(1) Emirates Airlines, propose ways to enhance customer experience and increase revenue. Address your consultancy report to your client, the CEO of your chosen company.
Word count: 3,000 words maximum: approximately, executive summary 300 words; introduction 500 words including introduction to MDX OR your chosen company, main body 1,900 words (analysis 900 words, proposal 1,000 words), conclusion 300 words. These are inclusive of in text references. Anything you wish not to be included within the 3,000 words should be in the appendix. Therefore, if you include tables and figures in the text, these will count towards the 3,000 words.
The essay to be submitted should have a clear structure and be of the following format:
· Evidence of reading is important and therefore sources must be correctly cited and fully referenced in Harvard style.
Assessment: Individual Report Marking Criteria (fill in your student number and attach this to the front of your Individual Report if you are not using the format provided in the UniHub).
Student No: ______________________
Critical analysis and evaluation of 7Ps adopted by Emirates Airlines and link to the appropriate theory
Appropriateness, practicality, and depth of the proposal
Evidence of academic reading beyond module material and core textbook
Use of supporting data/evidence/ contemporary examples
Use of supporting data/evidence/ contemporary examples
Integrity of sources
Harvard Referencing
Executive summary (300 words)
This section is not an introduction. An executive summary is a summary of the whole report so that here, you have the introduction, Emirates Airlines background, findings, recommendation and the conclusion. Please be brief and concise. Write this after you finish your report.
Introduction (500 words including a short introduction to Emirates Airlines OR your chosen company with the website address)
Introduce your report as to what you are going to write, and introduce Emirates Airlines OR your chosen company in terms of the followings:
1. Four categories of service wks1-2 (choose the one that Emirates OR your chosen company belong to)
• People processing
• Possession processing
• Mental stimulus processing
• Information processing
2. Marketing challenges related to characteristics of services wks1-2 (discuss those specifically related to Emirates OR your chosen company)
• Intangibility/lack of ownership
• Heterogeneity/variability
• Inseparability/simultaneity
• Perishability
3. Service attribute wk2 (choose the one that Emirates OR your chosen company belong to)
• Search attributes
• Experience attributes
• Credence attribute
4. Moment of truth/service encounter wk2 (choose the one that Emirates OR your chosen company belong to)
A. Technology free service encounter
B. Technology assisted service encounter
C. Technology facilitated service encounter
D. Technology mediated service encounter
E. Technology generated service encounter
5. segmentation, targeting and positioning wk2 (discuss those specifically related to Emirates OR your chosen company)
• How markets are segmented
• Common characteristics of customers
• Positioning in the market
WK No. refers to the teaching week in which the topic will be covered.
Analysis of marketing tactics (900 words)
No need to provide references in the analysis. All theories and concepts: you do not need to explain what they mean. References in analysis will not count toward to the mark, but will count toward to the word count of 3,000 words.
Analyse Emirates OR your chosen company (be critical, and clearly point out what the problems are) in terms of the followings:
6. Product wk4
• Core service
• Enhancing supplementary services
• Facilitating supplementary services
For example, what they offer is as good as or better/worse than the competitors, and is what customers want? If not, why not?
7. Place – Distribution wk4
• Physical vs. online distribution
For example, how suitable the distribution to the rest of marketing tactics? How is the distribution coverage, e.g., geography, and no. of customers?
8. Pricing strategy wk5
• Cost, competition, value-based pricing
• Fences
• Customer value perception
o Associated/related monetary cost
o Non-monetary cost
For example, which pricing strategy adopted? Is the adopted strategy suitable for the target market, and align with the rest of the marketing tactics?
9. Promotion wk5
• Problems of Intangibility
• Promotional mix
• Strategies to stimulate positive WOM
• Educating customers
For example, has the suitable promotion adopted? Is the adopted promotion suitable for the target market, and align with the rest of the marketing tactics?
10. Service Process wk6
• Blueprint (if any, supply in Appendix)
• Customer participation, SSTs
For example, is the process failure free? Has any part of the process require customer participation/SSTs? How many possible failure points can you identify in the process?
11. Physical environment wk6
• Exterior
• Interior
• Ambient
• Spatial layout
For example, has physical environment tangibilised intangible? If not, why not? Has the four main purposes of service environments (as known as servicecape) been fulfilled in Dr Beckett dental service?
12. HRM wk7
• Recruitment & selection
• Training
• Empowerment
• Teamwork
• Performance appraisals & reward
• Communication
For example, is service teams successful? Is employee empowerment necessary? What are the advantages and disadvantages of employee empowerem? How well HRM supports the marketing tactics? Does Gap 3 contribute to Gap 5?
13. Quality and productivity wk8
• Gap model
• Underlying causes & improvement
• Productivity improvement strategies
For example, how perceived quality and customer satisfaction are measured at the moment? Are those measurements adequate?
14. Demand and capacity wk8
• Capacity constrains
• Adjust capacity to match demand
• Adjust demand to match capacity
For example, how do they manage productivity at the moment? Demand and capacity: how well do they handle the number of customers they have?
No of wk refers to the teaching week in which the topic will be covered.
You can focus on all of the topic above, or can concentrate on 7Ps in the MKT3014 lectures with more in-depth analysis.
Proposals (1,000 words)
Supply as many references as you can to support your recommendations. When your recommendations are supported by reliable sources (academic and/or commercial), they will count towards the mark.
References to other publications in your text should be written as follows:
• Single author: (Adams, 2006)
• Two authors: (Adams and Brown, 2006)
• Three or more authors: (Adams et al., 2006)
There is no limit for the number of recommendations, but it should match the analysis. For example: If you did not analyse non-monetary costs such as time cost, physical cost, psychological cost and sensory in the previous section, but have recommendations for these aspects in the proposal, then you do not get full mark.
Product
Place – Distribution
Pricing strategy
Promotion
Service Process
Physical environment
HRM
Quality and productivity
Demand and capacity
Conclusion (300 words)
Summarise what you have written. Do not introduce new ideas here.
Appendix(ces) if any (do not count towards the word count of max. of 3,000 words)
Supply a blueprint if you wish, but make sure that you discuss it in the analysis and proposal sections.