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SERVICE VISION AND

STRATEGY
SERVICE STRATEGY

► ORGANISATION MORE EFFECTIVE IF


EVERYONE IS WORKING FOR SAME GOAL
► GOALS ARTICULATED PRECISELY AND
COMMUNICATED EARLY
► RESULTS CAN BE ACHIEVE THROUGH SERVICE
STRATEGY
► TELLS WHAT THE ORGANISATION IS,WHAT IT
DOES,WHAT DOES IT BELIEVES ON
SERVICE STRATEGY
► IT MUST ALSO IDENTIFY THE CUSTOMERS WHO WILL BE
SERVED AND THE VALUE THEY WILL RECEIVE
► GOOD STRATEGY PRODUCE SEVERAL IMPORTANT
BENEFIT
► COMMUNICATES THE CUSTOMERS WHAT THE
ORGANISATION IS AND WHAT IT WILL
PROVIDE(POSITIONING)
► COMMUNICATES TO EMPLOYEES EXACTLY WHAT THE
COMPANY STANDS FOR, AND IS TRYING TO DO
► PRODUCES OPERATING EFFICIENCYBY ELIMINATING
ACTIVITIES THAT ARE NOT RELEVANT
SERVICE STRATEGY
SERVICE STRATEGY HAS SEVERAL
CHARECTERSTIC:
► IT IS CLEAR SPECIFIC AND UNAMBIGUOUS
► EQUALLY RELEVANT TO CUSTOMERS AND
EMPLOYEES
► BASED ON KNOWLEDGE OF CUSTOMERS
NEEDS,OBTAIN THROUGH SOME FORM OF
MARKET RESEARCH
ELEMENT OF SERVICE STRATEGY
1. THE VISION STATEMENT
2. MISSION STATEMENT
3. GENERAL GOALS
4. MEDIUM-STRATEGIC GOALS
5. SHORT TERMS PLANS
ELEMENT OF SERVICE STRATEGY
1) VISION- TO BE THE LEADING SUPPLIER OF CRICKET
BATS IN WORLD

MISSION- TO PROVIDE HIGH QUALITY CRICKET


BATS,AT REASONABLE PRICE,TO SCHOOLS CLUBS

GENERAL GOAL-TO BE THE LEADING SUPPLIER OF


BATS TO CRICKET TEAMS

STRATEGIC GOALS- DEVISE A HIGH QUALITY BAT

SHORT TERM PLAN- DETERMINE WHAT PLAYERS WANT


IN A BAT
FOUR FOCUS STRATEGIES
EXTENT OF FOCUS CAN BE DESCRIBED ON
TWO DIFFERENT DIMENSIONS

► MARKET FOCUS- extent to which a firm


serves few or many markets
► SERVICE FOCUS- the extent to which firm
offer few or many service
FOUR FOCUS STRATEGIES
Basic focus strategy for service: