UNIVERSITY OF FINANCE – MARKETING

The Final Report

of Service
Marketing
 Group 7
oHo Thi Khanh Huyen (leader):2021008205
oTran Thi Hong Nhung:2021001236
oLe Ba Khang :2121002827
oNguyen Tan Khang :2121009700
oNguyen Tuong Linh :2121013751
Question 1: The Covid - 19 pandemic have impacted many
businesses throughout the world in many industries if not all. Big or
small, every company is re-evaluating their business models.
Success Enterprise ltd, is a small-medium enterprise, once a vibrant
company in the hotel and tourism industry is not spared from the
pandemic. As the country enter the endemic stage, they need to re-
evaluate their business models and processes. Assuming you have
been employed you by Success Enterprise as its new Operations
Manager. Your first task is to look and review its service blueprint.
Before you proceed tore design the blueprint you need to convince
the CEO of Success Enterprise why you need to do so and the
approaches that you would take?
 1. Service blueprint
- Service blueprinting was initially developed as a
method for service process control.
- It has a lot of benefits, including the ability to detect
operational failure areas and the services the
organization offers, and it is more accurate than verbal
definitions in assisting with problem-solving.
- An illustration used in service blueprinting that
demonstrates the connections between various elements
(people, tools, and processes) and is closely related to
touchpoints in the customer journey map.
 2.Problems that need to be solved
 Small parking lots:

 Offer sufficient parking

lot space and a place to
put the vehicle
 2.Problems that need to be solved
 The check-in process may take too long:

 To avoid the drawn-

out check-in process,
it could provide
online or telephone
reservations
 2.Problems that need to be solved
 Out-dated elevator leads to difficulty:
 Old elevators need
to be replaced by
new one
 2.Problems that need to be solved
 The room does not worth the price:
 Rooms’ facilities must be
changed and developed
 It should include amenities
like a gym, salon, pool, and
other amenities in
accordance with the cost of
the room (high facilities for
high costs and reasonable
facilities for average costs).
 2.Problems that need to be solved
 The call service menu may be insufficient and the food
may take too long to make and not be of high quality or
bad presentation:
 The call service menu needs to be
adequate, the food needs to be
delivered promptly (not half-cooked or
too late)
 The food needs to be delicious and
healthful so the business needs to hire
good cooks
 The checkout procedure needs to be
easy and they should accept all major
credit cards.
 2.Problems that need to be solved
 The staff may not be polite and helpful:

 Provide appropriate
professional training
and professional
development
opportunities.
 2.Problems that need to be solved
 Staff are absent due to Covid-19
 Hiring new employees and retaining talent right from
the beginning of recruitment
 Starting from registration, analyzing candidates, and
choosing people to interview based on the cultural and
strategic components of the organization.
 2.Problems that need to be solved
 Customers don't use money as comfortably as they
used to.
 Communicate with them
frequently and keep them
informed of how the business
is handling the Covid-19
situation
 Using promotions or
accompanying vouchers for
customers
 2.Problems that need to be solved
 Customers don't use money as comfortably as they
used to.
 Rent out packages of isolated accommodation at a preferential price
which are possibly almost free to gain the reputation of the company
during the pandemic
 Supply preferential
packages, such as certain
medical equipment, food,
and drinks, for those who are
stuck or must be isolated in
their accommodations
during the pandemic
Question 2: Choose a service business in the sharing economy
I tech startup industry (e.g.Grab, Momo, Tiki and etc) and
conduct a service marketing/field study. Your group is to
online/ offline an alyse service business you have chosen,
gather enough information to prepare a detailed
report/blueprint showing how a specific service is created and
delivered to the customer.
 TABLE OF CONTENTS
Target Customer
01 Introduction 03 analysis and Positioning
strategy
Market and Competitors
AnalysisARKET
02 ANALYSIS
04 Analyze the Marketing
Mix strategy

Evaluation and
05 Recommendation
Introduction 01
Grab's initial starting point was an online car
booking app released in 2012 in Malaysia. Two
years later, this brand penetrated into the Vietnam
market, bringing many services: GrabBike, GrabCar,
GrabTaxi to meet the needs of transportation and
delivery of the Vietnamese.
 02
Market and Competitors
Analysis
 Market Analysis and Competitor Analysis

Market
Market Analysis Location
Situation

Composition Trends
 Competitor Analysis
BAEMIN’s Competitor analysis

GRAB FOOD NOW BEAMIN GOFOOD

 03
Target Customer
analysis and
Positioning strategy
1. Target Customer analysis
Demographic- Genders:

Geographic

Behavioral

Psychological
 2. Positioning strategy

Image difference Service difference Message

difference
 3. Positioning map
More Eateries Quick delivery
Linking

Less Much Low Mediu

Promoti Promotion Price m Price
ons s

Less Eateries Moderate delivery

Linking
 
 
 04
Analyze the Marketing
Mix strategy
1. Product Information
Order taking
Grab Food facilitating
Billing
supplement
Payment

Product Consulltation
Hospitality
Grab Food enhancing Safekeeping
supplement Exceptions
How did Grab Food
innovate their service?
 2. Distribution

Distribution options Channel preference: For

for serving customers Grab Food target audience,
convenience is a keydriver of
channel choice.
HEALTHY LIFESTYLE PRODUCTS

MARS NEPTUNE
Despite being red, Mars is It’s the farthest planet from
actually a cold place the Sun

SATURN JUPITER
Saturn is a gas giant and It’s the biggest planet in the
has several rings Solar System
05
Evaluation and
Recommendation
 Product

Price

Distribution

Promotion

Process

Physical evidence

Advantages

Disadvantages