Business-to-Business or Business-to-Consumers - Report Writing - Management Assignment Help

Assignment Task:

Overview 

Companies today need to stay in close contact with their customers whether it is Business-to-Business or Business-to-Consumers. A major reason is that customers today have high expectations. They respond to experiences that are timely, targeted, and tailored to their specific needs—and reject those that aren’t. To anticipate customer needs, companies must be able to develop a solid, connected business strategy that is driven by insights. Consumer insight has two forms. First, there are insights – plural, which are flashes of inspiration, or penetrating discoveries that can lead to specific opportunities. These insights can be obtained from market research and customer database(s). However, insight – singular, is the ability to have deep, embedded knowledge about customers and markets that can structure an organisation’s thinking and decision making. This type of insight comes from many pieces of research, combined with data from market and competitor intelligence, feedback from sales and customer service staff, and financial and planning data. So, customer insight is a non-obvious understanding about a company’s customers, which when acted on, has the potential to change their behaviour for mutual benefits. The fact that insight is non-obvious means that it does not normally come from just one source of information and oftentimes doesn’t come from merely doing just research or analysis. Instead, there is a need to converge evidence to glean insights. Moreover, true insights must be actionable, and when they are acted upon, customers can be persuaded to change their behaviour. This summative assessment is designed to enable you to present insights from the findings of a small-scale research project that you will undertake and reflect on the process of the research. You are required to carry out this project based on a brief allocated to your team. The Brief In your role as Assistant Customer Insight Manager, you are required to produce individual marketing research report, covering evaluation of your organisation’s problem that relate to branding, and/or digital marketing strategies and suitable research solutions. Your report should include appropriate branding and/or digital marketing theories and concepts as well as suitable research method, and you should apply these to a context – your organisation. To do this, you need to first select one organisation from the list of companies below and conduct a critical literature review to show the extent to which your organisation has used branding and digital marketing strategies.

 The Summative Report Structure

• Title page

• Abstract

• Content page

• Introduction, literature review and research questions

• Methodology – identifying appropriate research methods

• Analysis and presentation of results

• Discussion and insight from findings

• Reflections on the data collection process

• Conclusions

• References

• Appendices

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