Strategy Memorandum
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Write a senior executive-level strategy memorandum to the board of directors of a products company that details the necessary global marketing decision making for them to make their initial foray into a region of the world with which neither the board nor the company are familiar. The memorandum must consider the general overview of issues that would be applicable for any product and focus on the application of research-based marketing information to develop and market products to a targeted market segment.
The Strategic Plan
This is a strategic plan; therefore, do not collect and analyze any data. The discussion of strategic decisions made must approach the entry into this market using a Customer Relationship Management approach and be supported by globally acknowledged, peer-reviewed, refereed research. In support of your approach you may use any or all of the Customer Relationship Management theories popular in business MBA research papers below.
Customer Relationship Management Theories
- Service Quality Theory
- Relationship Content Theory
- Relationship Quality Theory
- Relationship Benefits Theory
- Commitment Theory
- Value-situation Theory
- Customer Satisfaction Theory
- Trust Theory
- Commitment-trust theory