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Introduction:

Chaffinch Student (UK) Limited is a small company in Stoke-on-Trent. Founded in 2012, Chaffinch Student is widely known for its distinguished storage and moves services among university students during vacations or out of term periods. In 2014, Chaffinch Student extends their business parts to selling living essentials. And the main reason is that the international students arrive in UK with limited allowance to take with on plane. Almost all of the living essentials such as bedroom and kitchen sets need to be bought once the students arrive in UK. So it is quite clear that the potential living essentials market for international students is pretty huge. But in contrast, the amount of sales on living essentials of Chaffinch Student is not very well and the sales growth doesn’t show a rapid increasing trend at present. However, according to the financial reports of the company, the overall growth of the whole Chaffinch Student is very quick, with approximately 50% of the growth from the established point in 2012 to 2015. And this is partly because of the quite small size of the starting company. What’s more, it is also at its quick development stage of a classical business cycle of companies. There seems to have a very obvious controversy between the high growth rate of the storage business part or the whole companies and the low growth rate in selling living essentials. And this unique phenomenon attracts my interests and I am going to take a deep view at the Chaffinch Student Limited. My essay will mainly focus on the Chaffinch Student’s marketing and business strategies on living essentials to international students, especially to Asian students or Chinese students. As for the research method, I mainly use the focus group method to consumers as well as interviewing with Chaffinch Student marketing manager.

Literature review:

Chaffinch Student is now facing the situations of how to promote their living essentials effectively and expand its international customers as much as possible. In fact, this is very common among small companies just starting the business operations or large companies hoping to expand new markets. So as to achieve the business success on the new marketing, companies need to take a carefully look about its current customer relationships and figure out the most suitable, useful and cost saving marketing plans.

In order to increase customers for the living essentials, the promoting ways Chaffinch Student use matters a lot. Different marketing approaches will result in very conflicting consequences. From the research of Peter C. Verhoef, directing mailing to customers will increase the consumer share but in a rather small degree. Besides, the mailing approach is more like a short term marketing approach and may be even more useless in the purposes of transferring ordinary customers to loyalty customers. So if the company wants to maintain a quite stable relationship with their customers, it is better to use other long term programs. And one of the most recommended approaches is to involve consumers in the loyalty program with certain economics incentives. Also, it is concluded from the research that maintaining the loyalty customer relationship is very challenging, but how to increase the amount of loyalty customer needs even more strives (Verhoef, 2003). Besides, after the implement of certain kinds of marketing promotions, it is necessary and useful to check the results of each promotion and collect the feedback from target customers. Because only in this way can we have a correct retrospect towards the initial plans and improve the plans in the following marketing promotions.

So the company needs quite a lot of work to manage its customer relationships and build an excellent customized service. The developing trend of the customer relationship model will put more emphasis on the dynamics feedback with the customers, rather than giving too much importance on the time period the relationship has formed. Also, if you want to construct a very comfortable and steady relationship with your loyalty customers, it is of great necessity to balance the customization of your products and the privacy of your customers (Rust & Chung, 2006). Furthermore, the application of the e-services will grow a lot, so the company should seize the opportunity and develop their managing system more efficiently.

Another concept related to the customer relationships is named as “customer need knowledge” (CNK), which is put forward by Homburg, Wieseke and Bornemann. This concept is use to describe the extent to which the company’s staff can make sure about the needs a customer really need. So if the relationships between the company and its customers are closer, the company staff “customer need knowledge” will be greater. Also, fi the age discrepancy is bigger, the “customer need knowledge” will be less matching (Homburg, Wieseke&Bornemann, 2009). Therefore, any company who wants a closer relationship with its customers, they should train their staff to have more “customer need knowledge” and orient their customers at right place, which gives personal customization a quite important attention.

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