Subject: MKT8003 Service Marketing Management
Title of Assignment: Marketing Audit Report – Camp Five Sdn Bhd Total Word Count : 2000 words
Date of Submission: 31 August 2012
This marketing audit report is prepared for Camp Five to indicate how the organization is currently performing in their service level. The report is prepared based on secondary data gathered from reliable sources which is available online. In this report the background of Camp Five climbing gym is explained to understand the current internal resources and capabilities in its preparedness for servicing their target customer in Malaysia local market.
The finding of issue status as, overall and major issues of the company as below,
Overall Camp Five are current in high-end customer focus and in fact the majority of regular climbers are not in the high-end categories. Although the facility and technology is excellent advance compare to others competitors, the price of service has clearly show it is unaffordable to the middle class, therefore that is lack of daily head counts.
The major problem is lacking of promotion, Camp Five current uses the strategy of word-of-mouth, as per research 100% of interviewee get the know Camp Five as from friends-to-friends referral only, many other promotions shall be implemented as to improve on the performance will be shown in TOW analysis in this assignment.
1.0 PURPOSE OF REPORT4
2.0 THE INTRODUCTION4
3.0 TARGET CUSTOMER7
4.0 EXTERNAL ANALYSIS8
5.0 INTERNAL ANALYSIS12
6.0Service Quality Analysis13
7.0 SWOT ANALYSIS16
10.0 LIST OF REFERANCE19
11 APENDIX –SURVEY FORM21
How Do You Rate Your Climbing?22
1.0 PURPOSE OF REPORT (222words)
This is a continuous of audit report of Camp Five Sdn Bhd,
The purpose of this report is to present the service quality from organization perspective and customer perspective point of view in delivering and receiving the service in service marketing aspect. The elements covers include the internal & external analysis of organization, gap between the customer's perception and expectation. Those factors will influence on to the organization and its services from the gym toward the end consumer directly or indirectly. It is to help the organization to understand more about their customer and positive of new customer. Same time the current marketing promotion plan must be implementing in an effective way on it services quality & reach the company targeted headcount for the gym.
Scope of report, this report will cover the analysis in phase one, the sources of the report is based on some level of internet resources, but mostly is from interview with customers and my friends as the employee which is working in the company as manger positions. The recommendation of this service marketing audit will be done in phase two of the following of this report.
The monitoring of service will be from time to time based and this marketing service audit report accuracy credibility will remain valid for the next six month period.
2.0 THE INTRODUCTION - OVERVIEW OF THE SERVICE ORGANIZATION (335words)
2.1 Brief Background
Camp Five is a place provides training and a place for training, working out and meets new friends. It is facilitated with climbing wall, café, Pro shop, high technology shower, kid place area and inspectorial training programs. Training program is designed for children, beginners, leisure and advance climber or people can come for Yoga classes too. The climbing gym is operating under Switzerland management.
The wall was built by climbing wall BLOCX Sdn Bhd, which is the partnership company with Camp Five, Blocx's current major project are building and...