Customer Gap Analysis: Service marketing paper
Customer Gap Analysis: Service marketing paper
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Get Help Now!Introduce the services firm you have chosen, mentioning the service product you
are focusing on. Discuss your product in detail, referring to product aspects noted
in Table 1.3 of the textbook, and in terms of the four unique characteristics of
services: intangible, inconsistent, inseparable, and perishable, referring to Table 1.2
of the textbook.
Company Environment
Create a S.W.O.T analysis for your chosen services firm to describe the
environment the firm operates in, mentioning all of the internal and external
influences. Summarize the demand trend for this services product including any
major developments in the industry relevant to your product and organization.
Present your findings in a chart as shown:
MKTG 4411: Services Marketing 3
TRU Open Learning
| LOCATION OF FACTOR |
TYPE OF FACTOR | |
| Favourable | Unfavourable | |
| Internal to the Firm |
Strengths For example: Service in high demand Strong brand recognition Experienced staff Strong customer loyalty |
Weaknesses For example: Limited product line High variability in staff performance Unstructured staff‐training programs |
| External to the Firm |
Opportunities Consider economic, social/cultural, political/legal, competitive, and technological trends For example: Strong economy— consumers have more disposable income (economic trends) Time poverty— consumers looking for time‐saving services (social/cultural trends) Our service is growing in popularity across the province due to relaxed regulations (political/legal) |
Threats Consider economic, social/cultural, political/legal, competitive, and technological trends For example: Newer technology in our industry that we don’t have (technological trends) Many available substitutes competing with ours (direct and indirect competition) Low employment rates make attracting qualified staff more difficult (economic influences) |
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