MARKETING BLUEPRINT DIAGRAM

1)   Introduction: Describe the firm you chose, what service(s) of this organization you will be blueprinting, and why you selected those particular service(s);

(2)   Body:

• Section A: Describe what you believe to be the three key customer actions depicted in the blueprint, and discuss why they are so critical to a successful service experience;
• Section B: Describe what you believe to be the three key frontstage contact employee actions depicted in the blueprint and discuss why they are so critical to a successful service experience;
• Section C: Describe three key elements of physical evidence revealed in the blueprint and discuss how they influence the customer’s experience (please note that photos/images of these elements should also be included in the visual portion of the blueprint);
• Section D: Identify and describe three fail points (points in the process where problems may occur) and/or bottlenecks (points in the process where backups or slow delivery may occur); Fishbone diagram should be placed within the text and each of the aspects outlined in the diagram should be elaborated in detail by relying on the literature in the area of services marketing (see page 427 for information on cause and effect analysis) You need to analyse each fail point and explain in detail what the underlying causes of the fail points might be.
• Section E: Recommendations: Suggest possible solutions/alternatives to address these (potential) problem areas; Using examples and support from the relevant literature in the areas of marketing, operations management and human resource management, you need justify why think your suggestions can resolve the problems.

(3)   Conclusions: Discuss what was learnt in doing this assignment and how it could be applied in the business world.