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Source a services firm that is willing to act as your client have at least one option in place by week 2 class tutorial Ideally your client should be a small or medium size business with little

Source a services firm that is willing to act as your client (have at least one option in place by week 2 class tutorial). • Ideally, your client should be a small or medium size business with little or no access to marketing expertise. Be aware that a high profile, large services business may already have sophisticated marketing programs in place and it will be hard for you to make a meaningful contribution • Examples of service firms that you may approach include: a café, restaurant, landscaper, medical or wellness practitioner, hair salon, electrician, travel agent, gym, nail bar, sporting club or any other business where the service element is a strong component of the product offering • Vote for a leader within your group. The group should acknowledge that the leader will monitor each member’s contribution to the strategic component of the plan which is awarded a group mark. If any member of the group makes no contribution to the ‘group’ task, the leader should bring this to the attention of the tutor and that member (or those members) may be awarded no marks for that section of the plan. • Ask the client to nominate a specific person within their organization who will liaise directly with your group leader, provide up-front information and agree to answer INSIGHTFUL questions emailed to him/her on a once-a-week basis • Ideally, you should spend some time at the business to at least observe the service delivery process and ideally do some basic customers research, if the client approves. • If your client raises confidentiality issues or concerns, please see your tutor for advice l Ensure that you get your tutor’s approval before finalizing your potential client 2. Prepare and package a PRACTICAL services marketing plan that gives your client relevant and insightful strategic input that can be affordably implemented into their business. • Find out as much as possible about the firm, the industry in which it operates, it’s customers and staff in order to demonstrate a thorough analysis of their business environment • You should visit the firm at least once and, with permission from management, take photographs of the service environment • Within the analysis of the competitive environment, propose and justify a positioning for your client’s service firm and develop a realistic marketing strategy to evidence and support this positioning • Demonstrate critical thinking, develop carefully considered solutions and practical strategic direction • Justify any suggestions you make and ensure they are realistic within this service context l Ensure that the report is written with clarity and that there is co-ordination and consistency across the sections • As with any good business report, include a cover page, executive summary, table of contents and a reference list • Do not give your client a lesson in services marketing. Rather, package your plan as a solution to your client’s services marketing needs and make use of re

Jul 28 2020 View more View Less

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