Homework answers / question archive / AMB340 Service Audit: Individual Report Weighting: 60% 3000 words (+) This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together

AMB340 Service Audit: Individual Report Weighting: 60% 3000 words (+) This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together

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AMB340 Service Audit: Individual Report Weighting: 60% 3000 words (+) This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together. This is an individual assignment; your task is to write a consultancy-style audit report for one of the service sectors listed below. You may select the actual service organisation you investigate however it has to from one of these two sectors. Using both services marketing theory and your primary research about the organisation, you are required to (1) audit the services marketing mix of an organisation, (2) identify strategic opportunities to improve organisational efficiency and effectiveness, and (3) recommend three short-term actions for the organisation to implement. This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together. Service Sector One: Hospitality. For example, you can choose a restaurant, café, bar, a tourist organisation. Service Sector Two: Not-for-profit service organisation. For example, you can choose a charity (e.g., UNICEF, RSPCA), a cause (MOVEMBER, Dry July) or any other not-for-profit service organisation (you may wish to run this past your tutor). The report should consist of the following sections. Please use these as your headings: 1. Introduction (approx. 100 words) Briefly introduce the organisation you are analysing and describe the service according to Lovelock's service classification framework. Explain the context for your audit: what justifies the need for this audit? 2. Service Marketing Mix Analysis (approx. 2000 words) 2.1 Service Product and Positioning Analyse the current service products offered by the organisation relative to its target market(s) and positioning. If appropriate, identify how the organisation could improve or enhance their product and positioning strategy to increase customer satisfaction and service quality. Justify your reasoning using services marketing theory. 2.2 Pricing, Productive Capacity and Demand Analyse the pricing strategies of the service organisation and determine if price is used to manage capacity and demand. If appropriate, identify how the organisation could improve or enhance their pricing strategy relative to (1) service product offerings and (2) capacity and demand. Justify your reasoning using services marketing theory. 2.3 Physical and Electronic Distribution Analyse the channels used for service delivery and the distribution strategy currently in place. If appropriate, identify how the organisation could improve or add to its distribution strategy. Justify your reasoning using services marketing theory. 2.4 Integrated Service Marketing Communication Analyse how the marketing communications mix (7P)is being used to address the organisation’s key stakeholders, particularly customers. If appropriate, identify how the organisation could effectively alter, improve or add to the communication mix. Justify your reasoning using services marketing theory. 2.5 Service Process Analyse the process or production steps that occur to create and deliver the service experience. Create a blueprint of this process, identifying moments of truth. If appropriate, identify how the organisation could improve or enhance the service delivery process. Justify your reasoning using services marketing theory. 2.6 Managing People Analyse the human resource management strategies of the service organisation to determine whether the organisation is operating in a cycle of success, mediocrity or failure. If appropriate, identify how the organisation could improve or enhance its people element. Justify your reasoning using services marketing theory. 2.7 Servicescape and Physical Evidence Analyse the servicescape of the organisation, with particular reference to how physical evidence affects employees and customers. If appropriate, identify how the organisation could improve or enhance its servicescape and physical evidence. Justify your reasoning using services marketing theory. 3. Recommendations (approx. 900 words) Drawing from your analysis in Section 2, make three recommendations that you think the organisation should address in the short-term. Provide in-depth tactics for how these improvements or enhancements should be implemented and discuss how you will measure the effectiveness of these changes. 4. References (not included in word limit) 5. Appendix (only if required; not included in word limit) Submission Checklist Before you submit your assignment, check off the following to ensure you have addressed each requirement: ? ? ? ? ? ? ? ? ? ? Used 1.5 spacing, a readable font (e.g., Times, Calibri, Arial) and 2.5cm margins. Supported assertions with services marketing theory and primary research. Included a blueprint in the body of the report. Limited Sections 1 to 3 to a maximum of 3000 words (not including any tables, images, or quotes). Have used APA style citations throughout the report in accordance with The Cite Write guide. I understand that failing to cite our sources appropriately will result in my assignment being flagged for plagiarism and reported as misconduct. I have included a reference list at the end of my report. I have considered the quality of my sources and only cited appropriate resources (i.e., not Wikipedia) in my assignment. I have included any industry-relevant information in databases such as IBISWorld Industry Reports. I have read the CRA and compared my submission with the standard I hope to achieve. I have submitted my assignment through Blackboard on or before the due date. I have obtained and backed up an electronic copy of the final submission. marketing theory. 2.7 Servicescape and Physical Evidence Analyse the servicescape of the organisation, with particular reference to how physical evidence affects employees and customers. If appropriate, identify how the organisation could improve or enhance its servicescape and physical evidence. Justify your reasoning using services marketing theory. 3. Recommendations (approx. 900 words) Drawing from your analysis in Section 2, make three recommendations that you think the organisation should address in the short-term. Provide in-depth tactics for how these improvements or enhancements should be implemented and discuss how you will measure the effectiveness of these changes.