Final Project: Developing a Service Marketing Plan
The main difference between a Service marketing plan and a traditional marketing plan
traditional marketing plan is understanding the differences between services and goods. With
services You are dealing with an intangible product instead of a tangible good. Service delivery is heterogeneous rather than standardized. There is simultaneous production and consumption with service, rather than production being separate from consumption. A service is perishable rather than nonperishable.
For this project, you are going to create a fictitious service company in which you are the Director of Marketing and are responsible for the development of the service marketing plan.
Your written plan should include the following sections and is
due by Thursday, April 25th 11:59 of Week 4:
Introduction and Overview: Introduce your service company. Discuss your overall goals with the plan. What do you seek to achieve by implementing this plan?
Describe the current state of your company and its strengths and weaknesses in terms of the Service Quality Provider Gaps.
Identify your customers, who are also called your target market. Develop a customer profile. Discuss the Service Quality Customer Gap.
Discuss any research that you will do to make decisions about your marketing plan, such as surveys, e-mails, polls, or even focus groups.
List a specific plan for how you will reach your target market. The plan should include the 7P’s. A plan is where they are now, where they need to (target and research), and how do they get there (7P’s). Be sure to consider all elements of the marketing mix.
To submit this assignment as a Word Document, click on the title/link Final Project Submission above. It must be submitted by midnight Thursday, April 25th.
Final Paper Format
Below are the required level one headings for your paper. The headings are centered and boldface. You can either use level 2 headings that are flush left and boldface under these level one headings when transitioning to new ideas or you can just move to a new paragraph. The first sentence of all paragraphs is indented.
Title Page (separate page)
Introduction of Service Company
Service Marketing Plan Goals
Service Quality Provider Gaps Strengths and Weaknesses
Target Market and Customer Profile
Service Quality Customer Gap Strengths and Weaknesses
Research Plans
Service Marketing Plan: Marketing Mix 7P’s
Conclusion
References (Separate Page)
This paper should be in APA format, Times New Roman Font 12 pt, double spaced. You should only use the third person perspective in a formal paper. First person and second person pronouns (I, me, we, us, you) should not be used in the paper. You must use at least five good references. Wikipedia is not considered a good reference. All references must also be cited in your paper. All citations in your paper must have a reference. This paper will be a minimum of 8-10 pages in length. There is no maximum limit.
To submit this assignment as a Word Document, click on the title/link Final Project Submission above. It must be submitted by midnight Sunday.
Please See Attached Rubric for Grading Criteria
This paper is due Thursday, April 25th 11:59pm.
