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Services
Marketing
1.
A reputed pizza company wants to make its foray in launching burgers. You have
been appointed as a Marketing Manager & have to develop the 7 P’s of
Marketing. What will you do so as to create a USP? Also what will be the
advertising strategy for the same?
Note:
Assumptions should be
supported with relevant justification (10 Marks)
2.
Develop a Service Blue
print with the diagram for any organization in organized retail industry (10
Marks)
3.
Read the following Case & solve the questions given:
Amol
booked a table in a restaurant for 12 people at the beginning of the Diwali
period to celebrate the festive season with his family and friends. He had been
a regular visitor to Moti Restaurant and had developed loyalty for this place
famous for South Indian food. Most of his friends were from the South, so he
preferred to treat them at Moti. Another reason for his selection was that the
patron of Moti, Raj Kumar knew him well. Since he was regular visitor, he was
quite confident that this dinner would be a success. Three days before the
scheduled get-together dinner Amol spoke to Raj Kumar and asked him to increase
the booking to 16. He looked busy but informed Amol it would be quite in order
and he looked forward to seeing Amol and party later that week. As per
programme's, all Amol’s friends met at his residence at 7.00 p.m. on the
appointed day and after having a cup of coffee left for Moti to be there at the
schedule time of 8.30 p.m. They were all relaxed and exchanged jokes on their
way and reached the restaurant at 8.20 p.m. With slight difficulty, they
located parking place at three different locations for the four cars in which
they were traveling. The guests arrived at the restaurant on time and Amol was
taken aback to find that the table has been set only for 12 persons. Raj Kumar
came over seeing a large group gathered around the small table laid in one
comer of the dining room. Amol reminded Raj Kumar of his earlier conversation
which he had with him three days ago. He asked him to recollect that the
booking had been increased from 12 to 16, and suggested that it may be an
oversight that he had forgotten to set the table for 16 people. Amol then asked
him to reset the table immediately for 16 people to avoid any embarrassment to
him and his guest. To Amol's great amazement and embarrassment Raj Kumar denied
that Amol has asked for a booking for 16 people. He, rather, told Amol that he
had not phoned him at all this week to make amendments in the booking.
"You must have been mistaken" said Raj Kumar. Amol tried to make him
admit his mistake but Raj Kumar was too rigid and continued to take a stand
that he had not received any such call and that the booking was for 12 people
only. The restaurant was full and Amol asked Raj Kumar to resolve the matter as
his guests had been standing for more than ten minutes. Raj Kumar expressed his
helplessness and said there was nothing he could do at the moment. At such
time, Amol knew that there was nowhere else they could go at this time. Amol
and his wife along with another couple opted to wait and let 12 members of the
group seat themselves. It was after a long wait that they could be accommodated
with the group. This could happen only when the guests sitting next to them
left after their meal. All of them settled for the dinner but discussions
mostly centered around the service provided by the restaurant. At the end of
the dinner Amol checked the bill and did not leave any tip for the waiters.
Before leaving the restaurant, Amol met Raj Kumar in private and explained him
that he would not be visiting him again. Raj Kumar admitted that he may have
been hasty but thought Amol was being unreasonable as it was his busiest
evening and he could make allowances. Amol never visited the restaurant again
and his friends too stayed away. They narrated this incident to many people.
Questions:
a.
What according to you are the causes of poor delivery in this case? (5
Marks)
b.
What steps could have been taken to rectify the situation as a service recovery
strategy? (5 Marks)
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