Services Marketing

    Order Description   Choose any service organization/company with respect to your assigned category of service Process: (People/Processes/ Mental-Stimulus and Information processing).   make a report and presentation on the following aspects: o Which service industry your company belongs to? What is the contribution of that service industry to Economic development (GDP). o What are different alternatives of your service organization/company in the market? o How service product characteristics affect the ease of evaluation for existing and potential customers (Search/Experience and Credence attributes)? o What types of perceived risks are involved? o Service encounter stage; Discuss the following: ? “Moments of Truth”, ‘’High contact/low contact service’’, “The Servuction system” o What is their competitive advantage? Which service strategy (Market/unfocused/Service and fully focused)? o Market Segment/Target Segment? o Sketch out Positioning Map/Perceptual Map showing positions of different service providers in that industry. On y-axis and X-axis use attributes you think are determinant attributes.     Part A Traditional Marketing Mix( Product, Price, Place and Promotion) Service product: Core Product and Supplementary Services Draw flower of service What is the branding strategy? Is reengineering of service process needed? Place/Distribution: Address the following aspect w.r.t distribution of service offering: (What/How/Where and When) Is there any intermediary involved? Can you suggest any improvement with their overall distribution system? Price: What pricing strategy is being used? (Cost based/Competition based/value to customers) Do they have high-yield customers? Have they developed rate fences (Physical fences and non-physical fences) ? Promotion: What kind of Marketing Communication Mix is it using in order to promote its service product? Do they need to improve it (Adding or deleting communication channels).