3006MKT
Assignment brief
ASSIGNMENT
Assignment 2 – Service Strategy Report
LENGTH
2,000 words maximum – excluding executive summary, and excluding the references, tables, figures in the appendix.
WEIGHTING
This assignment is worth 60% of overall grade
FORMATTING
include cover sheet with author details, standard 12pt font, APA referencing
Individual Task
Task Description
The final assessment gives you the opportunity to analyse and discuss real-world service providers and consumer insights in the services domain. Students will use the initial audit to determine strengths, weaknesses, opportunities and threats that a firm's service design and delivery may have. Using appropriate theory from a range of topic areas within marketing service experience course, students will provide recommendations for improving or developing service design and delivery.
WHAT IS REQUIRED
The objective of the report is to clearly identify issues/opportunities and justify why they would be instrumental in improving the service delivery. You need to reflect on the problems that you have identified on the audit report and then provide recommendations for overcoming these problems. What needs to be done differently that will help the service to develop and to acquire more customers/higher market share/ enhance its customer satisfaction…etc. (depending on the problems that you have identified in your audit report). Specific reference should be made regarding any potential influence on customer value, as well as how any changes might add value for the firm and improve its competitive advantage. A detailed service blueprint outlining a redesign of the service delivery for your focal company should also be included.
HINT: Simply stating an organisation has ‘an issue’ that can be rectified with ‘employee training’ would be considered insufficient. An executive would get limited insight from such recommendations. Instead, how does such training influence service delivery, and what can be done to remove/inhibit/lessen the impact of issues during the actual service encounter? It is that level of analysis and insight that management requires.
Format: 12-point Times New Roman font