A local yoga centre offers drop-in classes, 8 –week courses for beginners and intermediates and blocks of 10 classes that can be used for any classes during a 12-month period. Since opening the centre four years ago, the owners have noticed recurring patterns in demand. Winter and summer are relatively quiet, but spring and autumn are very busy and customers regularly have to be turned away. Evening and Saturday classes are slightly more popular than early morning classes, and daytime classes have the least demand. Very few people pre-book their classes, and two in five customers starting an 8-week course do not book in advance. But simply attend the first course date, making it very difficult to plan. The owners have recently subdivided the large open space of the yoga centre into two separate classrooms, one larger space for up to 40 people, and a smaller room for 20 people. Aside from the owners, there are several casual instructors who can be called in to teach one or more classes each week. The owners would like to make better use of their capacities.
Questions:
1. Considering that this is a high-contact service, design the service business system for this yoga centre.
2. After categorising this service according to four broad categories of services, define the core, facilitating and enhancing element of this service?
3. Use blueprinting to document the service process.
4. What could the yoga centre do to manage demand?
To answer this question, you need to address the nature of service demand and the variations in demand, demand strategies including chase, smooth, and inventory demand. You need also to discuss the alternative strategies to make better use of their two teaching spaces.
Writing guideline Table of content
1. Introduction and summary of the case
Provide a brief overview of the case, the main issues confronting the owners of this yoga centre, the key information given in the case, the information that are not provided in the case and the assumption that you need to make for your analysis. At the end of this section provide an overview of the structure of your report.
2. Background and method
Provide a background about this type of service, the attractiveness of this service in terms of the demand trend and level of competitions in Australia.
Provide an overview of your approach for analysing this case study, including your approach for finding additional references, the key concepts and theories that are relevant to your discussion when answering the questions.
3. Discussion – To have an idea about the concepts that you need to refer to answer the questions in your individual assignment please read through this
3.1. Answer to question 1- Service business system
For question 1, refer to week 1’s lecture slide with the title of The Service Marketing System for a High-Contact Service
3.2. Answer to question 2- Service product
For question 2, refer to week 1’s lecture slides with the title of Lovelock’s Classification for categorizing the service, then refer to week 3’s lecture slides explaining the elements of product (core, supplementary and enhancing)
3.3. Answer to question 3- Service blueprint
For question 3, refer to “process blueprint example” uploaded in week 8
3.4. Answer to question 4- Managing demand
For question 4, refer to week 10’ lecture slides (the second part of lecture 9.pdf which is titled as balancing demand and capacity.
4. Conclusion
Provide a summary of your discussions. Discuss the implications for the international marketers. Keep in mind that your conclusion must logically flow from your discussions and
5. References
General assessment criteria
– Relate your discussions to relevant materials from BUSN3041 lectures and readings
– Provide evidence of additional quality research (about 8 references including at least two journal articles are required)
– use an academic writing style (accurate and clear written expression, Harvard Referencing style)
– Word limits: 1200 (20% below or above is acceptable)
Marking rubric
Element of assessment Percentage
Introduction and summary 10%
Background and method 10%
Question 1 10%
Question 2 10%
Question 3 15%
Question 4 25%
Conclusion and implications 15%
Referencing 5%
Total 100%
