 3(2), p.103.
Keramati, A., Shirkouhi, S., Moshki, H. and Berneti, E. (2010). A hierarchical structure to evaluate risk of customer relationship management (CRM) projects. International Journal of Electronic Customer Relationship Management, 4(2), p.97.
La, S. and Yi, Y. (2015). A Critical Review of Customer Satisfaction, Customer Loyalty, Relationship Marketing, and Customer Relationship Management. Korean Marketing Review, 30(1), p.53.
Makkar, U. and Makkar, H. (2012). Customer relationship management. New Delhi: Tata McGraw Hill.
nassar, B. (2015). The customer trust and customer commitment of e-customer relationship management: study at Jordan of mobile phone services. International Journal of Electronic Customer Relationship Management, 9(1), p.33.
Nazari-Shirkouhi, S. (2015). Investigating the effects of customer relationship management and supplier relationship management on new product development. Tehnicki vjesnik – Technical Gazette, 22(1), pp.191-200.
Peelen, E. (2009). Customer relationship management. Amsterdam: Pearson Education.
Santouridis, I. and Veraki, A. (2017). Customer relationship management and customer satisfaction: the mediating role of relationship quality. Total Quality Management & Business Excellence, pp.1-12.
Shanab, E. and Anagreh, L. (2015). Impact of electronic customer relationship management in banking sector. International Journal of Electronic Customer Relationship Management, 9(4), p.254.
Shihab, M., Sukrisna, I. and Hidayanto, A. (2015). Investigating customer relationship management systems involvement towards customer knowledge creation processes. International Journal of Electronic Customer Relationship Management, 9(1), p.56.
Trivedi, P. (2015). Customer Relationship Management- The Indian Perspective. International Journal on Customer Relations, 3(2), pp.122-133.
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