Contents
Business.
Business Overview..
SWOT Analysis.
SWOT Activity Sheet
Products/ Services.
Market Position.
Unique selling position.
Anticipated demand.
Pricing strategy.
Values to customer.
Growth potential
Future.
Vision Statement
Mission Statement
Goals/ Objectives.
Market
Unique Selling Position.
Customers.
Customer Demographics.
Key Customers.
Customer Management
Competitors.
Competitor Details.
Market Research.
Market Targets.
Industry/ Environmental Analysis.
PEST Analysis.
Marketing Strategy.
Advertising & Sales.
Advertising and promotional strategy
Social media strategy.
Sales and Distribution Channels.
The Finances.
Financial Objectives.
Finance required.
Financial assumptions.
Startup funding.
Price.
Expected sales.
Marketing budget [2021] projected for six months.
Monitoring activities.
Business Owner: Nicola Mackenzie
Located in: Toorak, Melbourne
Operating for: 2 years
Products and Services: These are as follows:
Strengths |
Weaknesses |
· Robust product range · Outstanding customer service · Higher traffic location that appeals to clients · Busy district |
· The flexibility of worker's working hours · Higher rental · Paid car parking · Less market experience |
Opportunities |
Threats |
· Technological advancements (Internet) · Market growth · More products and services · Online bookings |
· Increasing competition · Financial issues · New salon opening across the street |
SWOT Weakness or Threat |
Activity to address weakness/ threat |
Activity completion date |
Rental problem |
Increase promotional activities to increase the customer base and hence profit that can be used to pay higher rents. |
By the end of this year |
The flexibility of staff working hours |
To increase the professional team. |
Within six months |
Less market experience |
Do more market research using technology |
Within three months |
Product/ Service |
Description |
Price |
Men’s Hair Cut |
Includes shampoo, scalp massage, cut and style |
$ 28 |
Bridal Makeup |
Hair and makeup package |
$ 130 to $ 170 |
Hair Coloring |
Highlights available in different coloring |
Ranges from $ 50 to $ 155 |
Shampoo and Conditioner |
Available for Adult services and available as a product |
$ 26 |
Market Position
Since it is a new business, our products and services are not much competition in the market. However, it is gaining popularity with some promotions done by the business. Our business needs to create a fit between the market and its products and services. It needs to leverage its competitive advantage to attain its anticipated positioning.
Unique selling position
My business wants to offer every service to the clients at a single place. Moreover, I wish to provide a middle ground for customers who cannot afford luxurious services. Additionally, my salon will offer a relaxed place for clients where they will be served with soft drinks also.
Anticipated demand
The anticipated quality of products and services that each of our customers is likely to purchase will be about nine to ten visits in a year. I want to serve within six months 200 regular clients who will buy at least two of our services during every visit.
Pricing strategy
The penetration pricing strategy will be used by my business to attract a wide range of people, low-income families, and those who can't afford luxurious services. I have chosen this strategy to get more people into my place and the customer base could be increased.
Values to customer
The customers of my salon enjoy our customer services and perceive it of the superior quality. They liked our professional services like hair coloring and cutting.
Growth potential
The anticipated growth rate in percentage for the product of business will be 10 % in the future. This growth rate will be driven by novel ideas and innovations in business to bring about diversification.
Busy professional operating business attracting high-end trade Our vision is to make our business to be the most distinguishable one in Australia. To maintain the robust relationships that have been created by business for the long term.
We aim to serve clients with honesty by being faithful to them, our business, and ourselves. Moreover, our mission is to offer outstanding customer service reliably with a pleased unrelenting approach while standing within a reasonable budget for people.
The objectives of Lavish Locks are as follows:
We provide scalp massage service for three minutes free of costs. Moreover, we offer soft drinks to clients, and also there is music playing around for the entertainment of clients.
Customer Demographics
Lavish Locks Salon is usually targeting a group of individuals who are between 16 to 60 years old. It is a high standard professional salon that relies on modern fashion and can do almost anything the client is looking for by adhering to every regulation and law. Since people aged between 16 and30 are more concerned about the trending styles and look for professional services. Thus, we keep our stringent eye on this segment.
Key Customers
The key customers for our business are young men and women who are searching for professional haircuts, styling, and more. We target this segment by building our brand awareness on social media platforms like Instagram, Facebook, Pinterest, and more. We will ask for referrals to family and friends.
Customer Management
It is a fact that footfall to the salon can be improved by building a robust customer relationship. Thus we build a strong relationship with clients by keeping in touch with every customer via social media sites, and over phone calls. We will achieve the same through our etiquettes, encouraging repeat bookings, communicate effectively, and educate them for our products. We follow health and safety norms at our salon business.
Our business will improve its services by constantly knowing the trends in the market and make strategies accordingly. We will rate our services lower than competitors as we are new in the business.
Competitor Details
Competitor |
Established date |
Size |
Value to customers |
Strengths |
Weaknesses |
Biba |
1975 |
200 |
Quality services |
Strong client relations |
Financial issue |
Rokk Ebony |
1988 |
50 |
Modern hairdresser |
Trained employees |
Limited space for parking |
Edwards and Co |
1985 |
51-200 |
Famous for blonde hair coloring |
Professional workers |
Less market awareness |
Xiang Hair |
1989 |
30 |
Premium services |
High traffic location |
Larger costs |
Oscar Oscar |
1989 |
51-200 |
World-class service |
Higher customer base |
Struggling in fashionable services |
The method that we applied for analyzing the market is an observation technique in which our marketing team took part in analyzing the consumer buying patterns and their preferences for the competitors' products and services. We researched the web via social media platforms to collect information.
The planned target to achieve by the end of this year will be 8%. Within the time frame of 6-9 months, we planned to sell at least two of our services and products to each of our customers. These are targets for this year's end and for the subsequent year, we will achieve about 10% of sales by increasing our customer base.
PEST Analysis
Political Environment
The political environment of the Australian nation is stable. However, there are certain rules and regulations of the government that are changing for small scale businesses like new loans, higher taxes, new instruction programs for the beauty and hairdresser field.
Economic Environment
The Economy is Australia is stable as there is a decreasing interest rate for business loans. However, there are higher unemployment rates and declining GDP growth rates in the economy.
Social trends
The population of the country is constantly growing for years. The recent trends in the personal grooming industry are preferences of youngsters towards becoming fashionable on occasions like weddings, parties, and other events. These are the seasonal demands of clients. The external factors that may impact our customers are the family members, reference groups, advertisements of a competitor's product, and services.
Technological Environment
Since all businesses are using technological means to promote their services and products. We will also use the internet for promotional activities and give our customers a chance to book service online.
Marketing Activity |
Person responsible |
Date of completion |
Cost ($) |
Success Indicator |
Public Relations |
PR team |
Within three months |
200 |
Cost-effectiveness and increased social media following |
Social media |
Digital marketer |
Within one month |
50 |
Active followers, Shares, likes, profile visits, and more. |
Website |
Digital team |
Immediately |
50 |
Increased traffic on website, improved brand image |
Branding |
Marketing staff |
Three months |
100 |
Strong USP, consistency, more value, strong competition |
Advertising and promotional strategy
Planned promotion |
Promotional strategy |
Expected business improvement |
Cost ($) |
Target date |
Public Relations |
This will be useful in increasing social media following, increasing search engine optimization. We will do this by our passion and confidence. |
It will improve the success of our business by creating awareness of our services and success stories among people. |
200 |
Within three months |
Social media |
This medium is chosen as nowadays it is in trend and we can collect much information from a single platform. |
This will improve our business by customizing services and increasing customer satisfaction. |
50 |
Within one month |
Website |
This is chosen as a means of showing the presence of our business. The strategy behind it to build brand awareness and loyalty. |
This will improve the business as it increases customer attention by visiting the site |
50 |
Immediately |
Flyers and pamphlets |
These are a way of promoting the business locally within the location of the business. It will be helpful in showing appealing offers to clients. |
This will improve the business as 10000 distributions of the flyers will lead to appeal at least 1% of customers. |
250 |
Three months |
Social media strategy
We will use social media tools like Facebook, Instagram, Pinterest, and Twitter for the marketing purpose and to communicate with the clients and people. The strategies we use to effectively communicate with them will be 24/7 support available, instant response, reply to each one, and more. We have a highly skilled team of digital marketing who will take care of all our social media presence.
Sales and Distribution Channels
Channel Type |
Products/ Services |
Percentage of sales |
Distribution strategy |
Shopfront (Direct selling) |
Haircuts, hairstyles, bridal services |
5% each month on an average |
The salon services and only be rendered using this distribution channel and we will make it a success by using numerous strategies for promoting our business. |
The money needed upfront around $ 50000. Funds will come from savings and also from debt financing means from bank loans. The finance will be arranged 50% percent from equity medium and 50% from bank loans.
The business might have to face a failure in its income in case of any economic recession. At that time, it is also possible that business may not get much affected as it mainly targets the business members and for them, it is a necessity that can be profitable and supportable for the company in recession time.
Equity as a source of fund |
|
Investment of company |
$ 25000 |
Total equity funding |
$25000 |
Debt as a source of fund |
|
Bank loan |
$25000 |
Total debt funding |
$25000 |
Total funding |
$ 50000 |
The prices for our services and product are set and ranges between $ 26 and $ 170. The prices of our varied services like haircuts, bridal makeup, hair coloring, and hairstyling are set taking into consideration all the associated costs like working capital, operational start-up, and more so that a suitable profit could be earned after rendering services to the customers. Moreover, these prices are set by considering the desires of our target market of youngsters.
The expected sales of our business by the end of this year will be an 8% increase. Yes, seasonal influences may come as there will be more demand in wedding seasons and others. However, we target to achieve this figure through our whole hard work and promotions.
Item |
Jan |
Feb |
Mar |
Apr |
May |
Jun |
Jul |
Social media |
50 |
100 |
. |
200 |
100 |
100 |
150 |
Website |
50 |
. |
100 |
100 |
20 |
100 |
150 |
Events |
100 |
50 |
150 |
. |
200 |
100 |
50 |
Flyers and Pamphlets |
250 |
200 |
250 |
. |
250 |
100 |
50 |
Public relations |
200 |
250 |
200 |
450 |
250 |
100 |
200 |
Total |
650 |
600 |
700 |
750 |
820 |
500 |
600 |
Others |
|||||||
Research |
200 |
250 |
100 |
150 |
200 |
150 |
300 |
Administration |
100 |
50 |
150 |
100 |
100 |
150 |
100 |
Travel |
50 |
50 |
70 |
80 |
50 |
70 |
50 |
Total |
350 |
350 |
320 |
330 |
350 |
370 |
450 |
Overall total |
1000 |
950 |
1020 |
1080 |
1170 |
870 |
1050 |
Marketing activity |
Date of review |
Monitoring Methods |
Review outcomes |
Public Relations |
Jan 2020 |
Social media performance |
The sales have improved too much extent. The exact figure was 200 customers increase. These were new customers attained from PR activities |
Social media |
Jan 2020 |
Social media analytics |
Social media activities resulted in attracting youth and sales were increased by 4% through these platforms. |
Website |
March 2020 |
Weblogs and click-density analysis |
Visits on the website increased by 10%. |
Branding |
Jan 2020 |
Social listening |
Branding activities led to increasing customers by 2% only. |
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