Marketing Case Study Zain Telecom Opening a Cafe

Question

Assume that you are the marketing manager of Zain Telecom Company (all branches in Kuwait report to you at the end of each week)

1. List two sources of internal data and two sources of external data then discuss how these data would help you create better services to increase customer value and satisfaction.
2. Assume that Zain management decided to expand its business to include Zain Cafe as a stylish coffee shop that serves a variety of drinks and snacks. What type of Data should Zain acquire (primary, secondary, or both)? and what of research approach should Zain researchers use and WHY should the use it in order to to know whether customers would like the new concept or not (observational, survey, or experiment)?
3. How would you build a CRM system to improve Zain customer service?

Summary:

This is a marketing scenario which deals with Zain Telecom Company in Kuwait. There 3 questions related to internal sources, external sources of data for increasing customer satisfaction. Zain is contemplating to start a Coffee shop and it needs to collect data and know whether or not people like the idea and finally, how improve the CRM system at Zain customer service.  These questions have been answered keeping in mind the organizational goals of Zain and most probable answers for preliminary research.

Total word count is 616