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Question

Answered

You are a marketing consultant and are required to conduct a service firm audit for a local business of
your choice. It is very important that you do not confuse customer service with services marketing.
Recall a service is a business that has 3 characteristics, intangibility, perishability, simultaneous
consumption and products and heterogeneous target groups. The aim is to conduct an in-depth
investigation and analysis of the organisation’s current service marketing mix (7 P’s) highlighting areas
that it excels in (i.e., compared to its key competitors) and areas that may need improvement.
You are required to:
conduct an in-depth investigation, environmental scan and analysis of the organisation’s current
service marketing mix (7 P’s). Use tools such as SWOT and PESTEL in your investigation to
communicate your work.
highlighting areas that it excels in (i.e., compared to its key competitors) and area that may need
improvement. Offer a summary of these issues/problems
Students are to apply Marketing and Services Marketing theory as well as concepts learnt in
class to the analysis of your chosen service business and then to make recommendations for
areas that require improvement. Please use a minimum of 6 quality resources.
you are to provide appropriate recommendations for improvements to each of the 7 Ps
You are to use the marketing report format and include title page, executive summary,
introduction, description of your business, analysis and environmental scan, summary of issues
/problems for each of the 7 Ps. and recommendations
Students are to work within groups of no more than three students.
Use figures and tables to present your findings

Services Marketing

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5MARK009W: Marketing B2B

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MGMT1201-Business Communication

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