CASE 1
● You are the Chairman of a 50 year old Private sector Bank functioning with
conservative approach. Your 200 branches are located mostly in Tamil
Nadu. Your bank faced a few take-over threats in the past. The Ministry of
Finance, Government of India is insisting merger of banks for viability and
to face the competition from foreign banks. Automation is the order of the
day. But the size of the bank does not permit huge investment on
mechanization. Your product portfolio requires a change to woo new
customers and to retain existing customers. The Board is expecting from you
a thorough overhaul of marketing mix. How can you modify? Substantiate
your approach
CASE 2
● Fast Express courier ltd. (FECL) is an innovative overnight delivery
company that helped to change the way companies do business. It was the
first company to offer an overnight delivery system, but the company
markets more than just a delivery service. What FECL really sells is on-time
reliability. The company markets risk reduction and provide the confidence
that people shipping packages will be “absolutely, positively, certain their
packages will be there by 10.30 in the morning”. In fact, FECL sells even
more than reliable delivery. It designs tracking and inventory management
systems for many large companies. In other words, the customers buy more
than just delivery service they buy a solution to their distribution problems.
For example, a warehouse designed and operated by FECL is part of the
distribution centre for a very large computer firm. In other organizations,
customers can place an order for inventory as late as midnight, and the
marketer, because of FECL’s help, can guarantee delivery by the next
morning. FECL has positioned itself as a company with a service that solves
its customer’s problems.
● Questions
(a) What is FECL’s product? What are the tangible and intangible elements
of this service product?
(b) What are the elements of service quality for a delivery service like
FECL?
(c) In what way does technology influence FECL’s service quality
