Meeting Customer Needs

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1.0 Introduction..................................................................................1 2.0 Identification and Analysis of the Problems..................................2 2.1 The Problem of NBAstore-eu......................................................2 2.2 Marketing analysis.....................................................................3 2.2.1 Products Analysis.................................................................4 2.2.2 Price & Promotion Analysis..................................................7 2.3 SWOT Analysis........................................................................9 3.0 Conclusion...................................................................................10 4.0 Recommendations......................................................................10 Reference..........................................................................................14 Appendix...........................................................................................15

1.0 Introduction
Today’s connected consumers have become far more difficult to please. A study by Gartner (2010), Inc, a technology research company, found that a majority of consumers rely to some extent on social networks to guide them in their purchase decisions. This ability to compare competing services and products and interact rapidly with other customers has intensified competition in virtually every market. According to Peters (1987), marketing is about making sure that a business is providing the goods and services that customers want. It involves identifying and anticipating what consumers want today and will want in the future. The marketing department then plays an important role in taking these goods and services to market through all the channels the business sells through.

Customer expectations are beliefs about service delivery that serve as standards or reference points against which performance is judged. Because customers compare their perceptions of performance with these reference points when evaluating service quality, thorough knowledge about customer expectations is critical to services marketers. Knowing what the customer expects is the first and possibly most critical step in delivering good quality service. Being wrong about what customers want can mean losing a customer’s business when another company hits the target exactly. Being wrong can also mean expending money, time and other resources on things that do not count to the customer. Being wrong can even mean not surviving in a fiercely competitive market (Woodruff, 1987).

With the popularity of sports increasing rapidly among the youth of today, the businessmen have devised several different means of boosting their business with the help of the sports. One such way is the manufacturing and sale of sports merchandise, that includes articles like shoes, socks, bags and jerseys that are worn by the popular sportsmen. The game of basketball has also not remained untouched of such aspects.

After years of having to search high and low for basketball gear, or pay extortionate shipping fees to get goods sent over from the US, the NBA has announced a new online store will be launched for international customers. NBAstore-eu has been launched in September, 2012, featuring a wide range of NBA-branded goods (NBAstore-eu, 2012). The site is available in English, French, Italian and Spanish with further languages to be developed. Fans will be able to make purchases in local currency and will benefit from a centralized European distribution point saving on transit time and shipping costs. Local language customer service will further enhance the e-commerce retail experience (NBAstore-eu, 2012).

This report is to find out a discrepancy is there between what the customer would like and what the NBAstore-eu is providing. This report is from operations and marketing aspects to identify and analyse the...
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