SERVICE INDUSTRY MINI PROJECT REPORT

By the end of the second session you are required to select a company/ Unit from the service sector with a
domestic focus and submit group member’s names and Project title to the course instructor.
Data for the project may be collected from primary or secondary sources. A strong conceptual and analytical
focus is required. Group Project presentations will be held in sessions 18, 19 and 20 (given in Course
outline). Each member of the group has to be present during presentation to qualify for evaluation. Each
presentation will be of 15 minutes (PowerPoint) and will be open for questions and discussion for 5
minutes by the class following the presentation. The following questions need to be answered in the report:

1. A general overview of the industry, service concept, major trends and structure.
2. Identify and describe the major competitors in terms of their service positioning and marketing mix.
3. How is the market segmented and who are the target customers for the selected firm/unit?
4. Describe the service product using the service design framework.
5. What are the brand elements?
6. Describe major services offered by the firm, the firm’s service line, pricing strategy, communication mix
and distribution channels used?
7. What are the opportunities for revenue management? Make recommendations
8. Map the service process. Examine the process flow; what is the throughput time, cycle time, theoretical
and actual capacity and capacity utilization? What are the marketing implications of the same?
9. Identify the bottleneck in the process. Suggest how to overcome the same.
10. Are demand and supply matched? Describe the demand management strategy used by the firm?
Evaluate and make recommendations
11. Describe employee roles in the service delivery process and how these roles impact the service
customer’s experience. Identify and discuss employee and customer scripts.
12. What is the marketing strategy of the firm? Suggest what the future marketing strategy should be to
meet the firm’s objectives.

Group project presentations will be held towards the end of the course (sessions 18, 19 and 20). The
report is to be submitted only in soft word format by 17 session of course plan.