De Mar's

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1. What is De Mar’s product? Identify the tangible parts of this product and its service components. De Mar’s product is basically a service 2. How should other areas of De Mar (marketing, finance, personnel) support product strategy? Marketing  Employees need to know company’s value proposition  Promote the image of the company, tech savy to be able to operate the product  Selling quality service to customers  Points in Differences (POD) know who competitors are and ensure that  Ensure company is always one step ahead and maintain their guarantee Finance Ensure the product cost is high enough to support the guarantees and 24 hr service Product costs is estimated from looking at competitors in the industry Personnel Selective hiring and training, ensure they have technical workers on duty 24/7, guaranteed to do work at any time. Technical workers help develop the delivery of the product Ensure workers have a friendly attitude Workers understand the services co offers that it not 9-5 job 3. Even though De Mar’s product is primarily a service product, how should each of the 10 OM decisions in the text be managed to ensure that the product is successful? 1) Design of Goods and Services a. Customer Input (issues arising on a holiday or weekend) as such De Mar’s provides this service at any time b. Differentiation of service – De mar’s differentiates itself by offering high quality service c. Fulfilling the value proposition d. Focus design on the moment of truth i.e the moment that exemplifies and enhances/detract from the customers’ expectations e. Documentation – so that job instructions are well laid out each employer can then emulate the role of an expert f. Tight Schedules – ensuring that service is delivered from beginning to end 2) Managing Quality – a. the ability of a product or service

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