Mas Holdings and Employees

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Stakeholder Mark eting 14338012
Professional Certificate in Marketing

ST AKEHOLDER MARKETING

OPTION T WO – INT ERNAL AND EXTERNAL CUSTOMERS CIM MEMBERSHIP NUMBER: 14338012 TASK ONE : T WO SIDES OF A4 TASK TWO : 2,300 WORDS TASK THREE: 1,754 WORDS

Total Word Count : 8110 Words

I confirm that in forwarding this assessment for marking, I understand and have applied CIM policies relating to word count, plagiarism and collusion for all tasks. T his assessment is the result of my own independent work except where otherwise stated. Other sources are acknowledged in the body if the text, a bibliography has been appended and Harvard referencing has been used. I have not shared with other candidates I further confirm that I have submitted an electronic copy of this assessment to CIM in accordance w ith the regulations

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Stakehold er Marketin g 14338012
Loyalty Ladder……………………………………………………………………………………. T he relationship cycle……………………………………………………………………………………………… 25 life 27 29

Table of Contents

How relationship model could be used at Aitken Spence travels…………………………………

Bibliography…………………………………………………………………………………………………………… Co mp an y Audit ……………………………………………………………………………………………………………………… 3 …………………… 33 Appendix One Task On e : Su mmary of Audit findings…………………………………………………………………………………… Background…………………………………………………………………………………………… Company 8 34 KMV

Appendix Two – Model……………………………………………………………………………………………………… 37 Task Two : Repo rt on th eo rganization’s relation sh ip with its employees………………………………… 11 Description of Structure and culture of Aitken Spence ……………………………………………………………… Recommendations to develop relationships between finance and customer care ……………… Internal Marketing communication to be used ………………………………………………………………… 13 14 15

Task Th ree : Presentatio non relation ship marketin g con cepts and applicab ility……………………… Reichheld’s service profit cycle …………………………………………………………………………………………… How it can it be used to improve external customer service quality………………………………… The relationship Loyalty Ladder……………………………………………………………………………………. The relationship life cycle…………………………………………………………………………………………… How relationship model could be used at Aitken Spence travels………………………………

16 18 20 22 24 26

Biblio graphy………………………………………………………………………………………………………………………………

29

Append ix On e - Co mpany Background………………………………………………………………………………………… Append ix Two – KMV Mod el………………………………………………………………………………………………………

30 32

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Stakeholder Mark eting 14338012

STAKE HOLDER MARKETING
COMPANY AUDIT

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Stakehold er Marketin g 14338012
Min imal Effort
Care cleaners Security officers Non executiv es in the Productio n Department Probationary Employees Intern Employees

LOW

Commercia l & Log istics employees Canteen support staff MINIM AL EFFORT

Non executives of other Dept Sourcing Dept KEEP INFO RM ED

POWER

Audit officers Government Board of Investment (BOI)

Board of Directors Sales Team Fina nce Executives

The care cleaner and security officers are mostly outsourced employees who keep rotating based on a roster prepared by the outsourcing company thus they will be rendering service to a number of companies and they do not have much interest or power towards the organization. Meanwhile employees involved in logistics and canteen are employed by MAS, hence their involvement with organizational function is very minimal.

Keep Info rmed : Non-executives in the production Department directly take part in production. They are H IG H Human resource Executives Export Processing Board there for their skilled labour. Further employees on Executives in the Production Dept internship/ probation and other non executives do R & D Dept KEEP SATISFIED not have much power and do not take part in KEY PLAYERS managerial or decision making functions but are highly interested in the organization and give their INTEREST LOW H IG H very best for the betterment of the organization. Keep...
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