Engineer
1 Summery
In a world economy that is in constant variation and undergoing turbulence, more companies are realizing that their most precious asset is their customer base. An even more important realization is the need to satisfy their customers in order to survive in these increasingly competitive markets.
This assignment will discuss the changes required for ABC company to increase its competitive advantage, and will specifically concentrate on the required changes in its marketing organization structure, and the changes needed in its marketing operations and activities.
This assignment will start with general information about the activities and the customers of the company. The second part will discuss the current situation, such as the current marketing structure of the company and discuss the bad impact of the current structure, then the marketing activities, marketing operation, then SWOT analysis to evaluate the company and identify the problems that facing the company.
The rest of the assignment will concentrate on the required changes in ABC's marketing department structure in order to achieve the desired performance needed from it. Then how can setup the marketing team and can force all the company staff to make the customer the focal point of everything. Then go to the importance of customer segmentation, and how this helps the marketing team to target existing and new customers more effectively. Then move to the changes needed to keep the customer loyalty. Finally the changes needed for the marketing strategy and involve all members of the team who are going to be responsible for delivering the plan.
2 Introduction
ABC is an IT pioneer at Saudi Arabia, with more than 400 major customers involved in a variety of businesses. ABC established in 1997 .ABC has several lines of business services covering multiple aspects of the Information Technology, spanning software design, communications and...
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