This is a paper that is focusing on the understanding of the concept of service management and its development. The paper also provides additional information to use in the writing of the assignment paper. Below is the assessment description to follow:
Understanding of the concept of service management and its development
The assessment will help the students to understand the concept of service management. Also, how to develop it for a business organization.
The work will consist of an individual service design project.
The student will work on the case of IKEA. (https://www.ikea.com/). The company has been growing trough a customer-centric approach, development of new services and fulfilling the needs of the consumers. Ikea has from the beginning differentiated itself from the competition, and with this, created a very strong retail brand which gave customers a reason to become loyal. In fact, in 2015, retail brand rankings ranked Ikea as the second most valuable retail brand in Europe. On the one hand, the goal is to exploit its global brand by implementing the core retailing concept and core values that have allowed it to become the world’s largerfurniture retailer. Nevertheless, for this strategy to be successful, Ikea also need to the be sensitive to specific customer needs in each country market.
For the assignment:
✓ Please, discuss whether the sharp brand image and positioning with clear target groups is an advantage or an obstacle for further growth. Based on your findings, and
✓ Please, develop a service design project that will help the company to grow and differentiate itself in your local market. The project must identify the challenge and the main stages to improve the service.
The student must submit the project through Turnitin (moodle) in “poster format”. Also, he/she is going to present the project in class the week after the submission.
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