Develop an effective promotion

Assignment Help Other Subject

Reference no: EM131734349

PURPOSE

Assessment Task is designed for you to analyse a business, its customers, competitors and demographics to determine a focus for marketing activities for the salon.

ASSESSMENT TASK

Scenario

You have just commenced working at eSpa. A salon based at Stone's Corner in the suburb of Greenslopes in Brisbane. eSpa salon has replaced an existing salon and now offers a choice of spa treatments, facials, eye treatments, nail services, makeup, tanning and waxing. Further information about the salon can be found in the business plan located here: e'Spa Homepage

You are enthusiastic and looking for ways to build your clientele. Tuesdays and Wednesdays always seem quiet in the salon and the weekends are very busy. You are keen to pamper the existing clientele (mainly women aged 55+), but you also want to attract new customers. You are acutely aware that when you attract new customers, you need to create satisfaction for the customer as well as cash flow for the salon. The goal would be to create long-term customer relationships where you and the customer both win with value enhanced, satisfying exchanges.

Over the years, the area that the salon is located, has seen changes in demographics and cultural growth. Based on the information you find when researching the surrounding area, you narrow down and concentrate your efforts of marketing your products and services to a targeted market.

You can research the area and its demographics by clicking here: Australian Bureau of Statistics data for Greenslopes/Stones Corner

The growth and change in the community has seen an increase in portable communication devices such as smartphones, tablets and laptops. This has boosted the ability to be contacted or make contact anywhere and anytime. Traditional methods of reaching out to people with letters and print media are costly and time delayed. Hence the marketing objectives in the eSpa business plan are centered on digital engagement strategies for your target market.

A part of promoting your salon's products and services will include knowledge of the importance of keeping abreast of your competitor's activities. You are aware of at least 2 salons in the vicinity of Stone's corner and Greenslopes that are offering very similar products and services to your salon. It's now that you start formulating ideas and ways to market your products and services differently to them and promote your salon's unique selling proposition.

Task 1.1 Conduct an analysis of the business.

Before you can develop an effective promotion, you will need to gather information about consumers and their needs. To do this, you will need to analyse eSpa's current customers, potential customers and their environment.

Research and write a report of the information listed here:

a. The population level and general level of education in the area.

b. The top 5 industries in which people in the area are employed.

c. The birthplaces of the people in the area to ensure you will create marketing strategies that will be culturally and ethically appropriate.

d. The key products and services eSpa salon provides for Nails. Include the features and benefits and the frequency and volumes in which customers purchase products and utilise services.

e. Identify the probable target market for manicure and pedicure services and describe why you think this is so.

Task 1.2 Questionnaire

Create a small questionnaire of 5 open questions you can use to survey people in the target market to gain an insight into their needs and wants for nail services- this will guide you when formulating your marketing objectives in accordance with your business plan.

Task 1.3 Conduct a competitor analysis

Find 2 salons, in the same area eSpa is located in, that are offering comparative products and services.
- Provide a brief description of each competitor, including their key products and services and their marketing activities.

- Complete a SWOT analysis for each competitor.

- Consider performance gaps left by your competitors that your business could bring to fruition. Write down some ideas where eSpa could seize the market.

Reference no: EM131734349

Questions Cloud

Define leadership style and the health of the organization : An analysis of the relationship between your chosen leader's leadership style and the health of the organization

Bureau of labor statistics inflation calculator : However, since the Great Recession and the bursting of the housing bubble in 2007, many families consider owning a home a risky investment.

What is the expected property before-tax cash flow forecast : You are a financial analyst constructing a multiyear proforma to value a potential property acquisition. As part of the analysis, you are considering.

The levels that would meet the iucn vulnerability criteria : deplete any dependent predator population to levels that would meet the IUCN vulnerability criteria

Develop an effective promotion : Develop an effective promotion, you will need to gather information about consumers and their needs. To do this, you will need to analyse eSpa's

Do you think that they have too much influence : So let's talk about these private interest groups for a moment. Some of these groups, like the NRA or ACLU can be very influential when it comes to politics.

Determine the market value of the property : Determine the ‘‘market value'' of the property assuming a five-year holding period with a sale at an anticipated terminal cap rate of 9% and selling expenses.

Scientific paper is retracted because of misconduct : As The new York Times reported, "Every day , on average, a scientific paper is retracted because of misconduct.

What is recorded in the accounting system : Discuss how the cost flow method affects what is recorded in the accounting system, how it affects profits and the value of inventory on the balance sheet

Reviews

len1734349

11/23/2017 2:12:25 AM

1.3a Provided a brief description of 2 local competitors, described their key products and services and their marketing activities? 1.3b Complete a SWOT analysis for each competitor. 1.3c Considered performance gaps left by competitors Listed ideas where eSpa could seize the market.

11/23/2017 2:12:20 AM

1.1a Analysed and summarised the population level and the education level of people living in the local area where eSpa is located in a report? 1.1b Listed the top five industries in which people in the local area are employed 1.1c Described the different cultures and nationalities within the population 1.1d Listed the key products and services of the business along with their features and benefits? 1.1e Identified a target market for manicures and pedicures? And given reason for this choice? 1.2 Create a questionnaire using 5 open questions to survey the target market and establish their needs and wants in relation to nail services?

11/23/2017 2:12:12 AM

Has the learner submitted a completed and signed Authentication Statement? ? Yes ? No Has reasonable adjustment been made by the assessor in assessing the learner’s competency in respect of this Assessment Task? ? Yes ? No If Yes, the assessor must specify the arrangements of the reasonable adjustment. Name of assessor Signature of assessor Date of assessment Overall Result for this Assessment Task Satisfactory ? Not Satisfactory ? More Evidence Required (MER) ? If resubmission is required, provide date If resubmission is required, specify requirements Insert as required: E.g. The following specific parts of the Assessment Task must be resubmitted. or E.g. The complete Assessment Task is to be resubmitted.

Write a Review

Required(*) Message

User Account

All Pages