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MKT203 Services Marketing

tag 0 Download 10 Pages / 2,382 Words tag 05-07-2021

Question 

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
  • You are to apply Marketing and Services Marketing theory as well as concepts 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.
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