Mr. Singleton, Montana Mountain Biking company has an excellent brand and market position for its existing customer base. This report will break down your customer base into five groups providing a better understanding of customer loyalty. According to Dr. Thomas and our textbook the customer can progress through the five stages but does not have to, they can stop at any point and continue the relationship or terminate the connection (Schneider, 2012; Thomas, n.d.). Determining the exact percentage for each group will vary based on the understanding of the market and its customers, my suggestions would have a plus/minus error rate of one percent (1%).
1. Awareness:
The measurement of awareness for the company is its brand, or one or more …show more content…
This is where the loyal customer is found; they continue to return to the marketplace and purchase products and service over time (Schneider, 2012; Thomas, n.d.).
Montana Mountain Biking has an approximately eighty percent (~80%) of its customer base continues to return according to the booking history over the last eighteen (18) years (Montana Mountain Biking Case Study Unit 3, n.d.). These are the customers that sustain the company
5. Separation: (<1%)
The is the stage the company finds customer and themselves when the relationship is being to or has broken down (Schneider, 2012). Companies spend a lot of capital attempting to convince the customer to come back to their commitment stage or level.
Montana Mountain Biking (MMD) repeat customers, there are approximately twenty percent (20%) of the total that a portion will fall into this category or stage (Montana Mountain Biking Case Study Unit 3, n.d.). The company does not have a marketing strategy to draw or maintain its customer base according to the case study. Mr. Singleton has experienced a failed marketing campaign since that campaign he has not invested in marketing other than the company website. There will always be a small percentage of a given company’s customer base found at this
1. Awareness:
The measurement of awareness for the company is its brand, or one or more …show more content…
This is where the loyal customer is found; they continue to return to the marketplace and purchase products and service over time (Schneider, 2012; Thomas, n.d.).
Montana Mountain Biking has an approximately eighty percent (~80%) of its customer base continues to return according to the booking history over the last eighteen (18) years (Montana Mountain Biking Case Study Unit 3, n.d.). These are the customers that sustain the company
5. Separation: (<1%)
The is the stage the company finds customer and themselves when the relationship is being to or has broken down (Schneider, 2012). Companies spend a lot of capital attempting to convince the customer to come back to their commitment stage or level.
Montana Mountain Biking (MMD) repeat customers, there are approximately twenty percent (20%) of the total that a portion will fall into this category or stage (Montana Mountain Biking Case Study Unit 3, n.d.). The company does not have a marketing strategy to draw or maintain its customer base according to the case study. Mr. Singleton has experienced a failed marketing campaign since that campaign he has not invested in marketing other than the company website. There will always be a small percentage of a given company’s customer base found at this