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Service Marketing
December 2021 Examination
Q1. You are the owner of a retail
chain. You currently have consumer durables, groceries and private label
clothing range for kids, men, and women. The price point is low and the quality
you offer is fantastic. You have more than eighty percent repeat customers. In
most of the customer surveys that you have conducted with market research
agencies have pointed this unique feature of your store. You have successfully
operated your business in Delhi. You have about 15 stores operating across the
state. During the last five years, you have spread your offerings to the other
northern states, and you have seen a wonderful response. You are pretty
encouraged, and you decide to take this down south.
You have encouraged about twenty five
percent of your best staff member to open the first store in Bangalore. (With a
salary hike) They are your top performers. The vacant positions in the north
will be filled up temporarily and the staff members deputed would be called
back after 3
years from the
start of the
operation. The store
opens as scheduled. The initial
response is good, but within six months, you see a plethora of complaints
coming in and customers are unhappy with their overall experience. Your cash
counters seem to become empty with footfalls and profits coming down.
This comes to you as a big shock as
you had not expected this to happen. You are unwilling to give up and you need
to understand why? Is it the mindset of the people, a consumer whom you have
never encountered before, or is it the issue of training your people and re
designing of your service offerings? But will you be able to turn this around?
Do you feel that there is a
difference in consumer mindset in the South vis a vis the
North? Can you point some of them?
What data do you need to reach to a conclusion and what steps should you take
to plug the footfalls? (10 Marks)
Answer 1.
As a
retail manager in this chain for more than six years, I have developed a deep
connection with the organization. The items I promote include durable items,
groceries, and clothing for children as well as adults. Running first became a
part of my life in Delhi, India. As I mentioned earlier, I received pretty
detailed reviews regarding my product and service offerings. Having built up
this customer base right here, I am
Q2. You have worked in the industry for
a decade, and you are now fed up with the boring work environment around
you. The entrepreneurial bug has bitten
you and a food business is in your mind. There are
numerous challenges, however. In your city, the working population is large
enough to sustain the business, disposable incomes are high, and you feel that there is a niche offering
that needs to be created for your
restaurant, for example a Japanese or a Korean cuisine. The problem however
with a
niche is adoption to local tastes,
preferences, and the biggest challenge of whether customer would be interested
in them. The next big challenge would be for you to reach out to the right set
of customers. This might take you some time, and your biggest fear is that the
initial buzz that you may create at the start may not sustain after a point.
Also, if
you are successful,
there may be
copycats coming in.
You are therefore considering a
second alternative of ‘tiffin services’ to people around you. This may not have
the glamour but will make you cash bells ringing from day 1 if your product is
right. There may not any need for branding or the need to position yourself. It
is a dilemma that you are facing.
How would the service offering be
different in case of a restaurant vis a vis tiffin service? (7Ps) and how would
you plan to market the service offerings? (restaurant vis a vis tiffin
service) (10 Marks)
Answer 2.
Introduction
Since I've been working in this industry for quite some time,
I have a lot of experience in it. A lot of things are stagnating. My job lacked
the excitement it once had. I have been completely shattered by using this
time. So, I have an idea about an alternative to deliver a few elements of wish
and pleasure into my existence. I was reincarnated in the form of my buried
inner entrepreneur who kept on driving me to do something new and challenging.
Having thought of a
Q3. Trail Blazers
academy is a coaching academy,
providing training, coaching,
and counselling services for students. Their primary revenue source is
from the coaching they do for medical and JEE. Established a decade ago, it is
now a well-known brand, but faces sever competition from the crowded market of
the coaching space. The quality of the students passing out are well know and
many candidates are able to crack the JEE and medical exams. However, in the
last couple of years, the company has tried to expand using the franchise model.
This was possibly the best model available. But with tremendous amount of
competition happening online and offline, the pricing model of the academy has
changed. The fees for the course are on the brochure but is charged variably.
There are no standardizations followed. Many of the franchisees charge whatever
they want to, essentially to maintain a minimum threshold of students flowing
into the organisation. Sometimes the center heads of the franchise, encourage
existing students to bring in new candidates, there by incentivizing them. Some
of the hard negotiators are able to
settle down at a lower price point that what others are paying. In many cases,
students were allowed just with a token money with more than the usual EMIs.
Everything seems to be as per the flexibility of the center managers. While
some of the franchises are happy, others are not. The location of the center,
number of enrollments drive the pricing. The parents are unhappy with this
mechanism and there are complaints floating
in the social media about Trail Blazers. The franchises are incentivized
on the total revenue they add to the parent group. Many of them therefore have
started the recent practice of creating fake candidates, thereby making
themselves eligible for more incentives.
Trail Blazers have also realized that
due to competitive pressure, they are unable to make good margins in the
business and wants to expand their offerings. They are now planning to start a
HR recruitment consulting firm. The CEO can drive this, because of his previous
experience in this area. He also has a team, which is capable enough. The CEO
has invited you, as a consultant. They are in a dilemma on whether they should
use the Trail Blazers brand name to the recruitment consulting firm or use a
new name. Trail Blazers sound to be a great name for the consulting firm and
matches with the nature of work that they intend to do. However, many of the
other managers opine that these two businesses are different and not related
and therefore the brand extension is not suitable for the new offerings. Even
if they use the same name, how would they position themselves?
a. How do you price their services
better?
(5 Marks)
b. Is venturing into a new service
offering a sensible proposition for Trail Blazers? What are the potential
benefits and challenges that you see as a consultant? (5 Marks)
It is not a surprise that there are numerous institutes where
medical students and students from the JEE can learn how to crack medical
exams. As a result of its recognition and popularity within the marketplace, it
has been given the title of a perfect brand. There is also evidence that
college students passing out of this coaching center are doing relatively well
on their college
There’s a burgeoning trend among coaching centers to train
their students online, so like other coaching centers in the market, they are
exploring this option. If they decide to enter the market, they could provide a
service in which students could add their concerns and issues, and the
Dear
students, get latest MBA Solved assignments by professionals.
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