MKTG7504 Service Strategy
Guide for Case study analysis, Semester 2, 2021
(as at 23-08-21)

Task description

This assessment is aimed at equipping students with analytical skills to critically evaluate how
new service strategies are pursued by real world firms and how such initiatives help them
compete better. The case studies that have been included for assessment come from globally
reputed business case study collections such as Harvard Business School and INSEAD
Business School that are reputed for analytical depth.

This is an individual assessment. You will select ONE of THREE case studies prescribed and
analyze it using concepts and theoretical frameworks that were discussed in class. You will
then prepare a report which you will upload for online assessment.

Written report submission guide

The report must have the following format.

(1) Overview: A brief and analytical overview of the case study (as applicable to the case
study)
? General description of the firm
Services marketed
Size in terms of employees and sales volume etc.,
Markets served (domestic and overseas)
? Core services provided
How the firm’s service strategy has evolved from its early years
Extent and the degree of service innovation
? Competitive advantage/s of the product/s and service/s marketed
? Competitive market position (a market leader or a follower - in terms of
market share)

(2) Key issues: Highlight the key issues relating to service strategy processes pursued by
the firm (using service strategy concepts and theoretical debates that were discussed in
class) -- use sub-headings. The issues may include but not limited to the following:

? Challenges of maintaining current market position and competitive advantages
? Managing the service strategy process in core service strategies in terms of ;
o understanding customers,
o new service design,
o service quality issues
o service recovery
o communication,
o customer relationship management and building loyal customers

and any other aspects as applicable to the case study.

(3) Critical analysis: How the firm has managed the key service strategy issues discussed
above. For this, you must use service strategy concepts and frameworks discussed in
class. The issues (identified above) can be used as sub-headings.

(4) Observations and recommendations:
? Your observations on whether the firm managed its service strategy effectively
? Recommendations for future growth (you may use published information, if
available, to reflect on the current situation of the firm)



Submission format

The report should be up to THREE (3) pages excluding references (single-line spacing, Times
New Roman font). Students must avoid plagiarism which is considered a misconduct (see
details in the course outline).

Online submission

The written report should be submitted on or before the specified date in the course
outline. Should be submitted through Turnitin in the Online Submission folder in
Blackboard Assessment link. Penalties will apply for late submissions. The marking criteria
and online marking rubric will be available on Blackboard.