Department of Industrial Engineering University of Stellenbosch

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Business Development
Student’s details

Jennifer’s Hamam 1
Contents
Introduction......................................................................................................................................1
Q 1 business model development....................................................................................................1
Marketing mix.............................................................................................................................3
Question 2: SWOT analysis of Jennifer’s Hamam..........................................................................4
Growth strategies for Jennifer’s Hamam (Porters 3 generic strategies)......................................7
Cost leadership:.......................................................................................................................7
Differentiation..........................................................................................................................8
Question 3: Greiner’s Growth Model.............................................................................................8
Question 4: Jennifer’s leadership....................................................................................................9
Leadership theories....................................................................................................................10
Conclusion.....................................................................................................................................10
Bibliography..................................................................................................................................11

Jennifer’s Hamam 2
Introduction
Jennifer Gaudet, a Canadian entrepreneur, and textile designer planned to develop a new
business venture in the farmland of Anatolian, turkey which is a place which numerous tourist
routes, close to historic attractions, the supply of freshwater, and rich in organic agriculture
production including cotton. Jennifer Gaudet intended to redevelop the dying skills of weaving
by giving primary concern on teaching skills of local women through school, producing
handloom to sell on her shops and showroom and developing a 25 rooms homestay with luxuries
experiences and high charges to manage revenue generation streams.
This is a case-based marketing analysis and business development study, which encompasses
business plans including key partners, key activities of the business, the value proposition of the
business, customer relationship, key resources, revenue generation streams, and marketing mix
analysis of the business. This study also discusses SWOT analysis of Jennifer’s Hamam and
leadership and growth strategy for a Jennifer’s Hamam business.
Question1: Business model development

Jennifer’s Hamam 3
Key partnerships
 Local
women
 Tourist
 the
community
of weavers
employees
 Local
farmers as
suppliers
Key activities:
 Handwavi
ng of
cloths
 Providing
a luxury
hotel stay,
 Education
and skills
proving
through
school
Value
proposition:
 luxuries
and
premium
experience
 Organic
and
handloom
premium
quality
 Educationa
l and skills
to women
Customer
relationships
 Mouth
publicity
 Faceboo
k
 Instagra
m
 Trip
advisor
 Make
my trip
Customer
segments
 Design
ing
schools
and
textile
institut
ions
 High-
income
group
 Interest
: short
day
trips
Key resources:
 Human resources
 Wide land area
 Weaving tools
Channels
 Social
media
 Ecomme
rce
website
 Brand
website
Revenue
streams: sources
of income for
each segment
 Education project
 Homestay
 Shops and showrooms by selling handloom furnishings
In the new business venture model development, Jennifer will approach premium class
customers who want luxuries stay with traditional backgrounds. The target segments for
homestay are people who are planning five days holiday package, Excursions and trips (half-day
booking) and elite groups that do booking in groups like students from fashion institutions.
Jennifer is providing a sustainable and luxury homestay, handloom weaving furnishing and skills