Select A Company And Develop A Product Strategy

Select a company and develop a product development strategy

Describe your new service. Your new service concept must have all the main characteristics of a service which include intangibility, nonstandardization, and inseparability. Include the experience attributes of your product. What role has technology played in your service.

How will you measure your quality of service?

What barriers might you run into in globalizing your service? Provide specific examples.

In terms of the marketing mix, what specific marketing strategies will you use to distribute, price, and promote this service?

You will provide a 3–5 page (APA formatted) paper with at least three supporting references. You should include at least one illustration which can be included in the body of your paper or appendix.

NOTE: Your paper should be in APA format and cite all references used. Submit to the Unit 10 Assignment Dropbox.

Paper For Above instruction

In the competitive landscape of modern service industries, developing a compelling and well-structured product development strategy is vital for success. This paper discusses the conceptualization of a new service for Edible Arrangements®, considering its characteristics, quality measurement, potential global barriers, and strategic marketing approaches. The chosen service aims to enhance customer engagement through innovative offerings, leveraging technology to deliver a unique and memorable experience while optimizing international expansion prospects.

1. Description of the New Service

The proposed new service for Edible Arrangements® is a personalized, subscription-based weekly fruit arrangement delivery service tailored to individual health preferences and dietary requirements. This service embodies the core characteristics of intangible, nonstandardized, and inseparable nature. It is intangible because the value lies in the experience and customization of the fruit arrangements, rather than a physical product alone. The service’s nonstandardization is evident because each arrangement is customized based on customer preferences, seasonal availability, and dietary restrictions, ensuring each delivery is unique. Inseparability is reflected in the real-time consultation process, where customers interact directly with designers and staff during order placement, fostering a personalized experience.

Experience attributes include freshness, aesthetic appeal, health benefits, and personalized design options, which contribute to customer satisfaction. Technology enhances this service by enabling online customization portals, real-time order tracking, and automated scheduling, thus streamlining operations and providing convenience. Advanced data analytics are employed to predict customer preferences, ensure freshness through optimized logistics, and customize marketing efforts. Moreover, digital platforms facilitate direct engagement with customers, allowing feedback collection and service refinement.

2. Measuring Quality of Service

The quality of this service can be assessed through multiple metrics including customer satisfaction surveys, repeat purchase rates, delivery accuracy, and freshness of products. Customer feedback can be gathered via online reviews, direct surveys, and social media interactions, providing qualitative insights into service perception. Quantitative measures such as Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT) offer standardized assessments of overall satisfaction. Delivery metrics like on-time delivery rate and order accuracy are crucial for inseparability and reliability. Additionally, monitoring social media engagement and online ratings can help gauge brand perception and service quality over time.

3. Barriers to Globalizing the Service

Global expansion of the personalized fruit arrangement service entails several barriers. Cultural differences pose significant challenges, as preferences for flavors, presentation styles, and dietary norms vary worldwide. For example, some cultures might prioritize local fruits or have different attitudes toward health and wellness. Regulatory hurdles concerning food safety standards and import/export restrictions can complicate logistics; for instance, strict quarantine laws in certain countries may delay shipments or limit the types of fruits allowed. Language barriers and differing technological infrastructure levels can hinder online customization and communication, reducing accessibility in some markets. Finally, establishing brand recognition and trust in unfamiliar markets requires substantial investment in localized marketing and customer education efforts.

4. Marketing Mix Strategies

To effectively distribute, price, and promote this service, targeted strategies must be employed. Distribution channels will revolve around an integrated online platform, ensuring accessibility globally. Logistics partnerships with reliable courier services are essential to maintain freshness and timeliness. For international markets, establishing local fulfillment centers can optimize delivery times and reduce costs. Pricing strategies should be based on a tiered model—offering basic subscriptions at competitive rates and premium customized options at higher prices—catering to different customer segments.

Promotion efforts will leverage digital marketing, including social media advertising, influencer partnerships, and email campaigns to build brand awareness. The service’s unique personalized aspect will be emphasized to differentiate it from traditional gift and food delivery services. Additionally, offering introductory discounts and referral programs can attract initial customers. In localized markets, promotional strategies should account for cultural nuances, utilizing region-specific messaging and channels to maximize engagement.

Conclusion

This comprehensive approach to developing and marketing a personalized subscription-based fruit arrangement service for Edible Arrangements® highlights the importance of aligning service characteristics with customer needs. By integrating advanced technology, establishing measurable quality metrics, navigating global barriers, and deploying targeted marketing strategies, the service can achieve differentiation and international success. Continuous adaptation based on customer feedback and market conditions will ensure sustained growth and competitive advantage.

References

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