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7QQMO519 Services Marketing

Coursework Brief- 70% module mark, 2500words report

For a multinational service organization of your choice in either the hotel, hospital, or banking

sector, identify a specific marketing challenge that the organization currently faces. This could

be related to issues such as customer retention, service differentiation, digital transformation,

services revamp or customer experience management (these are just examples, you can

choose any other marketing challenge as per your choice). Based on your analysis, propose

a comprehensive marketing strategy that addresses this challenge. Your proposal should

include both consumer-based and competitor-based strategic solutions, incorporating the

service marketing mix, theories and frameworks where relevant. The strategies need to be

supported and substantiated through market data, industry reports, journal articles, and other

relevant sources. The task requires an in-depth understanding of the complexities of services

marketing, applying advanced theories and concepts to develop strategic solutions that

effectively address the identified challenge.

Structure and Content of the Report

Please follow the sections below, as marks will be allocated accordingly

Section 1: Identification and Analysis of Marketing Challenge 700 words)

Allocated Marks: 30%

• Objective: Identify a specific marketing challenge faced by the chosen organization in

the service sector (multinational hotel, large hospital chain, or multinational bank).

o Challenge Identification: Clearly define the marketing challenge, such as

customer retention, service differentiation, digital transformation, services

revamp, or customer experience management.

o Contextual Analysis: Provide an in-depth analysis of the factors contributing

to the challenge, including market trends, competitive pressures, customer

expectations, and internal organizational factors.

o Impact Assessment: Discuss the potential impact of this challenge on the

organization’s overall marketing performance and customer satisfaction.

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Section 2: Consumer-Based Strategic Solution (700 words)

Allocated Marks:30%

• Objective: Develop a strategic solution focused on addressing the marketing

challenge from the consumer's perspective.

o Consumer Insight: Identify key consumer insights that are relevant to the

marketing challenge. Discuss how consumer behaviour, preferences, and

expectations influence the challenge.

o Proposed Consumer-Based Solution: Develop a consumer-focused

strategic solution to address the challenge. This could involve enhancing

customer experience, personalisation, improving service quality etc.

o Service Marketing Mix Application: Apply elements of the service marketing

mix to tailor the solution to consumer needs.

o Justification: Provide a strong justification for the proposed solution, linking it

to consumer behaviour theories and the identified insights.

Section 3: Competitor-Based Strategic Solution (700 words)

Allocated Marks: 30%

• Objective: Develop a strategic solution that addresses the marketing challenge by

considering the competitive landscape.

o Competitor Analysis: Conduct a competitor analysis to understand how the

organization’s competitors are addressing similar challenges. Identify key

strengths and weaknesses of competitors in relation to the identified challenge.

o Proposed Competitor-Based Solution: Develop a strategic solution that

positions the organization more effectively against its competitors. This could

involve differentiation strategies or innovative service offerings etc.

o Service Marketing Mix Application: Apply relevant elements of the service

marketing mix to enhance the organization’s competitive position.

o Justification: Justify the proposed solution by showing how it will enhance the

organization’s competitive advantage and improve its market position.

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Section 4: Evaluation of Strategic Solutions (400 words)

Allocated Marks: 10%

• Objective: Evaluate the potential effectiveness of the proposed consumer-based and

competitor-based strategies in resolving the marketing challenge.

o Critical Evaluation: Critically assess the strengths and potential limitations of

both proposed strategies. Discuss any risks associated with the

implementation and how they can be mitigated.

o Expected Outcomes: Describe the expected outcomes of the strategies,

including improvements in customer satisfaction, brand perception, market

share, or financial performance.

Formatting and Submission Guidelines

• The report should not exceed 2,500 words (+ or – 10% words is permitted), excluding

the title page, tables, figures, reference list, and appendices.

• The Harvard or APA referencing styles are recommended for this assignment.

• It is imperative to paraphrase sentences carefully to maintain academic integrity.

• Use clear and concise language

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Support your arguments with credible and reliable data.

• Incorporate visuals where appropriate to enhance understanding and retention. Use

charts, graphs, images, and other visual aids to illustrate key points and data, making

the presentation more dynamic and compelling.

Assessment Criteria

Your report will be assessed based on the following criteria:

• Critical Analysis (30%): Depth of understanding and analysis of the identified

marketing challenge and its implications.

• Strategic Insight (30%): Quality and feasibility of the proposed solutions, including

consumer-based and competitor-based strategies.

• Application of Theory (20%): Effective integration and application of service

marketing theories, to address the identified challenge.

• Structure and Presentation (10%): Clarity, coherence, and organization of the report.

• Referencing (10%): Accuracy and consistency in referencing.

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