Develop a competitor analysis and client segmentation in order to defend Newcos positioning

Develop a competitor analysis and client segmentation in order to defend Newcos positioning

Services MarketingMinor Assessment Project GuidelinesAY 2015 2016 Term 2BSc in Business AdministrationCourse Services Marketing UG6014Module Leader Jess BoixPercentage of Final Grade Given 40%Assessment 1 Duration/Length Weighting TimingGroup Project (2-4) people 4-6000 words 10% Week 6Group Presentation 20 minutes 5% Week 6Individual Content of Group Report 1000 words 25% Week 6ObjectivesThe assignment has been designed to marry the theoretical analysis and practical application of theconcepts of SERVICES MARKETING.Project DescriptionEach group will undertake the design of a service concept for a new company (Newco). Please choose anysector Fashion Sports IT Healthcare Supermarkets etcThe successful completion of this project requires collection of primary data by visiting real services of thechosen sector. This will aid the student in understanding the different aspects to take in consideration atthe time of developing the service plan. Direct references should be shown and related to the positioningstrategy of the brand.Please use the structure below to construct the content of your report.BRAND AND BRAND POSITIONING: The students must define the USP (Unique selling proposition). Brandpositioning should be developed and compared with selected real market competitors. In order to defendthe chosen positioning students should develop a competitor analysis and client segmentation.a. Identify and define chosen service and its USP explain what problems it resolves for theclients.b. Develop a competitor analysis and client segmentation in order to defend Newcospositioningc. Develop a positioning graph against competitors.SERVICE ENVIRONMENT: This section should be used to clearly define how the service environment will beconstructed. Students should be base their decisions following the positioning competitor analysis andclient segmentation exercise in previous section.d. Clearly define the service and how the service will be developed.e. Special focus on quality control and client satisfaction strategiesf. Compare and contrast 4Ps of porter for the service provided.SERVICE ANALYSIS: Develop Business Plan Canvas (see annex 1) for the chosen service plan. Please answerall the questions within each quadrant. (See online references). Put special focus on the following topics;a. How does the brand promote its value proposition through core and supplementaryservicesb. Identify what are the key services that take relevance at the time of promoting satisfactoryuser experience.c. How does operations in service marketing enhance productivity and improve customersatisfaction.d. Define strategies for management to implement innovation within the service.Individual reports should focus on the adaptation of the chosen service to online channel. The studentshould define an online strategy and should identify and analyse the critical aspects the Newco shouldtake in consideration at the time of promoting its UPS and positioning through the online channels.Format of the Project:This is a group project. Groups should be made up of 2 to 4 participants. Groups can be chosen at yourconvenience and should be submitted to the course lecturer with the subject of your project. In the eventthat groups cannot be amicably selected the course lecturer will select groups even amongst those groupsalready decided. The course lecturer reserves the right to select groups without recourse or debate.The project should be prepared as a neatly typed Word document (Times New Roman 12 points) withdouble spacing and page numbering and it should be presented in a folder.The written project are expected to consist of approximately 1000 words per student (not counting tablesor inserts introduction and conclusions). The individual work should consist of one service evaluation andshould cover sections numbered 1 to 3 from the above. The individual work should be clearly indicated.Tables or work/data taken from other sources maybe included in an appendix.All sources must be referenced in the text and a full bibliography must be provided (including visitedwebsites) in the Harvard style.Students are reminded to use valid and peer-reviewed references to support their work. Websitesshould only be used if they represent an established source and only for facts and figures. Studentsshould make the most of academic and practitioner books and articles.All projects will be discussed in class in a power point presentation of no more than 20 minutes. Thepresentation should be a summary of your work.Deadline(s):Written work: 28 February 2016Oral presentations: WEEK 6Submission details will be posted on your local PortalReference Books:Lovelock Christopher & Jocken Wirtz. (2009) Services marketing: people technology strategy(Latest Edition) Publisher: Prentice Hall Sixth EditionBruhn Manfred and Georgi Domink (2006) Services Marketing: Managing the Service Value Chain.(2006) Pearson Education Limited EssexGilmore Audrey (203) Services Marketing and Management. (2003) Sage Publications LimitedLondonHoffman Douglas K & Bateson John E G Mason (2006) Services Marketing: Concepts Strategiesand Cases (2006) 3rd edition. Thomson South-Western Higher EducationPalmer Adrian (2005) Principles of Services Marketing4th Edition. McGraw-Hill educationMaidenheadZeithaml V and Bitner M (2008) Services Marketing McGraw HillRoger Kerin Robert Peterson Strategic Marketing Problems: Cases and Comments (11th Edition)Publisher: Prentice Hall; 11 edition (September 30 2006)Online ReferencesBusiness Model Generation:https://archive.org/stream/bplans_Business_Model_Generation/Business_Model_GenerationGENERAL MARKING CRITERIA (UNDERGRADUATE STUDIES)Excellent work:70%Abovesatisfactory work:60% 69%Satisfactory:50 59%Below satisfactorywork:40% 49%Failure:Below 40%Relevance Excellent knowledgeand understanding ofmaterial and animaginative sense ofits relevance across arange of issues andcontext or policysituation; excellentuse of course materialand other relevantinformation to supportargumentVery good use ofcourse material andother information;well-chosen tosupport argumentsrelevant to questionCompetent use ofcourse materialsand otherinformation tosupport mostargumentsSome use ofappropriate coursematerials andexperience to supportarguments; capacity toidentify relevance butmay be rathernarrowlyfocused and miss outimportant areasLittle or no signof relevanceContent Independent andcreative anddemonstrates clearthinking; ability toanalyse and criticallyevaluate materialGood knowledgeand understandingof the materialacross a broadspectrum combinedwith an ability toevaluate analyseand reflect on keyissuesReasonableknowledge of thematerial and abilityto draw upon morethan one sourcefor ideas; uses keythemes well.Adequateunderstanding anduse of course andother relevantmaterial; mostlydescriptive but withsome grasp of keycourse themes andissues and a capacityto discuss these incontextVery limitedknowledge andunderstandingand the issuesinvolvedDepth A sensitiveawareness ofconflictingarguments and ideasand of theirprovenance. Cleargrasp of implications.Well organised useof most of the majorpoints with an abilityto draw upon themcreatively andcritically; awarenessof conflictingarguments andideas and attempt toaddress them incontextCapacity tograpple withconflictingarguments andideas; beginning todraw together andsynthesise ideasand perspectivesfrom a range oftheorySome attempt toaddress the conflictingarguments and ideasfrom the course somesignsof an attempt to takean evaluativeanalytical and criticalstance; someappropriate use ofconcepts but withonly limited evidenceof independentthinkingLack ofawareness ofconflictingarguments andidesStructure Excellentorganisation ofmaterial; clear logicalflow of argument;good sign-postingthroughoutGood clearframework andreasoned argumentwith evidence ofcareful thoughtSensible use ofmajor pointsintegrated into theanswer; logicalflow of ideas isapparentFramework isapparent with anintroduction argumentand conclusion butthe logical flow andcoherence is notalways consistent andmay be difficult tofollowLittle or noevidence ofplannedstructure andorganisationANNEX 1

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