Evaluate the expanded marketing mix for Village Volvo

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Services Marketinginfo_at_answersheets.in91
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• Services Marketing
• 1. You are planning to launch a multi-cuisine
  Quick-serve Restaurant which shall serve
  different varieties of food ranging from fast
  food to south Indian, Italian, north Indian,
  Chinese. To maintain the quick-serve spirit, the
  restaurant intends to create quick-serve
  counters with separate billing stations for each
  cuisine. Each of these cuisine counters shall
  separately take the orders, do the billing and
  serve the quick bite menus. Create a service
  blueprint for this QSR. (10 Marks)

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• 2. Discuss the role and relevance of four
  potential gaps within a service organization
  which may lead to a fifth and most serious gap
  that is the customer gap. Explain with
  illustrations. (10 Marks)
• 3. Village Volvo is the new kid in the town. It
  represents an effort by two former Volvo dealer
  mechanics to provide quality repair service on
  out-of-service Volvos at a reasonable cost. Of
  their 22 years of training and experience with
  local Volvo dealers, they have earned a
  reputation and a following of satisfied customers
  that makes such a service operation feasible to
  deliver. Their operation is to provide clients
  with custom car care service that is
  unavailable at other dealers. They have set aside
  specific times each week when clients drive in
  for routine services such as tune-ups and oil
  changes.

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• However, for diagnosis and repair of
  specific problems, they encourage clients to
  schedule appointments.
• At the time of appointment, the mechanic
  may take a short test drive with the client to
  make sure that both understand the area of
  concern. Another source of information available
  to the mechanic is the Customer Care Vehicle
  Dossier (CCVD). This is a continuing file of
  each vehicle that it services and this history
  can help the mechanic diagnose problems and also
  provide a convenient record on the warranty
  service etc. The owners are also considering the
  use of CCVD as a way of reminding customers
  that routine maintenance procedures may be due.

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• At present, Village Volvo has no provision
  for alternate transportation for the customers.
  A shuttle service two or three times a day is
  also being considered, as the owners feel that
  their suburban location may deter some clients. A
  waiting room is also available with a television
  set, comfortable chairs, vending machines for tea
  / coffee and soft drinks, magazines and
  newspapers etc. This facility is almost
  exclusively used by clients who come during the
  drop-in hours for quick routine jobs such as
  tune-ups etc.
• The owner mechanics do no repairs between
  7 and 8 am and 5 and 6 pm because these are
  heavy customer contact hours. As repairs are
  done, the owner mechanic make note of any other
  problem that might need attention in the future.
  This is recorded in the CCVD for future use.

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• This is also intimated to the customer, may
  be in the form of a reminder postcard sent to
  them.
• All small parts that have been replaced
  are placed in a clean box in the car. Care is
  taken throughout the repair process to keep the
  car clean and the inside is vacuumed as a
  courtesy before pick up. The Village Volvo owners
  have developed a network of other service
  providers who assist in recycling used parts and
  waste products and to whom they can refer clients
  for work that is not a part of Village Volvos
  services such as body work, alignments,
  reupholstering etc.

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• The owners are also considering the
  possibility of offering a mini course on weekends
  to teach clients what they can do to attain their
  2,00,000 miles Volvo medal.
• Questions
• a. Discuss the appropriate customer segments that
  Village Volvo should target and its positioning
  strategy to reach out to these target segments
  (5 Marks)
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• b. Evaluate the expanded marketing mix for
  Village Volvo (5 Marks)

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