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Service Vision & Service Strategy: SESSION 12.1

This document outlines key aspects of developing a service vision and strategy. It discusses defining a vision and strategy, choosing a target market segment, developing a service concept, and establishing operating systems and strategies for operations, marketing, finance, and human resources. It also covers integrative elements like positioning and value/cost leveraging. Finally, it presents different strategies organizations can take based on their market position, such as strategies for market leaders, challengers, followers, and niche players.

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Swarnalata Dash
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49 views10 pages

Service Vision & Service Strategy: SESSION 12.1

This document outlines key aspects of developing a service vision and strategy. It discusses defining a vision and strategy, choosing a target market segment, developing a service concept, and establishing operating systems and strategies for operations, marketing, finance, and human resources. It also covers integrative elements like positioning and value/cost leveraging. Finally, it presents different strategies organizations can take based on their market position, such as strategies for market leaders, challengers, followers, and niche players.

Uploaded by

Swarnalata Dash
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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SERVICE VISION & SERVICE STRATEGY SESSION 12.

SERVICE VISION & STRATEGY


VISION-What the organization wants to be ,it is a long term view . STRATEGY-Road map/path chosen to achieve goals and objectives.

SERVICE STRATEGY VISION


STEP 1-Choose the service firms target market Target segment-A group of customers having similar needs . STEP 2-Service concept What business are we in? It affects customers, employees and stakeholders

Contd STEP 3-Operating system and strategy Plans, policies , strategies for operations , marketing , finance , HR

STEP 4-Service encounter management Facilities and layout, equipments, processes, blueprints, technology

INTEGRATIVE ELEMENTS
POSITIONING Advertising, publicity , sales promotion VALUE/COST LEVERAGING STRATEGY /SYSTEM INTEGRATION

STRATEGIES
New companies launching a completely new business for the first time. exp- sabeer bhatia hotmail. Alternative growth strategies .Tata go alone or taj group of hotels. Versioning strategy

STRATEGIES FOR MARKET LEADERS


Maintain leadership in terms of sales & market shares. Price leader/Quality leader/Technology leader

STRATEGIES FOR CHALLENGERS


Better price Better service Better technology

STRATEGIES FOR FOLLOWERS


Defend market shares & consolidate Lack resources

STRTEGIES FOR NICHERS


Focus on core competencies Innovation Technology Process Service

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