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SLC) ) - 2: at (Ci Specify Ini'

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Sl c] )- 2: At (ci speci f y ini' (lie ohjcclivc.

Ilie IIIIIII.IJ/CMK-III NI M mlil conduct m.ukct


:mtl cumpclilivj analysis. This task involves
addressing each of the markets in which the
firm is involved or thinking of entering.
Simultaneously in this step management needs
to conduct resource allocation analysis. It is
necessary to evaluate the firm!s e"isting
resources and how they are #eing allocated as
well as identification of additional resources
that might #e needed.
I his pair ol task can #e thought ol collectively
as a form of analysis. Iiacli task however leads
to a statement of assets.
Stcp$%: Marketing assets statement includes
details of the firm!s e"isting customer postfolio
(i.e. si&e characteristics and needs' knowledge
a#out the market its product line and its
positioning strategy. I he positioning strategy
must develop for each service that the firm
offers.
(owever market opportunities identilied #y the
a#ove analysis must now #e matched against an
operating assets statement. )an the
organi&ation a#le to allocate the physical
technological and human resources needed to
market service product more efficiently.
Step$ *: The ne"t step in transforming an
opportunity into reality involves creating a
service marketing concept. This concept
considers #oth core and supplementary
services their characteristics and when where
and how customers will #e a#le to have than.
The related cost of users i.e. price time mental
effort etc. are to #e cindered here.
(owever side$#y$side a statement is to esta#lish
a#out service operations concept. This task
involves Ihc nature of the processes unci how
the various types of operating assets should #e
employed to perform specific task. The
operating concept also addresses opportunities
for leveraging the firms! own resources through
use of intermediaries or the customer
themselves. + Step$,: necessary modification
and adjustment #etween the marketing and
operating concepts have to #e made in order to
#ring the two into the harmony needed to
pioceul ha ill t$ spocific service. The planning
task then move into service dclivciy process.

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