The paper 'K-Mart - Stakeholder Analysis " is a good example of a marketing case study. The marketing approach for the retail industry has gone a full-cycle transformation in the recent past. Previously the industry has been dominated by the manufacturers and wholesalers striving to avail the products at the consumer’ s point of convenience. This state of affairs has, however, changed with the advent of online shopping. In the digital age, customers have the opportunity to shop online, make orders on items of their choice and delivery is effected on request (MacGowan 2011).
This has been a major breakthrough in the retail industry in Australia and globally. There has also been a massive and constant change in customer tastes and preferences. The constant change in customer perceptions and their desire to keep up with fashion are attributable to this. What this means for the industry players is that they must keep themselves updated on the most recent model of all ranges of commodities if at all their shelves will have a combination that will be appealing to customers. They also have to work closely with the manufacturers so as they can pass on vital information gathered from consumers regarding their tastes, preferences and even complaints. The marketing objective is aimed at the modernization of consumer relations management by placing the customers at the center of all marketing operations.
That means that all online initiatives are dedicated to providing what the customer perceives as valuable. This is a total marketing perspective. In essence, the first stage is ensuring that what the customer needs is available in the place he/she would most prefer and on time.
Market information and real time data are passed to the consumer to guide him/her on the buying behavior. This is with regard to new models, changes in prices, packaging, branding and such attributes (Weller 2007). In this regard, online shopping should be made the most convenient and easiest way of interacting with customers. The information they may want to have regarding the most recent market trends is made ready for them for use for the mutual benefit of the consumers and the company. Marketing automation and increasing of the customer contact points will facilitate this move.
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