Assessment Instructions

Do not use Artificial Intelligence tools to create or modify any part of this assessment. Artificial Intelligence tools include generative tools such as ChatGPT, paraphrasing tools such as Grammarly, and other grammar checking tools. If this assessment is found to contain any AI generated content then this will be treated as a serious breach of Academic Integrity, and in most cases the assessment will receive a grade of 0. Repeated breaches of Academic Integrity may result in termination of your studies.

Task 1: Research the literature and evaluate the impacts of emerging technologies such as AI/ VR/ AR on how organisations, both in New Zealand and globally, create customer value.

 Include the following concepts:

• Relationship management.
• Service-dominant logic.
• Customer value creation through partnerships (internal & external), alliances and networks.
• Customer equity.
• Customer life time value.

Task 2 : Evaluate how the New Zealand company X currently creates value. 

 Include the following concepts:

•  Introduce the company and its current product portfolio and customer segments served.
•  Evaluate the company’s current marketing strategy including brand positioning strategy, differentiation (competitive advantage) and customer value creation mix in terms of value creation.
•  Refer to the concepts discussed in the first section of your assessment.