TEMPLATE

1) Introduction (minimum 1200 words)

a. Define the industry
(e.g -Tourism: The temporary movement of people to destinations outside their
normal places of work and residence, the activities undertaken during their stay
and the facilities created to cater to their needs.)

b. Evolution / Growth of the industry

(History of your industry and the milestones in the development of your industry)

c. Target customers / Users

(On the basis of the services offered by your industry, classify the users.
Example- In airlines, the economy and executive class cater to different segments
of users)

d. Related Industries
(E.g. Media and entertainment; Logistics and transportation; Tourism with
Hospitality, Transportation (Taxi Services), Airlines, Guide Service, Forex
Service etc.)

2) Industry Perspective
a. Global Industry Perspective
i. Competitors / Top Players (minimum 500 words)
(You have to mention atleast 3 players from each segment of your
Industry. eg. In Airlines: LCC can be Finn, South west, American; and
Full Service can be KLM, British, Air France, Lufthansa)
ii. Industry functioning GLOBALY (minimum 1000 words)
(Work methodology, Model for business process, How the entire process
of providing the services is executed? What are the different functions
involved in providing complete service? How each function is different in
terms of the skill set and resource requirement?)
 b. Indian Industry Perspective
i. Competitors / Top Players (minimum 500 words)
(You have to mention atleast 3 players from each segment of your
Industry. eg. In Airlines: LCC can be Jet Light, Go, Indigo; and Full
Service can be Air India, Jet Airways, Kingfisher)

ii. Industry functioning in INDIA (minimum 1000 words)

(Work methodology, Model for business process)
(How the entire process of providing the services is executed? What are
the different functions involved in providing complete service? How each
function is different in terms of the skill set and resource requirement?)

c. Functional Perspective of the Industry (minimum 500 words)

(major resource needed to setup a business)
i. Whether it is Cash Intensive e.g. Real Estate?
ii. Whether People Intensive e.g. Professional services (consultant),
Restaurant, Brick & Mortar Retail.
iii. Whether Technology intensive e.g. Online Retail or Telecommunication?
(Identifying Critical Resources)

3) Economic Impact (minimum 1250 words)

a. Economic status – Global and Indian
b. Current trends (Share in GDP, Current level of consumption, Growth rate)
c. What is the RETURN ON INVESTMENT in your Service?

4) Developing a Blueprint for the Service Business

a. Customer Knowledge (minimum 500 words)
i. Understanding your customer’s need
ii. Customer Contact Approach (eg. Companies send bulk SMS, Tele-calling,
emails and physically approach customers to sell or promote their
 services, which may or may not be reciprocated positively by the
customers.)
iii. Using customer as a resource (eg. McDonald uses its customers for self
service and saves on the additional employee cost)

b. Management issues in services (minimum 250 words)

(How to manage the front end services, which are visible to the customer? the
way the employee interacts with the customer? And the Back-end services, which
customers cannot see. E.g. In a restaurant while placing an order is the front-end
service and the food cooked in the kitchen is Back-end service.)

c. Competitive advantage w.r.t. (minimum 500 words)

i. Price (including promotional pricing e.g. Discounts offered)
ii. Services offered (eg. in Banking Service: services offered are Retail
Banking-SB a/c and Current a/c; Loaning-Home, Car, Education; Tele
Banking; Mobile Banking; Internet/Online Banking etc. How each service
function is different in terms of the skill set and resource requirement?)

5) Capacity Management in Service (minimum 1250 words)

(Optimum resource utilization)

a. Demand management or Creating Demand (during Lean periods and Peak

periods)

b. Supply or distribution of service from different locations (e.g. Nirulas or

McDonalds-How it will expand its business? It is a problem of Standardization)

c. Problems in managing demand and its solutions (Queue Management, Demand

Management by giving financial incentives)