SKELETON OF THE SERVICE MARKETING COMPANY ASSESSMENT I. Current Marketing Situation Analysis A.

The Industry (Local setting) A qualitative and quantitative description of the industry where your service industry will participate in. It should be able to emphasize the following: , Number of players and extent of their participation in the industry User ship patterns and behaviours of people in the industry Growth/decline patterns in patronage and sales Other significant characteristics of the industry B. The Company-Business (1 to 2 pages only) It includes the companys history Management team profile and Organizational Structure A clear definition of service segments and clients being targeted Past and current performance, track record, objectives and goals. C. Competition (preferably done with a comparative grid) Description of the competitive environment, List of direct and indirect competitors Market shares and other significant information about the competition. Sample of comparative grid:

Product
Flexibility of Sizes Fashionable Comfort Best Fit Different Colors

Wacoal

SO-EN

Triumph

AVON

II.

SWOT Analysis (A summary matrix of the internal, external, controllable and uncontrollable factors that affects the service business) Goals and Objectives (Bulleted form) Goals are expressed by general or broad terms targeted by the businesses. Objectives on the other hand are more specific qualitative and quantitative targets directed to achieve Goals. This includes: short term (at least for 1 calendar year), medium term (2 to 5 years) and long term (6 to 10 years) It should follow the SMART concept. Sample of a goal: o Develop and build the competitive advantage of the Wacoal Sorci age line and reinforce the image of Wacoal making it the preferred brand of choice when it comes to lingerie line in the Philippines. Sample of an objective: o Increase brand awareness of Wacoal and its Sorci-age lingerie line by 50% each year for 2 years. Tactics, Strategies and Programs (The service game plan that includes the weapons for the marketing warfare - Marketing Mix) Service Development Program: (STP) Market Segmentation, Target Market, Positioning in the market. (USP) Unique Selling Proposition, The Service Offer: (List of products offered) Services features, new innovations and improvements of the product/service and other service packages The Service Delivery Process: (Discuss how the service is rendered, prepared and delivered to the customers) Create a Service Blue Print that includes: the touch points, detect the bottlenecks of the service, service time, stations, time spent in entirety, etc. Pricing Programs (competitive pricing strategies and setting of prices) Discounts, dynamic pricing, mode of payments, service costing, extra charges, hidden charges, reservation charges, bundling, flat rates, etc. Sales and Distribution (policies on how the service could be carried out) By franchises, direct or combination of both, locations of sales offices and POS sites, sales targets that will justify each site; and extent/terms of service functions Communications Mix (advertising and promotions of the business) Target audiences, creative strategy approach, sales promos, media tools, plans, scheduling, frequencies and other nonconventional media

III.

IV.

 Management of Physical Evidence (Location and layout of the service placeinclude pictures architectural materials if possible) Interior and exterior of the facility, purpose and strategy of the design, other tangibles, maintenance management and harmony People Management: (Strategy using people) Employees: service role and limitations, trainings, rewards management, talent retention, policies on customer handling, handling conflicts for co-employees, for customers and other service recovery strategies Customers: role of customers and their limitations, assistance, support services, technology integrated support, and other policies for customers V. Investments Plans and Profitability Estimates (A simple break down of budget in a Financial Statement Pro Forma that will justify the service business ventures capital and profitability) It should be able to take to account all the tangible and intangible costs of putting up the service business including the marketing efforts included in this plan. Expansion plans, Projected profitability, Break even points, margin of safety and ROI should also be shown. Implementation, Monitoring and Evaluation of Results (The management of monitoring, implementing, scheduling and evaluation of the marketing efforts) It is usually represented in a calendar of activities or Gantt charts, showing dates and assigned responsibilities. It should also show what kind of feedback mechanisms should be implemented whether its in a form of internal research, survey forms, outsourced agencies etc. in order to evaluate service performance, market acceptance, sales volume and market share.

VI.