【正文】 e ? Inexpensive family travel on weekends 27 ? 10 minutes classroom group exercise ? Develop a strategic service vision of your entrepreneur firm – . ABC express grocery services 您的 abc service inc. Strategic Service Vision Service Delivery System Operating Strategy Service Concept Target Market Segment ? ? ? ? 29 Competitive Environment of Services ? Relatively Low Overall Entry Barriers – No patent protection ? Innovation can be easily copied – Not capitalintensive ? Resort hotels (exception) 210 ? Economies of Scale Limited – Physical customers participations required – Some logistics possible ? Purchasing (Marriott hotels buy Mattress), advertising, website ? High Traveling Costs – Teleconference helpful BMW announced Tuesday it sold a record million BMW, Mini and RollsRoyce vehicles in 2022. Competitive Environment of Services ? Erratic Sales Fluctuations – Service demand varies with random arrivals (排隊美食 ) ? Product Substitutions for Service – 血壓計 ? High Customer Loyalty – High touch contact create loyal customers ? Strong Exit Barriers – Marginal service firms may continuously operate ? Family employment ? Intrinsic job satisfaction (antique store, scuba diving shop) 212 Competitive Service Strategies (Overall Cost Leadership) ? Requires efficientscale facilities, tight cost and overhead control, innovative technology – McDonald’s, Walmart, Federal express, 213 林總裁：沙牛外帶 (內(nèi)用 ) ? Seeking Out Lowcost Customers (., USAA, 公教信貸 ) ? Standardizing a Custom Service (., Hamp。R Block) ? Reducing the Personal Element in Service Delivery (., promote selfservice at airline checkin) ? Reducing Network Costs (., hub and spoke at FedEx) ? Taking Service Operations Offline (., shoerepair dropoff) Competitive Service Strategies (Differentiation) being unique in brand image, technology use, features, or reputation for customer service. ? Making the Intangible Tangible (memorable) – (., Disney Theme Parks memorabilia) ? Customizing the Standard Product – (., Ritz Carlton address guest by name) ? Reducing Perceived Risk – (., FedEx guarantee their work) ? Giving Attention to Personnel Training – (., McDonald’s Hamburger University) ? Controlling Quality (., Shouldice Hospital, 和信醫(yī)院 ) 215 Competitive Service Strategies (Focus) ? Buyer Group: (. USAA insurance and military officers) ? Service Offered: (. Shouldice Hospital and hernia patients) ? Geographic Region: (. Austin Cable Vision and TV watchers) 216 Strategic Analysis Porter’s Five Forces Model P