Service Management & Marketing: Service Design, Capacity at Unilever

This report provides a comprehensive analysis of Unilever's service marketing strategies, focusing on service process design, the ethical implications of technology in service delivery, and the management of service capacity and performance. The analysis of service process design covers key components such as people, artifacts, processes, and various services including political, economic, social, technological, legal, and environmental factors. The report evaluates how technology enhances customer service and the importance of ethical data handling. Furthermore, it examines how Unilever manages service capacity and performance through customer database management, transparency, store management, and demand forecasting using information technology. The conclusion emphasizes the need for continuous improvement and adaptation to maintain a competitive edge. This student contributed document is available on Desklib, a platform offering a range of AI-powered study tools and resources for students.

Service Management &
Marketing
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Table of Contents
INTRODUTION..............................................................................................................................3
MAIN BODY...................................................................................................................................3
Critically analyse the service process design for the organisation.........................................3
Critically evaluate the role and ethical implications of technology in the organisation’s service
delivery...................................................................................................................................6
Critically analyse how service capacity and performance is managed..................................7
Recommendations..................................................................................................................8
CONCLUSION ..............................................................................................................................9
REFRENCES ................................................................................................................................10
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INTRODUTION
Service Marketing means that process used over promoting commodities which is
required to be sold by an organization within market. Service marketing leads upon promoting
products and services over wider perspective existing within particular market. Also through this
marketing different aspects of business and its functions are conducted more effectively. This
leads towards developing better and effective marketing strategies making product and services
more effective in nature. Service marketing covers wider scope as it tends to impact business and
various functions related to it. Nature is dynamic as it tends to create better approach over
making organization's image improved. The selected organization in relation to report is
Unilever which is a retail organization selling variety of products within United Kingdom. The
report explains about service process design for an organization with implication of technology.
In the end service capacity and performance management has been explained.
MAIN BODY
Critically analyse the service process design for the organisation
Service process design means those arrangement of service facilities that provides about
process upon which service operation are structured more effectively(Iwu-James, Haliso and
Ifijeh, 2020). These activities are based upon planning and arranging people, infrastructure,
communication and material components of services helping in improving quality with
interaction between service provider and its users. Through service design many functions are
informed over changes taking place over existing services in more effectively. The purpose of
service design methodologies requires to establish effective practices over making design
services as per needs of users with competencies and capabilities over service been provided. If
successful method service design over adopting services with relevant perspective provided in
relation over sustainable and competitive services provided upon it. In order to make service
design by using methods and tools derived for making services within an organization improved
more effectively. Through this idea and concept is portrayed upon techniques helping in
improving culture and skills with level of understanding for stakeholders involved within the
process.
The main objective of service design helps upon formulating both front and back office
strategies which makes customers needs to be fulfilled in relevant manner by allowing market
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conditions understood more effectively. This makes competitiveness increased within market.
This is most important part which has helped Unilever work upon its service structure by making
its services more effective in nature. Through service process design an organization is able to
work over new ideas over serving services in effective way. There are certain component which
is used by an organization like Unilever in order make service design work and they are
 People: This is an important component which is based upon creating and using services
provided by an individual. They have tendencies to impact services indirectly which are
provided by an organization.
 Artifacts: They are used in order to develop physical and digital formation of services in
more effective way. Through such perspective an artifacts makes product with services to
be provided within market.
 Processes: It is an important part of service process designing as it makes business
perform services as per the structure formed by an organization like Unilever(Huang,
2020). The process is formed regarding services with the help of employer and employee.
 Political services: Unilever Plc have huge no. products sector in the market and basically
the company's have FMCG product like Beauty and Personal care, Refreshment and food
etc. so that they have to prepare the policy regarding its product services. In order to do
so government policies are required to be kept in mind by by Unilever. The company has
to follow all the policies which are formed by government as it helps in making product
services reach within market. Through government policies organization like Unilever is
able to attain more strength within its service process.
 Economic services: Unilever Plc has focuses on main primary products services like
FMCG product ( Food and refreshment, Beauty and Personal care, etc.) which help the
economic to be boosted for an organization. This leads upon opening new job
opportunities within local market under its service department. Also through using these
factors economic stability is created with better revenue and profit generated for its
product services. Also through this product service quality improves with good economic
stability. The company have to focus and develop the economy by it's working of it
manufacturing services.
 Social services: Unilever Plc has to focus that when they are launching new product then
they do advertisement according to it state language because the Unilever covers the huge
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market in different countries. The Unilever have to focus that the product which they
produce it will not effect the society culture. Unilever have to do research and
development so that they analyse the needs and wants of the customer and full-fill the
demand of the customer.
 Technological Factors: They use latest technology for production so that it increase the
efficiency and reduce the cost of the product. If they used latest technology they can
easily compete the market and sustain in the market for long time of period. If they used
latest technology then they save more time and produce different product at same time
with efficient services. Through technology services are improved for Unilever and there
accuracy within production and manufacturing increases.
 Legal services: The Unilever having a so many different products in the market more
than 400 brands. So they take care of many laws and regulations for there manufacturing.
The company used manufacturing policies which is abide by the government only. If the
company manufactured the product in illegal way then company have to bear all the
illegal charges expenses and may be the company's license will cancelled permanently or
temporarily. The company's has to take care of all his patent and keep an eye that no one
is misuse your patent to sell the product(Godinho and Garrido, 2020). This make your
brand value down in the market. If someone is using the Unilever patent then company
have rights to action against the person who using the patent and also make awareness to
the customer about this fraud product. So that the trust between the customer and
company will remain strong.
 Environmental services: The Unilever has to main focus that manufacturing the eco-
friendly product only. They are working towards UN sustainability goals which increase
the image of the business in the market. They used that plastic which can be easily
recycle or decomposed, so that it will help the environment clean. They used latest
technology for manufacturing the product, so that it will reduce the use of plastic and
help to make the environment clean.
Critically evaluate the role and ethical implications of technology in the organisation’s service
delivery
In today scenario, technology is most important aspects for any organisation to run the
business in the market. If your technology is upgraded then you have ability to compete the
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market and if you use outdated technology in the organisation then it is very difficult for
company to compete in market with competitors. The customer also feel comfort to use the
services which is rendered by use of technology. Unilever is rendering services by using
technology to help customer by giving facility to support customer service online. This service
help customer to get quick resolution of a problem. If the problem face by customer any time
then now they can raised issue online and this services is available 24*7 for the customer support
and their problem always get resolved by customer executive, this service is very effectively
proof to resolve the problem of customer because it consume very less time of customer to raised
problem and get problem resolved. The Ethical implications is to make sure that you make your
customer feel secure to use service by storing the customer data privately. This services is very
concern by the customer because no one wants that their private data is used by public because
they use the data in illegal way also and may customer have to face issue in the future, so it is a
responsibility of organisation's to save the customer data privately(Chiu, Won and Bae, 2019).
This service is offered by Unilever that they promise customer to store all the data of customer
privately, Then only customer trust to share his data with the organisation. This is very important
aspects that customer need and expect from organisation. If the trust is built between the
customer and organisation then it capture huge number customer in the market and if trust not
built it is very difficult for organisation's to capture huge number of customer in the market. The
latest technology is used by Unilever Plc to manufacturing production in market. This help
organisation's to survive long term in the market and generate profits in market. If the technology
is upgrading then the organisation has to adopt the changes in technology so that it able beat the
competitors in the market. Organisation has doing research and development to analyse the
demand of the customer market and manufacture the product accordingly by using the latest
technology. For any organisation they must keep the technology up to date otherwise it may lack
down from the market.
Critically analyse how service capacity and performance is managed
Capacity and performance management is one of the most important process which is
based over managing services within an organization. This is based over planning of process
determining about network resources required for preventing any issue raised over critical
business applications. Through performance management various networking services like time,
consistency, and quality is improved for an individual. Also capacity and planning management
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leads towards development of services by improving applications related to components
involved within it. Capacity and performance management are used for increasing employee's
capacity to work in more effective way. Through performance management employees and staff
working patters are improved which leads over making services delivered as per the set
objectives of an organization like Unilever. Capacity management relates upon developing
employee's innovation towards making services more attractive in nature. In case of Unilever its
services are required to be improved by forming proper networking which lead over developing
employment capacity to manage stock and devilry of products. Through performance
management employees of Unilever are rewarded on the basis of quality of services provided by
employees to there customers. Through this Unilever is able to enhance Information technology
services leading towards making work faster. As information and technology makes
determination of tools done in relation to services provided by Unilever. Through information
technology service operations are managed with minimum wastage. In relation to Unilever role
of information technology has been discussed as follows:
 Customer database management: The customer database management information
technology is most effective and secured source that leads towards improving data
maintenance service with customer centric approach to be formed effectively(Bock,
Wolter and Ferrell, 2020). Orgnization like Unilever is able to manage customers services
in more effective way.
 Maintain transparency and tracking: Through adoption of information technology
within Unilever transparency is maintained over working. Its leads towards tracking of
order done more effectively. Further, transparency leads towards positive approach
developed in terms of delivery of product to customers.
 Store Management: Information technology leads towards making organization develop
better management helping in advancing technology of an organization which makes
stock management services performed with effectiveness.
 Forecasting demand and sales: Through advancing information technology an
organization is able to calculate demand making statistical data analysed over demand to
be forecasted making customers needs fulfilled.
There are some important aspects used by Unilever for making capacity and performance
management done in more effective way. This is used for developing better structure for
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business operations with its management. Unilever is able to improve information technology
structure helping over advancing department by improving technological perspective to be used
within organization.
Recommendations
It can be understood from the concept that service management is an important process
which is used for making services develop of an organization like Unilever. Service management
has helped Unilever in seeking faster service performed more effectively. Also service
management uses particular process related to planning done over resource development which
makes services performed in more effective way. Also the process takes in considerations
various factors which are useful for service management. These factors are important for various
perspective which makes data to be identified in more effective way which leads towards
developing better services within an organization. As per the concept technology has been
making development done within service of organization which tends to improve organizational
internal and external services. Through technological development an organization believes over
forming services which is an important part of organizational development. Also technology
should be used with ethical perspective creating security for employees and customers in more
effective way(Baron, Harris and Hilton, 2018). Then marketing services uses information
technology for managing its perspectives like Forecasting demand and sales, Store Management,
Maintain transparency and tracking,Customer database management. These perspective makes
business to be improved more effectively. Also organization like Unilever with the help of
information and technology is able to enhance digital process making delivery of products
managed with better services. Also information technology make options created within services
which leads upon developing better employee force. Information technology is an important
point since it leads towards updating software on regular basis.
CONCLUSION
From the above discussion it can be concluded that service marketing is an important
perspective which has been used in order to make network formed over improving services in
more effective way. This is used for developing organizations with an better approach towards
organization's process. In the discussion it has been marked out that information and technology
has helped an organization in improving services of organization by enhancing both hardware
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and software. Also through this an organization stabilizes its delivery, production and
manufacturing services. In the end importance of information technology has been explained
with various aspects of services within organization.
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REFRENCES
Books and Journals
Baron, S., Harris, K. and Hilton, T., 2018. Services marketing: text and cases. Bloomsbury
Publishing.
Bock, D.E., Wolter, J.S. and Ferrell, O.C., 2020. Artificial intelligence: disrupting what we know
about services. Journal of Services Marketing.
Chiu, W., Won, D. and Bae, J.S., 2019. Internal marketing, organizational commitment, and job
performance in sport and leisure services. Sport, Business and Management: An
International Journal.
Godinho, S. and Garrido, M.V., 2020. The “ins” and “outs” of product and services marketing:
The influence of consonant wanderings in consumer decision‐making. Psychology &
Marketing, 37(10), pp.1352-1361.
Huang, Y.T., 2020. Internal marketing and internal customer: A review, reconceptualization, and
extension. Journal of Relationship Marketing, 19(3), pp.165-181.
Iwu-James, J., Haliso, Y. and Ifijeh, G., 2020. Leveraging competitive intelligence for successful
marketing of academic library services. New Review of Academic Librarianship, 26(1),
pp.151-164.
Mall, A., 2019. Service marketing stratgies in India. TRANS Asian Journal of Marketing &
Management Research (TAJMMR), 8(3and4), pp.24-28.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal, pp.j-ausmj.
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7),
pp.784-795.
Oyewole, P., 2018. International marketing of services and developing countries. Services
Marketing Quarterly, 39(2), pp.79-91.
Shirvani, S.M., 2020. Influential factors of foreign exchange services marketing with trust
mediator role in Iranian international banking industry. International Journal of
Business Innovation and Research, 22(2), pp.229-242.
Valtakoski, A., 2019. The evolution and impact of qualitative research in Journal of Services
Marketing. Journal of Services Marketing.
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