Business Portfolio

This business portfolio analyzes Veve Lashes and Beauty, a beauty salon specializing in eyelash and eyebrow extensions. It covers the business idea, objectives, PESTLE analysis, marketing objectives, target markets, marketing mix, and marketing strategies. The portfolio also includes a budget plan for an event launch.

BUSINESS PORTFOLIO

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Part A..........................................................................................................................................3
Part B...........................................................................................................................................4
TASK 2............................................................................................................................................5
Pestle analysis of the business ....................................................................................................5
TASK 4............................................................................................................................................7
Marketing objectives...................................................................................................................7
Target markets.............................................................................................................................7
Marketing mix.............................................................................................................................8
Marketing strategies ...................................................................................................................8
TASK 5............................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
This study will highlight business portfolio and will open Veve lashes and
company who offer unique quality services and mainly focus on its core business
eyelash and eyebrow extension. This study highlight key goals and objective of the
company and analyse various factors which influence operational efficiency of business
through pestle analysis. Further, it also includes marketing mix and strategy with
effective operational, tactical and strategic decision making.
TASK 1
Part A
Business idea -
To open a beauty salon which will focus on eyelash extension and eyebrows that
will enhance the beauty of women and girls and will make them feel more confident
about themselves. Well extended eyebrows and eyelashes make the women standout
in the crowd as it enhances the beauty of the person and also for other obvious reasons
like it saves the time to get ready, it instantly changes the look of the person without
applying make-up., and the most important thing is that this treatment is not that
expensive and almost everyone can afford it and its an easy way to protect and
enlighten your eyes which ages first and make women look older.
Business focus –
 To provide efficient and satisfying services to its customers.
 To save their time by eliminating the process of threading, waxing etc.
 To save the cost of the customer which they spend in buying beauty products.
 To provide specialized technicians in providing specialized pain free services.
Sector of businesses

The sector of business is service sector which will deal in cosmetic industry as it will
provide services to its clients in return of charging fees to the customers (Aversa, 2017).
Business location
The business is located in zone 2 of London next to Shepherd's Bush with the name of
Veve Lashes and Beauty.
Medium of business
The medium of the business is high street and soon will provide services via online too
to assist the client online and book their appointments for flexible operations.
Competitor analysis
The competitor of Veve lashes and beauty are Golden eye lashes and Glamorous
lashes which are situated in zone 2 and zone 1 of London. They are competitors
because of following considerations -
Location Both the companies are situated in prime
locations of London and have access to a
lot of female clients.
Medium Already are using both the mediums for
providing services which are online and
high street.
Part B
Objectives of business and their importance To save their time by eliminating the process of threading, waxing and plucking in
limited and affordable charges and to save the cost they spend in buying beauty
products to enhance their beauty. To provide specialized technicians and professionals for every treatment so that
customer be satisfied about the services with trust and be relaxed and tension
free as the services are provided by professionals. To provide pain free service and to give memorable and everlasting experience
to the customers so that the salon can retain its customers and can have fix
clients which will increase the goodwill of the company.

 To be the best Salon of extending eyebrows and lashes in London and to extend
its services by opening more outlets in London so that it can increase sales of
the company and maximise the profit.
Ownership of business and its importance
The type of ownership of business is sole trader in which one individual sets the firm
and is responsible for all the activities that are carried out in the firm whether it is
marketing, recruiting, eliminating employees or raising their pay etc. The Veve lashes
and beauty choose sole trader because of the following reasons -
Profit sharing – The first and foremost reason to choose this is to have all the profits
without sharing it into partners or shareholders in case of company. Owner receives all
the profit and can use it in expansion, personal use etc. without being answerable to
anyone (Graver, 2019).
Decision making – Decision making in sole trader is easy and flexible as the owner is
one and all decisions are taken by the owner without anyone's consent.
Easy set up – It does not include cost in filing and also requires less cost in setting up
the business.
TASK 2
Pestle analysis of the business
Veve lashes and beauty get affected by various political, economical,
technological, legal, and social factors which can be a threat or can be a opportunity to
the business. The pestle analysis of company is analysed below -
Political factors – The political factors that influence the company are changes
in policies and procedures of government (Bear, and et.al 2016). The government rigid
policy on exports and imports influence the company as the company imports the raw
materials from different countries and company uses many specific brands that are
usually not UK based therefore when the policies get rigid and taxes get high on
importing products it impacts the company. The other factor that impact the company is
the guideline of acts on cosmetics that are need to be followed by the company which

sometimes create burden on the owner of the company and not following the rules can
create trouble for the company.
Economical factors – Beauty and cosmetic industry unlike the other industries
are resistant to recession and inflation. In recession customers buy only what is
necessity but beauty for many girls and women is a necessity (Dixon, 2016). Every
women wants to be beautiful and economic factors like recession does not affect the
company. Also, the other factor is creating employment opportunities which also work
in the favour of the company and create opportunities for people to get paid.
Social factors – The social factor that affect the company is brand loyalty. As
the company already have two competition in this field it influence the company. Those
companies are set up in the prime location and have already a good customer base and
also deal with the customers through online and high street means which might
decrease the profit of Veve lashes and beauty (Aithal, 2016). The other social factor
influence the company is the quality of product and services and its standards set by the
government which often create complexities for the company to follow the guidelines.
Technological factors – The technological factor that affect the company is e
commerce that it does not sell its services through internet whereas its competitors are
selling the products and services to the clients and assisting them via internet and are
increasing their sales, The other factor that affect the company is innovative products
but this works positively for Vevo lashes and beauty as it continuously come up with
innovative products (Wang, 2015).
Legal factors – Veve lashes and company is affected by various legal factors
which are imposed by government of the country in which it operates. Implementation
and change in new law, policies, regulations and standards influence the operational
efficiency and performance of the Veve lashes and company (Skin and Personal Care:
A Comprehensive Business Analysis for the UK Market, 2018). Company has to work in
compliance with UK cosmetic product regulations to evaluate the quality and safety of
products by setting various standards which help protect customers. Food and drug
administration restrict company to use various ingredients and company has to abide
with that for effective working of organization in legal manner. Company has to properly
label the ingredients, earning statement, expiration and cautionary information to protect

consumers interest by giving them all necessary information. In case, the company do
not abide with all these laws imposed by government it may affect the operational
efficiency of business and leads to lower sustainable growth.
Environmental factors: there are various environmental factors which affect the
operational efficiency of the Veve lashes and company. Increased awareness about
ethical issues and green consumerism related to socio-environmental affect the cost of
the company and leads to rise in the cost of production and lower profit to the company.
There are various safety and environmental laws which restrict the smooth functioning
of the organization which influence their productivity and operations of Veve lashes and
company (PESTLE Analysis of Benefit Cosmetics, 2014).
TASK 3
PART A
Veve lashes and company aim at launching an event in a mall to attract large
number of women. Kate Moss is invited to promote the brand which helps attract large
number of customers to get attracted towards the launch of eyelash curler. The event
will took place at Manchester Arndale Shopping Centre to attract prime customers by
specifying the necessary services provided by them by their trained specialist for more
younger looking and vibrant look which helps boost up confidence in individual. The
event will take place on 16th April, 2019 at around 12:00 P.M. Large number of
promotional and marketing activities has been performed through advertisement, social
media platforms, digital marketing, banners, hoarding, to attract large number of
customers across the United Kingdom.
Invitation has been sent to 100 individuals and the major individuals among
them, are stylist, fashion icons, associates, etc. to make them aware about the services
Veve lashes and company are providing and how beneficial they are for them.
PART B
Total budget plan to conduct an event launch.
Particulars Expenses
Cost attached to conduct an event at mall £10,000.00
Celebrity £7,000.00

Invitation to public £1,500.00
Food cost £5,000.00
Advertisement and promotion activities £8,500.00
Decoration and other expenses £3,000.00
Total budget £35,000.00
TASK 4
Marketing objectives
The main objective of marketing Veve lashes and company is to make people
aware about their unique and innovative products and services. Effective marketing plan
helps in attracting large number of customers from United Kingdom. This helps in
diversifying the reach of their products through various social media platforms and
advanced technologies to cater large number of customers. Veve lashes and company
main objective it to promote their services by featuring all necessary benefit and
specifications like its quality, cost, value and services to attract large customer base
which will help increase higher market share in UK (How to Define and Measure
Marketing Objectives: A Start-to-Finish Guide, 2019.). They also aim to develop brand
loyalty by targeting new customers and retaining existing customers with the help of
growing digital platforms which eventually leads to increased sales and profits.
Target markets
The main target market for Veve lashes and company is to target ladies from
United Kingdom for painless eyelash and eyebrow extension services. The main aim is
to target those employees or workers who can offer home services to its clients for
effective customer services. The main aim is to target ladies between the age of 18-40
years and position themselves to offer them effective eyelashes and eyebrow extension
services which will help them build confidence and personality. They mainly position
themselves in prime locations of London like malls, high street store and also aim at
providing home services to attract large number of customers (The Target Market in the
Salon Industry, 2019).

Marketing mix
 PRODUCT: Veve lashes and company aims at providing distinctive customer
services like eyelash extension, eyebrow extension, lash lift, lash glaze and semi
permanent make-up services. They aim to offer superior customer services to
maintain competitive position in the market. The products and services offered by
Veve lashes and company are highly durable and resistant of heat and water for
longer and effective results.
 PRICE: Veve lashes and company aims to offer eyelash and eyebrow extension
services at a very reasonable price and offer quality services to its customers.
They charge price 5-10% higher than its competitors to generate higher profit as
they focus on offering high quality customer service to its clients for higher
customer satisfaction and loyalty.
 PLACE: They aim to position themselves where more customers can be
attracted. They mainly position themselves in prime locations of United Kingdom
to attract more targeted customers which will eventually help increase higher
customer base and market share.
 PROMOTION: Veve lashes and company promote their products and services
through various advertisement on social media platforms like Facebook,
Instagram, twitter, YouTube, etc. to attract large number of customers.
Distinctively promoting their products through advertisement in newspaper,
television, radio, media by specifying all necessary details about the services and
its benefit.
Marketing strategies
Veve lashes and company aim at attracting large number of customers by using
effective promotional and marketing strategies and mainly focus on digital marketing by
building brand image in the eyes of prospective customers. They aim to offer unique
and effective services to its targeted lady customers by offering them home services.
They aim at building strong relationship with customers by effectively communicating
them through personal website or personal interaction by understanding the needs and
requirement of its clients. Veve lashes and company use television, newspaper and

social media platforms to advertise their products to reach the targeted customers
effectively.
CONCLUSION
From the above study it has been summarized that, Veve lashes and company has launched new
product portfolio which offer high quality services to its targeted customers in an effective
manner to gain competitive advantage. They offer effective services like eyelashes and eyebrow
extension in prime locations of UK. Effective marketing strategy and pestle analysis is done to
analyse competitive advantage.

REFERENCES
Books and journal
Aithal, P.S., 2016. Study on ABCD analysis technique for business models, business
strategies, operating concepts & business systems. International Journal in
Management and Social Science. 4(1).
Aversa, P., Haefliger, S. and Reza, D.G., 2017. Building a winning business model
portfolio. MIT Sloan Management Review. 58(4). pp.49-54.
Bear, M.E., and et.al., Oracle International Corp, 2016. System for business portfolio
modeling and analysis. U.S. Patent 9,424,536.
Dixon, D., 2016. Role of the consultant in journal publishing. European Science
Editing. 42(3).
Graver, K., 2019. Definitive Guide: How To Start Your Own Business.
Lehr, T., and et.al., 2017. Scenario-based strategizing: Advancing the applicability in
strategists' teams. Technological Forecasting and Social Change. 124. pp.214-
224.
O'brien, J., 2019. Category management in purchasing: a strategic approach to
maximize business profitability. Kogan Page Publishers.
Wang, Y.C. and Chung, Y., 2015. Hotel brand portfolio strategy. International Journal of
Contemporary Hospitality Management. 27(4). pp.561-584.
Online
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<https://www.reagent.co.uk/regulations-in-the-uk-cosmetics-industry/>
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PESTLE Analysis of Benefit Cosmetics. 2014. [ONLINE]. Available
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Skin and Personal Care: A Comprehensive Business Analysis for the UK Market. 2018.
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