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MKTG7504 Service Strategy,Semester2.2025

Guide for Case study analysis（Group)-Oral Presentation

Task description-marks 10%

This assessment is aimed at equppmg students with analytical skills to cnitically 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 Harvard Business School case studies that are globally reputed for their analytical depth.

Presentation guideGroup formation: Groups of 3-4 (maximum) students will be formed in the first tutorial week.

Allocated time:15 minutes - must be able to present their analysis succinctly with adequate analytical rigor. The presentation will follow a class discussion

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. That will help generating a good class discussion.

Presentation format
(1) Overview: A brief and analytical overview of the case study (as applicable to the case study)-For example

• General description of the firm Core services marketed and markets served (domestic and overseas)
• What is their market position- market leader or smaller form (based on the market share)
• Is there evidence of frequent service innovation?
• In what areas do they perform better than competitors (competitive advantage/s) of the product/s and service/s marketed

(2) Key issues relating -past/current service strategy of the firm:
What are key service strategy related issues? List them with brief descriptions (using service strategy concepts and theoretical debates that were discussed in class)

For example

• Service failures - no strategies for complaint handling and service recovery
• Servitization to service integration
• Understanding customer expectations - inadequate marketing research
• Managing service quality or quality of service is perceived by customers as low compared to competitors
• New service design - no new services undertaken frequently,
• Service quality issues - service quality is viewed by customers as poor
• Communicating with customers - not effective in communicating about good services marketed by the firm Building customer relationships

(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 current situation of the firm)

Online submission
PPT slides: Before the presentation, PPT slides should be submitted to the Blackboard link on or before 7.00 am on your presentation date. Penalties will apply for late submissions.The marking criteria and online marking rubric will be available on Blackboard.