Ritz Carlton hotel

OUTLINE AND REQUIREMENTS
1. This is a Group work with the group and individual work assessed separately. While the group work will be assessed for 18 marks (18%), the individual work will be assessed for 7 marks (7%).
2. Select an organization. Each group must choose a different organization. Select an organization which is in an industry within the services sector (note that this sector includes those companies which provide services as their primary business; an industry is a group of organizations which provide the same sorts of goods or services, e.g. the hotel industry, the retail industry, etc.). This can be any organization with which you are familiar (e.g. your employer, a family business, etc.), or one for which you are otherwise able to collect the information required for this assignment.
3. Register your choice with your lecturer. This will reserve the organisation for you.
4. Get to know the organization well. This could be done by using the service, accessing web sites, publications by the organization, reference material in libraries etc., personal interviews with management, staff, and customers, site visits, study of the organization’s products. customers, etc.
5. Study the industry, including competition, relevant environmental forces, trends, etc. Understand the position of your chosen organization in the industry.
6. Critically explore and evaluate the role, relevance, and practice of services marketing in the selected organization, with particular reference to the environmental forces impacting structure, strategy, and relationship with other marketing functions and submit an essay based report . You will make recommendations/suggestions for how the organization should practice service marketing.
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Each group will have 4-5 students. Groups must make 2 copies of the entire report. Keep one copy and submit one copy. Marks for the report will be awarded for quality of the content, judged through critical analysis, depth of analysis, practicality and not just indication and coverage of relevant issues. A ‘Self Assessment of individual contribution’ has to be submitted along with the group essay by each member of the group, not exceeding two pages, which would state the following:
1. Number of Man-hours individually spent on contributing for the essay preparation.
2. Data and information collection methods used by the individual.
3. Specific areas of the essay contributed by the individual.
4. Specific learning undergone by the individual in doing this essay.
5. Skills learnt from other group members.
6. Your specific comments on the quality of the overall report and areas which are to be commended and the areas that need improvement.
7. Report areas which are to be commended and the areas that need improvement.

Refer the Appendix for more details.
MARKING CRITERIA A formal Essay which makes appropriate use of data, exhibits, etc. and achieves a high standard of presentation. The group assignment is divided into two parts:
I. Essay: 18 marks (Group)

• Overall presentation of the Essay : 0.5 marks (The Essay must be typed in New Times Roman, font size 12, must have Title of essay, company studied, date submitted, authors along with signatures, an executive summary, a contents page, bibliography and appendices).

Analysis (12 marks)
• Company Background: 0.5 marks
• Industry and Environmental Analysis: 2 marks
• Service Delivery and Service Quality
• Efforts taken by the organization to retain and build customer loyalty
• Physical evidence of the customer’s service experience
• Current service mix strategies used by the company including Advertising and promotion of the services offered
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Recommendations (6 marks)
• Your recommendations for improvement/ reinforcement of the service quality of the service provider.

II. Self Assessment of Individual contribution: 7 marks (individual)
• Number of professional Man-hours individually spent on preparing the essay.
• Data and information collection methods used by the individual.
• Specific areas of the essay contributed by the individual.
• Specific learning undergone by the individual in doing this essay.
• Skills learnt from other group members.
• Your specific comments on the quality of the overall report and areas which are to be commended and the areas that need improvement.
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