• Make sure to do provide all the details.
• Make sure you do it on your own with your own words. I will check for plagiarism.
• Make sure to indicate the names and places of the service providers. I need to know exactly what you are discussing especially in question 1.
• Good luck

This assignment will help you to see the differences of two service firms competitive strategies which provide similar core benefits. You need to select a full service restaurant (like Midpoint, Nusret, etc) and a fast-food restaurant ( like McDonalds, Burger King, etc). Answer the following questions for each of the service providers:

1. What is done well in the servicescape? Provide specific examples. 10 points
2. What aspects of the servicescape have a positive and negative impact on customers perceptions of the service experience? How would you suggest altering the servicescape to positively influence the service experience? 10 points
3. Which of the following characteristics (color, lighting, shapes, sound, smell) in the servicescape influence customers experiences? 10 points
4. How does each provider use the servicescape (a) in its positioning strategy, (b) to appeal to its target segment(s), and (c) to facilitate service delivery? 10 points
5. What suggestions would you make to improve the servicescape and other physical evidence for each provider? 10 points

2. Collect the comprehensive pricing plans of three mobile phone service providers. Answer the following questions:
   1. Identify which services are billed and which are offered free. What is the unit/basis for charges, and how much is billed for all services provided by each of the three mobile phone service providers? 10 pts
   2. Build a usage profile (number of calls, call duration, distribution profile, profile of call distribution across the day and days of the week, incoming/ outgoing profile, usage of voicemail and other value-added services, etc. for a typical student. Then develop an Excel spreadsheet that computes the total monthly bill for this user segment for all three service providers using their most suitable subscription plan. 10 pts
   3. Build a sensitivity model that shows the total bill difference for this segment across all three service providers on key pricing dimensions. 10 pts
   4. Design a questionnaire and conduct a survey on the awareness and sensitivity of your friends (at least 20 friends). 10 pts
   5. Based on your sensitivity analysis and user survey, what changes to the current pricing strategy do you recommend to the provider of your choice, to design a specific pricing plan for students? 10 pts