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Group 16

Presented by
Shreya Mayekar
What is service marketing and
service sectors
Services marketing is a specialized branch
of marketing.
Refers to both business to consumer (B2C)
and business-to-business (B2B) services,
includes marketing of services such
as telecommunications services, financial services, all
types of hospitality, tourism leisure and entertainment
services, car rental services, health care services
and professional services and trade services.
What are strategic choices
Strategic choices refers to the decision which determines
the future strategy of a firm.
It makes up a part of bigger strategic policies of the
Formulating policies to guide the organization in
establishing objectives, choosing a strategy, and
implementing the chosen strategy
Establishing long-range and short-range objectives to
achieve the organizations mission
Need for strategy
How do we get there?
What directions should we take
No single strategies are best in all situations
To simplify decision-making
Evaluating Progress
Tools of strategic planning
SWOT - SWOT analysis is a method for analyzing the internal
strengths and weaknesses, and the external opportunities and threats
facing the enterprise.
PEST - PEST analysis is a macro framework for expanding a SWOT
analysis to include political and regulatory issues, economic factors,
social norms and attitudes as well as demographics, and technological
Porter's Five Forces Model - includes existing competition between
suppliers, the threat of new entrants to the market, the bargaining
power of buyers, the power of suppliers and the threat of competitive
products or services.
Mind Maps- Mind maps are visual tools used in strategic planning to
show how various items relate to each other. Mind maps are a form of
The reason for the
existence of the MISSION
organization &
establishes the values,
beliefs & guidelines for The long range objectives
the conduct of that will drive the
business development process and
stretch the organization to
SWOT Analysis achieve them.

Internal Environment External Environment

Strengths Opportunities
Weaknesses Threats
- Value systems - The changing environment
- Culture - The demand for new products
- Staffing - The economic environment
- Support systems, operating environment - Availability of resources



Strategic Strategic Strategic Strategic

Action 1 Action 2 Action 3 Action 4

Strategy planning of
Reliance Jio
the aim to acquire 100 million users in 100 days.
Reliance has smartly worked on the Growth Hacking
Strategy for Reliance Jio that clearly defines the
pathway to start a new strategy and implement the
same in the form of data-driven marketing.
Recorded as the ultimate strategy in the Indian
Telecom Industry.
Globally consumer either pay for calls/text or for data,
they dont pay for both.
Mission and vision
Reliance mission is: To provide the best and most
value-adding advice within investor relations, financial
communications, media relations, crisis
communications, issues management and CSR
Reliances vision is:
1. To be our clients first call and preferred
collaboration partner within our business areas
2. To consistently exceed our clients expectations for
professional and value-adding advice
Levels of strategies
Corporate level

Business level

Functional level.
Levels of strategic choices
Corporate level- Flipkart acquired WeRead,
Mime360,,, Myntra.
Business level mostly marketed by word of
mouth, creating great customer experience and
customer satisfaction.
Functional level- though Amazon in early player
in industry, flipkart brought great change in the
mindset of Indian population.
Thank you