LT2SEMMU Service Marketing

You and you colleagues have been appointed as Marketing Consultants for Cathy Pacific.

Your brief is a as follows:

Conduct a Situation Analysis of Cathy Pacific and the market within which the organisation operates. Present your analysis to the executive board of the organisation in the form a presentation script; namely presentation slides and accompanying speaker notes.

(See layout example on Blackboard)

PRESENTATION SCRIPT:

At a minimum the analysis should include:

A very brief overall description of the organisation and the industry sector within which it operates. (Remember you are presenting to the board, they know their own organisation! So keep this brief)

External Analysis

A PEST analysis, Porters 5 Forces Analysis and a Competitor Analysis of the industry sector within which the organisation operates.

Internal Analysis

An analysis of the organisation using the Services Marketing Mix.
An analysis of the organisation using the 4I’s framework
Analyse the service quality of the organisation. E.g. Gap Analysis.

Summary Of Analysis

Use the SWOT framework to summarise your external analysis (SW) and internal analysis (OT).

1.The case study provided is a starting point for your research. You are expected to conduct further research and reference this appropriately.
2.The board does NOT require your consultancy group to put forward recommendations for the future.

Consistently correct and in depth application of marketing theory, resulting in a thorough analysis of the company.

Demonstrates resourcefulness in collecting relevant data.

Demonstrates a thorough understanding of the important concepts and provides analysis and relevant insights into some aspects of that information

Incorrect application of marketing theory, resulting in an incorrect analysis of the company. 

Demonstrates insufficient ability collecting relevant data.

Demonstrates no understanding of the important concepts.

Information presented in an unclear and in effective manner.