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Agarwal Packers & Movers Limited: Relocating Emotions
內容大綱
In September 2018, the leadership team of Agarwal Packers and Movers Limited (APML) gathered for a meeting at the company’s headquarters, located in the heart of New Delhi, India. The founder was considering whether the company should go public by the end of 2019. Since APML’s inception in 1987, the team had worked hard to create a healthy brand recall, establish customer loyalty, and build a robust financial base. However, in the 18 months leading up to the intended initial public offering, the founder needed to consider two key questions: How could the company create and maintain service differentiation in an industry characterized by low entry barriers and limited pricing flexibility? How could it deliver quality service to retain customer loyalty?
學習目標
The case helps students to develop an understanding of service-related products, customers, and markets for creating an effective service-oriented marketing strategy. After working through the case and assignment questions, students will be able to do the following:<ul><li>Analyze the attributes of a service in order to evaluate its customers.</li><li>Identify the perceived risks a customer confronts when purchasing a service, and evaluate the strategies required to overcome these perceived risks.</li><li>Use a servuction model for analyzing the visible and invisible elements of the service processes.</li><li>Discuss the dimensions and measurement of service quality.</li><li>Use the segmentation, targeting, and positioning model for communicating the service differentiation.</li></ul>