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You are tasked with selecting a service business of your choice and conducting a focused analysis of its marketing strategies and practices. You investigation should include secondary research

An individual written assignment applying services marketing concepts to a specific service company. 2500 +/- 10% in a word document – excludes title, table of contents, references, appendices

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Assessment
Task
What are you required to do in this assignment?

You are tasked with selecting a
service business of your choice and conducting a focused analysis of its
marketing strategies and practices.
You investigation
should include secondary research (using different sources such as websites,
textbook, articles, etc.) and/or primary research (interviews, surveys,
etc.).

 

Your analysis should aim to achieve the following objectives:

·       3Cs analysis – Analysing the Customer,
Competitor and Company to find the key success factors and to create a viable
marketing strategy.

·       Services marketing mix analysis – Analysing 7Ps, Product,
Place, Price, Promotion, Physical Evidence, Process and People to review and
define key issues that affect the marketing of its products and/or services.

·       Construct a service blueprint – Displaying the entire
process of service delivery, by listing all the activities that happen at
each stage, performed by the different roles involved.

·       Recommendations for improvement – These should be based on
your analyses in previous sections and the research you have conducted. 

·       References
A
minimum of 10 sources, 5 of which are from academic / credible sources
including business reports, market research, academic textbooks, and scholarly
journal articles.


 

 

LO1 – Identify the difference between product and services and the unique characteristics of services.

 

LO2 – Explain the implications of these characteristics in the design and execution of marketing strategies for services.

 

LO3 – Apply various tools to analyse services marketing practices and make recommendations.

 

LO4 – Plan and develop marketing strategies for firms in service industry.

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