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MKF2131 – Marketing Decision Analysis

Sample Case Study

This is a Sample Case Study based on Week 2 Tutorial Exercise.

Melaccounts is a boutique accounting and bookkeeping firm, based in Melbourne, servicing both individuals and small businesses. Managing Director, Terry Thomas, believes that customer satisfaction is the key to growing Melaccounts, and so for the last two years the Marketing Division at Melaccounts has administered a satisfaction survey to all of their clients. Terry has hired you as an independent consultant to analyse the data on client satisfaction and write a report on your findings.

The dataset has the following information.

Your tasks for the case are as follows:

1.    Calculate Melaccounts’ NPS for both 2023 and 2024. Based on this analysis, would you conclude that Melaccounts’ performance has improved over the two years?

2.    Examine the satisfaction levels of those individuals and small businesses that defected after 2023. (Hint: You can assume that clients who did not spend in 2024 have defected.)

3.    Revise your NPS analysis in task 1 to only include clients who remained in 2024. Based on this analysis, would you conclude that Melaccounts’ performance has improved over the two years? How does this compare with your answer to task 1? Discuss.

4.    Do you see any segment specific differences in NPS? (Hint: Calculate segment-wise NPS for 2023 and 2024 and analyse).

5.    Compare the worth of each segment to Melaccounts.   (Hint: Calculate the percentage of Melaccounts’ clients by segment. Calculate the percentage of Melaccounts’ revenue by segment. For each segment calculate the average annual client revenue.)

6.    Based on the above analysis, what will be your key recommendation/s to Melaccounts?