You are on page 1of 10

SERVICE MARKETING

GREGORY
D A Y C A

SHINE
R E

AURELIE FABRE ELLIOT LALOI DIMAS WIJANARKO NINA NURMAYANTI

PPM SCHOOL OF MANAGEMENT JAKARTA 2013

GREGORY SHINE DAY CARE

CHAPTER I BACKGROUND

1.1.

Gregory Shine Day Care

Gregory Shine Day Care was a registered nonprofit organization, licensed and reputable child care facility with an impeccable safety record operating in Toronto in 1979. The Day Care offering an intimate, family-like atmosphere and a renowned educational curriculum. For many children it was like a second home. One of the reasons Gregory Shine was so respected was its superior staff that all of Gregory Shines employee were ECE (Early Collage Educator, a two year diploma).This helped bolster the Centre s reputation for safety and competence.

1.2.

The Child Care Industry


Regulated child care was in high demand since increasingly for both two parents work outside

home. Non-profit regulated care positively influenced childrens development better than other forms of child care. In Ontario, only 20% of its children under the age of five attended licensed child care facilities. The remaining 80% receive care from a non-licensed. The fees at Toronto Day Care facilities varied wildly depending on the household incomes of family in their catchment areas. The most important criteria for parents choice are: safety, location, and quality that linked to optimal child development are well trained staff. For the last reason, many child care facilities struggle to attract and retained skilled staff since tight budget to pay staff relatively low wages. The greatest expense for childcare is staff wages. The regulation about staff required in childcare is the older the children get, the lower the number of staff required supervising them.

GREGORY SHINE DAY CARE

1.3.

The Accident
On November 7, 2011, two year old Logan Simpson broke his leg on Gregory Shine`s playground.

Logan directly went to hospital with his mom and one of Gregory Shine staff. At the hospital, doctors confirmed that Logan had broken his right femurs which consistent with fall from heights. But the detail from Gregory Shine there wasnt anything for Logan to fall. The information from City of Toronto`s Child Care division say that injuries among children while in the care is common, so the Centre are not required to carry personal injury insurance for children except staff and volunteers. Gregory Shine face the accident and the tight margin just enough for coverage staff and volunteers insurance.

1.4.

Gregory Shine Response and Follow Up


Dempsey, a representative for Gregory Shine has to report the accident to ministry of Children

and Youth Services. Before, Dempsey promise to give the report too to Logans mother but the lawyer of Gregory Shine advised not to share the report and do not contact with Sampson family (Logan`s parents) in case they were building a case against Gregory Shine. On the other side, Sampson family feel frustrated because of Gregory Shine attitude : unwillingness to find out the accident happened, no communication from Gregory Shine to make good relationship with them, and Simpson family feel that all of the the valuation of Gregory Shine before was fault since Logan got accident. The impact of this accident, Logan need 24 hours care which need personal support worker to help the recovery. Because of that, Sampson family asked Gregory Shine to refund their prepaid November fees and the other expense during Logan`s recovery time. Gregory Shine has the authority to refund of the November fees but as good willingness. Dempsey wants to help them too in their nanny expense but she was conscious of her obligation to the board to maintain a balanced budget. Since Gregory Shine doesnt have insurance for children so if Gregory Shine has to cover it would be from the Centre operating budget. Worst, if Gregory Shine chose not to pay, there will a negative publicity about the Gregory Shine reputation that had been built by four decades creating a name. In order to fix this, Dempsey has to address this issue and ensuring it will happened again.

GREGORY SHINE DAY CARE

CHAPTER II KEY INTERNAL ISSUE

The base of this case starts with an accident at Gregory Shines daycare. On the morning of November 7, 2011 Logan Simpson, a two-year old child broke his leg while playing in the playground. Gregory Shine Day Care having no formal training in public relations or crisis management. The executive director felt she had handled the incident reasonably well: it seemed as though everything at the daycare had returned to normal. Still, the executive director couldnt stop worrying that the daycare might experience further fallout from the incident. The executive director of a daycare is still trying to figure out:

1. How to address legal, financial, and safety issues stemming from an incident that occurred two
months before, when a two-year-old boy broke his leg

2. What is an effective public relations strategy in response to a crisis? It could be used in either an
introductory marketing course or a promotions course where PR is a sub-unit. The emphasis is primarily tactical as opposed to strategic.

GREGORY SHINE DAY CARE

CHAPTER III ANALYSIS

3.1.

STP and 7P of Gregory Shine Child Care Centre is one of the examples of service marketing company, so in analysis it has to

define the STP (segmenting, targeting, and positioning) and 7P (Product, price, place, promotion, people, physical evidence, and process) shown in Table 1. Segmentation

The segmentation is the local community need for


child care services on the specific areas. Students will be taken in flexibly on either a full-time or part-time. Targeting Gregory Shine is targeting the middle class and two income families (both their parents children working) learning and and

ambitious Positioning of

development. Gregory Shine positioning is the reputable Child Care Positioning Centre that offers advanced day care services that give priority to safety, learning and development of your children with child care educated and trained employee member. Product Child Day Care Service Centre that offer part time and full time service for learning and development children in infants, toddlers, and kindergarten Price Full time : $ 940 - $ 1080/month Part time : $ 55 $ 61.50/day Place Promotion Physical Evidence People Toronto Word Of Mouth, Media, Community, Referral Building Centre, educated toys, class room, chair and table, whiteboard Executive Director : Dempsey Caregiver employee : ECE graduated Process Parents : looking for the best day care and registered their children to daycare Caregiver : Supervise the children while there are playing and learning at the Centre

GREGORY SHINE DAY CARE

3.2.

SWOT Of Gregory Shine


In identifying strategy to face the Gregory Shine problems, the SWOT matrix used to analyze.

The SWOT matrix is shown in Table 2. STRENGTH 1. Licensed Company and Good Reputation 2. Well educated employee 3. Second home for children 4. Safety and good location WEAKNESS 1. lack of standard procedures to handle child injury 2. Unclear SOP of failure management 3. Unclear of service recovery procedure 4. There is no mass communication division OPPORTUNITY 1. Market of child care increased 2. 80% of Ontario children have not used licensed child care company 3. Increase the referral increase the new costumer 4. opportunity to prevent a damaged reputation with proactive communication and a focused effort to establish itself as a safe and responsible daycare facility THREAT 1. Negative publicity from Sampson Family about the accident 2. Competitor will take the accident opportunity to decrease Gregory market share

3.3.

Customer Response to Gregory Shine Day Care Service Failure


Simpson family as a victim of the Gregory Shine`s Service Failure response their dissatisfaction

by direct take some form of public action: Complain to the service firm which means complain to Gregory Shine as a service firm about 3 points: 1. No Communication about the accident 2. No good willing to maintain relationship 3. unwillingness to find out the accident happened

GREGORY SHINE DAY CARE

CHAPTER IV SOLUTION

4.1.

Strategy and Tactical Program for Gregory Shine Service Recovery From all of the analysis including SWOT, company has to develop strategy in increasing the ability as a service company. The strategies are: 1. Build a marketing communication division in company (W4 O1,O2, O3, O4)
The role of marketing communication is to define
an organizations relationship with its customers. This unit emphasizes the strategic importance of such communication and its long-term effect on consumers. Tactical Programs for this division include: Establish a monthly e-newsletter to send to all parents to ensure they feel fully aware of all Gregory Shine occurrences.

Provide information about Gregory Shine via email to all elementary schools, churches, community centers, and local family friendly businesses Provide information that related to sudden situations to neutralize the situations (example : injury, accident)

2. Build a Complain Handling and Service Failure Process (W2, W3, W4 T1, T2)
Whenever a service occurs, people expect to be adequately compensated in a fair manner. In Gregory Shine Day Care, the company has not established the complaint handling and recovery service yet. So, the next strategy is make a service failure process for day care Service Company which consist of procedural justice, interactive justice and outcome justice. The tactical process for day care describe below:

GREGORY SHINE DAY CARE

Procedural Justice Company contact the other related department (ex : lawyer, doctor, government) to get the clear description about the service failure Internal investigation

Interactive Justice Company representative come to the customer who get the service failure Company representative gives an explanation about the service failure Company representative keep communicate with the customer during service failure recovery

Outcome Justice Compensation for customer (win-win solution ) Assurance to customer that the failure will not happened again

3. Build a service guarantee (S1, S2, S3, S4 T1, T2)


This strategy is made as a preventive action to minimize repeated the same service failure, increase trust from customer, and ensure the customer about the competitive advantage of Gregory Shine Day Care (safety). Tactical programs to this strategy are : Review all of the Standard Of Procedure and make a new one if needed Assure all of the tools, games, and goods in Day Care suitable for children and not harmful Build training and development for employee about safety and first aid injury for children Discuss with the government about the insurance for children

GREGORY SHINE DAY CARE

4.2.

Flower of Service in Day Care Service Company Flower service is a concept categorizes supplementary service into facilitating services

into enhancing service. Which its use is to help us the supplementary element performed well.
SUPPLEMENTARY PRODUCT CURRENT SITUATION 1. Providing pricing information, 2. Condition service situation Information 3.Instruction on using core product/supplementary service no data 1. Gregory shines Membership Program 2. Subscription services (month, payment, or daily payment) food and beverages, toilet, no data SUGGESTION 1. Providing pricing information, 2. Condition service situation 3.Instruction on using core product/supplementary service 4. Providing product safety information no data 1. Gregory shines Membership Program 2. Subscription services (month, payment, or daily payment) food and beverages, toilet, Preventive maintenance - increasing safety environment of Gregory shine 1. hire employee to handling special communication to costumer 2. Training the employee and make SOP for possible accident may occurred 3. Make a service failure management system add yearly billing no data

Consultation Order Taking

Hospitality Safekeeping

Exception

no data

Billing Payment

month, payment and daily billing no data

GREGORY SHINE DAY CARE

CHAPTER V CONCLUSION

As a service business Gregory Shine Day Care should provide important supplementary as added value for company than competitors that suitable with flower service. In this case, Gregory Shine Day Care has not provided yet for exception elements. These elements help company to improve customer trust, increasing company reputation, and preventive the company from the unexpected incident. And if one element is not provided or not well enough it will affect all of overall impression and image from Gregory service itself. As a service company, Gregory Shine should make a concern to renewing their supplementary service from flower service especially in expectation element.

The strategies for Gregory Shine Day Care to face this incident are: Build a marketing communication

division in company, Build a complain handling and service failure process, and build a service guarantee as preventive action.

10

You might also like