ASSIGNMENT 2

NAME – VIVEK BHARDWAJ

ROLL NO. – 2K20/UMBA/49
SUBJECT – SCM

Q1. Consider the way Center Parcs and its consulting and research firms
profile its customers. Apply the method, described by Peter Severijns, to
yourself or someone who visited a holiday park once before. What kind of
customer profile can you construct?

ANS. Customer relationship is a necessary step at any holiday resort; primarily

for safety i.e., to know the customer and their background. Secondly, to
increase the number of customers by serving them again and again. I have
never visited a holiday resort. The CRM strategy used by Center Parcs is good
to understand the customer interests and activities. The customer in any
Holiday resort expects different needs. The customer as a child wishes to be in
safe zone with parents, youth wish to explore all the fun and excitements
available, and a couple would require a romantic place, and an elder person or
a family man wish to spend some time with their children and grandchildren.
Therefore, a holiday tour should have almost all the facilities to capture the
interest of the customer. Therefore, the BPK Acxiom consultant’s software
system is the apt system for any holiday tour.
Therefore, for such a holiday resort, the customer profile should include the
following:
Name, age, occupation, marital status, interests with options, activities they
like to do, their need from the resort etc…
Q2. What are the two advantages and two disadvantages of applying this
customer profiling approach?

ANS. ADVANTAGES: -

• The customers need and want is automatically understood by the

management and the customer can be offered the same.
• The customer can be contacted through mail, telephone or by post to
inform them about the new changes brought which might be of his/her
interest.
DISADVANTAGES: -
• The character of a customer may not remain same. His likes and dislikes
may vary at any point of time. This information is not available to the
customer.
• The customers accepting the holiday tour package are limited and the
customers may not return back due to unavailability of time, money
etc…

Q3. In what ways can center Parcs differentiate its marketing for different
customer groups?
ANS. The different ways to increase the number of customers is the following:

• The customers need to be offered a complete package kit at the

beginning of the tour.
• The cost on developing huge contacts should be minimized.
• The cost can be spent to advertise the facilities, activities and many
offerings by Center Parcs.
• The sales and the marketing team should be given specific roles to
increase the customers.
• On specific seasons, Center Parcs should offer discounts and special
programs.