Customer Experience Strategy CW4 Formative Assessment Brief | BPP University

Published: 02 Sep, 2025

Category	Assignment	Subject	Management
University	BPP Business School	Module Title	Customer Experience Strategy

Word Count	a 2,500-word
Assessment Type	Report
Assessment Title	CW4 Formative Assessment

Customer Experience Strategy CW4 Formative Assessment Brief | BPP

1.General Assessment Guidance

Please note late submissions will not be marked.
You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.
For coursework, the submission word limit is 1400 words. You must comply with the word count guidelines. You may submit LESS than 1400 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.
Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.
You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism.
You can find further information on Harvard Referencing in the online library on the Hub (Found via Help&Support). You can use the following link to access this information: https://bpp.libguides.com/home/business
BPP University has a strict policy regarding authenticity of assessments. In proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which are available on HUB in the Academic registry section (Found via Help & Support).
Use of AI in assessments is only allowed for the purposes of reviewing a draft, correcting language errors or if specified in the summative assessment brief. If you have used AI for any of these purposes, you should indicate this on the Assignment Cover sheet. For more information regarding acceptable and unacceptable use of AI, please enrol onto the Generative AI Foundations course on the HUB.
You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Cover sheet may be considered invalid and not marked.

2.Assessment Brief:

You are tasked with writing a 2,500-word report on the customer experience (CX) strategy of a specific product from a company of your choice listed below. The report should focus on analysing the CX strategy as it is implemented in a particular country where the company operates.

You should write your report for the Board of Directors of the company you have chosen from the list below. Within the business report, reference should be made to relevant CX concepts, literature and application as appropriate. Only use tables to answer the requirements where it is suggested to do so. Below is an overview of the global retail chain industry.

Industry Overview: TOBACCO INDUSTRY

The global tobacco industry is a multi-billion-dollar sector undergoing significant transformation due to shifting consumer preferences, regulatory pressures, and advancements in technology. In 2023, the industry's market size was estimated at approximately $941 billion, with projections suggesting growth to $1,122 billion by 2030 at a modest annual growth rate of about 2.5% (Mordor Intelligence; MAXIMIZE MARKET RESEARCH)

Cigarettes remain the dominant product category, accounting for over 80% of revenue, but alternatives like e-cigarettes, heated tobacco products, and smokeless options are gaining traction. These innovations cater to a growing demand for reduced-risk products, especially among younger, health-conscious consumers (Grand View Research; Talk Tobacco)

Geographically, Asia-Pacific is the largest market, representing nearly 60% of global revenue in 2023. The region's growth is driven by large youth populations and aggressive marketing by key players. Meanwhile, North America and Europe see a gradual decline in traditional tobacco use due to stringent regulations, health awareness campaigns, and the rising popularity of non-combustible nicotine products (Grand View Research; Knowledge Sourcing Intelligence LLP; Talk Tobacco)

The industry faces challenges from increased taxation, advertising bans, and packaging laws designed to curb consumption. However, these factors also spur innovation, with companies focusing on next-generation products to sustain growth (MAXIMIZE MARKET RESEARCH; Talk Tobacco.

Company	Product/Service	Country
Philip Morris International (PMI)	Philip Morris International (PMI) is a leading multinational tobacco company committed to transitioning towards a smoke-free future. Headquartered in New York, PMI operates in over 180 markets, offering a range of products, including traditional cigarettes and innovative alternatives like IQOS, a heated tobacco device. The company invests heavily in research and development, with over $9 billion dedicated to smoke-free product innovation since 2008. PMI’s strategy focuses on reducing health risks by shifting consumers from combustible cigarettes to less harmful alternatives. Despite regulatory challenges, PMI remains at the forefront of the tobacco industry's evolution through its focus on sustainability and customer-centric solutions. PMI reported revenues of $35.1 billion in 2023. Its smoke- free product portfolio, including IQOS and ZYN, now constitutes 39% of its revenues. PMI’s strong presence in Asia and Africa is supported by its investments in reduced-risk products, especially in regions with high demand for alternatives (TobacCoinsider).	ANY
British American Tobacco (BAT)	British American Tobacco (BAT) is a leading global tobacco company, founded in 1902, with operations in over 180 countries. Headquartered in London, BAT produces a wide range of products, including traditional cigarettes, e- cigarettes, heated tobacco products, and oral nicotine. Its well-known brands include Dunhill, Lucky Strike, and Glo. In recent years, BAT has focused on transforming its portfolio with reduced-risk products to meet evolving consumer preferences and regulatory landscapes. The company emphasizes innovation, sustainability, and digital engagement to drive growth while navigating the challenges posed by health concerns, regulation, and shifting societal attitudes toward tobacco consumption. BAT achieved revenues of £27.7 billion ($34.7 billion) in 2023, with significant contributions from new categories like Vuse and glo. Its strong focus on transitioning to smokeless alternatives under the "A Better Tomorrow" strategy has strengthened its footprint across Asia and Africa (British American Tobacco).	ANY
Japan Tobacco International (JTI)	Japan Tobacco International (JTI) is a leading global tobacco company, operating in over 130 countries and headquartered in Geneva, Switzerland. As a division of Japan Tobacco Inc., JTI produces renowned brands like Winston, Camel, and Mevius. The company also focuses on Reduced-Risk Products (RRPs) such as heated tobacco and e-cigarettes, emphasizing innovation and sustainability. JTI prioritizes customer experience through premium product design, digital engagement, and loyalty initiatives, aiming to meet diverse consumer preferences. Despite operating in a highly regulated industry, JTI has maintained steady growth by leveraging market insights and adapting to evolving global trends in tobacco consumption. Japan Tobacco Inc. (JT) reported a 6.9% increase in revenue for the fiscal year ending December 31, 2023, reaching JPY 2,841.1 billion (approximately USD 19.04 billion). The tobacco business	ANY

	contributed JPY 2,590.9 billion to this total. Key strategy leveraging its dominant market position in Japan and other parts of Asia with key products like Ploom X (heated tobacco) and traditional cigarettes, JTI has strategically expanded into African markets (Tobacco Journal); (JT); (British American Tobacco); (TobacCoinsider).
Imperial Brands	Imperial Brands reported strong performance in emerging markets, focusing on its traditional cigarette brands and heated tobacco devices. The company has a notable presence in Africa and parts of Asia, supporting its profitability goals. It reported a slight decline in revenue for the fiscal year ending September 30, 2023. Total revenue decreased by 0.2%, from £32.475 billion in 2022 to £32.411 billion in 2023. Despite this overall decline, the company's Next Generation Products (NGP) segment experienced significant growth, with net revenue increasing by 26% during the same period. This growth in NGPs reflects Imperial Brands' strategic focus on diversifying its product portfolio to include alternatives such as e-cigarettes and heated tobacco products. However, it's important to note that NGP revenue remains a smaller portion of the company's total revenue compared to traditional tobacco products (Imperial Brands; Shares Magazine; VaporVoice).	ANY
China National Tobacco Corporation (CNTC)	As the largest global tobacco producer, CNTC primarily operates in China and exports to other Asian and African nations. The China National Tobacco Corporation (CNTC), established in 1982, is the world's largest tobacco producer, holding a near-monopoly over China's tobacco market. In 2023, CNTC reported revenues of approximately 1.5 trillion yuan (around $210 billion), marking a 4.3% increase from the previous year. This substantial growth underscores CNTC's dominance in a country where over 300 million smokers consume nearly half of the world's cigarettes. Despite global declines in tobacco use, CNTC's strategic initiatives, including the promotion of slim and flavoured cigarettes, have bolstered domestic sales and contributed significantly to China's fiscal revenues (The GBM; TobacCoinsider)	ANY

You need to address the following tasks:

TASK 1: Discuss the role of customer experience contributions to the business success of your chosen company

Guidelines:
-Define customer experience and explain its components/processes.
-Discuss how customer experience impacts business performance, including financial metrics and brand reputation.
-Analyze how the business has successfully leveraged customer experience to achieve competitive advantage.
-Brief explanation of customer-centricity in customer experience and the implications for the business.
-Explain the following three critical success factors highlighting how they contribute to improving customer experience (People; Corporate Culture; Structure & Process).

TASK 2: Develop a customer journey map for your chosen company/product using a millennial (Gen Y) aged 30-35yrs consumer persona.

Guidelines:
-Overview of the selected company and its market environment.
-Create a detailed persona based on market research and data analysis highlighting the following key elements specifically (Demographics, Profile, Motivations, Goals, Painpoints)
-Develop a customer journey map for the persona, identifying and explaining the following key elements specifically (Stages, Activities, Feelings, Needs, Opportunities for improvements)
-Analyze how the persona interacts with the customer journey map and what this reveal about the company's customer base.
-Offer strategic recommendations for enhancing customer engagement and experience based on the integrated analysis.

Presentation: The report must be in clear font (e.g., Arial/Calibri point size 11) with consistent format styles, automatic page numbers and table of contents. Line spacing should be 1.5. Maximum word count: 1400 (Formative)

Suggested Structure:

Your report structure should include the following sections:
-Cover page University cover sheet
-Title Page
-Table of Contents
-Introduction 30 words
-Report
oTask 1. 700 words
oTask 2. 600 words
-Conclusion 70 words

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References:

If you have consulted any source, either printed or on-line, you must include it in the list of your references and dates of internet access where applicable. For more information on referencing and the Harvard system access the link given in the General Assessment Guidance above.

Appendix (if appropriate): Appendices contain additional information which would be too detailed to include in the main body. Typical examples of information included in appendices can be glossaries (if it is a technical report), tables with supporting statistical data, examples of research and so on.

NOTE: The word count of (1400 words) only applies to the main body (shown in bold blue); i.e., cover page, table of contents, list of abbreviations, references and appendix are not part of the word count.

All submissions must be written in an academic style (not first person) and any figures, diagrams and independent research must be appropriately referenced using the Harvard Referencing System.

If you have any further questions about this coursework assignment, please contact the tutor or the module leader.

3.Marking Guide:

Learning Outcomes	Fail (0-39%)	Low Fail (40-49%)	Pass (50-59%)	Merit (60-69%)	Distinction (70-79%)	High Distinction (80- 100%)
(LO1)
LO1: Appraise	Weak or no	Limited knowledge of	Satisfactory	Good knowledge of	Excellent Knowledge	Outstanding
the importance	knowledge of CX with	CX with limited	knowledge of CX with	CX with adequate	of CX with thorough	Knowledge of CX
of customer	weak definition,	definition,	some basic	definition,	definition,	with thorough
experience for	explanation, and	explanation, and	definition,	explanation, and	explanation, and	definition,
the success of	importance. Weak or	importance. Limited	explanation, and	importance. Good	importance clearly	explanation, and
the business.	no evidence of	evidence of research	importance.	evidence of research	enumerated. Very	importance clearly
	research into your	into your chosen	Adequate evidence	into your chosen	good evidence of	enumerated.
	chosen company	company product to	of research into your	company product to	research into your	Outstanding
	product to establish	establish	chosen company	establish	chosen company	evidence of research
	implementation of	implementation of	product to establish	implementation of	product to establish	into your chosen
	CX strategies and its	CX strategies and its	implementation of CX	CX strategies and its	implementation of	company product to
	impact to deliver	impact to deliver	strategies and its	impact to deliver	CX strategies and its	establish
	competitive	competitive	impact to deliver	competitive	impact to deliver	implementation of
	advantage.	advantage.	competitive	advantage.	competitive	CX strategies and its
			advantage.		advantage.	impact to deliver
						competitive
						advantage.
(LO2)
LO2: Design	Weak or no visual	Limited visual	Satisfactory visual	Good visual	Excellent	Outstanding
and implement	presentation of	presentation of	presentation of	presentation of	professional-looking	professional-looking
a customer	Consumer Persona	Consumer Persona	Consumer Persona	Consumer Persona	visual presentation	visual presentation
journey	and Customer	and Customer	and Customer	and Customer	of Consumer Persona	of Consumer Persona
mapping	Journey Map. Lacks	Journey Map. Lacks	Journey Map with	Journey Map with	and Customer	and Customer
process,	relevance to the	relevance to the	adequate relevance	good relevance to	Journey Map with	Journey Map with
persona	chosen company	chosen company	to the chosen	the chosen company	very good relevance	outstanding
creation and	product. Weak or no	product. Limited	company product.	product. Good	to the chosen	relevance to the

measurement metrics	definition, explanation, role and purpose in developing CX strategy identified.	definition, explanation, role and purpose in developing CX strategy identified.	Satisfactory definition, explanation, role and purpose in developing CX strategy identified.	definition, explanation, role and purpose in developing CX strategy identified.	company product. Excellent definition, explanation, role and purpose in developing CX strategy identified.	chosen company product. Flawless and brilliant definition, explanation, role and purpose in developing CX strategy identified.
(LO5)
LO5: Identify	Weak or no	Limited knowledge of	Satisfactory	Good knowledge of	Excellent knowledge	Outstanding
and critically	knowledge of	Customer Centricity	knowledge of	Customer Centricity	of Customer	knowledge of
evaluate CX	Customer Centricity	concept with limited	Customer Centricity	concept with good	Centricity concept	Customer Centricity
processes in	concept with weak	explanation of its	concept with basic	explanation of its	with very good	concept with
different	explanation of its	importance to	explanation of its	importance to	explanation of its	impressive
industries and	importance to	business success.	importance to	business success.	importance to	explanation of its
different	business success.	Limited evidence of	business success.	Good evidence of	business success.	importance to
brands and	Weak or no evidence	research into your	Satisfactory evidence	research into your	Excellent evidence of	business success.
discuss success	of research into your	chosen company	of research into your	chosen company	research into your	Brilliant and flawless
factors.	chosen company	product to establish	chosen company	product to establish	chosen company	evidence of research
	product to establish	implementation of	product to establish	implementation of	product to establish	into your chosen
	implementation of	CX processes. Limited	implementation of CX	CX processes. Good	implementation of	company product to
	CX processes. Weak	discussion of CX	processes.	discussion of CX	CX processes.	establish
	or no discussion of	critical success	Satisfactory	critical success	Excellent discussion	implementation of
	CX critical success	factors and its impact	discussion of CX	factors and its impact	of CX critical success	CX processes.
	factors and its impact	to deliver	critical success	to deliver	factors and its impact	Outstanding
	to deliver	competitive	factors and its impact	competitive	to deliver	discussion of CX
	competitive	advantage.	to deliver	advantage.	competitive	critical success
	advantage.		competitive		advantage.	factors and its impact
			advantage.			to deliver
						competitive
						advantage.

Research Skills

Inadequate or weak academic/ intellectual skills with some difficulties.

Largely imitative and descriptive. Some difficulty with structure and accuracy in expression but developing practical/professional skills.

Limited academic/intellectual skills. Original work with personal reflection and broad evidence-based critique. Solid structure and accuracy in expression.

Practical/professional skills evident.

Satisfactory academic/intellectual skills. Wholly original work with good reflection and well- reasoned judgements forming from evidence-based critique. Consistent structure and accuracy in expression.

Practical/professional skills established.

Good academic/intellectual skills. Demonstrates good intellectual originality and imagination

Excellent academic/intellectual skills. Demonstrates very good intellectual originality, integrity, coherence and imagination.

Outstanding academic/intellectual skills. Demonstrates outstanding intellectual originality, integrity, coherence and imagination.

Referencing Skills

Inadequate or weak references but may contain inconsistencies, errors or omissions.

Limited and full and appropriate references with minor or insignificant errors

Satisfactory with precise, full and appropriate references.

Good with precise, full and appropriate references at a high standard.

Excellent with precise, full and appropriate references at near- publishing standard.

Outstanding with precise, full and appropriate references at publishing standard.

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See the solution of this brief click here: CES CW4 Formative Assessment Report Example