Service Marketing Management Assignment

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Individual Assignment
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Name: Minh Le Nguyen Binh - Roll Number: minhlnbba00327
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Class: BA0604
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Subject: Service Marketing Management
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Lecture: Nguyenltt
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Case: Please write 1500 words essay to address the following problem: Choose 2 services that you personally experienced: one is satisfactory and the other is dissatisfactory. Analyze their success or failure in serving you as a customer using relevant services marketing management theories. For each service, you should choose NO more than 3 topics to discuss. Finally, you need to provide your recommendations for the service providers based on your finding.

I. Executive summary
Services are really necessary in our life, especially nowadays. With developed economics, people will require higher than in the past. In other words, marketing researchers must find new ways to apply flexibility. This case will focus on only 2 sides: satisfactory and dissatisfactory, using theories in "Essentials of Services Marketing" book.

II. Introduction
There are 4 parts in this case:
- General information
- Satisfactory and dissatisfactory services/products using service marketing management theories/models + Satisfactory of Burger King in Vietnam
+ Dissatisfactory of Sen Viet Restaurant in Long Bien, Hanoi - Conclusion: problems mentioned in this case, give some recommendations/advices - References
In this case, I use Value-Based Pricing (Chapter 6) and Flower of Service (Chapter 4)

III. Generation Information:
1. Burger King
Burger King, often abbreviated as BK, is a global chain of hamburger fast-food restaurant headquartered in unicorporated Miami-Dade Country, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida - based restaurant chain. After Insta-Burger King ran into financial difficulties in 1954, its two Miami-based franchisees,David Edgerton and James McLamore, purchased the company and renamed it Burger King. Over the next half century, the company would change hands four times, with its third set of owners, a partnership of TPG Capital, Bain Capital, andGoldman Sachs Capital Parners, taking it public in 2002. In late 2010, 3G Capital of Brazil acquired a majority stake in BK in a deal valued at  $3.26 billion. The new owners promptly initiated a restructuring of the company to reverse its fortunes. With more than 1 years trial in Vietnam that they operated in Tan Son Nhat Airport and Da Nang Airport, now, Burger King has been present in Vietnam by franchising form between Burger King Corporation and BKV Company, which is member of Imexpan Pacific Corporation. BKV Company predict that they can develop their chains to $40 million in Vietnam. http://en.wikipedia.org/wiki/Burger_King...
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