NMIMS
Global Access
School for Continuing Education (NGA-SCE)
Course: Services Marketing
Internal Assignment Applicable for April 2022 Examination
Assignment Marks: 30
Instructions:
All Questions carry equal marks.·
All Questions are compulsory·
All answers to be explained in not more
than 1000 words for question 1 and 2 and for question 3 in not more than 500
words for each subsection. Use relevant examples, illustrations as far as
possible.·
All answers to be written individually.
Discussion and group work is not advisable.·
Students are free to refer to any
books/reference material/website/internet for attempting their assignments, but
are not allowed to copy the matter as it is from the source of reference.·
Students should write the assignment in
their own words. Copying of assignments from other students is not allowed·
Students should follow the following
parameter for answering the assignment questions·
1. You
stay in a semi-urban set up and near your house, medicine delivery is extremely
unreliable. The medicine shops close around 9 PM and medicine availability
becomes a challenge. You come up with a business plan to deliver medicines to
all houses, (in the area) at no extra cost, 24X7. The challenge however is that
companies like 1mg, Net
meds are already offering their services in the area. The advantage for you is
the popularity of ordering medicine online is still not prevalent by the people
in your area. You intend to buy the products from the nearest retail point and
delivery to the customer with the help of, few delivery personnel that you will
maintain. Do you think this is a feasible model? What are the challenges that
you will face while setting this up, from a services perspective? How will you
differentiate yourself from the competing firms? (10 Marks)
2.
Salman goes to ‘Javed Habibs salon’ and Amir goes to ‘Lakme salon’. If you are
an entrepreneur who wishes to open a salon, how will you differentiate your
offerings vis a vis your competitors. You are also clear that you want to offer
your services at a higher price point, where you intend to service fewer client
base. You understand that your client’s time (for your business idea) will be a
very critical component for providing a great service. How do you intend to
manage the demand vis a vis the capacity? (10 Marks)
3.
Sundar wants to start a ‘C2C’ (customer to customer) model of food service. He has
just passed out of his B School and the canteen food in his college was
pathetic. Most of the days, he relied on Swiggy and Zomato for his meals. He
realized that probably there is a need to have an option for customers to order
it from home makers or families who would be interested in selling their cooked
food to others. Sundar started off with his basic research and spoke to a
couple of housewives who were willing. He got his B School classmate on board
to design an app that would help customers order. While both started their
work, he realized that there are two major problems in this service situation.
The first problem off course is bringing awareness for the services and
popularizing it among the people of his city. Another challenge would be to encourage
home maker to enrol and encourage them to sell.
most of the deliveries Encourage home
makers by providing them with the flexibility of number of days they would want
to work, a wonderful incentive plan, pick up from their home, faster settlement
of their accounts and training to pack and promote their food. Sundar is now
charged up to get things in place and start off the venture as early as
possible. He now needs to start working on the logistics, operations, service
quality etc.· Good discounts for
students who are adopting a long-term association with his food service
company. · Good quality food for
students at a reasonable price. ·would
be following a specific timeline and unavailability of a home maker would cost
the delivery and customer. The second problem was the area of operations. The
city in which he plans to operate is big, with lots of offices and student
population. He chose on the student’s category primarily as his primary
targeted audience. However, Sundar did not have any hard data to support his
stand. Sundar therefore came up with three value propositions for his business.
a. Does
Sundar have all the information needed to choose students as the segment? Is he
right with his decision? If you are his friend, what segments would you suggest
and why? (5 Marks)
b. Is
Sundar, approaching the issue of service offering, too quickly? Do you feel he
needs to invest some more time designing the offering, as it could be more
complex and deeper than what it apparently looks like? (5 Marks)
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