24706_23_A1_Case_Study_Brief (2)

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University of Technology Sydney *

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24706

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Marketing

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Jan 9, 2024

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docx

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Uploaded by DrArmadilloMaster1028

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24706 Strategic Services Marketing | Autumn 2023 A1 Overview | Case Study Report | Individual Task Due date: 06 April 23 | Weight: 30%. Assignment 1: Case study analysis - Rocks & Pebbles Objective: To apply services marketing theory to a particular (real life) case study. Description: Important characteristics of a marketer/ services manager are the ability to identify, analyse evaluate and solve complex problems. To simulate this real-world environment, students are to apply services marketing theory to analyse and solve a particular case study. Requirements: You are required to download and keep a copy of the case study. You must read the case study thoroughly and come prepared to the workshops. Please attend the workshops and participate in the discussions as it will help you to better understand the case and develop your arguments. Keep in mind that although we will work on the case during workshops on weeks 3 -5, you should elaborate and mature your own responses. Rock & Pebbles Context: In the case study, Vandana Sinha is the owner of a dog park named Rocks & Pebbles (R&P), in the city of Gurgaon (Northern India). After a difficult time during COVID, Sinha is facing some dilemas about how to grow the park and scale up the business. Your approach to this case should be as if you have been hired as a strategic consultant and, as such, you must advise Sinha on the best strategy moving forward. You are required to answer the following two questions in order to make a good, strategic recommendation. Questions for Case Report Question 1 Focusing on the Services Marketing theory covered in the course so far, identify: Q1a. the two most important factors contributing to R&P success. Q1b. the two most critical weaknesses, or potential problems, R&P is facing. Explain how these factors impact the future of R&P business (15 pts). TIPs: Precisely define and discuss what is unique and positive about the current offering and why it has been a source of competitive advantage before you can determine the factors that create it. Precisely define and discuss 2 current problems or potential problems and how they negatively impact the future of business. These factors must be directly related to the course content delivered from weeks 1 to 6. For example (but not limited to): service gaps, service standards, service delivery, service design, servicescape elements, service failure and recovery, etc. Consider that it is probably the interrelations between these factors that play the most important role in producing the desired experience. Rubric : Conceptual clarity (5 pts), Depth & relevance of analysis including application of concepts (8 pts), Articulation and visual appeal (2 pts) 1 Updated on 27.03
24706 Strategic Services Marketing | Autumn 2023 A1 Overview | Case Study Report | Individual Task Due date: 06 April 23 | Weight: 30%. Question 2 Based on the problems identified on Q1, provide at least 2 recommendations for Sinha to grow her business moving forward. Justify your solutions and provide an operational plan to implement them (15 pts). TIPS: Recommendations must address the issues/ potential problems identified. Again, the use and application of Services Marketing theory is a MUST. Focus on content delivered on weeks 1- 6. Rubric: Depth & relevance of analysis including application of concepts (5 pts), Relevance & feasibility of recommendations including proper justifications (8 pts), Articulation and visual appeal (2 pts). Note Focus on Services Marketing: Sinha is NOT interested in changing brand positioning, or social media strategy, or creating any new offering that’s not mentioned in the case study. Research: For this assessment, there is absolutely no need for data research – all information (data) you need should come from the case study . However, services marketing literature research will be beneficial once literature must be employed for analysis and justification of recommendations. We recommend you focus on the content delivered on weeks 1 to 6. Written Report Max of 1000 words per question (excluding references & appendices). o Clarifying: Q1= 1000 words and Q2 = 1000 words Times New Roman font. 12point font for paragraphs. Either 1.5 or double line spacing. 2 Updated on 27.03
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