As a consultant you create a Consumer Acquisition and Retention plan for e’Khaya Restaurant.

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Operations and Project Planning.

E’Khaya is a family owned African restaurant based in Tipton in the UK. This location has residents from various migrant groups including the English community. The owners have focused mainly on serving African cuisine since they opened the restaurant in 2014. However, the restaurant has been losing customers including those known to the owners rarely come out to dine now. E’Khaya does not have any systems in place to capture customers’ data. Now, the restaurant owner has asked you as a consultant to assist them with developing a plan that will assist them to acquire new customers, retain customers and also enhance their experience. www.ekhayabarandgrill.com

Task:

  1. As a consultant you create a Consumer Acquisition and Retention plan for e’Khaya Restaurant.
  2. Evaluate how the organisation may use the consumer value chain to enhance their customer experience and relationship marketing practices.
  3. Critically evaluate and identify CRM techniques most appropriate for the organisation to capture data and understand their target market. Provide justifications for your recommendations.
  4. Analyze marketing approaches to customer acquisition and retention in B2C marketing scenarios for e’Khaya restaurant and how they can be implemented.
  5. Provide recommendations and justify the most appropriate approaches to achieve its ambition to be recognised as a leading restaurant in the West Midlands.
  6. Compare and contrast various effective monitoring and measuring techniques appropriate for their customer acquisition and retention strategies. Recommend and justify techniques appropriate for this plan.

Double spacing should applied throughout the report.