MKTG7504 Service Strategy – Guide for Case study analysis – Oral Presentation – Group Semester 2, 2022 Task description This assessment is aimed at equipping students with analytical skills to critically evaluate how new service strategies are designed and effected by real world firms and how such initiatives help them compete better. The case studies that you will be studying are from globally reputed business case study collections such as Harvard Business School and INSEAD Business School that are reputed for analytical depth. Presentation guide Allocated time: 15- 20 minutes. Students must not exceed the maximum time allocated – must be able to present their analysis succinctly with adequate analytical rigor. Marks allocated: 10% Presentation expectations (a) Students will use PPT slides. In the first slide, the names of all group members must be indicated. (b) All assigned group members must participate in the presentation (e) Your group must not only be analytical in your presentation but also try to get the class involved. You may invite views from class for some questions. It will generate a good class discussion. Presentation guide The presentation must follow the format indicated below. (1) Overview: A brief and analytical overview of the case study (as applicable to the case study) – General description of the firm Core services marketed and markets served (domestic and overseas) Extent and the degree of service innovation Competitive advantage/s of the product/s and service/s marketed Competitive market position (in terms of market share) (2) Key issues relating -past/current service strategy of the firm: Highlight the key issues relating to service strategy processes pursued by the firm (using service strategy concepts and theoretical debates that were discussed in class) For example Challenges of maintaining current market position and competitive advantages Managing the service strategy process in core service strategies in terms of. o understanding customers, o new service design, o service quality issues o communication, o building loyal customers (3) Critical analysis: How the firm has managed the key service strategy issues discussed above. For this, you must use service strategy concepts and frameworks discussed in class. The issues (identified above) can be used as sub-headings. (4) Observations and recommendations: Your observations on whether the firm managed its service strategy effectively Recommendations for future growth (you may use published information, if available, to reflect on the most recent situation of the firm) Online submission (a) Before the presentation, PPT slides should be submitted to the Blackboard link on or before 9.00 am on your presentation date. Penalties will apply for late submissions. The marking criteria and online marking rubric will be available on Blackboard. (b) Along with PPT slides as specified, all group members must submit an individually completed peer evaluation form. In case of a dispute about the individual contribution to the assessment, marks will be apportioned on the basis of the peer evaluation.
