Marketing and Marketing Strategy

Table of Contents

NAME, LOCATION, NATURE1

SELF ANALYSIS1

CUSTOMER ANALYSIS1

ANALYSIS OF PRIMARY COMPETITORS2

MARKET RESEARCH3

MARKETING ENVIRONMENT4

Political-legal Factors4

Social Factors4

Economic Factors5

Marketing and Marketing Strategy

NAME, LOCATION, NATURE

Following are the relevant details regarding this new service business.

Name: Fine Look

Location: (Put the desired address), New York City, New York

Nature: Hair Care, Styling and Grooming for Men

SELF ANALYSIS

Being a business student and having known many of the busy business executives, I am well aware of the fact that these business executives place a great deal of importance on their appearance and attire. In fact, one might be able to highlight the authority and position of different people within an organization based on their overall appearance. Since my teenage years, I have given meticulous attention to my appearance, especially my hair styles, something that has allowed me to understand and appreciate hair care and changing preferences of men in hair styles. Therefore, I can understand the needs of business people who are seeking preferential treatment from their hair stylists so that their hair style could contribute to their appearance and style statement as a business man or executive.

CUSTOMER ANALYSIS

The business will aim at serving upscale customers, mostly business executives who are seeking the utmost convenience with highest possible quality of service and who are willing to pay a premium price for the same. More importantly, these are customers who are also concerned about the overall environmental and ethical footprint of the products and services that they are using in the process of getting hair care. Customers can be divided into various segments based on their income and age (Stevens, et al., 2012).

According to the statistics available for the year 2011, the size of the boarder salon industry, including hair, nails and skin care, was estimated to be over 72 billion US dollars. However, the hair care segment accounts for slightly over 61 billion US dollars (PR Web, 2013).

ANALYSIS OF PRIMARY COMPETITORS

Although, more than 80 percent of the male hair care market consists of small businesses (employing four or less than four employees), there are a handful of prominent companies that have emerged in the past few years.

Name of the Competitor

Introduction to the Competitor

Positioning

Regis Corporation

Largest Hair Salon chain in the world with 11000 stores in the world. Lately, it has acquired many smaller hair care chains such as Supercuts, Smartcuts, Hair Club for Men and Women and others.

High reputation, high quality

Sport Clips

American based chain of hair salon ...