Posted: May 16th, 2015
ASSIGNMENT: Case Study Analysis and Discussion
Assignment Information:
You are required to undertake a thorough analysis of the case on ABC Clothing. The analysis should be primarily based upon the information contained in the case itself and the provided CRM data set (available in a separate file) of 202 ABC Clothing customers (available on Blackboard). Normal academic referencing is required for any information reported from outside the case study. Your assignment report should not repeat information already contained in the case. Instead you are required to analyze the information given in the case study using the various tools and theoretical models discussed throughout the unit, identify issues of interest [these could be positive, negative, or both], and make conclusions/recommendations as to the course of action the organization should adopt. Your Case Study report must not exceed 3 000 words, excluding references and appendices. Needless to say, it is the depth and strength of the analysis that will be critical in evaluating this report. Students need to submit the case study report both online through Blackboard and a hard copy on or before the due date. The submitted reports will be transferred to Turnitin automatically for plagiarism monitoring. Late penalties (10% marks for each day behind the scheduled submission date) will be applied if any student is late in submitting the case study report in either form (online or hard copy). All the group members must contribute to the group assignment. The members of the same group may receive different marks for the Case Study Analysis based on peer-evaluation report and other related evidence that will be received from each member. See marking guide for more details.
ABC Clothing Case:
ABC Clothing, a large clothing retailer, wants to implement a CRM project. The company’s clothing retail business covers 85 retail stores in Australia. It also has other businesses such as travel, fashionable sportswear, and household furniture. Through the CRM project the CEO of this organization wants to:
You are required to analyze the customer data relating to ABCretail clothing customersand generate useful information for CRM strategy. You also need to assess the current loyalty program of the company and suggest if any revision is deemed necessary. Use the various concepts discussed in the Customer Relationship Management classes, identify issues of interest, and make recommendations/ suggest strategies the organization should adopt. Please follow the additional information regarding the case study (‘marking guide’ and ‘what to do’ file) available on Blackboard.
Assignment 1: Case Study Analysis and Discussion Marking Guide
Students’ Name: ___________________________________ St. No.: _______________
Students’ Name: ___________________________________ St. No.: _______________
Students’ Name: ___________________________________ St. No.: _______________
Students’ Name: ___________________________________ St. No.: _______________
|
Particulars | Marks | Score |
Introduction | 5 | |
Profiling Customers
|
15 | |
Profiling Loyal Customers | 10 | |
Bivariate Analysis | 20 | |
Effectiveness of the Loyalty Program | 20 | |
Discussion and Strategic Directions | 20 | |
Conclusion | 5 | |
Clear Report Structure and Clarity of Communication | 5 | |
Total | 100 |
Other Comments: _________________________________________________________
_________________________________________________________
Signature/Date: _________________________________________________________
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ABC Clothing Customer Data
Analysis and Discussion
ABC Clothing, a large clothing retailer, wants to implement a CRM project. The company’s clothing retail business covers several retail stores in Germany. The data set relates only to retail clothing customers. The company also has other businesses such as travel, fashionable sportswear, and household furniture.
Case Analysis Assignment –Guidelines for Data Transformation
2=26 to 35 years
3=36 to 45 years
4=46 to 55 years
5=Over 55 years
2=High school
3=University graduate
10: Yearly spend ($) in the store: 1=upto $500 2=$501 to $1000 3=More than $1000
2=Medium (3 to 6 times)
3=High (more than 6 times)
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