Boeing Changes the Nature of Its Business with Global Collaboration

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NUST Business School

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MKT-323 – Services Marketing

Phase – I – Service Analysis

Submitted to;

Ms. Maria Qadri

Submitted by;

Aqsa Qamar

Safa Iftikhar

Waleed Basit

Hamid Ishfaq

Fariha Waheed

Fatima Haadia Athar

Muhammad Hayat Solangi

Syeda Farvah Sameen Bukhari

BBA 2k12 A

Date: October 27th, 2014

The grooming industry is filled with varieties and options. From catering to one’s pets to one’s garden to one’s own self, the options are endless. The segment in the grooming industry we are focusing on is bridal services – primarily targeting the upper middle income bracket and niche segment with regard to consumer segmentation.

The two players that we are analysing are Jugnu’s Salon and Sobia’s Salon.

Our analysis of both the services leads us to conclude that one consistently shows good results, whereas the other shows a variation ranging from amazing to horrible - which is indicative of the zone of tolerance.

As both the services focus on the same target market and provide the same service at the end of the day, a lot of tools applied yield the same results.

• Service Marketing Mix

Service marketing mix focuses on the 7 Ps that help in reaching out to the target market and define the service’s standing. For the beauty salons the 7 Ps are further expanded on as follows:

Product - Both Sobia’s and Jugnu’s offer the same product – that is, bridal grooming services, each with their own signature touches. Where both offer services by either the owner or lead makeup artist and added services such as pre-bridal touch ups.

Place - Both firms offer direct sales, where the consumer has to go in order to avail these services. The servicescape and the layout of the salons are efficient and hygienic. One tends to be compacted, whereas, the other despite the number of customers still has room to move about.

Price - Since, clients would not narrow down these two salons, without considering the price, we...