The a-s-s-e-s-s-m-e-n-t will be 1500words long. Please see the questions shown in the screenshot. I will send you all info after being hired, eg PPTs, student access etc. Please send a draft in 12hrs -1 day time, day 2, and day 3 as well. + Will need to draft some questions to ask the teacher and revise base on feedback (Send bk ard in 1 day max)
Services Marketing Audit Report
Assignment Brief
ASSIGNMENT: Assignment 1 – Service Audit
SUBMISSION via Learning@Griffith
LENGTH: 1,500 words excluding Executive summary, tables, graphs/charts and references
WEIGHTING: This assignment is worth 40% of overall grade
FORMATTING: include cover sheet with all author details, standard Times New Romans 12pt
font, APA
referencing
Groups Formation: Groups are self-selected. Students can sign up to any group online via (Group
sign on) Learning@Griffith. A maximum of 4 students per group.
BACKGROUND Information
This assessment is a Group assessment task. You will need to conduct marketing audit for a
service company of your choice that operates in Australia. The company should offer products
which are service dominant rather than goods dominant, such as local mover, travel agent, gym,
hotel, hairdresser rather than a supermarket, café or restaurant.
Marketing audit is a systematic investigation of a company’s current marketing activities with a
view to identifying problem areas and recommending a plan for improvement. A service audit
specifically focuses on the firm’s service offerings (the service product) and the delivery of the
service(s).
Understanding the Context, Customer, Competitor, and Company or the analysis of 4Cs will
provide a good direction for a marketing audit. After the analysis of the 4Cs, you will then
examine the current marketing activities (7Ps) to identify potential problems and areas of
improvement. In the next assessment, you will develop recommendations to overcome these
problems and set strategies to develop the service in the Australian market. These
recommendations should offer a strategic fit for the company.
Some companies are large and offer a portfolio of services; therefore, you should narrow the
scope of the report (e.g., only focus on Telstra prepaid mobile instead of analysing all Telstra
products). The service company should be one which you can easily get information on, for
example, media, website, or which you have previously worked in or have experiences as a
consumer of the service. You are only required to conduct secondary research (using publicly
available data) for this assignment.
WHAT IS REQUIRED
The objective of the audit is to fully understand the CURRENT situation with regards to the
Context, Customers, Competitors and Company. But it isn’t enough to simply highlight what is
currently happening. Sometimes, great insight might come from highlighting what is NOT
happening. For example, it is great to know which segments of the market are currently being
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served, but shedding light on unknown, financially viable segments that are not being serviced
can have massive upsides.
Submission
Submission: Students are only required to submit the assignment via SafeAssign on
Learning@Griffith.
Weighting
This assignment is worth 40% of the total marks
Other Requirements
1. Cover page
2. Format: 12-point Times New Roman font and double-spaced.
3. APA style for citing and referencing
4. Tables, Diagrams and Figures should be included in the main section.
5. Only supplementary material may be contained in appendix.
DON’T FORGET TO DOWNLOAD THE REPORT TEMPLATE
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Services Marketing Audit Report
Report Structure:
Your report must include the following sections
• Cover page
o Include details of all authors
• Executive Summary
• Company background
o The reason for selecting this company
• Analysis of Context, Customer, Competitor, and Company (4Cs)
• SWOT Analysis
• Analysis of the 7Ps
• Conclusion
• References and Appendices
Report Template:
Executive Summary
Provide a brief overview to summarise the key points discussed in your report. An
executive summary should not exceed a page and a half (maximum). The executive
summary should be succinct and should cover the key points of the services marketing
audit report.
Hints: This is a short but powerful summary of your project. It should be a very effective
way of knowing the essence of your report without reading it, which sometimes the CEO
may not have time to read fully.
1. Company background
Introduce the company and write a brief overview about the service(s) provided. Discuss
the mission and the vision of the company. How big is the company? Market share?
Industry analysis and market trends.
1.1 The reason for selecting this company
Why is the audit important? Why is this service significant? Is there any problems facing
this company that you can help the company to overcome by your analysis? You can
consider discussing the characteristics of the service and the main complexities facing the
service delivery and design.
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2. Analysis of Context, Customer, Competitor, and Company (4Cs)
2.1 Context: Context refers to external factors including political, economic,
sociocultural, technological, legal, and environmental influences (PESTEL
analysis). A PESTLE analysis is a tool used to gain a macro picture of an
industry environment. It allows a company to form an impression of the
factors that might impact a new business or industry. Some factors will be
more important to different types of businesses, and a PESTLE analysis will
help identity the opportunities and threats factors in the SWOT analysis.
In this assignment, you only need to provide a PEST analysis (Political,
Economic, Socio-cultural and Technological factors). For each factor, provide
2-3 points that are directly influencing your company’s performance in
Australia (focus on the Australian market only).
o Political factors relate to government controls and influences over
economy or industry. Government factors may be legislation or economic
policies. The political environment can affect an industry through a range
of factors, including Trade tariffs, Conflicts, Taxation and Fiscal policies
o Economic factors a have direct impact on a company’s long-term
prospects in a market. The economic environment may affect how a
company prices their products or influence the supply and demand model.
Environmental factors can include Inflation rates, Disposable income,
Unemployment rate, Interest rates, foreign exchange rates and Economic
growth patterns
o Social factors, such as demographics and culture can impact the industry
environment by influencing peak buying periods, purchasing habits, and
lifestyle choices. Society is important as people’s culture and lifestyle can
influence when, where and how they are likely to engage with products
and services. Social factors can include Consumer buying patterns,
Demographics, Health, Opinions and attitudes, Media, Brand preferences
and Education
o Technological factors may have a direct or an indirect influence on an
industry. While some industries will be more affected by technology than
others, innovations in technology may affect the market and consumer
choices and buying power. Technological factors can include Automation,
Technological development, Patents, Licensing, Communication,
Information technology, Research and Development and Technological
awareness
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2.2
Company analysis: Provide some background information on the service company
including current positioning and reputation/brand image. Analyse and discuss key
strengths and weaknesses of the company.
2.3 Customer analysis: Briefly define and profile the main markets of the company
(including market segments and target market). Analyse market attractiveness and
customer needs. Identify consumer trend. Are there distinct segments? Which ones
are most relevant to your company? Discuss the overall opportunities and threats
based on the analysis of customer and competitor.
2.4 Competitor analysis: Identify the current direct/indirect competitors (at least 3).
Analyse and discuss key strengths and weaknesses of key competitors in
comparison to your service.
By the end of this section, you should be able to clearly identify your competitive
advantage
3.
SWOT Analysis
Sum up the main take outs of your analysis to identify Strengths, Weaknesses,
Opportunities and Threats of the company/service. List the factors in order of priority.
For example, your top strengths should be linked to the service strengths/capabilities and
competitive advantage. This should apply to your top strength and perhaps number two
strength. Your third and maybe fourth strength might be parity with competitors.
Identify very focused 3 or 4 factors of each, S, W, O and T. all the factors have to be
written in full sentences and coherent enough to demonstrate the meaning.
3. Analysis of the CURRENT Marketing Mix (7Ps)
The main objective of this section is to identify, understand and analyse the CURRENT
marketing mix elements. You need to be able to highlight what areas are potentially
problematic. You do NOT need to identify any recommendations here.
3.1
3.2
3.3
Analysis of Product Strategy: Analyse the current product strategy: In this
section, you may include core service and some elements of supplementary
products, branding, or identify the key distinctive product strategy of the company.
What is the service product and what value does it offer the target customer?
Identify problem (if there is any).
Analysis of Place: Where and when is the service delivered? Are there core and
supplementary services and does their delivery differ in place and time?
Analysis of Pricing: How is the service priced? Is it one fixed amount, or are there
other (monetary/non-monetary) costs a customer may incur? You may include
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3.4
3.5
3.6
3.7
value-based pricing (e.g., think about if the service is valued by customers for the
current price), a comparison of one or two competitors’ pricing and their service
product values, and identify seasonal pricing for low and peak season (if applicable
to your company). Identify problem (if there is any): For example, The target
customers view that the price/or a particular fee is unfair (i.e., the product is not
worth the money).
Analysis of Promotion: What forms of promotion does the firm employ? What is
the objective of the promotional material?
Analysis of Process: Is there evidence of a clear, structured service process? How
does the process handle change in demand and capacity? Are there any significant
customer pain-points?
Analysis of Physical Evidence (Servicescape): Analyse the current physical
evidence strategy: This may include cleanliness, the comforts of waiting area.
Identify problem (if there is any): For example, the waiting area is clean and tidy
only in the Morning but becomes very untidy in the afternoon. What is the current
physical evidence strategy? How is the ‘servicescape’ presented in terms of
cleanliness or comfort. Does the servicescape reflect the brand identity? Does this
change at different times of the day/week?
Analysis
of
People:
How
would
you
rate
the
attitudes/skills/capabilities/performance of the employees providing the service?
3.7.1 Analysis of Customer Service Strategy Analyse the current customer
service strategy: This may include service quality and/or service
recovery strategies. Identify problem (if there is any): For example, a
customer made a complaint on TripAdvisor about a frontline employee
who was very rude and slow.
4. Conclusion
Sum up the key takeaways of your audit report, including a summary of potential
problems. What are the areas that are desirable and are considered the main
strengths of the service and what are the potential problematic areas that need to be
enhanced? Reflect on the analysis of your 4Cs and the 7Ps.
In the final report, you will be looking at solutions to these ‘problems’, so it is useful to
be clear about what issues have been uncovered.
References
A minimum of 10 references is required to demonstrate intensive research efforts and an
in-depth understanding of the current market situation of your service. Students should
use APA referencing format to reference all sources of information such as textbooks,
journal articles, websites (e.g. Australian Bureau of statistics or news websites) and
business periodicals (e.g. Forbes, Australian Financial Review).
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Appendices
The appendices include all information and materials that support the analyses
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