Question
Refer to the Multi Marketing (MM) case study
MM ’s growth has been helped by its unique selling point/proposition (USP) of rapid response to customer needs and by its high-quality customer service. New employees undergo detailed training to become skilled in:
finding out what a customer’s objectives are
helping the customer work towards a marketing plan
working closely with the customer as MM develops a marketing strategy for them
maintaining links with the customer to provide an effective after-sales service.
The business takes a multicultural approach to its customers, employees and other stakeholders. MM ’s approach to diversity is one of the features that stakeholders say they like about the business. The company also ensures that it accommodates many cultural differences.
According to a business service that provides measures of social behaviour for every country, in British businesses:
employees are accustomed to working in a competitive, individualistic society
employees often take individual responsibility for their own actions and decisions
competition is high between both employees and customers
customers are accustomed to changing contracts when service is bad or competitors offer a better deal.
In comparison, Indian businesses:
are based on power structures with a greater focus on teamwork than individuality
are more likely to be hierarchical
have greater loyalty from their customers
have greater formality with their customers
place importance on building business relationships
are subject to greater variety in culture between businesses and regions.
Maintaining high levels of customer service is expensive. MM has increasing costs (line 107). Rachel is concerned about MM ’s finances and is examining the latest accounts for the company for 2019 and 2020 (Table 1) to identify problems.
Table 1: Selected financial information for MM for 2019 and 2020
