The Services Chakravyuha Predicament with Services Business- Brijesh Singh

Abstract

The purpose of this case is to highlight the predicament of services business and to help the marketing professionals and students to understand the subtle differences between a product and a service. To bring out the real essence, the setting of the case has been in the year 1992 when the Indian economy was opening to the idea of privatization, globalization and liberalization. Radhey Shyam Priyamvad, the protagonist popularly known as RSP in his friend circle. He is a Mechanical Engineering graduate from a top Engineering School in India and his first job is with Maruti Udyog Limited (MUL). He had a mixed experience during his work at MUL for 7 years. Even though he is a Mechanical Engineer, his real strength lies in dealing with people. The liberalization of Indian economy in 1990s, led to an increased emphasis on services sector. He decided to change his career for better and took a plunge in the services sector. He started his 2nd job with India 's foremost services organization in Hospitality sector, Sarto} Hotels and Palaces. After entering into the services sector, he realized that his present education and experience has lot of Gaps to understand the services business completely the case highlights the dilemma posed by a typical services business and the resultant questions and decisions of a protagonist which will make a difference between success and failure in the service sector.