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SQ Project Guidelines (Part One) - July 2013
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SQ Project Guidelines (Part One) - July 2013

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  • 1. 1. Starting the Project 2. Introduction and Business Overview SERVICE QUALITY (MKTG 1268) GUIDELINES FOR GR0UP ASSIGNMENT: NEW SERVICE PROPOSAL (JULY 2013) Geoffrey da Silva
  • 2. SQ Project Report STARTING ON THE PROJECT 2
  • 3.  Think about and propose a practical new service idea and concept  You MUST read and understand pp 113-115 of Wirtz text (2nd Edition) before you start – otherwise you will have NO idea just what a service innovation is all about  We will discuss different aspects of the SQ syllabus concepts throughout the report : therefore the development and writing of this report will be incremental. WHAT IS THIS PROJECT REQUIRING US TO DO? 3
  • 4. You have the option to either explore:  A new service product idea from the perspective of a new business* that you would like to build (e.g., a ‘major service innovation), Or  A ‘new’ service for an existing business* (Note: Although a ‘new’ service can include‘style changes’ and ‘service improvements’, please ensure that your proposed new service involves a MAJOR change, such as a ‘product line extension’, ‘major process innovation’, or ‘major service innovation’ – refer to pp.113-115 of Wirtz et al. 2012 for further information).  (*Note also that the ‘business’ you choose to explore need not be limited to profit-making organisations, but can be based on a not-for-profit service organisation. OPTIONS: 4
  • 5. 1. You can write from the point of view of an entrepreneurial start-up – a completely new service business, OR 2. An existing service business already having one or more service products and now wishing to introduce an additional new service 3. You could also write about non-profit organizations including charities IMPLICATION OF THE OPTIONS 5
  • 6.  It is expected that the proposal will include detailed information and analysis of the external environment relevant to the business, as well as of each of the seven marketing mix elements for the ‘new’ service.  That is, you will explore the new service idea’s feasibility based on the existing/potential performance and/or capabilities as well as of the environmental trends/conditions relevant to the existing/envisioned organisation. WHAT WILL THE REPORT COVER? 6
  • 7. DATA COLLECTION 7 Some of the things you may consider doing and/or including in the report may include: - Conducting a small scale market research to ‘test’ out the new service idea (e.g., with a small sample of the target market, and/or with ‘experts’ with the relevant knowledge/expertise, for their feedback), - Conducting short interview/s with an existing business owner (whom you may already have an established rapport) or a service firm audit to explore any issues or problems the business may be experiencing (and require improving), on which you can base your ‘new’ service suggestion. NOTE: Please conduct this research independently, without SIM administrative involvement (such as in terms of obtaining introductory letters, etc.).
  • 8. 1. Don’t do this on a large scale 2. Use the data to support your findings – that is the feasibility of the new service idea 3. If you are doing interviews, keep the questionnaire short and include sample of questionnaire and the main findings in the appendix 4. Same thing for the management interview – show the interview answers in the appendix IMPLICATIONS OF DATA COLLECTION 8
  • 9. SQ Project Report INTRODUCTION AND BUSINESS OVERVIEW (20 MARKS) 9
  • 10.  This is the introduction so just provide a very brief introduction  What the company does, it customers, regional or local scope, mission and vision statement, key people, etc.  Or if the business is new (not yet started) – the provide a brief description of the proposal  Keep this short – half a page if possible. 1. BACKGROUND OF ORGANISATION SELECTED OR THE NEW BUSINESS ENVISIONED (2 MARKS) 10
  • 11.  As mentioned : refer to pp.113-115 of Wirtz et al. 2012 for further information on the classification  It is possible that your service might overlap two versions BUT not more than two  Do NOT venture to write your report any further if you DON’T understand this classification as it would seriously impact the quality of your research and writing. YOU NEED TO ALSO CLASSIFY THE NATURE OF YOUR NEW SERVICE 11
  • 12. 2. INTRODUCTION TO THE PROPOSED NEW SERVICE PRODUCT CONCEPT (DESCRIBE AND CATEGORISE THE NEW SERVICE INTO PEOPLE/POSSESSION/INFORMATION/MENTAL STIMULUS PROCESSING SERVICE) ……. 12 Choose ONE category only for your service Explain why it belongs to that category. ? ?? ?
  • 13. 1. Give some possible issue or problem that made the company want to introduce a new service – perhaps customer dissatisfaction, poor service delivery and others 2. Another way is to examine the figure in Chapter One of the text – Forces Transforming the Service Economy 3. DO NOT describe these forces BUT instead pick ONE or TWO that could explain the rationale for the introduction of your new service …… AND ITS DRIVER (E.G., ISSUE/PROBLEM WITHIN AN EXISTING BUSINESS OR THE RESULT OF AN EVENT/EXPERIENCE/ENVIRONMENTAL FACTOR/TREND) (5 MARKS) 13
  • 14. Government Policies Business Trends Social Changes Advances in IT Globalization Innovation in service products & delivery systems, stimulated by better technology Customers have more choices and exercise more power Success hinges on: ● Understanding customers and competitors ● Viable business models ● Creation of value for customers and firm ● New markets and product categories ● Increase in demand for services ● More intense competition Forces Transforming the Service Economy 14
  • 15.  Pick one or two main forces that are RELEVANT to the new service  That means you need to show the connection between that force/s and the NEED for your new service  Explain why existing services offered by competitors or your company are inadequate given the CHANGES that are taking place in the external environment  Show how your new service meets the new needs created out of environmental changes (example technology or social changes) COMMENTING ON SELECTED FACTORS 15
  • 16.  Analyse the new service’s target market (what is its characteristics, why is it targeted?) and key competitors (what is your competitive advantage, what makes you/your proposed new service different to the competitors?); present the new service concept’s ‘pitch’/appeal (5 marks) 3. POSITIONING 16 Make sure you answer each part of this section: • Target segment -define • Justification (why) • Key competitors (who) • What are your competitive advantages (evidence) • What makes your proposed new service different from theirs (explain) • Write the appeal or short USP for your proposed new service Need to refer to Chapter 4 of text. Also do draw at least one Positioning Map to show the competitive positioning of your new service
  • 17.  Provide details of the three-stage process of service consumption that applies to this service. Describe briefly the type and amount of information existing/potential customers need/use in their decision-making process and the perceived risks involved in the purchase and use of this service (8 marks) 4. BUYER BEHAVIOR 17 Material is from Chapter Two of the text Use the model But your discussion is not theory – it is about how it “applies to this service” • Type of information used in decision making • Types of perceived risks
  • 18. CONSUMER DECISION –PRE PURCHASE 18
  • 19.  Describe briefly the type and amount of information its consumers use in their decision-making process:  What kinds of information do customers need; bear in mind the intangible nature of a service  Where do they get the information from? Which ones are more credible  How would you new service be viewed when it comes to seeking information? What attributes would customers look for – would it be more on experience or on credence attributes? PRE-PURCHASE: INFORMATION SEARCH 19
  • 20.  … and the types of perceived risks involved in the purchase and use of this service :  Briefly discuss only the relevant types of risks- functional, financial, social, temporal, etc  Explain how such risks my constrain buying behavior  Explain what the new service firm could help to minimize such risks example more convenience, provide assurance, etc. PRE-PURCHASE: INFORMATION SEARCH 20