Identify key points of service marketing issues/tension faced by stakeholders using information in the case study AND your additional research via secondary data. As per assessment rubric,you should integrate theory when identifying your key problems/issues (e.g., brand competitiveness, consumer behaviour, core and supplementary services, culture, customer satisfaction, managing staff, CRM, etc.).Pay attention to perhaps conflicting objectives of service excellence and cost-effectiveness and think about the sustainability of such an approach, other 'invisible' costs, and even general aspects of the industry. This part should be presented at the start of your report as an
introduction to your case study analysis. At the offset, you want to set the scene, including the timeframe of your analysis (are you discussing the case at the time of case publication, or as of 2021?). Analyse the identified problem(s)/issue(s) using the following questions:
- Describe the problem/issue/opportunities in detail;who does it affect, who does it not affectwhy is it a real problem or an issue; what is an opportunity
- Who will it help once the problem/issue is solved, or opportunities explored?
As mentioned in the marking rubric, please use theories, concepts, frameworks, models, and techniques that we reviewed in this unit in your analysis so you can demonstrate that you can apply the learnings from this unit to arrive at innovative/advanced insights. Naturally, you can go beyond material discussed in class where relevant.
Critique would ideally be a separate section of the report and will present specific recommendations. Keep in mind that in your analysis and subsequent recommendations, you need to look at two sides of the coin:
- Elements/aspects/characteristics that don't work and are therefore part of aproblem/issue and;
- Elements/aspects/characteristics that do work and therefore potentially diminish or evenmask the problem/issue that you have identified.
This part is essential to demonstrate in your case study analysis as you need to question,evaluate, and interpret relevant elements/aspects/characteristics in providing critical evaluation of the identified problem(s)/issues with suggested recommendations. Please do use additional secondary data research that you can lean on in your analysis and critique (journal articles,news stories, documentaries, blogs, etc.).