Evaluation of the “People” Element of Service Marketing Mix: A Study on Kazi Farms Group

Abstract

Marketing mix is the foundation of modern marketing practices. There are 7Ps in service marketing mix including place, promotion, price, product, people, physical evidence, and the process. Here we are talking about People elements including customer, other customers and employees. Here employees indicate human factors who participate in service delivery.

Here the study in hand is mainly concerned with the employee aspects of the people element of the service marketing mix. Such aspect is usually managed by the Human Resource Management division of the organization.

Human resource is the total knowledge, skills, creative abilities, talents and aptitudes of an organization’s work-force as well as the values, attitudes and benefits of an individual involved. Human resource is the most valuable assets of an organization, not money or physical equipment. An organization’s performance and resulting productivity are directly proportional to the quality and quantity of human resources.

Kazi Farms is known as one of leading poultry farm of the country since its commencement 18 years ago. It continues to remain updated with the latest products and services, considering consumers and client’s perspectives. Kazi Farms commits to nation by taking a lead in Farming sector through not only its strong financial position but also through innovation of products and services. It also ensures higher values for its respected customers and shareholders.

The Evaluation of the “People” Element of Service Marketing Mix of Kazi Farms Group is to measuring performance of employees, the purpose of the Performance Management System (PMS) is to improve employee performance in terms of “Skill and knowledge” as well as “Leadership”. The PMS focuses first on the “Job performance” and then other issues are taken into consideration. Each employee will be apprised by the coordination with the divisional/ Department Heads. The process will ensure compliance of maintaining the standards in “Performance Distribution” amongst population in a department/section. Each head of the function does so in joint consultation with HR. The currently practiced process will ensure that the employee aspect of the people element of service marketing mix will contribute to the attainment of organizational objectives.