Hence here Tyson as well as WalMart have both effectively built their brand image and recognition and been able to develop a perceived image of excellence, qality and reliability among their customers (Jobber, 2004). Bth companies focus on the customer needs and have included the use of customer relationship management (CRM) in their strategies. Hre both these companies have adopted the CRM systems to focus on the needs, tends and choices of the customers (Evans, OMaley and Patterson). Tis is more effective in the case of WalMart as the deals with individual customers and these aspects clearly form a major part of the overall customer experience.
I the case of Tyson, te use of CRM systems is beneficial for gaining a more detailed idea of the trends in the markets and to develop products accordingly (Beasty). WlMart benefits from these systems as it helps in better personalized marketing to the customers and Tyson benefits from the CRM systems based on trends (Customer Relationship Management). Bth companies are focused on providing the customers with the desired products at the rates.
Aso, te aim and objectives of both these companies is to provide, fesh, qality, halthy products to the customers (Barschel). Te companies are clearly customer centric and are focused on the needs of their customers, idividuals in the case of WalMart while businesses / retailers in the case of Tyson (East, Wight and Vanhuele). WlMart is a customer centric business and it is relationship driven while Tyson deals more with retailers and hence the approach adopted here is more products driven (Gronroos). Te main focus of Tyson is increase the transaction value, hwever in the case of WalMart the focus is on maximizing the overall value of the relationship rather than a single transaction.
Tis is evident from the various offers that the company provides to the customers like money saving tips and ideas as well as the membership cards where the customers gain more number of discounts (WalMart). I the case of Tyson, snce the company deals with retailers directly, tere are lesser levels of personalization and more focus on the transaction values than the relationship Foods Inc.
Aso it is clear from Tyson’s strategy that the sales cycle is much shorter with lesser numbers of intermediaries as compared to that of WalMart. I the case of WalMart the sales are clearly based on the trust...
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