This assignment involves writing a services marketing essay. Structure: Design a new service or redesign an existing service. You are required to use the knowledge you developed on the key aspects of services marketing as discussed in the module.

Services marketing essay.

Structure: Design a new service or redesign an existing service. You are required to use the knowledge you developed on the key aspects of services marketing as discussed in the module. You are also expected to consolidate the range of skills that you possess to search and analyze relevant information to evaluate different aspects of a service’s marketing strategy. In doing so, it will be necessary to use the relevant marketing theories as a platform for the evaluation and to build on your critical thinking and creativity skills. There is no single ‘correct’ way to present the plan as it will vary according to the nature of the business in question.

Services marketing essay.

However, you could consider the following structure as your reference: Title of new or redesigned service Creating a brand name is preferable A brand logo is preferable Introduction Start with the business challenge Introduce the service organization 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.

Services marketing essay.

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.

Services marketing essay.

Service delivery process and service recovery strategies: – You should create a thorough service blueprint for your chosen organization and make an 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 the 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.

Services marketing essay.

Physical evidence/ Servicescape – What role does the servicescape play in this organization’s services? How might the servicescape be used as a source of competitive advantage by the organization? People: – How to have suitable “people” in your service? How to create an effective and efficient working environment? Promotion: – which communication media is 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 is to demonstrate the service is realistic and feasible. https://youtu.be/pIMlLAG0vGE

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