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1. You are planning to launch a multi-cuisine
Quick-serve Restaurant which shall serve different varieties of food ranging
from fast food to south Indian, Italian, north Indian, Chinese. To maintain the
quick-serve spirit, the restaurant intends to create quick-serve counters with
separate billing stations for each cuisine. Each of these cuisine counters
shall separately take the orders, do the billing and serve the quick bite
menus. Create a service blueprint for this QSR.
Answer: Blueprinting in
services is predominantly a planning tool. It is most commonly used for
developing new innovative services as well as for improving existing services.
This is method by which employees
2. Discuss the role and relevance of four potential
gaps within a service organization which may lead to a fifth and most serious
gap – that is the customer gap. Explain with illustrations.
Answer: Gap Analysis
One approach towards achieving conformance in services is to identify various
gaps that occur during the service process. Zeithaml, Berry and Parasuraman
came up with four such gaps that occur
3. Village Volvo is the ‘new kid’ in the town. It
represents an effort by two former Volvo dealer mechanics to provide quality
repair service on out-of-service Volvos at a reasonable cost. Of their 22 years
of training and experience with local Volvo dealers, they have earned a
reputation and a following of satisfied customers that makes such a service
operation feasible to deliver. Their operation is to provide clients with
‘custom car care’ service that is unavailable at other dealers. They have set
aside specific times each week when clients drive in for routine services such
as tune-ups and oil changes. However, for diagnosis and repair of specific
problems, they encourage clients to schedule appointments. At the time of
appointment, the mechanic may take a short test drive with the client to make
sure that both understand the area of concern. Another source of information
available to the mechanic is the ‘Customer Care Vehicle Dossier’ (CCVD). This
is a continuing file of each vehicle that it services and this history can help
the mechanic diagnose problems and also provide a convenient record on the
warranty service etc. The owners are also considering the use of CCVD as a way
of ‘reminding’ customers that routine maintenance procedures may be due.
At present, Village Volvo has no provision for
‘alternate transportation’ for the customers. A ‘shuttle service’ two or three
times a day is also being considered, as the owners feel that their suburban
location may deter some clients. A waiting room is also available with a
television set, comfortable chairs, vending machines for tea / coffee and soft
drinks, magazines and newspapers etc. This facility is almost exclusively used
by clients who come during the ‘drop-in’ hours for quick routine jobs such as
tune-ups etc. The owner mechanics do no repairs between 7 and 8 am and 5 and 6
pm because these are ‘heavy customer contact’ hours. As repairs are done, the
owner mechanic make note of any other problem that might need attention in the
future. This is recorded in the CCVD for future use. This is also intimated to
the customer, may be in the form of a ‘reminder’ postcard sent to them. All
small parts that have been replaced are placed in a clean box in the car. Care
is taken throughout the repair process to keep the car clean and the inside is
vacuumed as a courtesy before pick up. The Village Volvo owners have developed
a network of other service providers who assist in recycling used parts and
waste products and to whom they can refer clients for work that is not a part
of Village Volvo’s services such as body work, alignments, reupholstering etc.
The owners are also considering the possibility of offering a mini course on
weekends to teach clients what they can do to attain their 2,00,000 miles Volvo
medal.
Questions
a. Discuss the appropriate customer segments that
Village Volvo should target and it’s positioning strategy to reach out to these
target segments
b. Evaluate the expanded marketing mix for Village
Volvo
Answer: a) From
mass marketing, marketers have switched over to targeting segmented markets.
This approach offers a number of advantages. Under the mass marketing approach,
the marketers consider the whole
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