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.
Identify the difference between product and services and the unique characteristics of services.
Explain the implications of these characteristics in the design and execution of marketing strategies for services.
Apply various tools to analyse services marketing practices and make recommendations.
Plan and develop marketing strategies for firms in service industry.
