TRM 361- Services Marketing Group Project Description Marketing Plan for a Service Organization The students will

choose one real service organization and prepare a Marketing Plan for this organization. The Marketing Plan will contain the following sections: 1. Name of the organization and detailed description of its business and area of activities 2. Information about the industry and main competitors 3. Market trends and market potential: o Customer trends o Competitive trends: type of products offered and new product/services being introducted by competitors o Industry-related trends such as the use of technology in the industry o Information related to the demand for this product 4. Objectives: specific objectives for the following year, such as sales in monetary terms, number of room/nights, passenger-miles, occupancy 5. Segmentation, targeting and positioning 6. Marketing mix decisions o Product: the core product/service and other supplementary services. Branding issues. o Place: what are the channels of distribution and delivery channels? Are intermediaries used? Is franchising used? o Price and other non-financial outlays o Promotion and education o Physical evidence o People o Process o Productivity and quality 7. Other marketing issues: balancing demand and capacity, relationship marketing and loyalty, etc. 8. Budget: Different items in the Marketing Plan for which financial resources will be needed (such as advertising or direct mail campaigns, redecoration, etc.). The students are only required to state these items but assigning a monetary value is not required.

However, students are advised to be realistic in determining the marketing plan for their chosen organization. Please note that the marketing plan includes what you are proposing for the organization for the following year. It does not necessarily need to be the same as what the organization is currently doing or planning to do. You are talking about the future which you are proposing, not the current situation. Students will provide an interim report of the project including sections 1-5 of the above outline latest by Wednesday 19th of November. The final report including all of the sections related to the project is due on Monday 5th of January. Students are also expected to present a summary view of their Marketing Plans in class during the last two weeks of classes (max. 15 minutes). The use of PowerPoint for these presentations is a must.