MKTG802 Identify THREE key brand touch points in the customer journey that are important for the company to develop: Strategic Marketing – Brands, Products and Services Thesis, AIS, NZ

After graduating from AIS you have been employed by a marketing consultancy firm. You have been asked to provide consulting services to a New Zealand-based brand currently operating in the vehicle parking services industry and those associated with Auckland Airport (a selection of appropriate companies will be provided by your lecturer in class for you to select from). Ahead of your first meeting with this important client, prepare an interim report, for your immediate manager’s review. In your report, you should:

1) Identify THREE key brand touch points in the customer journey that are important for the company to develop or maintain a competitive advantage.Provide a well-documented rationale for your selection.

2) Evaluate the organization’s current use of people, processes, and physical evidence (as appropriate) in the company’s design of the three brand touchpoints identified in #1. Your evaluation should draw on a mix of academic and industry-based sources and an analysis of competing brands’ strategies to justify the key conclusions you make in this section of the report. 

3) Based on the key conclusions you make in #2, provide TWO (minimum) or THREE (maximum) well-crafted and well-justified recommendations for changes the company should make to its current service brand strategy to improve its performance.