NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Services Marketing
Internal Assignment Applicable for December 2019 Examination
Assignment Marks: 30
1. You have decided to open a 3-star hotel property in Surat by the name “Comfort Inn”?
You wish to pursue a very unique strategy when it comes to Customer Satisfaction by
School for Continuing Education (NGA-SCE)
Course: Services Marketing
Internal Assignment Applicable for December 2019 Examination
Assignment Marks: 30
1. You have decided to open a 3-star hotel property in Surat by the name “Comfort Inn”?
You wish to pursue a very unique strategy when it comes to Customer Satisfaction by
introducing a “Service Guarantee” policy.
Design an effective Service Guarantee policy &
set the criteria for it too along with enlisting of benefits of incorporating such a policy.
(10 Marks)
2. You have been appointed as an external consultant to help a local municipal hospital in
Mumbai by the name of “King Edward Memorial Hospital”. This hospital faces a lot of
administrative issues. Undertake a Service process redesign exercise. What innovative
mechanisms would you bring to the fore to ensure that the municipal hospital undergoes a
radical transformation & that patients get prompt service. (10 Marks)
3. You are an Indian Ayurveda products brand by the name of “Ayur” & wish to enter the
US market.
a. Which market entry strategy will you choose & explain the reasons behind your choice.
Also briefly explain as to how will you expand & in which regions. (5 Marks)
b. Suppose the above stated brand Ayur decides to diversify & expand into the education
sector by introducing courses & degrees in Ayurveda in the US. Which market entry strategy
should it pursue in order to enter the US market? Explain the reasons behind your choice. In
which region do you suggest to set up the Ayur University. (5 Marks)
**********
set the criteria for it too along with enlisting of benefits of incorporating such a policy.
(10 Marks)
2. You have been appointed as an external consultant to help a local municipal hospital in
Mumbai by the name of “King Edward Memorial Hospital”. This hospital faces a lot of
administrative issues. Undertake a Service process redesign exercise. What innovative
mechanisms would you bring to the fore to ensure that the municipal hospital undergoes a
radical transformation & that patients get prompt service. (10 Marks)
3. You are an Indian Ayurveda products brand by the name of “Ayur” & wish to enter the
US market.
a. Which market entry strategy will you choose & explain the reasons behind your choice.
Also briefly explain as to how will you expand & in which regions. (5 Marks)
b. Suppose the above stated brand Ayur decides to diversify & expand into the education
sector by introducing courses & degrees in Ayurveda in the US. Which market entry strategy
should it pursue in order to enter the US market? Explain the reasons behind your choice. In
which region do you suggest to set up the Ayur University. (5 Marks)
**********
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