- Introduction
Generalist View of Marketing and Operations:
The marketing and operations functions are central to the effectiveness of any
organisation because it is responsible for translating the voice of the
customer. Increasingly, today organisations need to balance the voice of the
customer with service quality of a product or service.Today, the service sector
has increasingly dominatedthe majority of economies in the developed world.
For example, within North America and Europe, the service sector provides
up to 80% of GDP and 75% of employment. Therefore the challenge is create
a robust interface between marketing and service operations.
There are many such examples within the continuously evolving environment
of the public sector. The ability of NHS hospitals to deliver high class patient
care, or of Universities to deliver high class education, is fundamentally
dependent on the skill with which managers design services, implementation
processes, deploy resources and monitor and control quality and
performance.
Task
From the public, or commercial sectors, select a service providingorganisation
or part of an organisation for study. After study and analysis, prepare a report
that describes the Service Operations (Part A) and Marketing themes (Part B):
Part A: Services Operations (50% Total Mark) Target 2,500 words
From the public, or commercial sectors, select a service providing
organisation or part of an organisation for study and present the following
Service Operations themes.
1. Discuss the environment within which the organisation operates
and the key drivers that impact upon the organisation (10%).
2. Discuss the operations management tools and techniques are
applied to meet the requirements of the following:
a. Highlighting the Service Design, (10%).
b. Control, in particular look at the concepts of Lean, (10%).
3. Recommendations for developing the company’s quality
management and business strategy (20%).
Part B: Marketing (50% Total Mark) Target 2,500 words
1. Discuss the 7P’s for the selectedservice organisation, while: (30%)
a. highlighting the most significant P’s to theorganisation by
showing how they are utilised to support the segmentation,
targeting and positioning of the organization.
b. Highlighting how they are utilised to address the challenges
imposed by the selected service’s characteristics
2. Describe the customer experience and the need to connect with
customers at a physical and emotional level. In particular, look at the
customer journey and the perception points within that
journey(20%).
Your report will be a maximum of 5000 words supported by any number
of relevant diagrams. Ensure you reference your work using APA 6th
(see http://hud.libguides.com/referencing) and do provide a full
bibliography.
