1. You must thoroughly research your firm and collect a firm general awareness about the company. Your grade will partially depend on the RANGE and QUALITY of your references.
References must be broad and diverse (this is more possible for some firms than others)
Do NOT rely solely on the company website (if you cut and past from the websites, it
will be obvious and you will receive harsh point deductions).
You may, however, rely partially on company Annual Reports for information
Your references should include some of:
i. Academic journal articles
ii. Trade publications / magazines
iii. References in books / text books iv. Books about the company
v. Press / news releases vi. Other
2. Your first section should provide a paragraph or two about the firm, its history, etc. Do not make this a long and detailed historical essay! The history is merely for context and background.
3. Ascertain whether this firm was the creation of a single person / entrepreneur (eg. J.W. Marriott). If so, did the founder significantly influence the firm’s current strategies? Explain.
4. How has this firm gained its reputation for excellence? (e.g., what are the one or two key factors which might explain their success?).
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5. Describe how this firm is uniquely different from other firms in the same industry? How have they marketed this differentiation?
6. Who are this firms’ main competitors? How do YOU THINK this firm fares against its key competition? Why?
7. How does this firm PRACTICE being customer-oriented and customer centred?
Provide specific examples of their customer-focused strategies and practices.
List relevant awards and recognition the firm has received in relation to customer
satisfaction, service quality, etc.
8. How does this firm PRACTICE being employee-oriented?
Provide specific examples of their employee-focused strategies and practices.
List relevant awards and recognition this firm has received in relation to employment
practices, being a preferred employer, etc.
9. What is this firm’s strength in managing social media and its advantage by engaging its customers and employees?
10. What have you learned from this firm? If you were the manager of this firm, what changes might you make to take the firm to the next level of service leadership?
Some additional information on the firm’s customer focus and employee orientation may include: —
1. Leadership practices (in relation to customer and employees).
2. Human resource practices (systems for recruitment, selection, development of staff. This can include a firm’s ‘strategic human resource’ approach.
3. Service encounter practices (polices and practices with front line employees in relation to dealing with customers; moment of truth concept, etc.).
4. Customer orientation – Perceptions by customer and employees about the way the firm is customer obsessed.
5. Service systems (organizational rules, regulations, policies, procedures and structures set in place to enable customers to receive serves better (internal and external customers)
6. Empowerment (extent to which employees are able to act to make decisions to please customers, solve problems, etc.)
7. Technology and social media (use of innovative technology in order to facilitate service and to enhance customer experiences, and customer and employee engagement.
8. You may add one or more based on the firm that you are researching
