Company Project

Instructions for Company Project:

By the end of the first session you are required to select a company/ Unit from the service sector
with a domestic focus and submit group member’s names and Project title to the course instructor.
Data for the project may be collected from primary or secondary sources. A strong conceptual and
analytical focus is required. Any falsification of data will invite strong disciplinary action. The
following questions need to be answered in the report to be submitted at the end of the course.

You have to find the dilemma against the following framework:

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 product using the service design framework.
5 What are the brand elements?
6 Describe major services offered by the firm, the firm’s service line, pricing strategy,
communication mix and distribution channels used?
7 What are the opportunities for revenue management? Make recommendations
8 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?
9 Identify the bottleneck in the process. Suggest how to overcome the same.
10 Are demand and supply matched? Describe the demand management strategy used by the
firm? Evaluate and make recommendations
11 What’s the customer lifetime value (CLV). How can it be used for marketing decisions?
Make specific recommendations for marketing based on CLV.
12 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.
13 What is the marketing strategy of the firm? Suggest what the future marketing strategy
should be to meet the firm’s objectives.

The entire report must be in the range of 20-25 pages. The Final Report format is subject to change
depending on the sector specific requirements that need to be incorporated and highlighted so as
to improve the understanding of supply chain management. Please use Summer Project Guidelines
as Style Manual for writing the report. Grading of the report will be done on the strength of the
analysis and explanation therein