SERVICE INDUSTRY MINI PROJECT REPORT

All groups are required to select a company/ Unit from the service sector (under the category of Services
as core offering) with a domestic focus. Data for the project may be collected from primary or secondary
sources. Group project proposal will be presented by the group in the 4th session. A strong conceptual
and analytical focus is required. Group Project presentations will be held in sessions 18, 19 and 20
(given in Course outline). Each presentation will be of 15 minutes (PowerPoint) and will be open for
questions and discussion for 5 minutes by the class following the presentation.

Final Report: (The following questions need to be answered in the report)

1. A general overview of the industry, service concept, major trends and structure.
2. Identify and describe the major competitors in terms of their service positioning and marketing mix.
3. How is the market segmented and who are the target customers for the selected firm/unit?
4. Describe the service using the service design framework (Blueprint). Map the service process.
Examine the process flow; what is the throughput time, cycle time, theoretical and actual capacity
and capacity utilization? What are the marketing implications of the same? Identify the bottleneck
in the process. Suggest how to overcome the same.
5. Based information available – primary and secondary sources – try to list the existing customer-
defined service standards and suggest 3 customer defined service standards not yet being followed
by the co.
6. Describe major services offered by the firm, the firm’s service line, pricing strategy, communication
mix and distribution channels used?
7. Make observations of the Physical evidence and Service scape. Suggest 3 ways it can be improved.
8. Describe employee roles in the service delivery process and how these roles impact the service
customer’s experience. Identify and discuss employee and customer scripts.
9. Please administer the SERVQUAL questionnaire to minimum 15 respondents who would have used
the services of the chosen organization – suggest your observations.
Group project presentations will be held towards the end of the course (sessions 18, 19 and 20).

Project Proposal: In the session 4 each group is expected to present a Project Proposal. The
proposal must comprise the following details:

1. Name of the organization selected and a brief organization profile (Size, Employee
Strength, Product Portfolio, Founders or any other relevant detail).
2. Overview of the industry and market structure
3. Three key Macro environmental trends that influence the industry
4. Implications of those trends on the chosen service organization