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