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    Service Product Planning and Developm Ent: 'Thing'. When

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    Resful Islam Razu
    Service products require careful planning and development to ensure success. Key steps in service planning include analyzing operating assets like facilities, equipment, technology and human resources. It also involves understanding the service operations concept by evaluating the nature of processes, people involved, and how possessions are handled. Additionally, service planning examines marketing assets such as the customer portfolio, market knowledge, product line, positioning strategy, brand and reputation. The process starts at the corporate level with a clear statement of objectives that defines the scope of operations, facility locations, technology used, scheduling, facility design and how partnerships can be leveraged.

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    Service Product Planning and Developm Ent: 'Thing'. When

    Uploaded by

    Resful Islam Razu
    5 views5 pages
    Service products require careful planning and development to ensure success. Key steps in service planning include analyzing operating assets like facilities, equipment, technology and human resources. It also involves understanding the service operations concept by evaluating the nature of processes, people involved, and how possessions are handled. Additionally, service planning examines marketing assets such as the customer portfolio, market knowledge, product line, positioning strategy, brand and reputation. The process starts at the corporate level with a clear statement of objectives that defines the scope of operations, facility locations, technology used, scheduling, facility design and how partnerships can be leveraged.

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    Service products require careful planning and development to ensure success. Key steps in service planning include analyzing operating assets like facilities, equipment, technology and human resources. It also involves understanding the service operations concept by evaluating the nature of processes, people involved, and how possessions are handled. Additionally, service planning examines marketing assets such as the customer portfolio, market knowledge, product line, positioning strategy, brand and reputation. The process starts at the corporate level with a clear statement of objectives that defines the scope of operations, facility locations, technology used, scheduling, facility design and how partnerships can be leveraged.

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    Download as rtf, pdf, or txt
    5 views5 pages

    Service Product Planning and Developm Ent: 'Thing'. When

    Uploaded by

    Resful Islam Razu
    Service products require careful planning and development to ensure success. Key steps in service planning include analyzing operating assets like facilities, equipment, technology and human resources. It also involves understanding the service operations concept by evaluating the nature of processes, people involved, and how possessions are handled. Additionally, service planning examines marketing assets such as the customer portfolio, market knowledge, product line, positioning strategy, brand and reputation. The process starts at the corporate level with a clear statement of objectives that defines the scope of operations, facility locations, technology used, scheduling, facility design and how partnerships can be leveraged.

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    of 5

    Servi ce

    Product
    pl anning
    and
    Devel opm
    ent
    WIKII do we mean by a service
    Product? In earlier, we noted
    that a service is a perormance
    rather than a 'thing'. When we
    purchase manuactured gods,
    we la!e title to physical ob"ects#
    $ut service perormances, being
    intangible are e%perienced
    rather than owned# &hereore,
    the decisions related to the
    planning and development ol the
    service product are critical to
    the success o service
    mar!eting#
    Key steps in sendee planning
    'ne cl die challenges in services
    mar!eting is to ensure that the
    tas! o product management
    maintains a strong customer
    ocus at all limes# &his can be
    achieved through ormulating
    and implementing customer
    oriented planning# I lowcver, the
    !ey steps in service planning
    involve#
    Operating Asset Statement Physical
    Facilities Equipment
    Technology Human
    Resource Cost Structure
    Service Operations Concept
    Nature of Processes
    People processing
    Possession Processing
    ental Stimulus
    Marketing Assets Statement! Customer Portfolio
    ar"et #no$le%ge Pro%uct line
    Positioning strategy &ran% Reputation
    Cacographic Scope of
    Operation Area Serve%
    Facilities 'ocation
    Telecommunication
    'in"ages Sche%uling
    Facilities (osign ) layout
    'everage through partnership
    an% self* service
    Step(") &he services planning
    process starts at the corporate
    level with a cleat statement
    ob"ectives

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