MKG701 Marketing Management Organisational Mission Aims

Question:

The organisational mission aims to answer the question, ‘What are we in business for?’

2. What do customers do with the firm’s product?
   • CCS’s bicycle service ensures the bicycle is safe and running smoothly
   • The basic benefit provided by the service is reassurance the rider is safe from mechanical fault and ease of riding
   • Perishability of a service product is a disposition

3. Where do customers purchase the firm’s products?

   Direct from CCS within the Café
   Third-party websites with bundle or package offers

4. When do customers purchase the firms products?
    • Cyclists typically give four to eight days notice of a service requirement.
    • Promotions will be available for short term turn around service options on quiet days (same day turn around)
    • Walk-in services are also expected (people requesting a service without making a reservation

5. Why and how do customers select the firm’s products?

  • Word of mouth recommendations will be key to being a preferred supplier
  • Alliances build with local riding clubs and groups important
  • Many cyclists are looking to build a relationship with their service provider

6. Why do potential customers not purchase the firm’s products?

  • Non-customers will be loyal to a competing store based on relationship, cost or location
  • Non-customers will be cost conscious