This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together. In a group of four, 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 primary research about the organisation, 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. This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together. 

Organisation 1: Lime Scooters (https://www.li.me/about-us)

Lime operates a number of shared smart, affordable mobility options to communities around the world such as scooters, bikes and transit vehicles. There has been controversy around its operation here in Brisbane.  How should the wider Lime Company with their diverse product range overcome these types of challenges to ensure their viability here in Australia long term? 

Organisation 2: Menulog (https://www.menulog.com.au/)

Menulog Pty, Ltd is an online food and beverage ordering app operating in Australia and New Zealand.  Established in 2006 it now has over 13,300 restaurants using its services. How can they continue to be successful with competition coming from the likes of Uber Eats, Deliveroo amongst others? 

Organisation 3: MarleySpoon (https://marleyspoon.com.au/)

Marley Spoon is an international company operating in six countries. Customers sign up for a weekly subscription and order meals online. Marley Spoon then sends recipes and food boxes containing fresh ingredients straight to your door making cooking at home a much easier task. In the US alone meal kit delivery services have grown to over $5 billion in sales alone. With this in mind and given the recent growth in competitors how should Marley Spoon stay relevant and grow their business?  

The report should consist of the following sections. Please use these as your headings:

1. Introduction

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

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 services marketing theory. 

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 organisation’s 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

Drawing from your analysis in Section 2, make three recommendations that you think the organisation should address in the short-term. Provide in-depth tactics for how these improvements or enhancements should be implemented and discuss how you will measure the effectiveness of these changes. 

4. References 

5. Appendix