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This report is based on the following requirement - - Referring to the goods-services spectrum, Hooley, Piercy and Nicoulaud say that “increasingly, companies operating at the left-hand end of the spectrum are looking to enhance differentiation through focus on the intangible elements on offer. These include branding the offer and the delivery of service to augment the physical product offer. At the right-hand end of the spectrum companies and other service providers are recognising that the type and quality of the service they offer is their major means of differentiation. The line between tangible and intangible elements is becoming blurred and moving downwards, so that the intangible elements are becoming increasingly important across the whole spectrum”.
- Hooley, G., Piercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive Positioning, 5th Ed. FT Prentice Hall p.356.
- By reference to academic literature, critically evaluate this perspective on the role of service in strategic marketing. For an identified organisation – preferably, the one within which you work – assess the impact of this perspective, making management recommendations.
- In developing your report, please ignore the dimension of branding – the focus should be on service.
- You are required to produce a business report addressed to a specific person in your identified organisation – the Managing Director or equivalent.
- The report should have:
- a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 6 academic journal articles should be referred to. Please check the Online Library link on Nile, and access the Reading List to access the journals and articles database.
- an effective practical foundation, which makes management recommendations.
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