Takimaki  Case Study - Services Gap Model - Marketing Assignment Help

Assignment Task :

TAKIMAKI  Case Study Background
TAKIMAKI is a (fictional) Japanese SME, based in Tokyo, which started in 1990. Having grown from five workers initially, it now employs 100+ staff, producing a range of consumer electronic products such as televisions, DVD players, MP3 players, hi-fi equipment etc using technology licensed from a number of multinationals. 

Currently it supplies only the Japanese market, and only purchases from local suppliers in and around Tokyo. TAKIMAKI had initial success in competing on price. However it has failed to grow its sales in the past two years and is finding it increasingly difficult to compete, given its need to pay for the licences, its high wage rates relative to China and Eastern Europe, and the near impossibility of hiring research graduates (who prefer to go to better paid jobs with Japanese multinationals such as Sony and Matsushita). It is therefore in a situation where its profits have been steadily reduced and it now faces the prospect of making a loss in the next financial year (its first loss since it was started).
TAKIMAKI as a company has never had contact with overseas markets. However, all of the top management team have learnt English, and several of them have studied abroad (in the USA, Canada, France or the UK). 
The TAKIMAKI management team contemplating the possibility of internationalisation are doing so mainly in order to obtain production cost reductions, access to technological expertise (to allow them to avoid reliance on large multinationals), access to new markets, and ease of creating and managing an international company. They recognise, however, that they need to examine all the options available, and the requirements for a successful strategy. 
In addition, however, they also recognise that they need to act quickly, and that they may not have the optimum resources and information in place at the time they internationalise, and may need to engage in bricolage (making the best use of resources at hand for new uses). They want to create a coherent strategy that they can use to both internationalise but also take their staff with them, by clearly showing why they need to internationalise, what the key opportunities and problems are, which countries have been considered and what the final strategy should be.
 

QUESTION 1
Service quality involves enhancing the customer experience through delivering expected services to consumers. With the help of a services gap model, evaluate the characteristics of services and discuss how TAKIMAKI can close all the FIVE (5) gaps to enhance service quality

QUESTON 2
Using the extended marketing mix, discuss how TAKIMAKI can enhance customer experience after settling in an international market.    

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