The service industry segment of the US economy is a major employer and a big contributor of the US
Gross National Product and has displaced manufacturing industry in employment potential.
In the last few decades, service has grown tremendously in the financial sector, banking sector, retail
merchandizing, hospitality, entertainment, distribution and transportation industries. Also comment on
service industry start ups and long term viability due to recent events since last year ( 2020)
This can be explained from the standpoint of strategies and tactics adopted by major industry giants
such as Microsoft, Amazon, Google, Twitter, Facebook, Mc Donalds, Starbucks, Walmart, Avis rent a car
and Enterprise Rent a car to name a few notables. Some of these industries have grown using the
internet economy, growth of information technology and great demand for consumer oriented services.
Global strategies including franchising and developing industry alliances have defined these companies
and has resulted in some spectacular successes and failures.
Perform a critical analysis of the strategies and tactics adopted by any two service companies and and
make a convincing case for the results achieved. Your choice of two companies is from the following (not
limited to only these) list: Google, Yahoo, Amazon, Starbucks, Chase Bank, Nordstroms, Macys,
Microsoft, Apple, HP, IBM, Walmart, JC Penneys, 99 cent stores, Kentucky Fried Chicken, American
Express, Mc Donalds, Wendys, Dennys etc..
Your analysis should cover distinctive competencies, order qualifiers, and order winners for the two
candidates of your choice. Your analysis should cover marketing, operations, pricing, product quality,
product differentiation ,customer satisfaction and supply chain strategic issues issues.
Material for this report can be found in the library and or well known web site articles. Sources for
reference are (but not limited to)
– Harvard Business Review
– Information Age
– Business Week
– Industry Week
– Wall Street Journal
– The Performance Advantage ( APICS Publication)
– Supply Chain Management
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