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Assignment #5 – Enhancing the Marketing Plan
Creative Innovation Beauty Salon & Spa
By Monique Moore

MKT500009016-201101 Marketing Management
Dr. Jean Gordon
March 13, 2011
In looking at enhancing the Marketing Plan, there are a lot of aspects that come in place. In this paper there will be an discussion of the competitors with their strengths and weaknesses and how Creative Innovations Beauty Salon & Spa will relate to this. The second discussion is will Creative Innovations Beauty Salon & Spa be an leader or follower. There will also be a discussion of the macro-environmental and what trend will impact the business. So with this being noted here is a description of them all.
Discuss the company’s competitors, and the strengths and weaknesses of each. In looking at the company’s competitors there are two nearby. The first company is Day Spa & Hair Salon in Richmond, Va. The Day Spa & Hair Salon is a serene, sophisticated retreat amid the bustle of the Short Pump Town Center in the heart of the West End of Richmond. The services being offered will be facial services, nail, feet, hair, and spa treatment. Day Spa & Hair Salon offer an signature to their products and services. In looking at the strengths of the company, the 100 years standing is an strength because that shows that there are values and trust within the company. Also the fact that they have continued customers shows that they provide great services for a long time. In looking at the weaknesses of the company I would say the prices of the products will be an issue as the people are not able to pay for expensive . So even though this is an competitor for Creative Innovations Beauty Salon & Spa. The second company is Precious One Salon and Spa, which is right in the heart of Richmond, Va. The services being provided are nail, feet, hair and spa treatments, which are convenient for all. The strengths of the company are that the company is willing to serve all people as this is important to the business. But when it looks into the weaknesses the company only been in business a few years so the company is fresh and continuing to make errors.
Discuss how you plan to differentiate your company from the closest competitor. Since no salons in the Richmond area offer the services that we are providing under one roof, we will excel in our profits within the first six months of opening the doors. Our research has shown us that Creative Innovations Beauty Salon & Spa, has entered the market with the right niche to captivate the people with a huge marketing edge above all other salons in the area. Our products are fresh; we do not use animal products, or harsh chemicals that can harm the skin. As mentioned earlier, we are targeting all businesses, by using internet exposure, radio and television, social networks such as Facebook, Twitter, and U tube. We will be giving out flyers to spread the word that Creative Innovations Beauty Salon & Spa, is here for you. Our advertising campaign is being handled by a local company called The Martin Agency, who specializes in local and worldly ventures. They are placing ads in local magazines, newspapers, movie theatres, and billboards. A survey will be conducted every thirty days to see if we are on track with our services and to listen to suggestions our clients have to offer. Our research has proven that Richmond is ready for the level of services that we provide.
The company will market its services to its existing clients and network of beauty salons. According to SCORE, the number of legally operating beauty salons is currently listed as over 4 million. This network will be maintained via beauty expos and the internet. The company’s inexpensive line of homemade beauty products and affordable line of beauty styles allows it to maintain its current customer base and expand its products to smaller beauty outlets
Discuss the company’s intention to be a leader or follower within the industry. Creative Innovations Beauty Salon & Spa has the intentions of being a leader. A leader is a person who guides others towards a common goal, by showing the way by example (Webster,
2011). In order for Creative Innovations Beauty Salon & Spa to be a good leader, the company has to be able to meet the guidelines of being a leader in the Beauty Salon and Spa Business.
So is what Creative Innovations Beauty Salon and Spa has to do in order to be a leader.
In being a leader Creative Innovations Beauty Salon and Spa will know that wellness
Radiates beauty. So with that being stated Creative Innovations Beauty Salon and Spa will know that beauty is something that pours from healthy and balanced inner self (Williams, 14). Creative Innovations Salon & Spa will offer a full range of services and treatments that
Employ the highest quality professional and homecare products available to our industry.
Although the staff are talented professionals that take pride in their customers appearance by listening to their beauty and wellness needs, they also take a great deal of pride in going beyond indulgence and leads to an overall well-being and rejuvenation. So with the company knowing there purpose and how to be a leader, here is what they tend to do to keep being a leader. As Creative Innovations Beauty Salon & Spa is in rapid expansion and growth as one of the premier day spa salons in the Richmond, VA, we still remain focused on the future of our industry and caring for the needs and desires of our clients. This has moved Creative Innovations Beauty Salon & Spa from just pampering and beautiful sights, to the desire and needs towards wellness and total body care, hair care, and skincare. So with Creative Innovation Beauty Salon & Spa serene atmosphere and distinct holistic approach to wellness and beauty, has emerged a salon and day spa leader. Also by blending the newest techniques in overall health and wellness with the latest and most advanced in creative and unique hair coloring, hairstyling, waving, nail care, feet care, and spa treatment services has made us recognized to be an industry leader. So being a leader is important and knows how to be a leader is important as well.
Assess the macro-environmental issues (legal, technological, social, and economic) trends with which business must contend. The Macro-environment includes all factors that influence an organization but out of its direct control. The market or environment is continuously changing, so companies must adapt. With the changes there will be aggressive competition or rivalries in the market (Williams, 2010). Which states a trend to globalization that there will be a threat to substitute products or bring in new products. So the wider the environment is for the products of Creative Innovations Salon and Spa, the more you will need to compensate for changes in legal, technological, social and economic. The first influence of Macro-environment is the legal aspect because it consists of laws, regulations, and government policies that may influence or limit various companies or organizations in the market. This puts limits and regulations on companies for the good of society that ensures we have a free and fair market. So as this relates to Creative Innovation Beauty Salon & Spa this is important because for the business to develop, they have to make sure the company is going by the laws such as hours to be open, how to serve their client’s and being fair to the clients. So even though there are legal aspects in the business, there are other Macro-environment factors as well. The second influence is technological because it creates new markets and new opportunities for businesses. As a business the company needs to be on top of the technology as this helps the product and company, stay in contact with the future. In looking at Creative Innovation Beauty Salon & Spa they will adhere to the technological aspect as the company will research and market it business online and use any other resources needed to stay connected. As the businesses know that missing a link can bring loss to the business because the client’s won’t have an interest. So the technology aspect is important, there are other aspects that are important as well. The third influence is social, because this deals with the people’s belief and values. How people view themselves and others plays a lot in organizations, society, nature, and the universe as this shapes the culture. So with having social means in place, Creative Innovations Beauty Salon & Spa is geared towards helping all the people feel comfortable by having a piece of all cultures within the Beauty Salon & Spa as it can’t grow if there is bias within. So the social beliefs can break the business, but there are economic reasons as well. The fourth influence is economic which refers to how the economic system functions. The economic factors include the balance of payments, the state if the business cycle, and the distribution of income within the population. So as this affects Creative Innovation Beauty Salon & Spa, they have made sure that their able to give reasonable prices to the customers and also be able to give back to the community because giving back helps the business grow. So following the Macro-environment regulations helps the company to continue to grow as this is good for business and growth.
Identify the most significant trend to impact your business and discuss how the company intends to minimize or capitalize on this trend. In looking at the trends as they affect Creative Innovation Beauty Salon & Spa, there are a few that come to mind. But as one looks at profit and what is coming to review each day, the trend will be beauty and spa being taken into the home setting due to cost. A lot of people are in form of depression due to job lost or being on a fix income. People still care about the way they look and feel, but if there able to do it with the same quality service and product at a cheaper price that is where the people is leading towards. So with the impact of business going towards the home setting, will the company minimize or capitalize on this trend. The company’s profit plan is to maintain daily profit accountability through customer satisfaction, product sales and adherence to the business plan. Creative Innovations Beauty Salon & Spa has an understanding that in-house product maximizing, time management and good service will allow it to exceed its established profit plan. So in order for Creative Innovations Beauty Salon & Spa to profit, it most capitalizes on this trend. Creative Innovations Beauty Salon and Spa most be able to provide good services and also do them at a reasonable profit to help the customers and also still profit as a business. So trends can affect a business, but it is up to the business on how the they let the trend affect the company. So in enhancing a Marketing plan there have been some great points addressed. When it comes to looking at the competitors and there weakness and strengths a lot of great things have come out from this, because it has helped the company continue to grow. As the company looks at the aspects of being a leader this is important because this will keep the people coming as they see you are setting treads. So by having the Macro-environment and the trends within the agency, this helps the company be productive and successful. So here is a brief description of enhancing your marketing plant to be its best.

Reference
Cacioppo, K (2000). Measuring and Managing Customer Satisfaction. Quality Digest.
Iacobucci, D. (2011). Marketing Management: 2010 custom edition. Mason, OH: South-
Western Cengage Learning.
Owens, S. (2009) Brand Design for a Beauty Salon, Hair Stylist or Spa Business. www.articlesnatch.com
Weaver, K.B. (2005). Wyndham International Unveils Next Generation of Spas: Sasura – A spa Experiment by Golden Door; Exclusive New Spa Brand Inspired by the Renowned Golden Door in Escondido, Calif. To Launch This Summer. Business Wire, 23(4), 123-126.
Merriam-Webster Online Dictionary. Retrieved March 13, 2011.
Williams, J.K. (2009). Research & Market: New Beauty for New Consumers 2009. Business
Wire, 9(6), 1.
Williams, J. M. (2011). Beauty Salon Marketing Strategies – CCI Beauty Salon Tips. Business Wire, 14(5),1.

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