Personal Reflection Statement:

The project was undertaken and successfully finished by our team and here I am evaluating my own contribution to team and personal reflection about learning from project.

It is understood that marketers still needed to evaluate some points like the value proposition of the brands going to be sell, tune products and pricing and after this have to manage the cost of media agencies and other vendors. Profitable customers and most efficient marketing and sale options are need to identify in order to win the market. Another important point I get is the recession’s impact, it varies according to economies and changing conditions of global economies tend impact on local and demographic groups in complex ways.

While considering example about the hospitality industry, event organizer has multiple criteria for evaluating the event successfully. Project requires ensuring about reaching and interacting to client by on-time networking and at lowest cost. The targeted audience fit of event must appropriate to the client’s brand image, product value and company’s reputation and target audience has to keep at focal point (James, Kollat, David, Miniard and Paul, 1976). Another critical evaluation point is ensuring profitability of event which requires maximum profitability with minimum mark ups. Coming to our product its main USPs we highlighted in our project are available everywhere and for home delivery at reasonable prices, healthy and Spicy, different taste with customer’s genuine acceptance and involvement, profit FOR the customer and FROM the customers, concessions and discounts on providing better recipes and various taste activating ideas.

The theory of Daniel Drunkman (1997) describes negotiation according to four different approaches and that says, negotiation is a puzzle solving activity, second consider negotiation as bargaining game, negotiation is considered as organizational management and it could be diplomatic politics.

William Zartman (1988), who is theorist, practitioner and researcher offers summary of negotiations. The theory included approaches of five distinct level and the approaches are structural, strategic, processual, behavioral and integrative approaches.

Theories of negotiations are perspective, descriptive or normative in nature. According to Henry Kissinger (1969), who is noted statesman and negotiator and he defined negotiation as, “a process of combining conflicting positions into a common position, under unanimity decision rule” (Kissinger, 1969). Negotiation process is important according to point of view of organizations effectiveness. The concept of negotiation such as debt negotiation, contracts negotiating, buying negotiations, salary and employment contract negotiation are for sales purpose.

While doing the project certain things are get clear, such as our Snackbar effectiveness is depend upon product activities within internal and external organization. Internal system such as structure of organization we are representing, its people, functions and plan, for all those negotiation is critical to establish. Also I strongly have to evaluate point of selling or buying, depending on it sellers or buyers uses ridiculously high or low offer for opening, which will not easy to achieve. The theory supported to this is, when one party provide extreme offer it will cause another party to reevaluate their own opening and move close to resistance point. Disadvantage of this concept is opposite party may neglect the negotiation.



Kissinger, H.A., 1969. Nuclear Weapons and Foreign Policy. W.W. Norton, New York, USA.


Zartman, W. I., 1988. Negotiation Journal. Vol. 4, Number 1 (January, 1988).

James, E.,  Kollat, David T. and Miniard, Paul W.  (1976) “Consumer Behaviour”, Hillsade, Dryden Press






To be completed by student


Name …………………………………………….………….(print)


Certification :  I certify that the whole of this work is the result of my individual effort and that all quotations from books, periodicals etc. have been acknowledged.


Date Submitted :  ……………………..


Student Signature :

Student email address :


Programme :  Business Undergraduate Level :  6
Academic Year :  2014/15 Semester :  1
Module title :  Customer Relationship Management Assignment No. :  1
Module code:  Bus 604                           Word guide:     1,500


Percentage Weighting of this assignment for the module:           40%
Issue date :  12/11/2014     Return date (Written work ) : 17th of Dec 2014   
Lecturer :    Dr Fletcher M Phiri


                         Second marker :  Dr SS Dadwal



Notes for students :

  1. Electronic copy of assignment should be submitted through Turnitin software.
  2. 10% of marks are awarded for satisfactory use of language and/or good presentation.
  3. 5% of marks are awarded for satisfactory referencing and/or presentation of bibliography where either is required. Note that all referenced work should be obtained from credible sources.
  4. Students should ensure that they comply with Glyndwr University’s plagiarism policy.

6    Students should make correct use of the Harvard referencing method.

Assignment should be stapled in the top left corner. No plastic cover unless module tutor indicates otherwise.

















Student Number/ Name   Academic Year: 2014/15
Programme Title BA Undergraduate Programme Level 6
Module Code BUS 604 Module Title Customer Relationship Management
Assignment Title/Number:  1

Indicative Mark / Grade:



Would students please note that achievement of the learning outcomes for this assessment is demonstrated against the assessment criteria shown below (which are not necessarily weighted equally).  Your assignment is marked as a whole and your grade is more than a summation of your performance as rated below.  All marks/grades remain indicative until they have been considered and confirmed by the Assessment Board


Strengths of this assignment are:




Suggestions to improve this assignment are:










Learning Outcomes Tested in this Assignment: Objectives 3 & 4 Are Tested.

  1. Obtain detailed knowledge and in-depth awareness for the nature and role of selling, as well as

key account  or customer relationship  management in enhancing business relationships

  1. Evaluate the key tasks involved in selling and demonstrate a wide range of techniques for achieving sales and building relationships.






















This Assignment 1 carries 40 % of the Assessment Weighting For The Module.




(Three deliverable outputs)


  1. GROUP PRESENTATION and role plays(weighted 25% of this assignment-As-1) 9TH OF DECEMBER 2014

Negotiate with your colleagues and form differing roles within Food Marketing New Product Development Teams(sellers selling new product idea to Venture Capitalists) in the Food Retail sector, who are seeking funding from a firm of Venture Capitalists (your Assessment Panel)(buyers buying new product development idea from New Product Development Team).  Within each team, you are to…



  1. GROUP STRUCTURED BRIEFING PAPER:1000 WORDS (weighted 25% of this assignment-As-1 ) SUB DATE 17TH OF DECEMBER 2014




  PERSONAL REFLECTION STATEMENT 500 WORDS (weighted 50% of this assignment-As-1) SUBMISSION DATE 17TH OF DECEMBER 2014


*Five TASKS required for completing above three deliverables*


…Develop an idea for a new ‘pan-European Snack Food’ and give a total of 15 minute formal team role play / presentation and discussion on your idea in order to source funding from the Venture Capital providers.  In your formal team role play / presentation and discussion you are to:


(1) Explain your product USPs and profile the differing customer segments your product might appeal to stating how you would develop effective relationships with these segments

(2) Outline your ‘distinctive competencies’ as a management team and set out proposals for overcoming any competition (which you should also profile in your presentation)

(3) Set out clear proposals for effective supplier and distributor relationships for the new snack food – where would it be available & why?

4) Critical analysis and discussion on skills and process of Sales and negotiations in this context.

(5) Create and demonstrate innovative marketing, promotional and sales support materials that might form part of a ‘Marketing Campaign Roadshow’.








The output of your tasks have three final deliverables:


(1) As a Team, you need to undertake role paly involving negotiations with members of GROUP. The  role play  involves Negotiate with your colleagues /team B and form differing roles within Food Marketing New Product Development Teams(sellers selling new product idea to Venture Capitalists) in the Food Retail sector, who are seeking funding from a firm of Venture Capitalists (your Assessment Panel/ Team B)(buyers buying new product development idea from New Product Development Team).


(2) As A Team, submit a Structured Briefing Paper of no more than 1000 words to support your presentation..



(3) As An Individual Team Member, Submit a Personal Reflections Statement’ of no more than 500 words, in which you evaluate your own contribution to the team & personal reflections on what you have learnt from undertaking the project.




































  1. 1.     Assessments criteria   :


GROUP PRESENTATION and role plays. As a Team, you need to undertake role paly involving negotiations with members of GROUP. The negotiations should cover tasks 1 to 5.


Sales and Negotiation Assignment 1 (Tutor Observation Feedback Form)

Name of the observer (s) ………………………..

Name of the Observee          …………..           ………………..

Place a tick in the appropriate column, against each criterion and provide comment and grade as appropriate.

To………………………………………my first impression of your negotiation was as follows;

Criteria Excel







Need to






and Grade

1 Manner/Speech

(e.g. relaxed, nervous. Spoke clearly, confidently and fluently)

2 General appearance (e.g. hair, business dress)            
3 Attitude ( e.g. assertive, aggressive, passive)            
4 Bearing /posture (e.g. Upright, slouching, no unpleasant habits)            
5 Approach (e.g. greeting, Introduction of self , gaining interest in the negotiation)            
6 Establishing needs (e.g. Were they well prepared What was discussed?  Did they use open and closed questions? Did they listen  


7 Proposing (e.g. were proposals realistic. Was there evidence of a clear MIL position) How did they handle objections.  Were they proposing

correctly using IF &THEN



8 Bargaining (e.g. did they use the big IF and THEN’ Remember the rules on concessions, lead with  conditions placed on them)            
9 Closing (e.g. did they  close, was it done correctly, Did they give any positive or negative signals – did they pick up on any signals )            
10 Following Through/ Others (e.g. Any other points you feel would be helpful to your colleague. Remember to thank each other, agree what will happen next. Set up a new  appointment etc)            

Grade each of the 10 steps above 1 – 10: AS SHOWN ABOVE.

Overall Mark              

  1. 2.      Assessments criteria   : Group structured briefing paper of no more than 1000 words ,


Assessment Criteria for Group Report  


Under 40% 40-49% 50-59% 60-69% 70%+
1 Explanation of customer segments, product USPs & team distinctive competencies for selling/customer relationship development & management  


2 Explanation of proposals for supplier & distributor relationships within the project plan




3 Proposals for, & demonstration of, innovative marketing & sales support materials for the new snack food  


4 Critical analysis and discussion on skills and process of Sales and negotiations in this context. 20%          
5 Originality of snack food concept, & creativity in effective group formal team presentation design format  


6 Satisfactory referencing and bibliography, production of structured briefing paper & reflective statement  




Name of Tutor   Date  



  1. 3.    Individual task:


Assessments criteria   :

As An Individual Team Member, Submit a Personal Reflections Statement’ of no more than one page of A4, in which you evaluate your own contribution  to the team & personal reflections ( and using appropriate theory and critical thinking towards the overall task,) on what you have learnt from undertaking the project.


Assessment Criteria for individual reflection report Marks Awarded Marks Available
Relevant content as per team role and individual responsibilities in that task (concept development/Segment/USP/developing relationships /sales and negotiations/ quality control….)



Knowledge and Understanding of theories and concepts related to sales, negotiations and relationship process.


Application of theories and concepts to the chosen business context


Evidence of critical thinking/ Logical Reasoning and self-reflection


Use of language, coherence in write-up ,  and good presentation


A bibliography is required. Note that all referenced work should be obtained from credible sources.






General Grading & Marking Criteria

80 + Outstanding work of exceptional merit which is original in content or approach allowing a novel perspective, going beyond what is available in the literature.
70 – 79 Work which is clearly articulated and well substantiated, based on extensive reading, and demonstrates an authoritative grasp of the concepts, methodology and content appropriate to the subject and to the assessed task. There is clear evidence of originality and insight and an ability to sustain an argument, to think analytically and/or critically and to synthesise material effectively.
60 – 69 Work which demonstrates a very good level of understanding of the concepts, methodology and content appropriate to the subject and which draws on a wide range of properly referenced sources. There is clear evidence of critical judgment in selecting, ordering and analysing content. The work demonstrates some ability to synthesise material and to construct responses which reveal insight and may offer some occasional originality.
50 – 59 Work derived from a solid basis of reading and which demonstrates a grasp of relevant material and key concepts and an ability to structure and organise arguments. The performance may be rather routine but the work will be accurate, clearly written and include some critical analysis and a modest degree of original insight. There will be no serious omissions or irrelevancies.
40 – 49 Competent and suitably organised work which demonstrates a reasonable level of understanding with minimal analysis and interpretation. It covers the basic subject matter adequately but is too descriptive and insufficiently analytical. There may be some misunderstanding of key concepts and limitations in the ability to select relevant material so that the work may be flawed by some omissions and irrelevancies. There will be some evidence of appropriate reading but it may be too narrowly focused.
30 – 39 Work lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology. There is either no evidence of literature being consulted or irrelevant to the assignment set. Inaccurate or inappropriate choice of theory. Unsubstantiated/invalid conclusions based on anecdote and generalisation only, or no conclusions at all. Lacks critical thought, analysis and reference to theory.
  0 – 29 Insufficient level of understanding and knowledge base unacceptably weak. No evidence of logical structure and poorly presented. Referencing is unsystematic or absent.