Asdsignment
Aim:
This case study analysis aims to develop students' understanding and application of the theories of services marketing. They will demonstrate an understanding of the unique nature of services marketing and how it differs from product marketing. The analysis of a case study allows students to apply their k nowledge through exploration of specific techniques utilised by identifiable companies.
Assessment brief:
Choose one of the following case studies from Lovelock (2011) Services marketing: an Asia-Pacific and Australian Perspective:
- Kiwi Experience, p 470
- Starbucks Failure in Australia, p 511
- Banyan Tree Hotels and Resorts ,p 530
Use the case study as a base to explore the theories and principles of services marketing. Develop a detailed analysis of the case study, covering the following:
- Identify and explain the key aspects of the case study, with respect to services marketing principles and practices.
- Analyse the practices represented in the case study, using services marketing theories as a base for your argument.
- Based on your understanding of the theories, make specific recommendations for further development of the organisation studied.