The paper entitled "Development of a Knowledge-Based Design Support System for Product-Service Systems" is a wonderful example of a Marketing Case Study. Competition and customer’ s changing requirements and expectations require organizations to customize services and products to reflect the market dynamics. Organizations utilize different tools and mechanisms to appreciate the market dynamics and create and implement transformative strategies. An example of such an organization is the Vibe Savoy Hotel Melbourne, which operates in the hospitality industry. Vibe Savoy Hotel Melbourne is located in the city center and offers the normal products and services that hotels offer.
Some of the services and products include foods, beverages, and accommodation. In appreciating the customer interaction and marketing requirements, blueprinting is an important tool to gauge the service provision and associated processes. The aim of the essay is to utilize blueprinting to analyze the services and products that Vibe Savoy Hotel Melbourne offers. Strategic Importance of Blueprinting A blueprint assists the management to understand the service as a process and associated components that form the services provision and customer satisfaction (Chang & Chung, 2012). Service blueprint provides a graphical representation of the services by highlighting the complexities by displaying the numerous actions in the existing system (Akasaka et al.
2012). Service blueprinting has numerous benefits to any organizations especially on improving the design for an existing service. The managers are able to understand the current tasks because blueprinting is premised on task orientation and reasons why the customers are attracted to the organization. Blueprinting also provides an avenue for implementing the service plan through coordination of the different processes and work (Kim & Perdue, 2013). It also assists in decision-making strategies since it enables setting the right performance evaluation, integration of service functions, resource allocations and strategic approach (Zeglat, Ekinci & Lockwood, 2008).
Blueprinting also helps in communication and marketing requirements since it is easier to identify the elements contributing to the needs of the customers translating to consumer satisfaction (Gupta, Dasgupta & Chaudhuri, 2012). Blueprinting also reinforces a customer-oriented focus especially on the employees because the employees can understand the requirements of the organizations and ensure the customers are satisfied, and the outcome transposed to the success of an organization. Blueprinting strengthens the interconnections and connections that form the organizations.
It assists in the identification of weak links through advancing quality improvement and also defines the line of visibility across the different sectors that form fundamental of the service (Nasution & Mavondo, 2008). It achieves the requirements through clarification of interfaces across department lines and highlights the connections and elements (Zeglat, Ekinci & Lockwood, 2008). It also provides a concrete basis assisting in the identification and assessment of capital invested, revenue and cost in each of the service elements (Chang & Chung, 2012).
These processes support internal and external marketing requirements, and the advertising sectors can concentrate on the essential components in advancing the needs of the organization. Physical Evidence The physical evidence including building exterior, building interior, and other tangibles. Building Exterior (landscape, surrounding environment, signage) Vibe Savoy Hotel Melbourne is located in a heritage building and positioned in the middle of Melbourne (Vibe Savoy Hotel Melbourne, 2016). It is located near Entertainment Complex ad Crown Casino and other facilities nearby include the Melbourne Zoo and the National Gallery of Victoria.
These facilities are important because it attracts the customers and the customers can associate with the hotel (Bitner, Booms & Mohr, 1994). The surrounding environment including the transportation network and the signage including the reception areas improves the perception of the hotel resulting in increase in the number of guests.
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