The Service Organisation & Business Challenge, Market Segment - Report Writing - Management Assignment Help

Assignment Task -                 
 

Title of new or redesign service

• Creating a brand name is preferable 

• Brand logo is preferable 

Introduction

• Start with the business challenge

• Introduce the service organisation of your choice

• Support your justification with facts and figures with relevant references (e.g. industry, company, news sources) is preferable 

Target market segment(s) & Position in the market: 

• Describe the market segment(s) that you want to target

• How you want your service to be positioned relative to the competition

• What type relationship you want to have with your target customers, and how. 

• You should provide justification for why this service idea would be valued by your target and why your service will be able to serve the needs of this group better than competitors. Be sure that you sufficiently investigate competitors that exist.

• Support your justification with facts and figures with relevant references (e.g. industry, company, news sources) is preferable 

• You could integrate this part with introduction if that could increase readability and enhance logic 

Proposed marketing mix: 

• Just focus on the most relevant Ps to your service

• The key components of your service and all of your tactic decisions (the 7 Ps) should then be based on the above analysis of your market segment and positioning.

• Service delivery process and service recovery strategies: 

  • You should create a thorough service blueprint for your chosen organisation and make explanation of how it will work. If you are redesigning an existing service, you should also include a blueprint of the original service. You are required to relate and apply the service marketing principles such as service provision process, consumer experience, blueprinting, and service recovery. It is necessary that you should see yourself as a consultant that identifies problems involved in the consumer journey within a service sector and proposes alternatives that improve the consumer service experience.

• Physical evidence/ Servicescape

  • What role does the servicescape play for this organisation’s services? How might the servicescape be used as a source of competitive advantage by the organisation?

• People: 

  • How to have suitable “people” in your service? How to create an effective and efficient working environment?

• Promotion: 

  • which communication media used to attract new consumers and retain loyal customers (e.g., touchpoints)? 

• Other marketing mixes relevant to your (re)designed services?

Launch and implementation schedule

• Just 1-2 sentences to show your plan

• Aim of this part if to demonstrate the service is realistic and feasible

• If you could use other source of information to justify your launch and implementation schedule, this is preferable

Conclusion

• Just 1-2 sentences to summarize your service

• Discuss the implications of your services to service industry, local economy, targeted consumers, general public, etc.

• Discuss the limitations of your services and suggestions/recommendations to the future services

Other tips mentioned

1. The innovative ‘new’ services is the core/fundamental part to your report, and the beginning/start to guide your further discussion of your marketing strategies/marketing mix. Thus, highlighting the ‘shining point’ that differentiate your services from other competitors is very important, which will largely influence the quality of your whole report. 

2. Be realistic, remember that you also need to propose the launch schedule.

3. Be consistent, from the motivation of the new services (why you want to invest in your project) to targeting the right segments (you think they will buy your services) to the marketing strategies (how can you realize your project), you should talk about/sell one ‘story’.

4. With the word limit of 2,000, it is difficult and dangerous to list many points of your (small) practices, especially those could be shared with many other services/ your competitors. In other words, when you talk about the common practices (which you think is very important for your service), you could briefly mention and discuss, or could even summarize it and put it into appendix (show that you learned what was covered in the module). What you should focus and elaborate are those points that you think could show the ‘new’, ‘difference’ and ‘innovative’ of your services (show your creativity and innovation ability). 

5. As we have discussed the Ps (process, people, and physical evidence, and promotion) which are relevant to services, I recommend you to focus on the contents covered in the module. But if you think some classical Ps (e.g., product, price, place) are very important/special/innovative in your services, you could discuss them, but please justify them. 

6. Remember when you list any practice, it is better give some support (e.g., theory, statistics as reference) to justify yourself. Avoid listing any implementation without any justification or reference support. 

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