|The Royal Melbourne Institute of Technology (RMIT)
|Service Marketing Assignment
Service Marketing Assignment, RMIT, Singapore: Awesome Pawsome (AP) aims to address the key demands of pet owners
Awesome Pawsome (AP) aims to address the key demands of pet owners who greatly regard the well-being of their beloved pets with utmost care. The premium tailored service enabled Awesome Pawsome to acquire many loyal customers over its competitors. The proposed new idea further enhances the services offered by Awesome Pawsome by not limiting it to a specific location, enhancing and offering a fresh customer experience that has yet to be explored in Singapore.
With the new integrated service, Awesome Pawsome is able to meet the demands of a broader spectrum of customers, gaining a competitive advantage over its competitors in the Singapore market. Awesome Pawsome’s target market with integrated new service cannot be determined by age group, but rather by the significance and the quality-of-service customers demand in the market.
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Through analyzing the benefits sought by different age groups, the proposed new idea will address the needs of customers and streamlines Awesome Pawsome operations. The adoption of Value-based pricing for its new services will also be beneficial to Awesome Pawsome price positioning in the industry. Taking into consideration cost reduction and rate fences to strengthen their pricing structure, Awesome Pawsome will have better management over their financial resources to generate revenue for the business.
The physical environment will also be a key factor in the Awesome Pawsome operation setup. From the overview of the mobile van floor plan to the detailed professionalism of the staff outfit, every careful consideration of the physical aspect will determine how the business will be perceived by the customers. Having a well-consolidated integrated marketing communication plan will also help to build a strong relationship with existing customers and attract prospective customers, through the implementation of relevant marketing strategies which will effectively increase brand awareness of Awesome Pawsome.
Finally, the inclusion of the service blueprint will highlight the service process that customers will experience with the new service of Awesome Pawsome. Valuable feedback will be obtained with improvements to be made by identifying fail points and poka-yokes, which Awesome Pawsome can use to meet the expectations of customers and increase the overall satisfaction level customers have towards the brand.
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