UNDERSTANDING SERVICE PRODUCTS & NEW SERVICE DEVELOPMENT ASSESSMENT MATRIX

1. Introduction to the selected service and organisation? (10 marks) Provide a brief background of the organization. Identify and briefly describe the broad category of service products provided by the organization i.e. people-processing, possession-processing, information-processing or mental stimulus processing. Provide details of the three-stage process of service consumption that applies to this service. Describe briefly the type and amount of information its consumers use in their decision-making process and the perceived risks involved in the purchase and use of this service. 2. What is/are the organization's core service offering/s? (20 marks) Describe the elements of its core service product/s and explain how it/they differ from its competitors. If the organization has multiple service products and/or product lines, explain how each service product differs (e.g. in terms of its target markets, branding, and make-up of its core service components). Marks: Marks: Marks:

3. What are the supplementary services that accompany the core for each of their product/s? (15 marks) Facilitating Services provide a critical evaluation of the facilitating services offered by the organization, namely information, order taking, billing and payments. Enhancing Services provide a critical evaluation of the enhancing services, where relevant, in the areas of consultation, hospitality, safekeeping and exceptions.

4. What is the branding strategy adopted by the organization (used to manage/market its service product/s)? (10 marks) Identify the basic focus strategy used by the organization to achieve competitive advantage and its positioning statement. Discuss the segmentation and positioning aspects of the company and/or its brand/s: provide a positioning map to analyze the competitive positioning of the service/s offered by the company.

Marks:

5. New service development (35 marks) Use secondary information to consider at least three recent developments in the external environment that are having an impact on the service industry selected i.e. government policies, social changes, business trends, advances in information technology and/or globalization. (15 marks) Given the capabilities of the organization and the trends/conditions of the environment, recommend a new service that can enable the organization to respond to the changing needs of its customers, and include suggestions on how the 'new service' can be implemented. The potential 'new service' can involve style changes, service improvements, supplementary service innovations, process line extensions, product line extensions, major process innovations and/or major service innovations. (20 marks) 6. Structure of report and use of language (10 Marks) Clarity and logical flow of report. Relevant appendices that complement the discussion/analysis. Proper referencing to sources identified/used. Correct use of language with minimal grammatical and/or spelling errors. Total Marks

Marks:

Marks: