Service Sector .Gouri

8/3/2019 Service Sector .Gouri

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Assignment on service marketing

Topic: - Marketing model in sectoral areas catering to services

sector and its impact on economy.

Submitted by: - Gouri Shankar (IMBA-5TH

SEMESTER.)

Reg. no.:- CUJ/1/09/MBA/06.

Submitted to: - Mr. Arindam chakrabarty.

Submission date: - 21-11-2011.


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Service sector and its impact on economy

The service industry forms a backbone of social and economic development of a region. It

has emerged as the largest and fastest-growing sectors in the world economy, making higher

contributions to the global output and employment. Its growth rate has been higher than that

of agriculture and manufacturing sectors. It is a large and most dynamic part of the Indianeconomy both in terms ofemployment potential and contribution to national income. It

covers a wide range of activities, such as trading, transportation and communication,

financial, tourism, education, health, real estate and business services, as well as community,

social and personal services. The most important services in the Indian economy has been

health and education.

The contribution of the services sector to the Indian economy has been manifold: a 55.2 per

cent share in gross domestic product (GDP), growing by 10 per cent annually, contributing

to about a quarter of total employment, accounting for a high share in foreign direct

investment (FDI) inflows and overone-third of total exports, and recording very fast (27.4

per cent) export growth through the first half of 2010-11.

Share ofgross domestic product by industry of origin

1950-51 1980-81 2008-09

1.Agriculture and allied 55.4 38 16.9

2.Industry 15 24 25.8

3.Services 29.6 38 57.3

A.Commoditysector(1+2)

70.4 62 42.7

B.Services(3). 29.6 38 57.3

Total 100.0 100.0 100.0

services hold immense potential to accelerate the growth of an economy and promote general

well-being of the people. They offer innumerable business opportunities to the investors.

They have the capacity to generate substantial employment opportunities in the economy as

well as increase its per capita income. Without them, Indian economy would not have

acquired a strong and dominating place on the world platform. Thus, service sector is

considered to be an integral part of the economy and includes various sub-sectors spread allacross the country.


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1.Health sector

Health has always been a high priority area in any country. It has been recognised as an

important component in the process of economic and social development. It does not simply

mean absence of diseases, rather it is a state of complete physical, mental and social well-

being. Sanitation and hygiene, nutrition as well as safe drinking water are the basicdeterminants of good health. The indicators like infant mortality and maternal mortality rates,

life expectancy and nutrition levels, birth rate and death rate, along with the incidence of

communicable and non-communicable diseases reflects the health status in an economy. The

existence of proper and well-defined health care facilities are vital not only for having a

healthy productive workforce and promoting general welfare, but also for attaining the goal

of population stabilisation as well as enhancing the overall quality of life of people.

Over the years, India has built up a vast health infrastructure and manpower, with a wide

variety of hospitals and dispensaries being set up at different levels and run both by public

and private sectors.

Classification:-

The health sector in India has been fragmented between the Centre and the States. Items like

public health, hospitals, sanitation, etc. comes under the State list of the Constitution, while

the items having wider ramification at the national level like population control and family

welfare, medical education, prevention of food adulteration, quality control in manufacture of

drugs etc. have been included in the Concurrent list.

(AYUSH) is responsible for designing, formulating and implementing policy in order to

promote and propagate Indian systems of medicine, both within India and abroad. There are

six systems of medicine and health care in the country. These are: - Ayurveda, Unani, Siddha,Yoga, Naturopathy and Homoeopathy. The main objectives of the Department are to:-

Attain global leadership for country in the field of traditional medicine

Upgrade the educational standards in the Indian systems of medicines and Homoeopathy

colleges in the country

Evolve pharmacopoeial standards for Indian systems of medicine and Homoeopathy drugs

Draw up schemes for promotion, cultivation and regeneration of medicinal plants used in

these systems

Promote good health and expand the outreach of health care

Improve the quality of teachers and clinicians;

Ensure affordable AYUSH services and drugs which are safe and efficacious

Facilitate availability of raw drugs which are authentic and contain essential components

Integrate AYUSH in health care delivery system and national programmes


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Re-orient and prioritise research in AYUSH.

The policy involves following strategies for achievement of its goals, such as:-

I. Disease management including early case detection and complete treatment,strengthening of referral services, epidemic preparedness and rapid response

II. Integrated vector management (for transmission risk reduction

III. Supportive interventions including behaviour change communication, public-private

partnership (PPP) and inter-sectoral convergence, human resource development through

capacity building, operational research including studies on drug resistance and insecticide

etc.

The broad goals of the Mission are:-

Reduction in Infant Mortality Rate (IMR) and Maternal Mortality Ratio (MMR).

Universal access to public health services such as womens health, child health, water,

sanitation and hygiene, immunization and nutrition.

Prevention and control of communicable and non-communicable diseases, including locally

endemic diseases.

Access to integrated comprehensive primary health care.

Population stabilization, gender and demographic balance.

Revitalize local health traditions and mainstream AYUSH.

Promotion of healthy life styles.

Implementation of existing programmes of the Ministry.

As a result of all such measures, India has achieved impressive demographic

transition owing to the decline of crude birth rate, crude death rate, total fertility rate and

infant mortality rate. As per the available information, the crude birth rate (CBR) declined

from 40.8 births per thousand populations in 1951 to 29.5 in 1991 and further to 23.5 in 2006.

Similarly, there has been a sharp decline in crude death rate (CDR) from 25.1 deaths perthousand populations in 1951 to 9.8 in 1991 and further to 7.5 in 2006. The total fertility rate

(average number of children likely to be born to a woman between 15-40 years of age) has

decreased from 6.0 in 1981 to 2.9 in 2005. The maternal mortality rate has also declined from

437 per one lakh live births in 1992 93 to 301 in 2001-03. The infant mortality rate, which

was 110 in 1981, has declined to 57 per 1000 live births in 2006. While, the child mortality

rate has decreased from 57.3 in 1972 to 17.3 in 2005.


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2. Retail sector

Retailing is defined to include all the business activities relating to selling of goods and

services to the final consumers. It is the final link in a product supply chain. In India, retailing

is one of the fastest growing industries. It is estimated to be the largest single sector (after

agriculture) both in terms of turnover as well as employment. After leading the ITbandwagon, India is poised to grow as a retail hub.

The Indian retail sector is highly fragmented with about 15 million retailers. Out of the large

number of total retail outlets in the country, majority of them relate to the food items. Since

1990s, big industrial houses like Rahejas, Piramals, Tatas, etc. have started entering the retail

industry. Besides, several Indian and foreign companies have been franchising for

establishing exclusive outlets for their brands, both within the country and overseas. For

instance, 'Bharati Group' had entered into a joint venture with the world's largest retail chain

the 'Wal-Mart'.

As a result, the Indian retail sector has been undergoing a rapid transformation in the past few

years. The traditional formats of kirana stores, hawkers, grocers, etc. are being gradually

taken over by the modern formats of department stores, discount stores, malls, supermarkets,

convenience stores, fast food outlets, specialty stores, warehouse retailers, hypermarkets, etc.

For example, Pantaloons started the 'Big Bazaar' discount stores in 2002; Reliance opened its

first supermarket named 'Reliance Fresh' outlet in Hyderabad and has since fanned out to

several States; Subhiksha outlets have been fast spreading across the nation; etc. Thus, the

current face of Indian retail comprising the unorganised small and medium retailers is slowlychanging into a more organised form of retailing.

As per the available estimates, of the Rs. 1,330,000 crore retail market, food and grocery

retail is the single largest block estimated to be worth Rs. 7,92,000 crore (with 59.5 per cent

share), but the share of organised sector in this is miniscule consumer needs, lifestyle and

attitude. Further, shopping centre business alone is estimated to become a Rs. 40,000 crore

business by 2010-11.


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3.Real Estate

Real estate sector covers residential housing, commercial offices, retail outlets, trading spaces

such as theatres, hotels and restaurants, industrial buildings such as factories and government

buildings. It involves the purchase, sale, and development of land as well as residential and

non-residential buildings. The activities of the real estate sector encompass the housing andconstruction sectors also.

In India, the real estate and construction is a $16 billion (2006) (by revenue) industry. It is a

major employment driver, being the second largest employer next only to agriculture. This is

because of the chain of backward and forward linkages that the sector has with the other

sectors of the economy. But, the Indian real estate market, as compared to the other more

developed Asian and Western markets is characterised by smaller size, lower availability of

good quality space and higher prices.

Supply of urban land is largely controlled by State-owned development bodies like the Delhi

Development Authority (DDA) and Housing Boards leaving very limited developed space

free, which is controlled by a few major players in each city.

Foreign Direct Investment (FDI) in real estate is being permitted since January 2002.

Previously, only NRIs and PIOs were allowed to invest in the housing and the real estate

sectors. Foreign investors other than NRIs were allowed to invest only in development of

integrated townships and settlements either through a wholly-owned subsidiary or through ajoint venture company along with a local partner.

India fully opened up the sector to FDI in 2005. However, norms issued later made a

minimum capitalization of $10 million for wholly-owned subsidiaries and $5 million for joint

ventures mandatory. Besides, minimum area requirement were also imposed by the

Government. At present, foreign institutional investment (FII) is not permitted in the real

estate sector.

India's real estate sector is witnessing an unfrequented high. Enabling regulatory changes,

high industrial growth, easier financing options and steady growth in equity markets have

resulted in an upturn in the real estate investment activity. This, coupled with the

Governments relaxation of FDI policies has made the real estate an attractive investment

option.


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4.Educational services

Education is the most crucial investment and an essential element in human resource

development. It has always been accorded an honoured place in every economy. It implies

ability of the people to read, write and understand. It has the fundamental aspects of

imparting knowledge, wisdom and culture. It helps in drawing out the latent potentials and

talents of an individual. A well-defined educational system holds the key to economic

growth, social transformation and modernisation integration of a country. It develops

manpower for different segments of the economy and is the substrate on which innovation,

research and development flourish. Thus, education helps the country in achieving social,

political and economic goals on national and international levels. It also strongly influences

improvement in health, hygiene, demographic profile, productivity and quality of life.

Basic classification of educational services:-

1. Elementary education.

2. Secondary education.

3. Higher education.

4. Technical and Professional education.

Marketing of educational services:-

Marketing of educational services encompasses a wide range of activities but they are

associated with certain features: - High expertise, Qualifications required, Confidentiality and

High barriers to entry

There are several clear reasons why professional services should embrace marketing:-

1. To understand clients needs and wants.

2. To develop and operate the most appropriate service offerings.

3. To communicate the offerings to the clients and attract their interest.

4. To become more business oriented in the highly dynamic competitive environment.

5. To create the room for sustainable rapid growth.

6. To enhance service quality.


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5.Information Technology and IT Enabled Services

Information technology (IT) is amongst the fastest growing sectors in the country. Its

contribution to GDP rose from 1.2 per cent in 1999-2000 to 5.2 per cent in 2006-07 and to an

estimated 5.5 per cent in 2007-08. Growth of Indian IT industry has been driven by the IT

software and services (IT services) and IT enabled services (ITES).

Business Process Outsourcing (ITES-BPO) sector has emerged as a key driver of growth for

the Indian software and services industry. It has become the biggest employment generator

amongst young college graduates. The total number of IT and ITES-BPO professionals

employed in India has grown from 284,000 in 1999-2000 to over 1.63 million in 2006-07. In

addition, the industry helps to create millions of job opportunities through direct and induced

employment in telecom, power, construction, facility management, IT, transportation,

catering and other services.

Indian companies are expanding their service offerings, enabling customers to deepen their

offshore engagements and shifting from low-end business processes to higher ones. They are

also enhancing their global service delivery capabilities through a combination of greenfield

initiatives, cross-border mergers and acquisitions, as well as partnerships and alliances with

local players. This has helped them execute end-to-end delivery of new services.

Also, a majority of companies have already aligned their internal processes and practices to

international standards such as International Organization for Standardization (ISO);Capability Maturity Model (CMM); and Six Sigma. This has helped establish India as a

credible sourcing destination. As of December 2007, over 498 India based centres (both

Indian firms as well as MNC owned captives) have acquired quality certifications with 85

companies certified at Software Engineering Institute (SEI), Carnegie Mellon Capability

Maturity Model (CMM) Level 5 (higher than any other country in the world).

India is placed among the fastest growing IT markets in the Asia-Pacific region. Global

software giants such as Microsoft, Oracle and SAP have established their captive

development centres in here. Today, India is a preferred destination for ITES due to itsdistinct advantages, which lay in its supportive government policies; infrastructural facilities;

low manpower cost; growing knowledge pool; specialised technical skills; higher

productivity and quality of service; etc. This increasing attractiveness as an investment

destination in IT has even led to a reversal of the brain drain i.e. the people of Indian origin

who went to pursue careers abroad are now attracted to work in India itself.


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6.Banking sector in India

The banking sector is the backbone of any financial system and economy. In the case of

underdeveloped/developing country commercial banks play a crucial role through

mobilization of resources and their better allocation. The Indian banking system has changed

a lot over the last five decades, especially in the last 15 years.

Banking trends in India:-

Public sector banks Private sector bank Foreign bank

Number of banks 28 29 31

No.of branches (%) 88.4 11.33 0.26

Total deposits (%) 78 17 5

Critical factors for success:-

1. Ability of the services product.

2. Availability or services distribution.

3. Incidence of affable services.

4. Use of the internet.

5. Promote reliable services.

6. Reward for the customers in the form of interest rates.

7. Management of the customer perceptions about the bank.

8. Trust and confidence in the bank.

9. Ambience.

10. Complaint redressal mechanism and availability of help desks for customer

convenience.

Characteristics:-

1. Multiple products.

2. Multiple channel of distribution.

3. Multiple customers groups.


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Product strategies:-

Many of the public sector banks launched an array of products and services,especially on the

retail front to match the competition. For example:-Doctor plus and teacher plus products for

Doctors and teachers.some of the new product include debit card, credit card, international

cards, travel cards, demat account, special deposit schame, and any where banking. Some of

the new services include round-the clock phone banking, ATM service, net banking, bill

payment service. Some banking product areas with high growth potential have detailed

below:-

1.Housing loans.

2.Vehicle loans.

3. Personal finance services.

4.Money transfers and remittances.

5.Online bill pay.

6. Travel cards.

Customer relationship strategies:-

The various CRM strategies and steps are as follows:-

1. Appeal to the self interest of the customer,during discussion.

2. Bring conversation to areas of interest,profession,native place,hobbies.

3. Make use of the logic and emotional appeal to motivate the customer.

4. Self-control with difficult customers.

Summary:-

While banking sector offers phenomenal opportunities for growth, the challenges are equally

daunting. How far the banking sector is able to lead the growth of banking industry in future

would depends upon the capacity building of the banks to meet challenges and make use of

opportunities profitably. However the kind of technology used and the efficiency of operation

would provide the much needed competitive edge for success in banking business.Furthermore in all these the interest of the customer is of paramount importance.


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7.TOURISM

Tourism has always been a major social phenomenon of any society. It is motivated by the

natural urge of every human being for new experience, adventure, education, knowledge and

entertainment. In order to understand each other's cultures and values as well as to cater

several other social, religious and business interests, it has resulted in development of manytourist and infrastructure facilities. This, along with the progress of proper transportation

network globally, especially of airways and waterways, has encouraged people to venture out

to the foreign lands. It has facilitated the trade and commerce between the different regions of

a country and between the different countries. As a result, over the years, it has acquired the

status of a service industry.

In India, tourism industry holds special position as it not only have potential to grow at a high

rate, but also stimulate other economic sectors through its backward and forward linkages and

cross-sectional synergies with sectors like agriculture, horticulture, poultry, handicrafts,

transport, construction, etc. That is, it can provide impetus to other industries in the country

and generate enough wealth to help pay off the international debt. It is the third largest netearner of foreign exchange for the country.

Tourism product:-

India offers various categories of tourism products, such as adventure tourism; medical

tourism (ayurveda and other forms of Indian medications), eco-tourism; rural tourism; cruise

tourism; meetings, incentives, conferences, and exhibitions (MICE) tourism; etc.

Promoting Tourism Product

The Ministry of Tourism acts as the nodal agency for the development and promotion of

tourism in the country. It plays a crucial role in formulating national policies and programmes

as well as coordinating and supplementing the efforts of the State/Union Territory

Governments and private sector in improving the quality of tourism infrastructure. It

catalyses private investment, strengthens promotional and marketing efforts and helps in

providing trained manpower resources. As regards the domestic market, the Ministry aims to

popularise the culture and natural beauty of different regions, pilgrim sites and various new

tourism products. The Ministry has a public sector undertaking, namely the 'India Tourism

Development Corporation (ITDC)' for carrying out its various functions, along with the

following autonomous institutions:-

1. Indian Institute of Tourism and Travel Management (IITTM)

2. National Institute of Water Sports (NIWS) has merged with IITTM;

3. National Council forHotel Management and Catering Technology (NCHMCT) and

4. Institutes ofHotel Management (IHM).


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The broad objectives of the policy are to:-

1. Position tourism as a major engine of economic growth;

2. Harness the direct and multiplier effects of tourism for employment generation,

economic development and providing impetus to rural tourism;

3. Focus on domestic tourism as a major driver of tourism growth;

4. Position India as a global brand to take advantage of the burgeoning global travel

trade and the vast untapped potential of India as a destination;

5. Acknowledge the critical role of private sector with Government working as a pro-

active facilitator and catalyst;

6.Create and develop integrated tourism circuits based on Indias unique civilization,

heritage and culture in partnership with States, private sector and other agencies; and

7.Ensure that the tourists to India gets physically invigorated, mentally rejuvenated,culturally enriched, spiritually elevated and 'feel India from within'.

With these objectives, the Ministry ofTourism has been broadly implementing/

implemented the following schemes/programmes:-

1. Scheme for Product/ Infrastructure Development and Destination and Circuits.

2. Scheme for Integrated Development of Tourist Circuit

3. Scheme of Assistance for Large Revenue Generating (LRG) Projects

4. Scheme of Capacity Building for Service Providers (CBSP)

5. Scheme ofRural Tourism

6. Scheme of Financial Assistance to States for Organization Tourism Related Events

7. Scheme of Central Financial Assistance for Information Technology (IT) Projects

8. Scheme for Support to Public Private Partnership in Infrastructure Development

(Viability Gap Funding)

9. Scheme of Market Development Assistance (MDA)

10. Capital Subsidy

11. Time Share Resorts (TSR).

Growth of tourism sector:-

There has been a remarkable growth, in the recent years, in foreign tourist arrivals to India

due to the various efforts made by the Ministry, including promoting India through the

'Incredible lndia' campaign in overseas markets. Incredible India is a multi-pronged


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promotional campaign launched by the Ministry in order to position the country as a

preferred tourist destination for the travellers the world over. As a result of all such efforts,

India's share in international tourist arrivals, which was 0.46 per cent in 2004 has increased to

0.49 per cent during 2005; and further to an estimated 0.52 per cent in 2006 and 0.55 per cent

in 2007. The foreign tourist arrivals has increased from a level of 3.46 million in 2004 to an

estimated 5 million in 2007. Similarly, the foreign exchange earnings from tourism have alsoshown a phenomenal growth from US$ 6.17 billion (Rs. 27944 crore) in 2004 to an estimated

US$ 11.96 billion (Rs. 49413 crore) in 2007. The share of India in world earnings from

tourism registered an increase from 0.98 per cent in 2004 to 1.21 per cent in 2006. The

number of domestic tourists in India has also grown phenomenally over this period, that is,

from 366.23 million in 2004 to an estimated 462 million in 2006.

4 As ofTourism sector:-

1. Attraction.

2. Accessibility.

3. Accommodation.

4. Amenities.

Managing demand and supply:-

The supply factors, as the mix of destination, facilities and services is usually called, can be

broadly classified into 5 broad categories:-

1. Attractions.

2. Transport.

3. Accommodation.

4. Support and auxiliary services.

5. Physical and communication infrastructure.

Thus, Indian travel and tourism industry has been on rise and is gaining

popularity amongst travellers all over the world. It is an engine of growth for Indian economy

and helps to promote sustained development of infrastructure, such as airports, railways and

roads, leading to connectivity of various tourist destinations. Besides, improvement and

expansion of existing and new tourism products such as cultural and heritage tourism, rural


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tourism, adventure tourism, health and healing tourism, etc.; promotion of 'Incredible India'

campaigns; as well as active participation of State Governments therein establishes India's

competitive advantage in the sector. This has enhanced the foreign exchange earnings of the

country as well as improved its trade relations with other nations. All such measures and

incentives, undertaken by public and private sectors, are a source of several investment

opportunities in the industry.

Marketing model(strategic framework)

Marketing model, as has been treated in the conventional management literature, is associated

with the growth of the business. We can define strategy as a match between what a company

can do(organizational strength and weaknesses) within a framework of what it might

do(environmental opportunities and threats).

1. Resource based view of the firm:-

It combines the internal analysis of phenomenon within companies with external analysis of

the industry. The resource can be assessed on the following dimensions:-

A. Test of durability.

B. Test of appropriability.

C. Test of substitutability.

D. Test of competitive superiority.

In all these tests the focus is on resource base, keeping in the mind the market conditions andcompetitive factors.

2. McKinseys 7-S framework also prescribes a model:-

Strategy.

Skills.

Staff.

Shared values.

Styles .

Systems.

Structure.

The strategic view of the firm suggests that there should be a source of competitive

advantages.This source should be sustainable in the long run.


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3. Sustainable competitive advantages:-

The main reason for analysing competitors is to enables the organization to develop

competitive advantages against them, especially advantages that can be sustained over time.

The real advantages come from advantages that competitors cannot easily imitate. Sources of

sustainable competitive advantages are:-

A. Differentiation.

B. Low costs.

C. Niche marketing.

D. High performance or technology.

E. Superior quality.

F. Superior service.

G. Vertical integration.

In order to make comprehensive competitive model of marketing trough SCA, we canfollow following dimensions:-

1.What to compete?

2. Whom to compete?

3. Where to compete?

4. How to compete?


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Given by Lynch for competitive advantage in different types of business:-

4.Options for the growth of the service firm:-

Some of the different options for the growth of national and international expansion of the

firm are as follows:-

A. Joint ventures.

B. Green field ventures.

C. Merger and acquisition.

D. Strategic alliances.

E. Franchising.

F. Licencing.

G. Management contract.

5. PDCA Technique:-

PDCA was made popular by Dr. W. Edwards Deming, who is considered by many to be the

father of modern quality control; however he always referred to it as the "Shewhart cycle".

Later in Deming's career, he modified PDCA to "Plan, Do, Study, and Act" (PDSA) because

he felt that check emphasized inspection over analysis.

Competititveadvantage

Services

Small business

Manufacturingmarket leader

Hightechnology


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The steps in each successive PDCA cycle are as follows:-

A. PLAN: - Establish the objectives and processes necessary to deliver results in

accordance with the expected output (the target or goals). By establishing output

expectations, the completeness and accuracy of the specification is also a part of the targeted

improvement. When possible start on a small scale to test possible effects.

B. DO: - Implement the plan, execute the process, and make the product. Collect data for

charting and analysis in the following "CHECK" and "ACT" steps.

C. CHECK: - Study the actual results (measured and collected in "DO" above) and

compare against the expected results (targets or goals from the "PLAN") to ascertain any

differences. Charting data can make this much easier to see trends over several PDCA cycles

and in order to convert the collected data into information. Information is what you need forthe next step "ACT".

D. ACT: - Request corrective actions on significant differences between actual and

planned results. Analyse the differences to determine their root causes. Determine where to

apply changes that will include improvement of the process or product. When a pass through

these four steps does not result in the need to improve, the scope to which PDCA is applied

may be refined to plan and improve with more detail in the next iteration of the cycle.

There are various other model for marketing of services can be applied for gaining core

competency in that area. Some of them are:-

1. Review technique.

2. Fish bone diagram.

3. Analysis regarding demand and supply gap.

4. STP analysis.

5. Competitors analysis.

6. TPA (third party administrator) analysis in case of insurance sector.

7. PPP (Public-Private-Partnership) model forHealthcare sector.

8. Market feasibility analysis.

9. Introducing customised package system in case of tourism sector.


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Conclusions:-

To conclude, there is no best strategy that can be suggested. The choice of a strategy depends

upon the context, types of firms involved, investment, and timeframe in considerations.

Strategic management literature has postulated several frameworks to further the

understanding of the concept of strategy. A high-tech industry, however, is characterised by

lot of changes. Since the beginning of strategic management discipline, the four major

corporate strategy that have emerged are Strength, Weakness, Opportunities and Threats

(SWOT) in the 1960s, a strategic planning matrix in the 1970s, competitiveness in 1980s,

core competencies in 1990s. We can sum up with a definition of strategy which is Growth of

the business considering the vision and matching the external environmental dynamics with

the internal resource base of the organisation.

Service Sector .Gouri

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