Service Management

Business

Quiz 3 :

Service Strategy

Quiz 3 :

Service Strategy

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What are the differentiating features of banks that target ethnic communities ?
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Banking sector is a service market that largely depends on the customer volume. As the business of the banking firm is on the basis of the money that the customers possess, the selection of the target market and target customers plays a critical role in the success of the banks.
The banking sector is found to have branches globally, targeting the global market. Even though the process of the banking is in the processing of the finance, it is found that this service firm too focus on the target customers on the basis of various ethics features. The population and the earning capacity of the people are studied and verified if the percentage of the target population is higher in those territories before opening a branch there. There are many merits by doing so and it differentiates these service providers from the usual banking sectors.
By focusing on the target ethnic communities, the banks could make their service strategies simpler making it effective for the target market selected. Products or services that fit in for the ethnic community can be developed as foreign money exchange, share market trade. The staffs and the physical setting of the firm would be designed as per the requirement of the ethnic group as the spoken language and the ambience of the store. The banks also select the location for the store that would be convenient for the ethnic group, easily accessible for the target customers.

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Marketing analysts use market position maps to display visually the customers' perceptions of a firm in relation to its competitors regarding two attributes. Prepare a market position map for Alamo Drafthouse using "food quality" and "movie selection" as axes.
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Apart from developing service strategies, the managers of the firm has to analyze the perception of the customers about their firm and their competitors. By doing so the managers can derive further modifications in the strategies of required so as to sustain in the competitive market.
The responsibilities of the service manager does not get over after developing strategic plans for the business to perform better. On the contrary, the responsibility increases as the position of the firm in the market has to be sustained. In order to fulfil this the managers are found to create the market position maps. In this the current position of the firm in the market can be understood from the perception of the customers. As the customers may have different perception by conducting survey on the larger masses an accurate representation can be obtained. Like wise the map is derived for the competitor also so as to make the firm ready for the next level business promotions to overcome the competitors.
In the case of Alamo Draft house, the complex where the movie, food and recreation are available in a single store, the market position map is derived so as to understand its reputation with in the customers. The attributes taken here are food quality and the movie selection.
img Since it's a pictorial representation, the perception of the customers about the Alamo Draft house can be easily understood. The customers are of the opinion that they have a wide range of movies for selection and the theater is also spacious. The is no compromise on the quality if the food served and on an average the customers would prefer the store again for entertainment.

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Identify the service qualifiers, winners, and service losers for Alamo Drafthouse. Are the Alamo purchase decision criteria appropriate for the multiplex movie theater market? What do you conclude?
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The service providers work on and derive service strategies so as to attain their vision and goals. Even though they focus on the target market and customers it is difficult to meet the needs of the heterogenous customers.
For any business organizations there would be factors that contribute to the qualifying services, factors that enhance the service operations and attributes that may have an adverse effect on the performance standards. These can be named as the service qualifiers, service winners and the service losers. The managers of the service firm constantly take measures to improve the performance of the service losers so as to maintain the reputation in the market.
In the case of the Alamo Draft house, the customers are delighted with the performance and the quality of the service they provide. Looking in to the details of the attributes that contribute to the performance the determining factors can be looked up as follows.
a. Service Qualifiers : As the Alamo Draft house is intended to show movies along with the food and drinks, the quality of the food would be a main criteria. The movie selection and the quality of the food stuffs served can be considered as the service qualifiers.
b. Service winners : The attributes that enhance the success and reputation of the firm can be considered as the service winners of the firm. In the firm of Alamo Draft house, the service winning attributes can be
•Lower ticket fares compared to other movie malls.
•Long skinny tables in the theaters that enables the customers to have food while watching movies.
•Adequate space between the rows that makes the customers comfortable.
•The location of the theater that could be easily accessed by the customers.
c. Service Losers : The factors that ended up in losing the business or lowering the level of customer satisfaction may be the service losers. Alamo theater is so designed that the number of seats is less and tables and space between the rows are enhanced in order to improve the customer satisfaction. Lower the number of seats, lower would be number of customers accommodated and hence low business. More over the movie type displayed, the second run and the cult types would not be preferred by all the age groups and families. Only people of certain interest would watch it. This would attract less and selective crowd.
The purchase decision of the Alamo Draft house for the movie theater market can be considered as absolutely appropriate for the following reasons.
•Location: Alamo is located in the center of the downtown where night life activity, main club and restaurants are present. It is walkable and customers can make a choice without hesitation about transport.
•Movie selection: The second run and cult movies would attract the target customers.
•Services: The customers are served with food and alcohol in the theater along with the movies which is found to be an effective move towards customer satisfaction.

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Use the "Strategic Service Vision" framework to describe Alamo Drafthouse in terms of target market segments, service concept, operating strategy, and service delivery system.
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Could firms in the "world-class service delivery" stage of competitiveness be described as "learning organizations'?
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Give examples of service firms that use the strategy of focus and differentiation and the strategy of focus and overall cost leadership.
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For each of the three generic strategies (i.e., cost leadership, differentiation, and focus), which of the four competitive uses of information is most powerful ?
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Give an example of a firm that began as world-class and has remained in that category.
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Conduct a SWOT analysis to identify internal strengths and weaknesses as well as threats and opportunities in the external environment.
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What ethical issues are associated with micromarketing ?
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Compare and contrast the strategic vision of El Banco and United Commercial Bank.
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Use Porter's Five Forces Model to assess the strategic position of Alamo Drafthouse in the "entertainment industry."
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Identify the service winners, qualifiers, and service losers for El Banco and United Commercial Bank.
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