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本篇英国paper代写-Marketing Strategy for the Song Company讲了建立营销策略的意义已得到充分认可。以我公司为例。宋，一家专注于销售时尚首饰的创业公司正在努力创造有效的营销计划，并扩大我们的营销份额。作为营销总监，我尝试制定有效的营销计划，包括客户关系管理，定价策略，促销策略和分销策略。本篇paper代写由51due代写平台整理，供大家参考阅读。

Introduction 

Recently, the significance of building the marketing strategy has been fully recognized. Take my company as a typical example. Song, a startup company focusing on selling fashion jewelry, is making efforts to create an effective marketing plan as well as enlarge our marketing shares. As the marketing director there, I attempt to make an efficient marketing plan, including the customer relationship management, pricing strategy, promotion strategy and the distribution strategy as well.

Customer Relationship Management

It is a plain fact that customer relationship management is one of the most crucial issues for firms, especially for those newly-established firms, like Song. This view is based on the fact that relationship with customers could have strong effects on companies’ profits (Stein, A. D., Smith & Lancioni, 2013; Khodakarami & Chan, 2014; Mullins, Ahearne, Lam, Hall & Boichuk, 2014). The customer relationship, therefore, needs to be paid particular attention. The customer relationship, in general, refers mainly to the interaction between a business and their customers, which could be categorized into several types according to different business operating models (Nguyen & Mutum, 2012; Wang & Feng,2012; Rosenbröijer, 2014). For instance, for the retail store, the customer relationship is usually involved in the interaction between salesmen and customers via the face-to-face communication. In contrast, for the online business, customer relationship is always built on the communication between the firm and customers with the help of internet. In terms of managing customer relationship in the Song, it seems that efforts should be made from improving the quality of both the face-to-face communication and online communication. After all, the communication between customers and our company is the core component of our customer relationship management.

First of all, we should make sure that customers are able to have a wonderful shopping experience with our salesmen’s help. That means that, our salesmen’s performance plays a crucial role in affecting customers’ shopping experience, thereby influencing the effectiveness of customer relationship management in Song. Hence, our salesmen should be proficient in offering customers with comfortable service. Moreover, there is also a need for us to improve the quality of communication with customers in the virtual world. This is mainly because that we plan to establish our online retail shops in the Ebay and Wechat website. There, customers interact with us usually through chat software, in which the communication is virtual and quite different with the face-to-face talking. Our salesmen, therefore, need to acquire the essential skills specially for better communicating with online customers, both effectively and efficiently. In addition, it should be noticed that the quality of after-sales service could have s strong effect on the management of customer relationship as well. As Parts (2015) points out, the improvement of after-sales service in a business can contributes considerably to the increase of customers’ satisfaction. Thus, the after-sales service in our company should also be regarded as one of the most key issues related with the customer relationship management.

Pricing Strategy

As a key element of the whole marketing plan, pricing strategy should be made by taking a wide variety of relevant factors into consideration (Hinterhuber & Liozu, 2012; Kireyev, Kumar & Ofek, 2014). This is also true for our firm. To be specific, we need to consider our competitors’ prices when we decide the price of our products. As the marketing director, in fact, I have conducted the marketing research to collect the informative information, including the price ranges of the jewelry similar with ours. According to our research, the most preferable price range for customers is over ₤30, which is chosen by 36% customers. The second largest proportion of customers (28%) would like choose the jewelry with price between ₤5 and ₤10 (as shown in the figure 1). Obviously, we need to decide our own price strategy based on the market preference. As a small business with limited fund, however, it is unrealistic for us to sell the jewelry over ₤30, which requires substantial fund. Hence, we decide to sell the jewelry with price between ₤5 and ₤10, which is ₤5.99 exactly.

Figure 1 Price ranges of preferred jewelry 

Apart from deciding the price range, we need to choose the style of our product as well. Our market research, actually, has taken this question into consideration. We investigated 216 persons in total and asked them which kind of jewelry they prefer. The result is shown in the figure 2. It can be clearly seen that the majority of customers (55%) prefer the jewelry with simple style. Such information could serve as the supportive evidence for us to target the jewelry market with simple style. Also, based on our price strategy, the simple style jewelry could be a both valid and efficient choice for us as the price of jewelry with this style tends to have relatively flexible range. Thus, we decide to sell the simple style jewelry and the price is set as ₤5.99 based on our marketing research result.

 Figure 2 Customers’ preferable style 

Promotion Strategy

After the establishment of our pricing and product strategies, it is essential for us to making promotion strategy. This view is based on the fact that an effective promotion strategy could make significant contribution to the sale volume in a firm (D'Avino, De Simone, Iannucci & Schiraldi, 2015; Cui, Yang & Chou, 2016). Typically, there are two main promotion approaches for a business to promote their products, which are advertisement promotion and pricing promotion respectively. Regarding the advertisement promotion, it usually means that firms need to spend money on a wide variety of advertisement so that they are able to popularize their either products or service. For our company, we are less likely to advertise our jewelry through the traditional advertisement, which is usually costly. The advertisement through the social media, therefore, could be a both accessible and affordable way for us to advertise our jewelry. To be specific, we can send the information of our products to the social media platform, like the facebook, instagram as well as the We-chat. By doing so, our product information can be available for plenty of people, who could potentially be our customers. Meanwhile, we can promote our jewelry by offering customers with free discount. For instance, in order to increase the influence of our jewelry, we can give customers a ring for fee if they buy more than three of our items for one time. Such strategy is more likely to drive customers to choose our jewelry.  

Distribution Strategy

A completed marketing plan should also contain the distribution strategy, of which the focus is the establishment of distribution channel. When it comes specifically to the Song, we attempt to build our sell channel through both retail stores and online shops.

As mentioned before, we have conducted the marketing research before making the detailed marketing plan. In our research, most respondents usually buy jewelry in either the shopping malls (122) or online stores (218). The online store, here, it includes the general online shop, official online website as well as the flagship store (as shown in the figure 3). It is clear that both the online shop and offline store are vital for a business to have the better performance in the market. This is also the reason why we decide to operate the jewelry business in booth physical stores and online shops. 

On the one hand, we plan to rent a booth in the Christmas market, where there could be an enormous number of people to look for their desirable items. When we can have a booth there, all of those people could be our potential customers. If our jewelry is attractive for some of them, it could lay a solid foundation for us to further enlarge our target market share. On the other hand, we aim to serve more customers by opening online shops. We would like to choose the E-bay and We-chat website to operate our online business, where the operating cost is relatively cheap. As the development of online business, there is an increasing number of people choosing buy items online, especially the young generation. As a jewelry business targeted to the people between 18 and 25 years old, it is reasonable for us to choose the online shop. 

Figure 3 approaches for customers to buy jewelry

In conclusion, based on the information provided by the market research, it seems that should choose the simple style jewelry to sell as the price of ₤5.99. along with that, we can also promote our products through the social media platform and establish our distribution channel in both the physical store and online shops.

References

Cui, B., Yang, K., & Chou, T. (2016). Analyzing the Impact of Price Promotion Strategies on Manufacturer Sales Performance. Journal of Service Science and Management, 9(02), 182.

D'Avino, M., De Simone, V., Iannucci, M., & Schiraldi, M. M. (2015). Guidelines for e-Startup Promotion Strategy. Journal of technology management & innovation, 10(1), 1-16.

Hinterhuber, A., & Liozu, S. (2012). Is it time to rethink your pricing strategy?. MIT Sloan Management Review, 53(4), 69.

Khodakarami, F., & Chan, Y. E. (2014). Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management, 51(1), 27-42.

Kireyev, P., Kumar, V., & Ofek, E. (2014). Match your own price? self-matching as a retailers multichannel pricing strategy. Tech. rep., Working Paper, Harvard Business School.

Mullins, R. R., Ahearne, M., Lam, S. K., Hall, Z. R., & Boichuk, J. P. (2014). Know your customer: How salesperson perceptions of customer relationship quality form and influence account profitability. Journal of Marketing, 78(6), 38-58.

Nguyen, B., & Mutum, D. S. (2012). A review of customer relationship management: successes, advances, pitfalls and futures. Business Process Management Journal, 18(3), 400-419.

Parts, S. (2015). After Sales Service. Sloan Management Review, 31(2).

Rosenbröijer, C. J. (2014). Customer Relationship Management and business analytics: a lead nurturing approach. Proceedings of DYNAA, 5(1).

Stein, A. D., Smith, M. F., & Lancioni, R. A. (2013). The development and diffusion of customer relationship management (CRM) intelligence in business-to-business environments. Industrial Marketing Management, 42(6), 855-861.

Wang, Y., & Feng, H. (2012). Customer relationship management capabilities: Measurement, antecedents and consequences. Management Decision, 50(1), 115-129.

Appendix

range of prices of jewelry 

₤0-₤53.09%

₤5-₤1027.84%

₤10-₤2017.53%

₤20-₤3015.46%

over ₤3036.08%

customers' perferance of jewelry

cute style10.31%

cool style 20.62%

simple style54.64%

luxury style12.37%

do not like jewelry2.06%

Numbers of customers to buy jeweiry through different approaches

general online shop80 

official online website71 

market69 

shopping mall122 

flagship store67 

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