The Task: In the same group as Assignment 1, you are to adopt the role of consultants and prepare a New Service Proposal for a new service that could be introduced into Singapore in response to the challenges of 2024. (These would have been discussed in your Video, assignment 1).

The aim of this New Service proposal is to develop a new service in response to the big business challenges you identified in the Video (assignment 1). You need to analyse its feasibility based on in-depth research, critical thinking, the utilisation of relevant theoretical concepts. The analysis will explore the new service idea’s feasibility based on the existing/potential performance/capabilities and the environmental trends/conditions relevant to the existing/envisioned organisation. You will demonstrate an ability to identify creative opportunities in routine marketing contexts, as well as demonstrate a professional ability to collaborate with your team and to communicate relevant services marketing concepts in personal, group and/or mass communication contexts.

The word limit is 3,000 words (+-10%, for the main body of the report only). You are required to use the Harvard referencing style at all times. The executive summary, ToC, appendices, diagrams, tables, headings, in-text citations, reference list and any mock-ups or photos are not included in the word count. Additional information can be found on the Canvas site in the
General Information section in the Assignment section and the Assignment 2 section.