problems and strategy in services marketing

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ACKNOWLEDGMENT

First of all , full paise to Allah S.W.T in carrying out this internship training report .

Without Allah blessing and strength , it is not possible to make it on time . Special appreciation

goes ti training family members whom very supportive during thick and thin time. The

information and ideas that had been provided is become initiator to this report .

The trainee would like convey thanks to Organization Supervisor , Encik Mohd Iskandar

Zulkarnain for her inspiring suggestion which helped ease load in writing this report .Sincere

thanks to all staff , especially in Marketing department whose involved directly or in directly ,

thanks very much for making the trainee involve in corporate world .

To academic supervisor Cik Julieanah binti Mohamad Jamil , thanks for the guidance and

keen interest during internship duration that lead to fulfillment of internship training report.

Last but not least , credit to fellow industrial training student whom not bothered to

sharing information and help each other.



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PART A : GENERAL REPORT

1.0 INTRODUCTION

There are a few department in this company such as , IT teams , Finance teams , Graphic

teams , Sales teams , and marketing teams , and here at Media Bytes Solution , I’ve been put into

the marketing team for fifteen (15) weeks duration of my internship , where I had received few

tasks regarding this and had learn mor e about marketing in practical way , especially Business to

Business (B2B) marketing .

1.1 TRAINNING OBJECTIVE

For every task , this training also has its own objectives that need to be fulfilled . My

training objective is to get wider ideas on what is the marketing actually means . Practically

applying the theoretical parts that had been learned in class before went to the the internship .

Another training objective of this training is to know how to marketed products especially on the

line and understand well what is B2B marketing .

1.2 ISSUE TO BE HANDLED

On of issue that i have to handle is to create an awareness of the product that have been

assigned from the respected company to our company . Answering calls and give brief

explanation to the feature of the product when potential customer call is another issue that needs



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to handle. Some customer will send private message on facebook inquiring about the

product ,and here I will provide them with the explanation needed .

1.3 TYPES OF ASSIGNMENT TO BE SUBMITED

There are only one assignment that needs to be submited at the end of the day which is the report

on everyday sales or activities that had been conducted for that day.



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2.0 ORGANIZATION BACKGROUND

2.1 HISTORY OF ESTABLISHMENT

Media Bytes Sdn Bhd Co. No: 889715-U was incorporated on 27th September 2008 with

only a small efficient group of young but experienced, determined individuals. In May 2006,

Media Bytes Sdn Bhd expanded in the number of staff and clients base hence, Media Bytes Sdn

Bhd was formed. A fully Bumiputera Company specializing in giving our clients the Total

Communication and IT Specialization Solution. Our core business are the Advertising,

Promotion, Design , Print (hardcopies) and Website System Development , Networking, PC

Utilization, Stand Alone System Development, Mobile Application and Online Marketing for

companies and organizations in Malaysia, where there are constant needs to market their

products and services to keep up with the challenges of today’s business environment. These are

done through effective advertising/online/ methods targeting to client’s target market. JFD

Advertising is Your Communication Solution and we believe that no job is too small nor too big

for us to handle. We have equipped our staff and personnel with the right tools to ensure that

customers’ needs and satisfaction are met.



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2.2 VISION , MISSION AND OBJECTIVE

To establish MEDIA BYTES SDN BHD as the most capable and reliable Advertising,

Promotion, Design, Printing ) and Website System Development , Networking, PC Utilization,

Stand Alone System Development, Mobile Application and Online Marketing agent to

companies and organizations in Malaysia.

•To maintain and enhance the company’s reputation as the Communication and Information

Technology Solution in the region.

•To strive for International Standard Quality Service in the line with Total Communication and

Information Technology.

•To work hand in hand with all Media Owners for the benefit of our Clients.

•To establish long - standing business partnership and relationship with our clients.

PHILOSAPHY

“ Through well-balanced teamwork, network and utmost dedication to our clients, we strive to

support our clients’ need.

Let us be Your Communication and Information Technology Solution ”



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2.3 CORE ACTIVITIES OF COMPANY

Media Bytes Solution is a company that provides marketing consultancy services to other

companies, especially new developed company. It provides several services to its clients such as

the Digital and Internet Marketing, Conventional Marketing, Branding, Print, Cloud, Web

and Multimedia Development, Mobile Apps, Stand Alone Apps and also Networking, Cloud

and Server.



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3.0 ORGANIZATION STRUCTURE

3.1 TASK AND RESPONSIBILITY OF DEPARTMENT

For the marketing department, we have to promote the product online and make a deal

with interested customers. Since there are two products that we have been assigned on doing,



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each product has its own way of promoting that should be suit for the base of that respective

product.

For product one, which is GSecret is a cosmetic product, we have to make an

appointment with the dealers and stockiest to close deal of the product. Then, will assign the

sales team to go and meet them respectively to discuss on the product more. Whereas for product

two –CheezyLava, which is a food product we have to search for the interested dealers and make

a close deal with them.

At this point, we have to persuade them (the dealers, stockiest, and drop shippers) to help

us marketed these products.



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4.0 GENERAL OPERATION

Generally this company helps new established company to market their product. Media

Bytes Solution will give consultation to them on how to market their product especially with

product placement, branding, logo and web design.

For an instance, GSecret is a new established cosmetic product. With the help of the

company teams this product can enter the market with ease. The company will help GSecret

develop its website and CRM database. Also, help them administered the facebook page for the

product. Media Bytes team will go and meet the potential dealers that will help them marketed

the product from GSecret.

Another example for this is CheezyLava, which a new company that produce food

products such as cakes. Media Bytes will help them to create posters for the product. Just like

GSecret, Media Bytes also help CheezyLava to administer the facebook page account to market

its product.



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5.0 ACTIVITY DURING TRAINING

5.1 PROJECT EMBARK AND LIST OF TASK

There are few assignments that have been assigned to me for the fifteen weeks of

internship; one of the assignments is to write a content writing on the administered Facebook

account for the appointed products as statuses. Here, also I have been assigned to list out all

potential customers and competitors on the Customer Relationship Management (CRM) system;

also send them private messages and emails to inform the customers about the products. I also

have to make phone calls if necessary. At the end of the day, I have to send out reports to my

supervisors on the activities that had been carried out.

5.2 EXPERIENCE OR KNOWLEDGE ACQUIRED

For this internship, computer literate is highly needed since most of the time I have to use

computer to finish the entire task. I have to know how to use the search engine efficiently to

search for the dealers and stockiest online.

Here, at the end of every task, I get to know on how to conduct an online business and get

more general knowledge about what is content writing.



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6.0 COMMENT OR RECOMMENDATION

I truly agree that this placement in this training actually meet the course requirement as

marketing is also part of Business Management. It not only meets the requirement for the

previous course taken such as Principle and Practices of Marketing, B2B Marketing and

Marketing Management but also the next course which is Service Marketing. Overall, marketing

is one of important point in Business Management.

I think there are a few suggestions that I can make to help the company to improve more.

One is in terms on company’s website. It is good if company can provide information about it, so

that the potential customers know about their establishment and eventually create trust to the

company.



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7.0 CONCLUSION

As a conclusion, this training is overall meets it objectives. It teaches me lots of things

that I need to know about marketing and how to get a hand on it. It also gives me more ideas on

how to start new business and how to attract potential customers for it. I also learn about CRM

systems and content writings which I haven’t heard or write before. So basically, this training

has give me many ideas and knowledge about Marketing and business.



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PART B : STUDY REPORT

TOPIC :PROBLEMS THAT MAY OCCUR IN SERVICE MARKETING STRATEGY

CHAPTER 1 : PROJECT OVERVIEW

1.1 INTRODUCTION THE PROJECT

Problem is a matter or situation regarded as unwelcome or harmful and needing to be

dealt with and overcome. The synonyms of problems is difficulty , issue , trouble , worry ,

complication , difficult situation , mess , muddle , or mix up.Business marketing is a marketing

practice of individuals or organizations (including commercial businesses, governments and

institutions). It allows them to sell products or services to other companies or organizations that

resell them, use them in their products or services or use them to support their works. A business

entity is a commercial, corporate and/or other institution that is formed and administered as per

commercial law in order to engage in business activities, usually for the sale of a product or a

service. There are many types of business entities defined in the legal systems of various

countries. These include corporations, cooperatives, partnerships, sole traders, limited liability



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company and other specifically label types of entities. Some of these types are listed below, by

country. For guidance, approximate equivalents in the company law of English-speaking

countries are given in most cases. At times, no matter what you do your marketing is stuck and

you're not attracting new clients quickly enough. It doesn't seem to make a difference how much

time or money you put into it, its like you are driving in slow motion. You just seem to be

spinning your wheels and not getting any traction to move your business forward as quickly as

you'd like.

Marketing strategy is defined by David Aaker as a process that can allow an

organization to concentrate its resources on the optimal opportunities with the goals of

increasing sales and achieving a sustainable competitive advantage.Marketing strategy

includes all basic and long-term activities in the field of marketing that deal with the analysis

of the strategic initial situation of a company and the formulation, evaluation and selection of

market-oriented strategies and therefore contribute to the goals of the company and its

marketing objectives. An organization's strategy that combines all of its marketing goals into

one comprehensive plan. A good marketing strategy should be drawn from market research

and focus on the right product mix in order to achieve the maximum profit potential and

sustain the business. The marketing strategy is the foundation of a marketing plan.

Services marketing is a sub field of marketing which covers the marketing of both goods

and services. Goods marketing includes the marketing of fast moving consumer goods (FMCG)

and durables. Services marketing typically refers to the marketing of both business to consumer

(B2C) and business to business (B2B) services. Common examples of service marketing are

found in telecommunications, air travel, health care, financial services, all types of hospitality

services, car rental services, and professional services.A service, according to Vargo and Lusch

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Business_to_consumer

http://en.wikipedia.org/wiki/Business_to_business

http://en.wikipedia.org/wiki/Hospitality_industry

http://en.wikipedia.org/wiki/Car_rental

http://en.wikipedia.org/wiki/Professional_services

http://en.wikipedia.org/wiki/Professional_services

http://en.wikipedia.org/wiki/Car_rental

http://en.wikipedia.org/wiki/Hospitality_industry

http://en.wikipedia.org/wiki/Business_to_business

http://en.wikipedia.org/wiki/Business_to_consumer

http://en.wikipedia.org/wiki/Marketing



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(2004), is ‘the application of specialized competences (knowledge and skills) through deeds,

processes, and performances for the benefit of another entity or the entity itself. Services are

economic activities, rather than tangible products, offered by one party to another. Rendering a

service to recipients, objects, or other assets depends on a time-sensitive performance to bring

about the desired result. In exchange for money, time, and effort, service customers expect value

from access to goods, labor, professional skills, facilities, networks, and systems; but they do not

normally take ownership of any of the physical elements involved.

In business the problems will happens because business have a risk that they

should facing .For those have a own business must get ready with any risk . The risk can

make the business up and down .Marketing is the process of planning and executing the

conception, pricing, promotion, and distribution of ideas, goods, and services. A marketing

strategy is composed of several interrelated components called the marketing mix: The

Marketing mix consists of answers to a series of product and customer related questions. So ,

strategy marketing in business very important . The good strategy can give a good impact and

give more profit to the company .

1.2 PROBLEM STATEMENT

In business the important factor for always make improvement and successful is

marketing . Marketing are include in the strategy in business .Marketing also important because

one aspect of a marketing plan affects all of the others, coordinating your activities is critical to

eliminating interference and maximizing your profits. A marketing strategy looks at all of the

http://en.wikipedia.org/wiki/Service_(economics)

http://en.wikipedia.org/wiki/Good_(economics)

http://en.wikipedia.org/wiki/Good_(economics)

http://en.wikipedia.org/wiki/Service_(economics)



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areas of your selling activities and helps each one support the next, making sure all of your

departments are aware of what each is doing. Understanding how to create an integrated

marketing strategy will help you make better individual decisions regarding specific marketing

tactics.Many business owners fail to see the benefits of incorporating Marketing strategy in the overall

strategic business process. A well-crafted strategic plan.

The next part of creating a great marketing strategy is finding out what your company

offers that no other company does. While you’ll definitely want to advertise the fact that you sell

a certain product or service, there are probably many other companies that offer the same thing

for customers to choose from. So to set yourself apart, you must also advertise the thing that

makes your company special – the magic that no other company has. So whether you offer the

lowest prices, the best customer service, or promotions whenever customers shop at your store,

this must not only be included in your marketing strategy, but it must be a part of every aspect of

marketing you do. Just make sure that whatever magic your promising your customers, that you

can deliver on it.A good marketing strategy is essential for every business to have. This will give

you a clear direction as to where you should go with your marketing efforts, and will give you a

better understanding of what marketing methods are going to reach your customers in the exact

manner that you were hoping for.

1.3 OBJECTIVE OF THE PROJECT

The aim is to study the purpose is to improve the marketing strategy in Mediabytes

business. They for sure have their own strategy but for more successful the strategy in marketing

http://en.wikipedia.org/wiki/Customer_service

http://en.wikipedia.org/wiki/Customer_service



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should be more power and can be worldwide business soon .Strategy without tactics is the

slowest route to victory; tactics without strategy is the noise before defeat". Sun Tzu - The Art of

War. Marketing strategy is something that helps companies achieves Marketing objectives.

Marketing objectives help achieve corporate objectives and corporate objectives aim to achieve a

competitive advantage over rival organizations. Firstly, a Managing Director or senior

management team, or executive board of directors (who ever is in charge) decides on overall

corporate objectives. One corporate objective might be to increase sales by X%. In order to

achieve this objective the board might split it into smaller bite sized objectives, assigned to

different departments. Marketing might get the following objective - Identify 2 new customer

segments, or increase brand awareness by X%.

Marketing strategy is all about how to achieve Marketing objectives, Marketing tactics is

how to implement strategies, and administration holds the whole thing together. Referring back

to Sun Tzu, the Art of War is a ancient Chinese text about military strategy, which in more recent

years has become a common fixture on the desks of many business managers and it is packed

full of military strategies both offensive and defensive. These strategies are as relevant to

business today as they were to the Chinese military a 1000 years ago. The first chapter of this

book is about laying plans. Planning and research are important elements to any kind of strategy,

infact without this research and planning strategy is worse than useless, it is misleading and

dangerous to the organization's ability to remain competitive.

The marketing Guru Phillip Kotler, in his book 'Kotler on Marketing' writes that the

process of planning is useful even if the plans themselves are not. Simply sitting and talking



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about strategies is beneficial because of the ideas stimulated. In marketing, planning means

conducting an environmental audit - do a PEST analysis, SWOT analysis, Competitor analysis,

and anything else you could think of to help you understand the environment in which the

organization operates. Having done all this you should identify the key points and the most

significant opportunities and threats facing the organization. You can use this information to

develop a marketing strategy that focuses on the organizations strengths, addresses its

weaknesses.

A Marketing strategy provides consistency throughout the different elements of an

organization's marketing mix. If an organization has decided to use a pricing strategy that

indicates a high quality product and the marketing literature doesn't support this then there is a

breakdown of strategy, it gives a confusing message and customers would thing 'hey, I paid a

tonne for this product but it's a load of rubbish because they can't even put together a decent

leaflet" or something like that. Strategy is the foundations upon which marketing campaigns are

formed .



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CHAPTER 2 : LITERATURE REVIEW

Summary of references documenting these differences are given in Illustration-1. The

fundamental difference universally cited by authors is intangibility. Because services are

performances rather than objects, they can not be seen, felt, tasted or touched in the same manner

in which goods can be sensed. Intangibility is the critical goods-services distinction from which

all other differences emerge. Inseparability of production and consumption involves the

simultaneous production and consumption which characterizes most services. Whereas goods are

first produced, then sold and then consumed. Services are first sold, then produced and

consumed simultaneously. Since customer must be present during the production of many

services (haircut, health services, travel), inseparability “forces the buyer into intimate contact

with the production process”. Services could be directly produced and delivered to buyer himself

or to the products owned by the buyer. Inseparability also means that the producer and the seller

are the same entity, making only direct distribution possible in most cases and causing marketing

and production of services to be most interactive. Heterogeneity concerns the potential for high

variability in the performance of services. The quality and essence of a service (medical

examination, car rental, restaurant, and beauty treatment) can vary from producer to

producer,from customer to customer, and from day to day. Heterogeneity in service output is a

particular problem for labor intensive services. Many different employees may be in contact with



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an individual customer, raising a problem of consistency of behavior. Service performance from

the same individual may also differ. People’s performance day in and day out fluctuates up and

down. The level of consistency that you count on and try to communicate to the consumer is not

a certain thing.

Perishability means that services can not be saved. Taxi service not used, Motel rooms

not used, airlines seat not booked, hospital bed not used can not be reclaimed. Because services



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are performances that can not be stored, service business frequently find it difficult to

synchronize the supply and demand. Sometimes too much demand exist (weekend movie

theaters and restaurant night) and sometime too little demand exists (income tax office after

March 31 till end October every year). Each unique characteristic of services leads to specific

problems for service marketers and necessitates special strategies for dealing with them.

Illustration 2 and 2a summarizes the problems which frequently stem from each of the four

service characteristics.

Illustration 2: Frequent Problems resulting from Service Characteristics



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The U.S. economy has evolved into a service economy with services like health care, education

and consulting making up a larger part of the overall economy. Marketing such services is an



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important skill--and a tough one--for businesses to have. Without a tangible product to show and

tell customers about, service marketers must be adept at pulling together all the pieces of the

marketing mix to create value for their intended consumers.

1. Relationships Are Key

In service marketing, because there is no tangible product, relationships are key. Service

marketers must listen to and understand the needs of customers and prospective customers to

build loyalty and trust. Ultimately, effective relationships in service marketing will lead to repeat

sales and positive word of mouth.

2. Multiple Touchpoints

Service marketing involves many touchpoints for the consumer. Interactions with multiple

people and experiences that are less tangible than when buying an actual product all impact the

consumer's perspective of the purchase process. These touchpoints work together to establish a

perception in the consumer's mind.

3. Service Proliferate

Consumers have many service options to choose from, and because the product is intangible, the

challenge for the service marketer is to somehow make her services stand out from the crowd.

Because service marketing is so prolific, marketers must think of ways to communicate the

benefits of the service they offer in language that reflects consumer need and value.

4. Feedback Improves Service



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Unlike the marketing process for a tangible product, service marketing actually involves the

consumer in the marketing process. He is engaged in the process and contributes to a positive

outcome. For this reason, it is important to seek consumer feedback and to use that feedback to

improve service marketing effectiveness.

5. Technology Impacts

Technology is having a major impact on the service economy. You can use technology to

streamline service activities and provide do-it-yourself options for consumers. Internet-based

services, for instance, allow consumers to participate actively in the service marketing process,

often never involving contact with another human being. Having a website is important, because

people like to get information about service providers before deciding which one to use.

CHAPTER 3 : RESEARCH METHODOLOGY

3.1 RESEARCH METHOD

This research has been conducted using Google search engine to access few articles from

various websites on the related topic especially from organizations that involves with service

marketing strategy and the problem in business I also use questionnaire questions on related

subject to get more information on this topic that I had chosen. These two method used in order

to get valuable information and eventually able to prove that a improvement strategy marketing

strategy can lead to successful online business. This study mostly uses external information

gathering in order to get the information needed.

3.2 DATA SOURCES



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For data sources can be further subdivided into two which is primary data and secondary

data . As time constrains and limitation is concern , trainee not been able to obtain primary data .

Most of trainee data come from secondary data; which is previously collected and assembled for

some project other than one hand . Moreover , such as data is cheaper and more quickly

obtainable compared to primary data . Most of my analysis is from secondary data either from

company documents ( from permanent file which some it are confidential ) , from internet

trustable sources.I also used the questionnaire data from my survey to 250 respondent from

previous research .

CHAPTER 4 : FINDING

4.1 QUESTIONNAIRE

The Important of Marketing Strategy in Business

Marketing Strategy Questionnaire

Prepared by: Date:



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Purpose: Use this template to capture the key information that how marketing strategy give

impact in a business. All response will be kept confidentaially and being use on for studying

purpose .

This template is divided into the following question sections:

1. Background ...............................................................................................................2

2. Market.........................................................................................................................3

3. Target Audience .........................................................................................................4

4. Competition ................................................................................................................5

5. Offering ......................................................................................................................6

6. Messages......................................................................................................................7

7. Sales and Buying Process............................................................................................9

8. Pricing ........................................................................................................................10

1. Background

A. What business are we in? (What needs does our business meet in the marketplace?)(2–3

sentences )

B. What services and/or products do we provide?(1 paragraph)

C. What are our business objectives over the next two years? Be as specific as possible, and

make sure to address the following goals:

• Number of customers

• Revenue



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• Profit

• Market share

D. What compelled us to start this business?

2.Market

A. What is the market opportunity? What is the market size? Be sure to look at

market size with respect to geography and to industry.

B. How can the market be segmented into logical customer groupings?

C. What are the key industry trends that are fueling our success? What industry trends can inhibit

our success?

D. What is the economic climate now and in the next couple of years? How will the

Economi

E. Is our business or market affected by business cycles or seasons? If so, describe how it is

affected.c climate affect our business?

3. Target Audience

A. What market segments are we targeting (list segment name and characteristics)? What

segments are we not targeting?

B. What kind of audience are we targeting? What are its members' demographics and

psychographics (for example, what keeps them awake at night, including both fears and

opportunities)? List multiple audiences in order of priority.

C. What is our customer’s primary reason for buying or wanting to use our product or service?



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D. Why would someone prefer our offering versus that offered by the competition? (You might

want to answer the section on competition and then come back to this question.)

E. Are there any issues or concerns that the target audience might have regarding this type of

product or service?

4. Competition

A. What categories of competition threaten our success? Label each category, and identify its

key characteristics. Prioritize the categories from greatest to least threatening.

B. Which companies pose the greatest threat, and how do they differentiate themselves? What

strategic or tactical elements do they use that threaten our success? List the strengths and

weaknesses for each of these elements.

C. Which competitors have the largest market share within our target market segments? Which

competitors have the greatest visibility with our target audience?

D. How will we differentiate ourselves to best combat competition?

E. What barriers to entry into the marketplace are we creating for ourselves?

5. Offering

A. What need is our offering designed to fill? Identify the need for each target audience.

B. What features and associated benefits does our offering provide? Identify features and

associated benefits for each target audience.

C. How do we deliver the features identified in item B? Be specific—this is the proof that we can

do what we say.

D. Of these features, which ones differentiate us from the competition?

E. What improvements can we make to our offering to better meet customer needs?



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F. What new of fering would our customer most like us to develop ?

6. Messages

A. What does each of our identified target audiences know and believe about us today?

B. What is the single most important message that we must communicate to ALL of our target

audiences?

C. What evidence can be used to support the claim that we make in our single most important

message?

D. List the single most important message that we must communicate to EACH targetaudience.

(This might or might not be the same answer as in item A.)

E. What evidence can be used to support the claims for each message listed in item D?

F. What happy clients do we have today that we can reference in our communications? What did

they buy from us, and why are they happy?

G. What kind of personality do we want to portray in our communications? What tone? What

flavor?

H. What is the net impression about our company or offering that we want clients and partners to

take away after each interaction with our company?

7. Sales and Buying Process

A. What is the process for selling our services or products (list the key milestones in the process)?

Do we use any of the following processes?

• Direct personal sale

• Direct online sale



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• Indirect through channels

B. Who is involved, both from our company and from our sales channel partners, in each step of

the sales process?

C. How does our target audience buy our type of offering? Is the purchase an impulse buy or a

planned purchase?

D. What purchase process steps do the members of our target audience follow? Does this process

vary based on the vendor that they select? If the process does vary, explain how and/or why?

E. What buying criteria does our target audience use to select an offering?

F. What criteria does our target audience use when selecting a vendor or a manufacturer?

8.Pricing

A. How important is price in the decision process? (See the “Sales and Buying Process section”

above.)

B. What is our current pricing structure, including discounts, product options, rebates, and so on?

Do our customers understand it?

C. Which of our competitors is considered the price leader? What does the price leader charge

for its offering? How does the price leader determine its price?

D. What are our other competitors charging for their offerings?

E. What can be done to reduce costs without affecting quality?

F. What tradeoffs of price or value, or of both price and value, do customers make?

G. What is the perceived value of our offering as compared to its price?

H. What service(s) do we currently include in the price of our product? What services can we

consider now and in the future?



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I. Are competitive price changes anticipated in the near future?



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.The challenges associated with marketing a service-based business are quite

different from the challenges associated with marketing a product-based business.

Service businesses have unique characteristics that should be explored and understood

when developing a marketing plan and competitive strategy. The four key characteristics

of service businesses are: Intangibility, Inseparability, Perishability, and Variability.



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1. Intangibility

When you buy a car, you can see it, feel it, and even test it prior to purchase. In other

words, products have tangible qualities that provide information to consumers so they can easily

compare one product to another. Services, on the other hand, are intangible. Most services cannot

be experienced or consumed until the purchase is made. Customers can easily end up feeling like

they have to make a purchasing decision without adequate information.Communication can

come from a variety of sources. The use of customer testimonials and referrals is an excellent

way to reduce the level of intangibility for your service. Additionally, you can increase

customers’ comfort level by explaining your service in as much detail as possible. If you provide

your services at one location (e.g. a doggy daycare) you might consider allowing customer

preview visits. Here is a tip: a well-designed brochure or website can provide information to

customers before they talk to you, improving your overall efficiency and increasing your chances

of securing new business.

2. Inseparability

To continue using the automobile analogy, cars are produced at one location, sold at

another, and used at yet another location. Services are unique because they are usually provided

and consumed at the same time in the same location (e.g. a haircut or car tune-up). Because of

the characteristic of inseparability, customers have strong expectations about how a service will

be provided, which can lead to disappointment if their expectations are not met.A solid customer

service process is the key to managing this challenge effectively. How do you ensure customer

satisfaction? How do you deal with unhappy customers? If you don’t know the level of your

customers’ satisfaction with your service, ask them!



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3. Perishability

If a car does not sell today, it can be stored and sold the following day or at some other

time in the future. Services, on the other hand, are often perishable, meaning that unused

capacity cannot be stored for future use or sale. For example, a restaurant might be full one night

and half empty the next. If the restaurant runs with an inflexible staffing model, expenses are the

same each night. However, the revenue picture is quite different, which impacts profits. The

same is true for Mt. Bachelor – every empty seat on the chairlift is lost revenue.This challenge

can be overcome by carefully managing supply and demand. A restaurant might operate with

fewer staff during the week and hire additional staff to cover weekends when demand is higher.

This strategy will allow the restaurant to provide the same level of customer service with varying

customer demand—and improve productivity. Does your business have peak periods? What can

you do to control supply and demand? Tip: Use pricing strategies and promotions to stimulate

demand for your service.

4. Variability

Once you have decided to buy a Honda Accord, you know that there will be no variation

in the quality of the Accord from one Honda dealer to another. Manufactured goods tend to have

automated processes and quality assurance procedures that result in a consistent product.

However, the quality of a service can vary by many factors, including who provides it, where it

is provided, when it is provided, and how it is provided. The more your business relies on

humans to provide services (instead of automation), the more susceptible you are to variability.



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How can you manage this challenge? Establishing standard procedures (or checklists) can

ensure consistent service delivery. If you have employees, training is essential. Can technology

improve an aspect of your business? One obvious example of technology’s impact is illustrated

by ATMs reducing bank teller service variability for customers. Don’t forget the “little things”

like invoicing and newsletters. Any time you have a “customer touch” you have an opportunity

to demonstrate consistency and professionalism, which will translate into your customer’s

perception that your service is consistent in quality.

Now put a few of these characteristics together to improve your competitive position. In

order to be successful, a small service business must not only attract new customers, but it must

also develop long-term relationships with existing customers. Take advantage of the

opportunities offered by the characteristics of “inseparability” and “variability” to build trust and

satisfy your customer and earn their loyalty and referrals.



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CHAPTER 5: RECOMMENDATION AND CONCLUSION

5.1 RECOMMENDATION

No matter what size a business is, it is important to implement some marketing activities

in order to make people aware of your organization. You cannot simply do nothing and expect to

be inundated with customers. Similarly, you cannot engage in a very brief and simple campaign

and expect to generate a loyal customer base that way. My recommendation for business

improve and more successful and maybe Mediabytes also can used that strategy for gain the

profit and productivity .

1. Taking on the commitment

Marketing must be taken on as a long term commitment, not only to build up the brand of a

business but also to secure a steady stream of customers and constantly appeal to potential ones.

A marketing strategy is a detailed plan of the marketing initiatives that you intend to conduct

during a set period of time. Supported by a constant system of evaluation, a marketing strategy

will help you to determine areas that you need to focus on more, those you are wasting your time

on or which methods work best against certain consumer groups.

2. Evaluate key points

When putting together a marketing strategy it is important to evaluate some key elements

of your business. For instance, you must underpin and clearly define your unique selling

point or business mission statement; this may seem a simple task, but defining your

statement allows you to see the point from which your marketing will develop and it

provides all employees a consistent point of reference when dealing with customers.



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3. Defining your target market

A difficult task when determining your marketing strategy can be defining your

target market, but it is imperative that you do this. It is obvious that all businesses want to

attract as many customers as possible, however it is naive to label your target market as

'everyone'; the products or services you provide will not appeal to everyone and it is not

practical or cost effective to try and target your marketing materials towards so many

different kinds of people. You must be selective and choose those consumer groups that will

be more likely to be interested in your business.

When you embrace the importance of a strategic marketing plan you will begin to

experience the security that a strategic plan will offer and which will guide you and your

organization through both good times and hard times. Now, understanding the importance of

a strategic marketing plan will give you the power to control the destiny of your company.

5.2 CONCLUSION

The process of creating a Business Strategy forces an organization to thoroughly analysis and structure its

business. A structured Business Strategy Process should explore both the external trends and the industry

logic as well as the strengths and weaknesses in the present business. The Business Strategy should reflect

the fundamental issues that determine long-term success and describe the desired development of the

company. This articulates the strategic query whether it is enough to improve profitability within the

present business model, evolution, or a need to change business model since the present will become



41

obsolete, innovation.

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problems and strategy in services marketing

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