AMB340 Service Audit
Weighting: 60%
3000 word (+/- 10%)
Individual report
This report is designed to help you better understand how services marketing theories and
real-world strategic implementation work together. Your task is to write a consultancy-style
audit report for one of the service organisations listed below. Using both services marketing
theory and your research about the organisation/sector, you are required to (1) audit the
services marketing mix of an organisation, (2) identify strategic opportunities to improve
organisational efficiency and effectiveness, and (3) recommend three short-term actions for
the organisation to implement.
Organisation 1: Dreamworld (https://www.dreamworld.com.au)
Dreamworld is a theme park, water park and zoo located on the Gold Coast. Revenue for
Gold Coast theme parks has been uneven in recent years: revenue surged in 2017-18
following the Gold Coast Commonwealth Games, then dropped due to reduced international
tourist numbers during the COVID-19 pandemic. In an environment where the Queensland
Government is incentivising domestic travellers to visit tourism operators, and Dreamworld is
experiencing strong competition from Village Roadshow theme parks, just how efficient and
effective is Dreamworld?
Organisation 2: F45 (https://f45training.com/)
F45 is a premium functional fitness gym that offers 45-minute circuit and high intensity
interval training (HIIT) sessions. Australians are increasingly health conscious and spend a
significant proportion of their discretionary income on gym memberships. However, COVID19 restrictions have forced Australian gyms to close for periods in 2020 and 2021, then
operate at reduced capacity when they reopened. In a market increasingly saturated by
specialised offerings, just how efficient and effective is F45?
Organisation 3: Palace Cinemas (https://www.palacecinemas.com.au)
Palace Cinemas is an independent, private company with 17 cinemas across Australia. The
family-owned and operated organisation also operate a range of film festivals, which expose
Australian audiences to films that would not otherwise be screened. However, COVID-19
restrictions have forced Australian cinemas to close for periods in 2020 and 2021, then
operate at reduced capacity when they reopened. As home-based competition from
streaming and video-on-demand (SVOD) websites such as Netflix, Amazon Prime and
Disney Plus continues to strengthen, just how efficient and effective is Palace Cinemas?
The report should consist of the following sections. Please use these as your headings:
1. Introduction (approx. 100 words)
Briefly introduce the organisation you are analysing and describe the service according to
Lovelock’s service classification framework. Explain the context for your audit: what justifies
the need for this audit?
2. Service Marketing Mix Analysis (approx. 2000 words)
2.1 Service Product and Positioning
Analyse the current service products offered by the organisation relative to its target
market(s) and positioning. If appropriate, identify how the organisation could improve or
enhance their product and positioning strategy to increase customer satisfaction and service
quality. Justify your reasoning using .
2.2 Pricing, Productive Capacity and Demand
Analyse the pricing strategies of the service organisation and determine if price is used to
manage capacity and demand. If appropriate, identify how the organisation could improve or
enhance their pricing strategy relative to (1) service product offerings and (2) capacity and
demand. Justify your reasoning using services marketing theory.
2.3 Physical and Electronic Distribution
Analyse the channels used for service delivery and the distribution strategy currently in
place. If appropriate, identify how the organisation could improve or add to its distribution
strategy. Justify your reasoning using services marketing theory.
2.4 Integrated Service Marketing Communication
Analyse how the marketing communications mix is being used to address the organisations
key stakeholders, particularly customers. If appropriate, identify how the organisation could
effectively alter, improve or add to the communication mix. Justify your reasoning using
services marketing theory.
2.5 Service Process
Analyse the process or production steps that occur to create and deliver the service
experience. Create a blueprint of this process, identifying moments of truth. If appropriate,
identify how the organisation could improve or enhance the service delivery process. Justify
your reasoning using services marketing theory.
2.6 Managing People
Analyse the human resource management strategies of the service organisation to
determine whether the organisation is operating in a cycle of success, mediocrity or failure. If
appropriate, identify how the organisation could improve or enhance its people element.
Justify your reasoning using services marketing theory.
2.7 Servicescape and Physical Evidence
Analyse the servicescape of the organisation, with particular reference to how physical
evidence affects employees and customers. If appropriate, identify how the organisation
could improve or enhance its servicescape and physical evidence. Justify your reasoning
using services marketing theory.
3. Recommendations (approx. 900 words)
Drawing from your analysis in Section 2, make three recommendations that you think the
organisation should address in the short-term. for how these
improvements or enhancements should be implemented and discuss how you will measure
the effectiveness of these changes.
4. References (not included in word limit)
5. Appendix (only if required; not included in word limit)
Submission Checklist
Before you submit your assignment, check off the following to ensure you have addressed
each requirement:
I have used 1.5 spacing, a readable font (e.g., Times, Calibri, Arial) and 2.5cm
margins.
I have supported my assertions with services marketing theory and research.
I have included a blueprint in the body of the report.
I have limited Sections 1 to 3 to 3000 words (not including any tables, images, or
quotes).
I have used APA style citations throughout the report in accordance with The Cite
Write guide. I understand that failing to cite sources appropriately will result in my
assignment being flagged for plagiarism and reported as misconduct.
I have included a reference list at the end of my report.
I have considered the quality of my sources and only cited appropriate resources
(i.e., not Wikipedia) in my assignment. I have included any industry-relevant
information in databases such as IBISWorld Industry Reports.
I have read the CRA and compared my submission with the standard I hope to
achieve.
I have submitted my assignment through Blackboard on or before the due date.
I have obtained and backed up an electronic copy of the final submission.
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