MARKETING OF SERVICE PRODUCTS
Due date: 5pm AEST Friday Week 12
Length: 1500 words maximum
Your task in this assessment is to present a business report to the owner/manager of a service that you visited to give feedback on the service standard that is
provided to the target market.
A. Your first step is to decide on the service provider where you have consumed a service product. You are to choose one experience that you have had in 2017 as a
consumer of a service to analyse for this assessment task.
B. Secondly, you are to determine the target market of that service provider. Determine the characteristics of that target market and their wants and needs in terms of
the service you are examining. Remember that you are part of that target market. What criteria would you use for segmentation, for example age, gender, income,
occupation, psychographics, family life cycle or other criteria?
C. Thirdly, you are to critically examine how well the service operation uses three of the 7Ps of marketing for its local target market. One of the Ps must relate to
D. Lastly, you are to make two recommendations for the service you are examining. The first should be focused on how one of the 7Ps can be improved, and the second
should be about the most possible service failure that could occur to the service provider, and a creative service recovery strategy to address the failure.
Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references.
Your report should follow the subsequent structure:
table of contents;
service provider description;
target market analysis;
service performance analysis on three of the 7Ps;
Report structure, writing style, and referencing – 5 marks
Service provider description – 5 marks
Target market analysis – 10 marks
Service performance analysis on three of the 7Ps – 15 marks
Recommendations – 15 marks
Total – 50 marks