Dear Batch,

The following case studies are to be studied & presented by groups on 8th feb (however, everyone is supposed to read & analyze the cases for class discussion):Group A: GE Medical Systems Group B: Jykse Bank Group C: Group D: Starbucks Group E: Giordano Group F: The quality improvement customer's didn't want Group G: Shouldice Hospital Limited Format for all case presentations in Services Marketing: 1.0 Objective of the case 2.0 Background 2.1 Industry Level Analysis (the Porter's 5 force model, relative industry position - market share, stage in the Industry life cycle, Industry attractiveness, SERVQUAL compliance, Industry growth & potential drivers, effective strategies, inter-industry leverage, etc.) 2.2 Company Level Analysis (Firm's Value Chain, SLC, stakeholders, Profitability Liquidity & leverage ratios, sales forecast figures, marketing trends, Competitive position, strategic moves, bench marking data, etc.) 3.0 Case Analysis : Characteristics of service delivery, services marketing mix, GAPS model, consumer behavior, relationship management, service recovery strategies, Service design & standards, blueprinting, measurements/evaluation procedure, overall consumer experience, services research, role of employees & training, Self-service technologies, role of IT enablers, Supply chain & intermediaries, vendor evaluation criteria, impact of Industry demand & supply, Integrated Marketing communications & branding, pricing, extent & type of distribution requirement, specifics of the case, comparisons, etc. 4.0 Findings/Conclusion 5.0 Recommendations

Dear Students,

Following are your respective group-wise projects topics, due for completion by the 1st/2nd week of March 2012 (Hard copy of report + presentations + primary research video testimonials):-

Group

Project topic A comparative analysis of how airlines deal with SERVQUAL attributes (viz. Reliability, Responsiveness, Assurance, Empathy & tangibles)

A (Airline)

B (IT/Software Consulting)

Critical success factors in the Integrated Services Strategy of IBM India Ltd.

C (Banking & Financial Services)

Service design & delivery processes at IndusIld Bank. Ltd

D (Retail services) The role of intermediaries in facilitating retail services (Apparel or food & grocery retail)

The People (employees + customers) services mix of leading Indian hotels (Le Meridian, Marriot, Taj, Hyatt, Four Points, ITC, etc.)

(Hospitality)

F (Healthcare)

Physical evidence & relative service traits of leading hospitals & diagnostic centres in Pune (Aditya Birla hosp., Gupte Hospitals, Jehangir, etc.)

G (Restaurants/ beauty salons) Growth strategies & differentiators for city based full-meal joints and hair/beauty salons.

Regards.