Analyzing a Service Communications Strategy

ANALYZING A SERIVCE COMMUNICATIONS STRATEGY

Pick a service firm of your choice and analyze their communications strategy. Create a 400- to 500-word response discussing the following questions:

• Describe the service firm selected and outline at least three of their communication tools such as advertising, personal selling, sales promotions, publicity, or sponsorships.
• What is the firm’s target market for the service?
• Based on their communications tactics what do you believe is their communication objective and why?
• What is the firm’s positioning strategy? Create a simple positioning map using the example provided in the lecture.
• Outline how the firm is managing the customer’s expectations and perceptions with their communications strategy.

Be sure to properly cite your sources using APA; include your references and in-text citations.  Use text reading (Hoffman, K. (2010). Services Marketing: Concepts, Strategies, & Cases [VitalSouce bookshelf version]. Retrieved from http://digitalbookshelf.southuniversity.edu/books/1133343910/Root/0) : http://digitalbookshelf.southuniversity.edu/books/1133343910/id/ch07; http://digitalbookshelf.southuniversity.edu/books/1133343910/id/ch08; http://digitalbookshelf.southuniversity.edu/books/1133343910/id/ch09