Subject: Services Marketing
You are to assume the role of a marketing consultant and are tasked with conducting a Services marketing strategic analysis of service of your choice.
You can choose any possible service client of your choice. This must be different than the organization chosen in assessment-1. Some examples include retail services, professional services, financial services, tourism and hospitality services, and health services. The presentation day needs to be negotiated with your lecturer between week 8 and week 12.
• Select a service business and define the elements of the service using the service hierarchy (core, facilitating and supplementary)
• Describe your service business using intangibility, perishability, simultaneity and heterogeneity
• Conduct an in-depth investigation and analysis of the organisation’s current service marketing mix and the 7 Ps of services and provide analysis of existing strategies. Ensure you apply Services Marketing theory and concepts learnt in class. Provide appropriate services marketing recommendations for improvement and propose new service marketing mix strategies
• You must ensure you offer coverage of every P of services and ensure you are conducting your analysis on a service client and NOT A PRODUCT.
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