Introduction
Generalist View of Marketing and Operations:
The marketing and operations functions are central to the effectiveness of any organisation because it is responsible for translating the voice of the customer. Increasingly, today organisations need to balance the voice of the customer with service quality of a product or service. Today, the service sector has increasingly dominated the majority of economies in the developed world. For example, within UK, the service sector provides up to 77.8% of GDP (Monaghan, 2013). Therefore, the challenge is create a robust interface between marketing and service operations.
There are many such examples within the continuously evolving environment of the public sector. The ability of NHS hospitals to deliver high class patient care, or of Universities to deliver high class education, is fundamentally dependent on the skill with which managers design services, implementation processes, deploy resources and monitor and control quality and performance.
Task
From the public, or commercial sectors, select a service providing organisation or part of an organisation for study. (Please use HSBC as the selection) After, study and analysis, prepare a report that describes the Marketing (Part A) and Service Operations themes (Part B):
Part A: Marketing (50% Total Mark) Target 2,500 words
1. Define the service for the selected service organization through highlighting the service characteristics (10%).
2. Discuss the 7P’s for the selected service organization, while:
a. highlighting the most significant P’s to the organization by showing how they are utilized to emphasize the Business Mission Statement (15%).
b. highlighting how the 7P’s have been utilized to support the segmentation, targeting and positioning of the organization (15%).
7Ps: Product, promotion, price, place, people, physical evidence, process
3. Describe the customer experience and the need to connect with customers at a physical and emotional level. In particular, look at the customer journey and the perception points within that journey (10%).
Part A: 50% Total Mark
Target 2,500 words
Part B: Service Operations (50% Total Mark) Target 2,500 words
From the public, or commercial sectors, select a service providing organisation or part of an organisation for study and present the following Service Operations themes. (Please use HSBC as the selection)
1. The environment within which the organisation operates and the key environmental drivers that impact upon the organisation (10%).
2. Which operations management techniques are applied to meet the requirements of Service Design, Control and Strategic Process Improvement (20%).
3. Recommendations for improving operations through quality control, In particular, look at the quality awards (10%).
4. How can lean thinking contribute to performance (10%).
• Bamford, D. R., & Forrester, P. L. (2010). Essential guide to operations management: Concepts and case notes. Chichester: Wiley.
Please make sure use the book above as one of the references for operation part
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