Question 1, This is a two-part question.

Loyalty Programme: GrabRewards

For the first part, describe succinctly, the loyalty programme you have chosen. Identify five (5) factors that help the loyalty programme stand out among its competitors. You must address how the loyalty programme responds to customer concern for environmental and social responsibility (ESR).

Factors to consider may include:

Background (year of inception - industry - company headquarters - industry - primary products and services)

Customer reach within Singapore and beyond if applicable.

Features of the programme.

Strategic alliances formed.

Online platforms used.

Corporate social responsibility initiatives.

Other essential points of consideration specific to the loyalty programme.

For the second part, analyse the three (3) conditions in the competitive landscape that makes a trusted agent necessary. Explain how your chosen loyalty programme tries to increase the value of its customer base in the face of these prevailing new conditions. (30 marks)