Marketing

Marketing

Services Marketing

Project description

REPORT FORMAT;

examine the UK travel sector in the service industry (UK BUS INDUSTRY) and analyse the service marketing issues affecting one of the organisations (Stagecoach) in that competitive sector;

The elements that form this assignment are

1 A definition of the chosen sector by size and competitive structure. If

applicable, identify the major strategic grouping(s) and the one selected for study.

2 the assessment of the opportunities and threats facing the sector/grouping using original and coherent analysis based on properly referenced sources.

3 A summary of the commonalities and differences between the current service marketing strategies of the chosen sector’s ‘major players’.

4 Select ONE of the existing players (major or otherwise) and

a identify that organisation’s key strategic service marketing issues for the next 5 years, drawing on your foregoing analysis.

b briefly demonstrate the relationship between any one of these issues and some relevant theoretical principles of services marketing, taken from any appropriate and referenced source;

Introduction/problem definition: A brief overview of the company in a couple of sentences. Identify the problem specific to the case and address the relevant theoretical concepts underpinning the problem

Solutions and answers to the main questions: This will include identifying the reasons why the problem occurred (and the theoretical concepts underpinning that), the solutions which maybe appropriate. You can have more than one solution and then recommend the solution which you consider the most appropriate. Support your arguments by drawing on the relevant literature. Use headings for new sections only

Conclusions: Summarising your main points of recommendation in relation to the problem identified right at the beginning

CRITERIA

– originality and appropriateness of service sector choice

– accuracy and relevance of structural, and environmental analysis

overall breadth and quality of opportunity/threat analyses

– creativity and appropriateness of strategic analysis

– evidence of rigorous and relevant external research

– evidence of value added to any such external research

– appropriate application of relevant theory

– presence of bibliography and use of referencing throughout

– structure and cohesion of report