Service Innovation Plan Report – Management Assignment Help

Assignment Task


Service Innovation Plan

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Step 1: Introduce yourself to the class using the Student Introduction and Interaction forum – simply jump in and say “Hi” to your fellow students and briefly say something
about yourself.

Step 2: Once you have introduced yourself, form your team based on the names of the students on an attached spreadsheet – The spreadsheet contains names of all students enrolled in the Unit. Please be aware that there could be some changes to the group formation that you need to address.

Step 3: Complete a separate spreadsheet with your team members names and ID numbers, keeping in mind that a team can be up to 5 students. Please forward your spreadsheet to your tutor. You MUST COMPLETE THIS TASK BY WEEK 3

Part A – Individual Assignment
Please address the following four requirements:
1. What is the nature of the service: Create a table or grid to detail the nature of the service using service classification theory from your textbook.
2. Who is the target market: Create a table and use bullet points to outline the target market for this firm across the four bases of segmentation. Create a positioning/perceptual map for the service.

Part B – Group Assignment

  • You need to do Part B of the service innovation plan as a group – that is, the group you were selected into or were assigned at the beginning of the semester.
  • You must use the service you used for Part A of the service innovation plan (this should be the same for all your group members!).

Please address the following three requirements
1. Audit: Conduct an audit of what the service firm is doing well and what could be improved (keep it focused on service elements). To do this, you should undertake a prioritized SWOT analysis. Also, you should develop a detailed blueprint of the service process/experience for the firm. The information you covered in Part A of this assignment will be helpful here.

2. Detailed Assessment: Based on your audit, select 1-2 strength(s) and 1-2 weakness(s) that you think the firm should capitalise on or should try to improve. Discuss these strengths and weaknesses.

a. You will need to analyse each of these in detail. Make sure you critically evaluate each strength and weakness using relevant theory/theoretical models from the textbook or beyond.

b. For example, if service quality (Ref: Chap. 12) is an issue, apply relevant service, quality models. If managing supply and demand is an issue, use appropriate models, and so on.
3. Outline key strategies for improvement: Having identified key strengths and weaknesses, critically evaluated the strengths and weaknesses. Please develop a detailed strategy for capitalising on these strengths or improving upon the weaknesses.

a. The key here is that the strategies you suggest MUST be relevant, sensible, feasible, and actionable. For example, simply stating ‘improve strategies’ is not appropriate. You are encouraged to provide a detailed action plan of what needs to be done to improve the service (action steps, tactics, specific details). For example, clearly state, who needs to do it, when it will be done (time frames), and the likely cost implications vs benefits of the improvement.

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