AMB340 Service Audit: Individual Report

AMB340 Service Audit: Individual Report

AMB340 Service Audit: Individual Report
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 organization you investigate however it has to from one of
these two sectors. Using both services marketing theory and your primary research about
the organization, you are required to (1) audit the services marketing mix of an organization,
(2) identify strategic opportunities to improve organizational efficiency and effectiveness, and
(3) recommend three short-term actions for the organization 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 organization.
Service Sector Two: Not-for-profit service organization. For example, you can choose a
charity (e.g., UNICEF, RSPCA), a cause (MOVEMBER, Dry July) or any other not-for-profit
service organization (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 organization you are analyzing 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 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
    organization 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.

3000 words

APA