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Masters Thesis Improving customer relations through relation

Type of Document: Masters Thesis

Title of Piece: Improving customer relations through relationship marketing How can Greenheart Plants improve its relationships with customers to create a competitive advantage?

Summary: The purpose of this thesis is to establish a relationship marketing strategy for Greenheart Plants and helping to create a competitive advantage over competing firms in the gardening market.


Title Improving customer relations through relationship marketing – How can Greenheart Plants improve its relationships with customers to create a competitive advantage?

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Points of DepartureThesis is provided by UK thesis base http://ukthesiss.com/
In this section I will present the reasons for choosing the topic. An introduction to the garden nursery industry and the case company, finally the research problem, purpose and its limitations, followed by an outline of the thesis.
1.1 Areas of Interest
In deciding a topic for my dissertation an important factor was that I would enjoy the subject, and be interested in it. After enjoying the level two “Services Marketing” module, specifically the ‘Relationship Marketing’ topic, I thought it would be a challenging area of subject, one I could succeed in and enjoy enough to dedicate my time to.
Horticulture and more specifically the garden centre/nursery has been of importance to me because I have worked part-time, for five years in such a nursery.
The concept of relationship marketing is beginning to be major aspect of many businesses; however I had noted that it had not really been introduced into horticulture. This sparked an idea of combining those areas for my thesis.
I talked to the owners of the nursery and found that they wanted to introduce a marketing scheme and afterwards agreed to give me all the information needed to assist me in the project, in return for deciding on a relationship marketing strategy that would be successful for the nursery.
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1.2 Introduction to the Garden Centre/Nursery Industry
The garden centre is increasingly important to homeowners. The Horticultural Trades Association (HTA) valued the garden market at just over £3 billion in 2000 with consumer spending seeing an increase of £0.98 billion over the past six years (source: MINTEL). 2002 figures were predicted to be £4 billion. The rapid rise in popularity of television programmes, such as Ground Force, along with other increased media coverage has turned gardening into a fashionable past time encouraging comprehensive garden makeovers.
Gardening is one of the most enduring of leisure interests for the British. In common with other leisure pursuits, gardening as a hobby is linked to the various life-stages that consumers go through. It usually reaches full fruition among those who are recently retired from full-time work and have all the time necessary to cultivate the soil and grow plants. However, the trends to 'leisure gardening' and the media coverage (consumers have been attracted to the ‘sexy’ Charlie Dimmock and the makeovers and knowledge of Alan Titchmarsh) have certainly broadened out the market, bringing in a younger generation of consumers showing an interest in garden 'makeovers'. This new market along with the traditional gardener’s base has to be kept happy. This makes it vital to investigate what the situation currently looks like, compare it to how it used to look, and try to imagine how it will come to look in the future.



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