INDIVIDUAL ASSIGNMENT – SERVICES MARKETING – MKT202

GUIDELINES:

1. The assignment should be an analysis and application of concepts to answer

the questions in case study. The case study will be sent out in the week 5.
2. The assignment must be typed in Word document, A4 size page layout,
double-spaced with Arial 11-point font, and must be submitted in both soft and
hard copy.
3. The assigment should be minium 3 pages. The assigment can include the
models, diagrams or appropriate figures (if any). In all, the assigment must not
exceed 5 pages excluding expendices.
4. Plagiarism (including the copying & pasting from internet or one student
copying from the other) is totally not allowed. It results in the student’s
assigment be rejected immidiately and student losing the entire marks for
individual assignment.
5. The sources (included the internet links) being referred must be given at the
end under “References”. The sources must be cited under the Harvard style.
6. Deadline of this assigment will be at 23:00 – 22/2/2021. Soft copy must be
submitted to the email of the lecturer (TrangPTH27@fe.edu.vn). Hard copy
will be submitted on class (23/2/2021).
7. A deduction of 10% of the assignment mark will be applied for the late
submission (After 23:00 – 22/2/2021)
8. The individual assigment is weighted of 10% in the overal module evaluation.

CASE STUDY:
CASE STUDY: GINGER: SMART BASICS
Case study is provided on LMS
Study questions:
1. What is Ginger’s service concept? Use the Flower of Service to aid you in
your answer (50%)
2. Evaluate Ginger’s brand positioning and communications strategy. Given that
the number of players in the budget hotels market is increasing, how can
Ginger sustain its unique positioning? (30%)
3. What are the key challenges in the way to service excellence for Ginger? Give
recommendations to Ginger to overcome these challenges? (20%)