Service encounter journal and analysis Essay Example | Topics and Well Written Essays - 2500 words

Service encounter journal and analysis - Essay Example The paper throws light on strategic marketing as the process of analyzing the way a company can achieve the satisfaction of its customers and thus, enlarge its profits. Strategic planning is of huge significance to any organization and is fundamentally directed from the top management. It is governed by several principles that include but are not limited to understanding the requirements of customers, setting clear objectives and delivering value. In order to gain competitive advantage, it is imperative that a company determines the sources of its products’ demand and draw a clear competitive landscape whereby the customers want its products more than its competitors in the market. In order to achieve this, the company should divide customers into individual segments and look out for techniques to gain their consent and satisfaction. This is a very challenging task as the needs of different segments call for different marketing mixes. One of the most important principles of st rategic marketing is the establishment of clear objectives of the company in terms of its position in the market. Market share is a key variable for this principle because a company keeps its prices higher and its long-term position in the market is stronger when it dominates in a specific segment of consumers. In addition to satisfying the individualistic needs of consumer segments and gaining increased share in the market, it is equally necessary for a company to add value to its product. This provides a company with a strong foundation upon which it can build its strategic marketing planning. ... found that application of TOC in the work resulted in the reduction of cycle times by 65 per cent, inventory levels by 49 per cent and lead times by 70 per cent. With this reduction in the respective times, companies successfully managed to deliver the customers their products on time. Their performance in the delivery dates upon application of the TOC was improved by 44 per cent. Application of TOC was also profitable for the companies in terms of revenue as it increased the profit by 76 per cent. I know some of the most renowned companies that are currently offering the worst customer services around. Good customer services can provide these companies with great competitive advantage particularly in these years of financial crisis when there are more companies than ever before in the market to produce the same goods or services along with equally increased expectations of the consumers (Milakovich, 2003, p. 62). Unfortunately, not many gurus have realized this simple formula to suc cess. In this paper, I have discussed my five experiences with different companies in which, I have been given a poor customer service. Some of the companies I shall discuss are very famous and my complaint might sound inconsistent with the quality of service generally given by these companies, but I am writing what happened to me anyway! May be I am a bit too particular about what good customer services mean†¦ I had a slight problem in the working of my laptop few months back. I took it to the Apple Genius Bar for checking. I can understand that these bars are very busy and have a lot of work to do. I was not the only one to have taken my laptop to them. They have hundreds of customers coming to them on daily basis for the same reason. So it would have been quite acceptable to me had the