Assignment 1: Company Environment and
Customer Gap Analysis
Modules 1 and 2 introduce you to the expanded marketing mix of services delivery
including the traditional 4 P’s (product, price, place, and promotion) and the
services additional 3 P’s (people, physical evidence, and processes) as well as the
key elements of a services audit plan. In Assignment 1, you have the opportunity to
develop and apply research and critical‐thinking skills to analyze these concepts
within the context of your chosen services firm. The information from this
assignment forms the first section of your services audit plan, “Company
Environment and Customer Gap Analysis.” We encourage you to utilize the course
work you have already completed such as your Module 1 Non‐Graded Assignment
and reflections in your journal, adding detail as required.
In this assignment, you are asked to write a report introducing the service product
and firm you chose, as well as the typical customer(s) it serves.
Beginning with the global environment that your company is competing in, you are
asked to create a S.W.O.T. (strengths, weaknesses, opportunities, and threats)
analysis. Then, using this information, you will research the political/legal,
economic, social/cultural, and technological (PEST) aspects of the environment
(often referred to as the uncontrollable factors) for your chosen organization.
Once you have described the environment in which your firm operates, you will turn
your attention to customers, describing customer expectations, perceptions, and
satisfaction. Based on these descriptions, analyze the Customer Gap(s) in your chosen
services firm. To end your report, you will take the first step in exploring the Provider
Gaps by investigating Provider Gap 1 in your selected organization. For this gap, you
are asked to review the roles of marketing research, communication both within the
organization and with customers, and service recovery.
This assignment will be marked out of 100 and is worth 10 per cent of your final
grade in the course.
Instructions
Write a 12‐ to 16‐page, double‐spaced report as outlined following. Ensure that you
indicate all your sources, including websites and personal interviews with your
chosen firm. Use APA reference style.
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