Week 2 Project
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Collecting Customer Data
This course has major project assignments due in Week 3 and Week 5. It will take more than a week’s effort to adequately complete them. Plan time to start the research and work on those assignments earlier than the week in which they are due.
Using the same organization selected in Week 1 for the course project. Presume that the organization you selected has recently implemented a customer relationship management (CRM) system.
Research the key elements of a CRM system and defend at least three best practices that your organization can use to improve its customer retention. Make sure you support your choices with well-reasoned arguments and external sources.
Justify at least five critical pieces of customer information needed from your key market segment. Why do you need to collect this specific data?
Justify five survey questions that might be used to evaluate the segment’s experience with your organization. Why do you need to know this information?
Justify a plan for how customer data (previous two bullet points) will be collected. The plan should detail the methods to be used (e.g. written survey, focus groups, interviews, etc.) and where those methods will be integrated into the organization’s processes (e.g., a hotel sending an e-mail survey following a customer’s stay at a specific location).
Submission Details:
Submit your plan in a 3- to 4-page Microsoft Word document, using APA style.
Name your plan document SU_MBA6011_W2_LastName_FirstInitial.doc.
Submit your document to the Submissions Area by the due date assigned
Marketing Strategy
Sonya Hatfield
South University Online
Professor Quigg
June 6, 2022

A marketing strategy for an organization refers to a business overall plan that will enable it get prospective consumers and possible convert them into their customers of their products and services. Developing of the marketing plans entails the isolation of a target segment, a set of goals, and the implementation of initiatives that are aimed at putting the words into action. (Zerjav at .el 2021).
A building construction organization marketing strategy can also be developed. Ideally this kind of an organization what it does is to execute the both the building and infrastructure work, for instance whatever that is given in drawings sheets, they make it become real by having it constructed at an agreed amount by their customers. Construction companies also have clients just like any other organization depending on what is to be constructed, they include: Companies, Developers, Government and Families. The following is the SWOT analysis that will be performed to this construction organization. (Stone & Machtynger 2020)
1.) Strengths: -The construction company has to be efficient, this will come with an added advantage since it will avoid the wasting of materials, energy and efforts in its construction. This will ensure that the company has good profits in the long run and the customers needs of quality work will be met as well. The other strength of the company will be having healthy working relationships with the suppliers. This will ensure that the much-needed material will be readily available for any construction that is to be undertaken making the work to be continuous until the whole project is completed. The other strength will be having the possibility of working on other projects in the near future, this can be achieved by winning the clients on the quality of work delivered, this can make the clients give you more work or refer you to a friend that will need such services. This secures the future of the organization since the market will be expanding.
2.) Weakness: -Having inadequate definition of the customer needs, this could really cost the organization as the customers will seek the same services from other construction companies that offers the same service but with quality. The other weakness can be having too many levels of reporting in the organization structure. This tends to waste a lot of time which will later delay the entire project, other companies can take advantage of this and reduce on their levels of reporting making it quality in time spent on a particular project ending up taking all the shares of the customer of an organization with such weakness. The other reason could be having limited product or materials for the construction. This makes it very difficult for the work to proceed since the material in need for the construction of a particular project will not be available, companies that night be having such stocks will automatically get the contact and do the failed project.
3.) Opportunities: -One of the biggest opportunities will be getting the government funded construction projects. This will make the construction company very unique since not all government projects are handed to all organizations but rare, the receiving organization has to ensure that it delivers at its best. The other opportunity that will be available for the construction company will be the use of digital technologies, this will make them become more effective and competitive since they will be able to reach as many customers as possible.
4.) Threats: -This includes the equipment damage and theft, for instance the organization might seize to exist if all its equipment get damaged or stolen. Proper measures can be put in place to prevent such from happening. The other threat could be faulty work and missed deadline. Having faulty work will mean that the client is will not be happy with your work as a result loses them. This customer will be taken over by other organization that are offering quality work.
The organizations mission statement will be having the following core components namely: Customers, it should be clear on the list, give their names, location and what they say about the organization. The product and service, it should state the list of projects that the organization can work on, the materials that will be used and also the after-project services that will be offered. The market, the targets should be set and a list provided that will be subject to strutting in every single fiscal year to evaluate and advice on the future as well. The completive advantage against other organization can be clearly indicated on the uniqueness of the products, the type of engineers that are on the construction site and also the kind of sophisticated machines that are used. Measurability of how successful we are can be done by getting the mileage gained by the organization for a particular financial year, the number of customers and new markets penetrated can also be an area of measure. ( Li & Leonidou 2021)
A revised mission can state “to make sure that we deliver quality products that will be loved by all our customers” This will be an improvement since the organization will have to focus on the key components of the construction business that will be quality of the work done and customer satisfaction. If these two are meet then it will ensure the future of the organization in this line of business. This will make the management of the organization to start implementing the guideless and rules that will enable the mission statement becomes practical.

Zerjav, V. (2021). Why Do Business Organizations Participate in Projects? Toward a Typology of Project Value Domains.Project Management Journal,52(3), 287-297.
Stone, M., Aravopoulou, E., Ekinci, Y., Evans, G., Hobbs, M., Labib, A., … & Machtynger, L. (2020). Artificial intelligence (AI) in strategic marketing decision-making: a research agenda.The Bottom Line.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda.Journal of the Academy of Marketing Science,49(1), 51-70.


Week 1 Project



Course Project – Developing a Marketing Strategy
This course has major project assignments due in Week 3 and Week 5. It will take more than a week’s effort to adequately complete them. Plan time to start the research and work on those assignments earlier than the week in which they are due.
For the course project of this course, you will select an organization, analyze the market for the organization’s product/service, analyze the organization’s current marketing strategy, and justify recommendations for the marketing strategy to make the organization more effective.
To assist you in planning for the course project, the following table provides a high-level overview of the project deliverables during the course.
Choosing an Organization
In this first week of your course project, select an organization to study in depth over the next five weeks. Each week, your assignment will require you to evaluate this organization. You may use an organization you currently belong to, a past organization, or an organization that you identify through research. Be sure to review the types of information you will need for the project (all five weeks) before choosing your organization. You might need to create some hypothetical details to fill gaps in researched information. However, the project should use as much real information as possible.
You should have your organization approved by your instructor before moving forward with the assignment. Contact your instructor early in the week to gain approval.
For the Week 1 paper, complete the following tasks:
· Summarize key details about your organization. What does it do? Who are its customers, clients, prospects, or constituents? For convenience in this class, we will call them customers.
· Perform a SWOTT analysis, placing particular emphasis on long-term trends affecting your organization and what your competitors are doing.
· Analyze the organization’s mission statement. Does it address the following core components?
· Customers—who do we serve?
· Product/service—what do we provide?
· Market—who/where are our customers?
· Core competencies—how do we provide or deliver our product/service? What gives us a competitive advantage?
· Measurability—how do we know when we are successful?
· Defend a new/revised mission statement. It should be a succinct statement of what the organization is, what it does, and who its customers are. Be sure to support why your revisions are an improvement to the current mission statement.
Submission Details:
· Submit your plan in a 3- to 4-page Microsoft Word document, using APA style.
· Name your plan document SU_MBA6011_W1_LastName_FirstInitial.doc.
· Submit your document to the Submissions Area by the due date assigned.
Feedback for Week 1 Project

Submission Feedback

Overall Feedback

Thank you for your assignment. According to the assignment grading rubric, there were four content components- to provide organizational details (10 points), to conduct a SWOT analysis (10 points), to analyze the current mission statement (10 points), and to defend a revised mission statement (10 points). I felt you did a nice job on several content components. I did need to deduct 10 points for the first aspect, as you did not provide the name of a specific organization. This will be a requirement each week. I also needed to deduct 5 points for the third aspect due to no actual mission statement being provided. I appreciate your efforts.

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