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Services Marketing, 2nd Edition by K. Mohana Rao

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7

Services Strategy

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the importance of strategic planning

  • Understand the process of strategic planning

  • Identify the strategies suitable for service organizations

  • Identify the components of the services marketing mix

Tech-Solutions, an early entrant in the software industry in India, was a successful company until the global meltdown of 2008. The economic downturn in developed countries, particularly USA, adversely affected its major clientele, pushing it to the brink of bankruptcy. While renegotiating the terms of business did help to a certain extent, its profits kept dropping consistently. Many customers either closed their businesses or reduced the volume ...

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