As a consultant you are required to create a Consumer Acquisition and Retention plan for e’Khaya Restaurant.

Evaluate how the organisation may use the consumer value chain to enhance their customer experience and relationship marketing practices. 

Critically evaluate and identify CRM techniques most appropriate for the organisation to capture data and understand their target market. Provide justifications for your recommendations. 

Analyze marketing approaches to customer acquisition and retention in B2C marketing scenarios for e’Khaya restaurant and how they can be implemented. Provide recommendations and justify the most appropriate approaches to achieve its ambition to be recognised as a leading restaurant in the West Midlands.