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MKT202 Ga Su23

This document outlines a group assignment for a marketing course to develop a marketing plan for a service business. It provides guidelines for students to include: an introduction to the selected business and its target customers; a marketing 4Ps strategy covering product, price, place, and promotion; a customer interface strategy addressing process, physical environment, and people; and a customer relationship strategy. Students must submit four deliverables by November 1st for the assignment, which will make up 10% of the course grade. The summary should be written in 3 sentences or less.

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45 views4 pages

MKT202 Ga Su23

This document outlines a group assignment for a marketing course to develop a marketing plan for a service business. It provides guidelines for students to include: an introduction to the selected business and its target customers; a marketing 4Ps strategy covering product, price, place, and promotion; a customer interface strategy addressing process, physical environment, and people; and a customer relationship strategy. Students must submit four deliverables by November 1st for the assignment, which will make up 10% of the course grade. The summary should be written in 3 sentences or less.

Uploaded by

Như Nguyễn Quỳnh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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FPT UNIVERSITY- CAMPUS CAN THO



Group Assignment [MKT202]

TOPIC:………………….

Name of group member Contribution (%)

1. /100%

2. /100%

3.

4.

5.

Cần Thơ, …./2023


TABLE OF CONTENTS

i
B. Group assignment (10 pages)
Developing a marketing plan for a service business (operating in the market or a
newly established business).
This exercise is intended to help you review, systematize and apply your knowledge
to practice to build a marketing plan for a service product or service business. For this
assignment, please create and submit four deliverables of the marketing plan:
- Deliverable 1: Introduction about the service business
- Deliverable 2: Marketing 4Ps
- Deliverable 3: Customer Interface Strategy
- Deliverable 4: Customer Relationship strategy.
Assessment must include theories from Chapter 1-14.
Content structure Guideline:
1. Introduction about the service business
1.1. Overview about the service business: Analyze the current status of the
company's service products in the market.
1.2. Identify target customers
+ Define the target market as precisely as possible (e.g., age, gender, location,
income level).
+ Research the need, interests and preferences of your target market (e.g., product
service need, lifestyle and hobbies).
1.3 Market positioning strategy
+ Identify the company’s focus strategy (out of the four focus strategies: fully
focused, market focused, service focused or unfocused).
+ Create the positioning map to identify the competitive strategy of the company.
2. 4Ps Strategy in service marketing
2.1. Develop or describe service product(s): Identify the core product;
supplementary services and delivery process of the selected company
2.2. Manage the distribution of service through marketing channels: Which
marketing channels (physical/online channels), which intermediaries are included in each
channel?
2.3. Pricing strategies for service products: Set the Objectives of Service Pricing,
which pricing strategy: Cost-Based Pricing, Value-Based Pricing or Competition-Based
Pricing is selected, and why?

[Name group. Class.GA] 1


2.4. Promotion strategies: Which communication channels are used? Design a
typical communication message, etc.
3. Customer Interface strategy (Additional 3 Ps: Process, Physical
environment, and People)
3.1. Describe the delivery process of services marketing: Design and document the
service processes using blueprinting
3.2. Design service physical environments to deliver better customer experience:
Landscape layout, service space, color, physical equipment, staff uniform, music, ...
3.3. Strategies for managing people in service delivery: Explain how to select,
enable and motivate the frontline for the service organization
4. Customer Relationship strategy: Strategies for building customer
relationships and maintaining customer loyalty: Which strategies are used?
Note:
1. Submit by 05:00 PM 01-Nov-2023, via LMS system. A deduction of 10%
of the assignment mark will be applied for each day of late submission.
2. Font: Times New Roman, Size: 13; Paragraph: Before: 6 pt; After: 0 pt;
Line spacing: Multiple; At: 1.2
3. You are required to cite a minimum of 6 references, including journal
articles, industry publications and websites.
4. Write content citations and references to APA style.
5. Plagiarism is not allowed. You will probably fail the course if you have
plagiarized.
6. A University assessment cover sheet to be attached with your paper.

[Name group. Class.GA] 2

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