Part C: Strategic Marketing Plan

Source

What it Measures

Data

Potential Usage

Sales unit quantity data

Monthly sales unit quantity of natural and organic goods

Average sales unit quantity of Data can be segmented by business and consumer markets

The data is applicable in trend analysis, projections, and to measure effectiveness marketing strategies

Product Total Income data

The total quantity price of a product and overall income

Average product income of within a month. Data is generated by business and cost of production and income analysis

The data is applicable in trend analysis, projections, and to measure effectiveness business performance and profitability

Product level of preference data

The percentage of consumer preference to organic food within a three months

The percentage of consumer preference to a particular product. Data can be segmented by business and consumer markets

Can be used for trend analysis, projections, and to measure effectiveness of promotions.

Source

What it Measures

Data

Potential Usage

U.S. Census Bureau

Income over the last 4 years by family structure in Texas and Mexico

Household structures with the highest income capacity

Market Share Analysis

Customer Segments and market segmentation

U.S. Census Bureau

Average population age and gender of customers in Texas and Mexico

Age and gender of the current and potential customers

Analysis

Customer Segments and market segmentation

Supermarkets News

Level of factors such as price, classification level, the distance of the location, and product quality in consumers’ decisions

Price, classification level, the distance of the location, and product quality

Analysis

Customer Segments and market segmentation

Source

What it Measures

Data

Potential Usage

Focus group

Product usage, motives, identify group level satisfaction, decision process

Qualitative

Identify different reactions of market segments to product. Identify marketing opportunities, and strengths for a robust marketing strategy

Surveys

Price, classification level, the distance of the location, and product quality

Qualitative

Identify different impacts of Price, classification level, the distance of the location, and product quality on marketing

Interviews

Price, classification level, the distance of the location, and product quality

Qualitative

Identity how the distance of the store location, and product quality impacts’ consumer preference, taste and purchasing decision.

CRM Touchpoint

Purpose & CRM Objective

Data

Potential Data Usage

Customer profile information on H-E-B (Texas-based Company) website

Prepare customer introductory information on products and services (Acquisition)

Customer location, preference , contact and purchase preferences

After sale information such as product purchased, quality and price

Track new and returning customer counts, total period purchases by customer ID, and geographic sales data. Can be used for loyalty rewards, retention, and targeted marketing.

Customer Service experience platform on the on H-E-B (Texas-based Company) website

Create customer feedback and experience platform and continuity ( Retention)

Customer purchase frequency , product quality , price and satisfaction level and overall outcome

Providing a platform to evaluate services and product quality and satisfaction among the existing customers. Data applicable in loyalty rewards, retention, and targeted marketing

Customer-profitability platform on website

Create a customer-profitability relationship and marketing cost management (Profitability)

Marketing costs , Customer service contact costs, Social media contact costs, Shipping costs and Return costs

This metric compares how much revenue a given customer generates with the company's spending on acquiring or retaining that customer in time, resources, or facilitation costs.