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Strategic Management (Service (THE (seasonality->different seasonal…

- - - - Market share <-
        Market grouth |
- - - - THE Resources:
        -resource immobility;
        ( cannot be moved either in terms of place or time)
        -resource substitution;
        (difficult to substitute one resource category with another)
        -resource conflict and competition;
        ( conflict or competition with other users);
        -resource ownership and control;
        (utilise resources that are neither owned nor controlled).
        
        Vertical integration
        +uncertainity avoidance
        +all the money from customers for you
        -need a broad competence
        -hard to keep trach
        -less flexibility
        -a lot of investment
        -need a good management
        
        Horizontal integration(concentrate on core competencies)
      - Segmenting
        Targeting
        Positioning
        
        4Ps(Product,
        Pricing,
        Promotions,
        Placement
        +3Ps(People,
        Process,
        Physical
        evidence)
        
        -core product –main benefit which the customers gain (Asia big lobby);
        –generic product – basic version (Ryin Air) ;
        –expected product – a set of attributes buyers normally expect(Dubai for Chinese);
        –augmented product – goes beyond customers’ expectations;
        –potential product – includes all enhancements the product might ultimately undergo.
  - - - gap 3: the service–performance gap – employees are unable and/or unwilling to perform the service at the desired level;
      - gap 2: management is not willing or able to put the systems in place to match or exceed customer expectations;
      - gap 4: promises do not match delivery.
      - gap 1: management does not know what guests expect;
      - HR vurtious circle:
        -High quality human resources
        -Service
        quality
        -Customer satisfaction and Loyalty
        -Competitive advantage
        -Business success
      - customers expectations do not match perceived quality