Report on Castle Bingo

please, this is a report.

make the structures like,

executive summary
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Table of contents
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introduction
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main findings
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conclusion
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recommendation
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Reference
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—–TASK DESCRIPTION——

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——CASE STUDY ? CASTLE BINGO———-
Castle Bingo is the main trading arm for Castle Leisure. Last year they celebrated its
Centenary year, having been incorporated in 1911, although it has been trading as a Company
since 1856, making it one of the oldest private companies in South Wales.
Castle Bingo has eight, modern bingo clubs situated in the main population centres in South
Wales namely Bridgend; Merthyr Tydfil; Nantgarw; Neath; Morriston, Swansea; Uskway, Newport;
also Canton and Newport Road in Cardiff; this has made it the market leader in the Welsh bingo
market. A further three units are in England at Barnes Hill in Birmingham, Bootle in Liverpool
and Corby in Northamptonshire.
Their initial success has come from their membership drives for the purpose built clubs which
offer the modern bingo player comfortable seating, the very latest in bingo technology and
value for money catering and bar offerings in stylish surroundings. Also, the prize funds
available are substantial through a selection of jackpots and progressive jackpots ensuring
that the majority of games have the potential of making a significant difference to a player?s
life. One of the bigger pots on offer is the ‘Giant Jackpot’ which is a minimum of ?40,000 and
is played on various games throughout the day. It has also responded to the opportunities
afforded the gambling market through online gaming and it offers a number of unique promotions
and giveaways for online customers, players will find that the ethos has been transferred from
their offline business to the online offerings.
—— Your Role ——–
For the purposes of this assignment you are a Marketing Assistant in the Cardiff HQ of Castle
Leisure. They have looked hard at every aspect of the operations of its business, and it has
found that it has limited systems that aid decision making in marketing management. Your
manager has just returned from a conference where the key topic of discussion was Database
Management a system that aids decision making in marketing management. As a result the company
are now keen to know more about a system, notably CRM systems which will aid decision making
in the company and help them develop relationships with their customers to maximise their
profitability through extra sales.

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TASKS

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You are required to write a report for the organisation that;

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1. Examines the elements and benefits of a Customer Relationship Management (CRM) system,
which Castle Bingo could use to understand how well they could manage their customers.
Included in the Introduction should be a definition and brief discussion on Customer
Relationship Management (CRM).
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2. Discusses the principles of Big Data and metrics and evaluates the benefits that
Castle Bingo will gain from developing this area.
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3. Identifies the ethical and legal issues involved for Castle Bingo in using the
customer information they store for future marketing activity.
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4. Provides a section for your conclusions and from this produces recommendations that
you consider relevant.
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LENGTH REQUIRED

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2000 words +/- 10%. Any deviation from this will be penalised

 

 

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