Argos CASE Study PDF

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ARGOS case mkt 201...

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Nancy Shehab ID # 202004927 MKT 201

Company Case Argos: Creating Customer Value amid Change and Turbulence

1.18Argos is clearly considered to be a role model firm that all other companies in marketplace should follow the same procedure it maintained in order to accomplish the two fold goal of marketing that is attracting new costumers by promising superior value and to grow and maintain current costumers by delivering value and satisfaction. Argos followed the concept where they made the customer their main target including his needs, wants, and demands. They tried to provide costumers with services and products that not just match their expectations but also make them delighted and highly satisfied with the advantageous unique value they’re receiving.  First, they provided a “convenience” shopping for costumers and that’s through the catalog retailing to follow up with customers as if they are shopping in stores to maintain their satisfaction and giving them more choices in purchasing decision.  In addition to the 250 Argos collection points as a target and the same delivery service that became a very unique popular strategy attracting many costumers.  Argos are retransforming themselves to lead into the 21rst century as digital retailers through the click and collect business by applying the latest marketing concepts to appease customers nowadays.  Offering wide range of products and doing special offers like discounts, money off vouchers and loyalty cards to keep on engaging their customers. 1.19Referring to the case, we notice that 10 Argos outlets opened in Sainsbury’s stores had a record of 30% sales increase, In addition to the increase in promotions and products that widen the amount of customers and thus both share the customer trying to create value and offer its target market. In this way, concept of share of customers is clearly shown between Argos and Sainsbury. 1.20I believe that ARGOS are leaders in the market. They followed the societal marketing concept by targeting customer’s needs and always trying to deliver the best. They constructed an integrated marketing program that delivers superior value by maintaining the 4PS:  Product: Segmentation and delivering a huge variety of products  Price: Competitive prices, discounts, , etc…

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 Place: One day delivery service Promotion: Loyalty cards, special product offerings to customers In addition to the customer and society aware: reducing the amount of resources used in their operations and the carbon dioxide emissions it produces.

1.21Argos is always trying to follow up with latest concepts, thus it made many actions that illustrate changing the market landscape:  Makeover of shops to introduce tiled floors and LED display boards for easy shopping’  Centers transformed inside Seinsbury into high-tech outlets and digital stores to make customers more informed.  Catalogs retailing: online but still delivers the same care  Assortment of products  Argos now target all demographics  Digital Retailing: 1- Click and collect business 2- Online promotions  Take responsibility for the environment

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F o llo win g way s can be p racticed to p r ov id e b etter value to customers:     

Focus on the marketing mix Always stay up to date on changes and constantly try to improve their products and maintain customers and let them grow Argos should ask opinions from customers and open a two way communication channel through their feedback Focus investment on most valuable customers. A rg o s can d o th eir b u s in ess p r o mo tio n o n w eb s ites an d social media apps...