1a. Identify TWO key customer segments which would be suitable targets for the communications plan, explaining the bases used to segment the market and why the chosen segments are suitable.

1b. Explain the stages of the buying decision-making process for ONE of the segments identified in task 1(a), outlining the influences on decision making for the customer at each stage.

2a. Describe how the application of appropriate communications theory could help develop targeted communications for the key customer segment identified in task 1(b)

2b. Outline both main internal and external factors need to be considered when developing a customer communications plan.

2c. Identify THREE communications tools that would be suitable for use within the communications plan, outlining the advantages and disadvantages of each tool in reaching the customer segment identified in task 1(b).

3a. Recommend an outline customer communications plan to achieve the aims outlined in your chosen theme for the key customer segment identified in task 1b.

3b. Describe TWO tools you should use the measure the effectiveness of your plan, briefly outlining how this will help support future campaign development.

Only looking for key points not full answers

Brief below.

My chosen theme is: Customer retention

PDE V1-communications-in- X + X O n file:///C:/Users/benas/OneDrive/Documents/CIM/v1-communications-in-practice-assignment-july-2020-final.pdf . . . 4 of 10 - + 2 Fit to width CD Page view A' Read aloud Add notes So Communications in Practice (2021) - July 2020 Case Study Buzz Tools Ltd - "Tools to rely on" Buzz Tools Led is an international manufacturer of mid-range priced power tools - drills, saws, sanders, screwdrivers, etc. They have a good reputation for being robust and lasting longer than many of the tools in the market. This case study focuses on the trade division of the company in one specific national market. The trade division is focussed on supplying professional quality tools for tradespeople such as electricians, plumbers, builders, joiners and heating engineers. It is estimated that the market size for professional power tools within the chosen market is E250million ($320million) which is forecast to grow by 2% per annum, over the next five years. Buzz Tools is the current market leader with a turnover of $55million ($70million) representing a 22% share of this market; there are three other large competitors, all with slightly smaller market shares than Buzz Tools, as well as several small specialist manufacturers. In the past five years, two of the smaller manufacturers have launched aggressive campaigns aimed at taking customers from the larger manufacturers, such as Buzz Tools. Buzz Tools has two main sales channels: direct through its own website and indirectly through building trade wholesalers. Buzz Tools' customers consist of two types, the self-employed tradesperson who chooses their own tools and building trade companies who choose tools for the tradespeople they employ. Buzz Tools considers the tradespeople who are the users of power tools as their ultimate customers and it therefore provides help and support for that user base through ts website and regular email newsletters. It also runs an online forum through which its customers can register to ask questions a fellow tradespeople. Ind get answers both from Buzz Tools staff and Buzz Tools attends a number of trade exhibitions held throughout the country each year to keep in touch with its user base. It also works with building trades wholesalers, which stock its products, to sponsor national competitions for 'tradesperson of the year'. Over the past 10 years, the demand for cordless power tools has grown significantly and now represents almost half of the market. However, feedback from users suggests that Buzz Tools' cordless power tools have a limited battery capacity, meaning that users have to purchase and carry additional batteries. Buzz Tools has developed a new range of battery packs for these tools, resulting in 50% more operating time between charges. The new battery packs have been designed to fit their entire range of power tools, so users can simply upgrade by replacing the batteries of their existing tools. The new batteries will be launched onto the market in three months' time. The company has recently announced a bold target of increasing its market share from the present level of 22% to 26% by the year 2025. In making this announcement, the Chief Executive of Buzz Tools said, "I know that, with the brilliant marketing team we have at Buzz Tools, this ambitious target is fully achievable." VERSION 1 - 29.11.19 Page 4 of 10 Type here to search O 17 G W 13:06 09/06/2020