With a total of 81 dealerships and a turnover of 1.3 billion pounds, Reg Vardy is one of the leading motor retail groups in the UK. In order to acquire new customers and maximise customer retention with the help of digital technologies, the company needs to develop an e-marketing strategy.
This paper provides a situation analysis of the present e-marketing situation of Reg Vardy, including the competitive environment based on the strengths, weaknesses, threats and opportunities. Furthermore, the aims and objectives of Reg Vardy’s e-marketing strategy are formulated. Under the e-strategy section, potential digital technologies and the buying process are outlined to develop a ‘five-phase e-operation strategy’. This allows for targeting new and existing customers in all stages of the buying process. Specific e-tactics for customer acquisition and retention are suggested for Reg Vardy. Finally, the paper gives advice on E-CRM issues.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Situation Analysis
- Aims and Objectives
- E-operation Strategy
- E-tactics
- Email Tactic
- Homepage Tactic
- Internet Tactic
- Mobile Phone Tactic
- Further Digital Tactics
- E-CRM
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to develop a comprehensive e-marketing strategy for Reg Vardy, a leading motor retail group in the UK, with the goal of acquiring new customers and maximizing customer retention through the utilization of digital technologies.
- Situation analysis of Reg Vardy's current e-marketing landscape and competitive environment.
- Identification and formulation of the company's e-marketing aims and objectives.
- Development of a five-phase e-operation strategy, incorporating potential digital technologies and the customer buying process.
- Implementation of specific e-tactics for customer acquisition and retention.
- Guidance on E-CRM issues to enhance customer relationships.
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction emphasizes the importance of a formal marketing strategy planning process for developing an effective e-marketing strategy for Reg Vardy. Chapter two delves into a situation analysis of the company's present e-marketing status and competitive environment. The third chapter focuses on identifying and formulating the company's e-marketing aims and objectives. Chapter four outlines a five-phase e-operation strategy that leverages potential digital technologies and the customer buying process. Chapter five explores specific e-tactics for acquiring and retaining customers. Finally, chapter six provides valuable insights into E-CRM issues.
Schlüsselwörter (Keywords)
The paper focuses on e-marketing strategy, digital technologies, customer acquisition, customer retention, e-operation strategy, e-tactics, and E-CRM. The primary focus is on leveraging digital technologies to improve Reg Vardy's e-marketing capabilities and enhance customer relationships.
Frequently Asked Questions
What is the primary objective of Reg Vardy's e-marketing strategy?
The goal is to develop a comprehensive digital strategy to acquire new customers and maximize customer retention for the UK motor retail group.
What does the situation analysis of Reg Vardy include?
It includes a SWOT analysis (strengths, weaknesses, opportunities, and threats) of the current e-marketing status and the competitive environment in the UK motor retail sector.
What is the "five-phase e-operation strategy"?
It is a strategic framework developed to target customers throughout all stages of the buying process using potential digital technologies.
Which digital tactics are suggested for customer acquisition?
The paper suggests specific tactics involving email, the company homepage, general internet marketing, and mobile phone strategies.
How does the paper address customer retention?
Retention is addressed through targeted e-tactics and the implementation of E-CRM (Electronic Customer Relationship Management) systems to enhance relationships.
What role does E-CRM play in the proposed strategy?
E-CRM is used to manage digital customer interactions effectively, improving service quality and fostering long-term loyalty.
- Citation du texte
- Volker Schmid (Auteur), 2005, E-Marketing Strategy for Reg Vardy, Munich, GRIN Verlag, https://www.grin.com/document/38126
