Task:
This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together. Your task is to write a consultancy-style audit report for one of the service organisations listed below. Using both services marketing theory and your research about the organisation/sector, you are required to
(1) audit the services marketing mix of an organisation,
(2) identify strategic opportunities to improve organisational efficiency and effectiveness, and
(3) recommend three short-term actions for the organisation to implement.
Organisation 1: Dreamworld (https://www.dreamworld.com.au)
Dreamworld is a theme park, water park and zoo located on the Gold Coast. Revenue for Gold Coast theme parks has been uneven in recent years: revenue surged in 2017-18 following the Gold Coast Commonwealth Games, then dropped due to reduced international tourist numbers during the COVID-19 pandemic. In an environment where the Queensland Government is incentivising domestic travellers to visit tourism operators, and Dreamworld is experiencing strong competition from Village Roadshow theme parks, just how efficient and effective is Dreamworld?
Organisation 2: F45 (https://f45training.com/)
F45 is a premium functional fitness gym that offers 45-minute circuit and high intensity interval training (HIIT) sessions. Australians are increasingly health conscious and spend a significant proportion of their discretionary income on gym memberships. However, COVID-19 restrictions have forced Australian gyms to close for periods in 2020 and 2021, then operate at reduced capacity when they reopened. In a market increasingly saturated by specialised offerings, just how efficient and effective is F45?
Organisation 3: Palace Cinemas (https://www.palacecinemas.com.au)
Palace Cinemas is an independent, private company with 17 cinemas across Australia. The family-owned and operated organisation also operate a range of film festivals, which expose Australian audiences to films that would not otherwise be screened. However, COVID-19 restrictions have forced Australian cinemas to close for periods in 2020 and 2021, then operate at reduced capacity when they reopened. As home-based competition from streaming and video-on-demand (SVOD) websites such as Netflix, Amazon Prime and Disney Plus continues to strengthen, just how efficient and effective is Palace Cinemas?
The report should consist of the following sections. Please use these as your headings:
1. Introduction (approx. 100 words)
Briefly introduce the organisation you are analysing and describe the service according to Lovelock's service classification framework. Explain the context for your audit: what justifies the need for this audit?
2. Service Marketing Mix Analysis (approx. 2000 words)
2.1 Service Product and Positioning
Analyse the current service products offered by the organisation relative to its target market(s) and positioning. If appropriate, identify how the organisation could improve or enhance their product and positioning strategy to increase customer satisfaction and service quality. Justify your reasoning using services marketing theory.
2.2 Pricing, Productive Capacity and Demand
Analyse the pricing strategies of the service organisation and determine if price is used to manage capacity and demand. If appropriate, identify how the organisation could improve or enhance their pricing strategy relative to (1) service product offerings and (2) capacity and demand. Justify your reasoning using services marketing theory.
2.3 Physical and Electronic Distribution
Analyse the channels used for service delivery and the distribution strategy currently in place. If appropriate, identify how the organisation could improve or add to its distribution strategy. Justify your reasoning using services marketing theory.
2.4 Integrated Service Marketing Communication
Analyse how the marketing communications mix is being used to address the organisation’s key stakeholders, particularly customers. If appropriate, identify how the organisation could effectively alter, improve or add to the communication mix. Justify your reasoning using
services marketing theory.
2.5 Service Process
Analyse the process or production steps that occur to create and deliver the service experience. Create a blueprint of this process, identifying moments of truth. If appropriate, identify how the organisation could improve or enhance the service delivery process. Justify your reasoning using services marketing theory.
2.6 Managing People
Analyse the human resource management strategies of the service organisation to determine whether the organisation is operating in a cycle of success, mediocrity or failure. If appropriate, identify how the organisation could improve or enhance its people element. Justify your reasoning using services marketing theory.
2.7 Servicescape and Physical Evidence
Analyse the servicescape of the organisation, with particular reference to how physical evidence affects employees and customers. If appropriate, identify how the organisation could improve or enhance its servicescape and physical evidence. Justify your reasoning using services marketing theory.
