Marketing Essay

1658 words - 7 pages

Introduction
 Apex Footwear Limited is one of the renowned brands in the footwear industry of Bangladesh. The name Apex achieved such a position in the customers’ mind that whenever they heard the name of Apex, a footwear with high quality comes into their mind. Apex Footwear Limited has sought to adeptly make use of that expertise to provide high quality, fashionable footwear to the Bangladeshi consumers. With over 143 own retail outlets and 275 authorized resellers, Apex Footwear Limited ensures nationwide coverage of its diverse range of footwear for its consumers. Through its eight in-house brands, namely Venturini, Apex Men’s, Sprint, Moochie, Nino Rossi, Sandra Rosa, Apex Women’s and ...view middle of the document...

“APEX” means the peak or the zenith. Despite the effects of global economic turmoil and scarcity of raw hide due to natural disasters, the company has performed well in the last couple of years.

Objective of the Study
* To scrutinize the repeat & regular customers
* To investigate the shopping behavior of the customers
* To investigate the shopping experience of the customers
* To compare Apex’s customer loyalty with other stores
* To evaluate the store’s service
* To identify areas where improvement is necessary
* To suggest the company to offer better customer service

Apex Footwear Limited
Apex Adelchi was one of the first companies to start exporting value added finished leather products from Bangladesh. The company is also involved in local retail business. Established in 1990 as Apex Footwear Limited, the company was renamed to Apex Adelchi Footwear Limited in 2006. This change occurred after a collaboration deal with La Nuova Adelchi, one of the largest footwear manufacturers in Italy. Apex Adelchi currently has a production capacity of 15,000 pairs per day for exports and an additional 5,000 pairs per day for local market. Currently, their exports dominate their local retail business with exports accounting for 80% of the total revenue. The company achieved net sales of BDT 6.6 billion in 2014. The factory of the company situated at Chandra in Gazipur, Bangladesh.
Mission & Vision
Vision
“Honest Growth”
Mission
* To ensure sustainable growth
* To be a vendor of choice for the customers
* To create value for shareholders
* To be proactively complaint with global best practices and standards
* To be a responsible corporate citizen
Literature Review
Customer loyalty is the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience which includes the product or services. To build customer loyalty, customer experience management blends the physical, emotional and value elements of an experience into one cohesive experience.
Customer loyalty is the key objective of customer relationship management and describes the loyalty which is established between a customer and companies, persons, products or brands. The individual market segments should be targeted in terms of developing customer loyalty.

Loyalty can be defined as a customer continuing to believe that your organization’s product/service offer is their best option. It best fulfills customers’ value proposition whatever that may be. Customers take that offer whenever faced with that purchasing decision.
Retaining customers is less expensive than acquiring new ones, and customer experience management is the most cost-effective way to drive customer satisfaction, customer retention and customer loyalty. Not only do loyal customers ensure sales, but they are also more likely to purchase ancillary, high-margin supplemental products and...

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