Strategic Customer Analysis

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Strategic customer Most organizations today recognize the importance of improving customer care-the need to go beyond traditional customer service and truly manage customers as assets, but only about 6% apply its principles effectively. Every company’s success depends on its keeping customers satisfied with the goods or service that it offers. Today’s tactical service function is often outsourced, offshore and global, supported by state of the art technology, aligned with the brand strategy and integrated with the customer experience. Companies that use strategic customer service can make rational financial decisions about where to invest in people, processes. They can easily differentiate among things that are nice to have.(Goodman, 2009)…show more content…
(Johnson, Scholes & Whittington, 2008) in a fashion context a central measure of performance for managers adopting a market segmentation strategy lies in their ability to successfully address the following issues: identify the customer in a meaningful way, satisfy individual customer requirements profitably. (Hines, Bruce, 2007) Segmentation is identification of customer groups that respond differently than other customer groups to different offerings. Segmentation can be done through categorization of customer characteristics such as: sex, age, lifestyle, occupation and geographic. Geography, demographic, psychographic, benefits and usage are the main bases for segmenting consumer markets. Geographic segmentation plays a big role for ZARA. As for demographic segmentation, it is important component in ZARA’s market segmentation. In includes gender, age, ethical norms and family life cycle. ZARA’s target market is mostly women and designs more clothing for…show more content…
It is focused on people of different age, including generation X and Y. Clothing in ZARA is comfortable and suitable for everyday lifestyle: flat shoes, jeans and jacket, what else can make people feel comfortable in busy daily life? People buy from ZARA by following their life cycle and by what makes them satisfied. A strategic customer analysis can also be done through categorizing the customers based on their relationship to the company. The categorization can consist of primary customers, secondary customers, trends and needs. (Armstron & Kotler, 2010) They segment their product line by women’s (60%), men’s(25%) and the fast growing children’s (15%) department. The company has targeted a group that has a demand for the latest fashion trends, quality products and is price sensitive. ZARA has a big focus on what is demanded from the

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