Business Plan

On

Afro-Caribbean Male Hair Salon in Canterbury Kent

By

Table of Contents

INTRODUCTION1

Background1

Ethical Considerations2

Purpose of the Study4

Mission of the Company4

Motto of the Company4

Unique Selling Proposition5

Keys to Success5

THEORETICAL FRAMEWORK8

Strategies for Market Success8

Location13

Environment13

Convenience14

Reputation14

The importance of Male Grooming14

AFRO-CARIBBEAN MEN HAIR SALON18

Products and Services18

Services18

Products18

Pricing18

Market19

Summary of Competitors19

Advertising20

Profile of Potential Customers20

Employment21

Salon Regulations21

SWOT Analysis22

Strengths22

Weaknesses22

Opportunities22

Threats23

Reasons of Proposing an Afro-Caribbean Male Hair Salon23

Areas of Investigation24

Customer Needs and their Importance24

Types of Customer Needs26

Direct Needs26

Latent Needs26

Constant Needs26

Special Needs26

Benefits of Starting a Hair Salon27

Financial Rewards27

Comfortable Workspace28

Leadership Role and Respect28

Technology28

Future Products and Services29

Market Analysis Summary29

Economic Situation31

Trends31

Styles31

Luxuries32

Target Segments32

Methods to Attract Target Audience32

Competition34

Business Environment34

Atmosphere36

Strategies of the Business36

Promotion Strategy37

First Phase Promotions37

Second Phase Promotions37

Positioning Statement38

Sales Strategy38

Management Summary38

Organizational Structure39

Strategic Options and Choice40

Telescopic Observation Framework40

Financial Plan40

Forecasts41

Start Up Funding41

Personnel Plan42

Key Financial Indicators42

Porter's Five Force Analysis44

Corporate strategy44

METHODOLOGY46

Methodology to Analyse Target Market47

Political Environment47

Social Factors48

Economical Factors48

Technological Factors48

Sample Selection48

SURVEY AND FINDINGS50

DISCUSSION63

CONCLUSION65

References67

INTRODUCTION

Background

The presence of African in the United Kingdom is linked with post war period. The beginning of the 20th century witnessed an influx of African and Caribbean into the region. From 1919 to 1950, Africans developed a number of organizations in the region. The influx of African and Caribbean resulted in different developments in the region. Those developments resulted in different changes in the personal identifications of those people. The cities in the United Kingdom attracted students, activists, entrepreneurs, and migrants from different colonies.

Human beings are vain by nature. Personal grooming is a daily ritual in the lives of human beings. In diverse populations, manufacturers of grooming products need to realize that one size does not fit all. Therefore, it is important for manufacturers to adopt approaches that are customized according to the needs of different ethnic groups. It is important for retailers to ensure that personal care products cater to the diverse needs of diverse population. The consideration of the diversity of customer needs is important in order to capitalize on the loyalty of customers (Cutler, 2011, pp. 58).

Customers demand personal care products that offer both quality and value to them. There are some customers that stick to a particular brand because of their loyalty. However, other categories of customers choose products randomly. The competition in the industry is fierce; therefore, it is important to devise and implement effective promotion strategies.

To have an edge over competitors, it is very essential to comprehend customers and their emotional reservations and able to deliver the best service which is under the organisation state of affairs so as to ensure consumer loyalty and retention.  Robert Johnson and Graham Clark (2005) took the view that organisations need to understand expectations and, if appropriate, manage those expectations. There has be an understanding of the word 'relationship' and that to consider how they reminder us all of what our marketing task is and how we deliver on that. In order words, once the relationship between customer and employee is understood, cash flow effects are achieved through a complex set of relationships with customers, employees and partners. Customer Service is the sum total of what an organisation does to meet customer expectations and produce customer satisfaction.

Male grooming is a category that is expanding ...