Alma-Rosina Hair Salons Business - Case Study Example

Business Report xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Name xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Course xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Instructor xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Date Executive summary Alma-Rosina Hair Salons has a chain of salons in Victoria, South Australia, New South Wales and Queensland which offer nail and hair solutions. They offer hair, nail and makeup services for music bands, entertainment events, special theme parties and shows, selected movie scenes for artists, celebrities, politicians just to mention but a few. These salons are strategically located which allows customers to access them by car or even by taking a bus. They are open throughout the day with flexible hours where customers can come to the salons at the best day and time they wish. Alma-Rosina Hair Salons need to recognize the very important aspect of online marketing to inspire its business. And I would therefore recommend the use of a website, as a marketing strategy for the organizations. The created website will display the company’s unique contents it has and showcase the new and existing beauty products, services and any other thing that is associated with hairdressing and beauty. Moreover, having a website will incorporate marketing done through email and wireless media, digital customer data and customer relations management which will improve the services offered to the customers. The company will create and internet based brand that the hairdressing and beauty industries will recognize as a leader in the promotion, marketing and even sales in the online marketplace. This will act as a marketing strategy which is aimed at increasing the market segment of the entire organization. There are diverse revenue generation avenues for the company. (a) Ecommerce commission fees charged on product sponsors (b) banner advertisement on the web site and any other integrated content (c) sponsoring packages for site placement. The organization will strongly develop and market its won brand storefront service. Table of Contents Table of Contents 2 1. Introduction 3 2. Company Profile 4 3. Proposed Business Solution 5 4. Implementation 7 5. Benefits and limitations 8 6. Recommendation 9 7. References 11 1. Introduction Out team is a combination of executives with extensive backgrounds of managing and developing successful online businesses, internet industries and staff who will be involved in site design, media programming and business development. This project will cover all the strategic issues that need to be implemented in Alma Rosina salons in order to engage in online marketing and business. This project report was commission by senior executives for they are the ones obliged to hiring staff who will make this process a success. 2. Company Profile Alma-Rosina Hair Salons has a chain of salons in Victoria, South Australia, New South Wales and Queensland which offer nail and hair solutions. They offer hair, nail and makeup services for music bands, entertainment events, special theme parties and shows, selected movie scenes for artists, celebrities, politicians just to mention but a few. These salons are strategically located which allows customers to access them by car or even by taking a bus. They are open throughout the day with flexible hours where customers can come to the salons at the best day and time they wish. The business is co owned by Mr. and Mrs. Almaviva Rossini who start doing this business in early 1990s and have seen it spread to some other states. People of all ages and backgrounds visit the company for it services. The staff of Alma-Rosina provides high quality services and also gives helpful instructions to customers in hairdressing and beauty area. This website project will be a platform to increase their customers and have more satisfied customers. Product presentation, service and marketing are the key elements of creating this website. To achieve this, we will create compelling value proposition for sponsors, advertisers and consumers (Economist, 2000). In other words, we are going to create and utilize our technology investments t come up with a measurable marketing and e-commerce arena that will enable measurability, personalization and integration of all stakeholders. 3. Proposed Business Solution Alma-Rosina salons proposed website is a step higher towards making the business known everywhere. This in one way or the other will increase the customer base and report increased revenue. The website will provide an added value to customer services that will be well elaborated to our audience and products sponsors (Agrawal, Arjona & Lemmens, 2001). So as to provide the brands, products and products that we are attached, our key issue will be sale. In order to succeed, we will have to exceed the off line alternatives in dimensions that count to the consumer. This being the case, there will be a provision of allowing customers track their packages and most importantly increase human interaction before and even after the sale so that we can be at the same level with the offline providers (Vlosky, Fontenot & Blalock, 2000). Having a well elaborated customer care will harness customer satisfaction which is the key issue in Alma Rosina Salons. This will be enhanced by the following: Content – the users of the site will be exposed to a very interactive program with the main focus on hair dressing and beauty products and services offered by Alma Rosina saloons. The main objective for this is to market this organization as a whole. Referrals – visitors will be transferred or referred to the online providers by just clicking on the selected product on the content. This service is on the other hand integrated into Alma Rosina website for easy tracking of any transaction for customer care and purchases records. Clients - visitors of the site will be encouraged to be part of our community experience by the use of chat rooms and emails. This will build our customers profile that will give a leeway for the provision of value added marketing and demographic data and most importantly feedback from our sponsors (Peacock, 2008). These details can later be used to recognize places which need our branches maybe in states which we are not present. Individualization – our visitors will have the ability to personalize their views in order to increase loyalty and frequent usage. This will be enhanced in authentications and this in the long run means that our aim is to have our customers buy more and even visit our parlous even the more (Agrawal, Arjona & Lemmens, 2001). From the same site, Alma Rosina will build revenues and profits from diverse sources: Advertisements - any banner ads in the site will be paid for, any featured articles. It is alos worth noting that ad rates will be based on CPM or performance basis. Banner sites will be bartered to enhance a leeway for advertising on other sites. As traffic in this website increases, banner spots will be sold (Barwise, Elberse & Hammond, 2002). As Alma Rosina continues to develop and get substantial customer’s database on preferences and purchasing histories, then advertisements will be made on specific targets at subsidized prices. Commissions – when customer buys from the sponsored firms, we will be getting commission for creating that play ground. Sponsorship – Alma Rosina will offer sponsorship packages to selected companies which in return will pay a fixed monthly fee to receive placement on the site, advertisements and many more options to enhance their business growth. Conclusively, Alma Rosina will comprehensively develop its own brand site so that its businesses can expand further to all the other states or even to other countries. This is made possible by the use of World Wide Web and therefore chances are extremely high that growth and expansions are inevitable (Agrawal, Arjona & Lemmens, 2001). 4. Implementation The proposed website will have features that put is a kevel higher than any other website in this field. This is to enable it be well positioned to fulfill the desired goals and objectives. For instance, the website will have meta-tags which are codes included in the HTML code of the website to influence the description that search engines give to the website (Hennig-Thureau et al, 2004). This are like keywords which make it easier for anybody trying to locate us in the website will find us with ease. Moreover we will have features to monitor how well the investment is paying off. This is not only on the monetary benefits but also to track the number of people visiting the online store, their location (Agrawal, Arjona & Lemmens, 2001). This are important for they will help us asses the performance of the online and offline marketing activities. In order to make the site less complex to many people, the home page is well defined with a mission statement or an about this site link. It is also informative which clearly explaining variety of topics (Collett, 2000). Then it is going to be very interactive which allows users’ select or input answers and receiving some feedback The design will be a logical design which follows certain a pattern where resources covered in the site are grouped together ass well as linked to the main page. The font, layout and graphics are incorporated well to give the site an appealing taste (Collett, 2000). The site will also have embedded multimedia contents which mean that there will be files displayed inform of videos, audios, picture slides of hairdressing and beauty works and others as a marketing strategy. It will act as a catch to other organizations that need adverts and sponsorships and with this our business will be progressing (Collett, 2000). In the beginning we recommend the use of credit cards for any online transaction. This is because it is easy to obtain for the customer don’t have to get any additional software or hardware, it is reliable and easy to use, it is also cost friendly and finally, they have been improved to be more secure (Krueger, 2002). 5. Benefits and limitations Alma Rosina implementation of this strategy will come with handful of benefits. This is due to the fact that, it will give the business access to mass market at an affordable price and most importantly give a more personalized marketing (Miller, 2009). Some of these benefits are: Global diversity – the website will allow Alma Rosina find new markets and trade globally for just a small investment. Small investment – since we have well planned on the target market campaign, it will with ease reach the right customers at much lower cost. Measureable results and Track-able ones – there are well laid analytical and other online metric tools to check how the strategy is fairing. Openness - it will help build customer loyalty and create a reputation for being easy to deal with. Social currency – there are high possibilities that it will be passed from user to user and become viral, in the long run, the organization will be gaining more market segments. Limitations Accessibility in a website is a very important aspect if at all the desire goals have to be realized. However, irrespective of very many efforts by web developers, there are no simple ways to make website accessible for all people with disability (Jaakko, 2007). Another limitation is its dependability on technology. There is nothing that can be achieved if computers and other technological features are not present. Security and privacy is also an issue. Since the site is going to be in the World Wide Web, its privacy and security are prone to compromise (Charlesworth, 2009). However, we are going to install the right security measures and malware to make sure that security is beefed up. There is also higher transparency of pricing and increased price competition. All prices are laid bear on the website; competitors can therefore access and start price wars (Jaakko, 2007). 6. Recommendation We have proposed that, there are a lot of untapped potentials in Alma Rosina salons as far as marketing is concerned. This can be achieved by having a main website incorporating all branches which will connect the business to World Wide Web (Collett, 2000). A website will have other benefits, like added revenues from sponsors and adverts in the website and most importantly, increase the market segment of Alma Rosina salons. World Wide Web has made the world a global village. This means that, there are very high possibilities of expanding to other parts of the world and also benefiting from online purchases on areas that we would not have ventured other (Collett, 2000). We therefore pose this recommendation hoping to get a feedback and start the project. This project will be a boost to the operations of the company since for a company to attain it goals and objectives, then it must increase its marketing strategy (Jaakko, 2007). Since online marketing have proved to be a successful marketing tool, implementing it in Alma Rosina salons will be of great benefit. We therefore recommend a quick action towards making the business known throughout the world and start trading in the global village. 7. References Agrawal, V., Arjona, V. and Lemmens, R. (2001) E-performance: the path to rational exuberance. Mckinsey Quarterly, No 1. 31-43. Barwise, P., Elberse, A., Hammond, K. (2002) Marketing and the Internet, Handbook of Marketing. London: Sage, pp. 527-557. Charlesworth, Alan (2009). Internet marketing: a practical approach. Butterworth-Heinemann. p. 49. Collett, S. (2000) ‘J.C. Penney to add online service’, Computerworld, Vol. 34, No. 4, pp.18–19. Economist (2000) E-commerce survey. Define and sell Economist supplement, , pages 6-12 Hennig-Thureau, T., Gwinner, K.P., Walsh, G., Gremler, D.D. (2004), ‘Electronic Word- Of Mouth via Consumer-Opinion Platforms: What motivates consumers to articulate themselves on the internet?’, Journal of interactive marketing, Vol. 18, no 1 (winter), pp. 38-52. Jaakko Sinisalo (2007). "Mobile customer relationship management: underlying issues and challenges". Business Process Management Journal 13 (6): 772. Krueger, M. (2002), E-money regulation in the EU, in R. Pringle and M. Robinson (eds.), E Money and Payment Systems Review, London: Centralbanking, pp. 239 . 251. Miller, Michael (2009). Selling Online 2.0: Migrating from EBay to Amazon, Craigslist, and Your Own E-commerce Website. Indianapolis, IN. p. 287 Peacock, Michael (2008). Selling Online with Drupal E-Commerce: Walk through the Creation of an Online Store with Drupal's E-Commerce Module. Birmingham. p. 2. Vlosky, R., Fontenot, R, and Blalock, L. (2000) Extranets: impacts on business relationships. Journal of Business and industrial marketing, Vol 15, NO 6pp 438-57. Read More