Assignment Requirements
As a consumer you have used many service products in your local area
Assessment details for ALL students
Assessment 3 – Business report on a service experience for
local consumers
Due date: Thursday of Week 11 ASSESSMENT
Weighting: 40%
Length: Maximum of 3500 words 3
Assessment task
As a consumer you have used many service products in your local area. I am sure that you have
at some stage been to the dentist, the doctor, perhaps a hospital for treatment, a local restaurant
or fast food outlet, a hotel as a guest, had a day spa experience, visited a winery or a tourist
attraction near to your home. There are many more examples such as having your car serviced,
your income tax completed, your hair cut, travelling on the train or bus, going bungee jumping or
sky diving, shopping in a particular shopping centre as a leisure experience and so forth.
The aim of this assessment is to present a business report to the owner/manager of the service
that you visited to give feedback on the service standard that is provided to the target market.
• Your first step is to decide on the service provider where you have consumed a service
product. You are to choose one experience that you have recently had as a consumer of a
service to analyse for this assessment item.
• Secondly, you are to determine the target market of that service provider. Determine the
characteristics of that target market and their wants and needs in terms of the service you
are examining. Remember that you are part of that target market. What criteria would you
use for segmentation, for example age, gender, income, occupation psychographics, family
life cycle or other criteria? Define the segment you chose using journal articles.
• Thirdly, you will need to survey at least four (4) others who you feel fit the same target
market. What are their wants and needs in relation to the service you have chosen? You are
then to ask them for feedback on each of the 7Ps in terms of the service you are examining.
This survey and the responses are to be included in the Appendix but the responses should
be used to assist you to analyse the 7Ps in your report.
• Fourthly, you are to critically examine how well the service operation uses four of the 7Ps
of marketing in terms of the service you are examining in your report for its local target
market. One of the Ps must relate to People.
• Lastly, you are to make at least two (2) recommendations as to how any of the 7Ps can be
improved for the service you are examining. Use journal articles to assist you.
• Although a business report would not usually require references, for the sake of this
assignment all work must be correctly and fully referenced. You must justify your decisions
by using at least ten (10) sources from the academic literature. Consult the Moodle website
for the business report format. Ebscohost would be a good database source of journal
articles and can be found in the Library databases.
• Your referencing is important so please refer to the link to Harvard referencing at
http://facultysite.cqu.edu.au/FCWViewer/getFile.do?id=31243.Assessment 3 Marking Criteria
Marking Criteria Maximum marks Marks obtained
Business report structure and presentation
Cover page, Executive Summary, Table of Contents,
Introduction, Body for discussion as per below,
Recommendations, Conclusion, References and
Appendices.
2
Determination of the wants and needs of the target
market for the chosen service
Survey responses to confirm the criteria
6
Service product
Definition and reference
Application to Service Provider and survey responses
3
Place
Definition and reference
Application to Service Provider and survey responses
3
Promotion
Definition and reference
Application to Service Provider and survey responses
3
Price
Definition and reference
Application to Service Provider and survey responses
3
People
Definition and reference
Application to Service Provider and survey responses
3
Process
Definition and reference
Application to Service Provider and survey responses
3
Physical evidence
Definition and reference
Application to Service Provider and survey responses
3
Critical evaluation of 4Ps for the service provider one
of which is People 5
Two recommendations for improvement
References to back up your recommendations 2
Correct referencing and use of 10 journal articles 4
Total 40 marks
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