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SERVICE VISION & SERVICE STRATEGY SESSION 12.

SERVICE VISION & STRATEGY


VISION-What the organization wants to be ,it is a long term view . STRATEGY-Road map/path chosen to achieve goals and objectives.

SERVICE STRATEGY VISION


STEP 1-Choose the service firms target market Target segment-A group of customers having similar needs . STEP 2-Service concept What business are we in? It affects customers, employees and stakeholders

Contd STEP 3-Operating system and strategy Plans, policies , strategies for operations , marketing , finance , HR

STEP 4-Service encounter management Facilities and layout, equipments, processes, blueprints, technology

INTEGRATIVE ELEMENTS
POSITIONING Advertising, publicity , sales promotion VALUE/COST LEVERAGING STRATEGY /SYSTEM INTEGRATION

STRATEGIES
New companies launching a completely new business for the first time. exp- sabeer bhatia hotmail. Alternative growth strategies .Tata go alone or taj group of hotels. Versioning strategy

STRATEGIES FOR MARKET LEADERS


Maintain leadership in terms of sales & market shares. Price leader/Quality leader/Technology leader

STRATEGIES FOR CHALLENGERS


Better price Better service Better technology

STRATEGIES FOR FOLLOWERS


Defend market shares & consolidate Lack resources

STRTEGIES FOR NICHERS


Focus on core competencies Innovation Technology Process Service