The Comparison Of Marketing Strategies In The Service Industry

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1.0 Introduction
The scope of the report is to understand variety of marketing strategies in different industries in their effort to achieve respective goal, namely to serve customers desires and needs. In this report, we will examine the marketing strategy specifically in service industry, the uprising industry and new source of economic growth for Malaysia and worldwide perspective.

The objectives of this report will examine how different industries’ implement plans to achieve the goal, and suggests the examinations of marketing strategy such as business goal and target market segments in different industries, and this report will discuss the marketing strategies for restaurant operators (McDonald), education provider (Taylor) and technology giant (Apple).

2.0 Scope of the study
According to Asian Development Bank (Park & Shin, 2012), service industry grow rapidly from the late 1990s, yet growth in industry and agriculture sectors are stagnant for the former and decreasing for the latter (Refer to Figure 1.1) . The growth of an industry will have direct impact for employment, where the report highlights share of employment is high in service industry as compare to agriculture and industry sectors. Therefore, service industry serves as the new engine of economic growth.

For Malaysia to excel in service industry, education industry plays an important role to build pool of talent, which contributes to competitive workforce with high performance and capability (Horizons, Ismail, & Abidin, 2010). Generation-Y, born within 1984-2000, whom aged between 14 and 27 years are connected generation and technology savvy. This group of consumers make up of total 5 billion mobile subscribers and two billion internet users, and ...

... middle of paper ...

...ice strategy Affordable price Premium price Premium price
Promotion strategy Direct advertising Personal & Personal
Place strategy Surrounding high traffic areas Own store and partner with other channels Dedicated Apple Store and online store

Marketing strategy adopted by different companies share the same business goal, i.e. to delivery their product to target customers in effective and efficient ways, and generate revenue for a company. Company customize their marketing strategy in meeting their customer needs. McDonald’s marketing strategy is through its fast service and consistent product quality to cater variety of customers. Starbuck is provides an ideal place for people to hang out with comfortable environment and accompany with nice coffee. Likewise, Apple offers innovative technology to delivery unique user experiences when customers use its products.

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