Strategic Marketing Plan for Edwards and Co. Salon, Australia

This report presents a strategic marketing plan for Edwards and Co., a salon business. It begins with an executive summary and table of contents, followed by an introduction outlining the importance of strategic marketing. The report analyzes the internal and external environments of Edwards and Co., including its mission, objectives, brand identity, and services. It explores opportunities and challenges, along with competitor analysis. The marketing mix (product, price, place, promotion) is discussed, along with the PESTLE analysis (political, economic, social, technological, legal, environmental) and SWOT analysis (strengths, weaknesses, opportunities, threats). The report also includes a BCG matrix analysis. The report aims to provide a comprehensive marketing strategy for the salon, considering various factors influencing its operations and market position.

Running head: MARKETING PLAN
Strategic Marketing Plan
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Author Note

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Executive Summary:
The following report delves into the process of marketing strategy of new business and
marketing scenario analysis. The report proceeds with the analytical process of BCG matrix
and market sharing. The salon is the new business that would consider its practice in the local
market. Talking about the market structure, both external and internal market analysis has
been followed through the tools like PESTLE and SWOT. On top of that an effective
marketing mix has been performed while developing the report.

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Table of Contents
Introduction............................................................................................................................4
3. Internal environmental analysis.........................................................................................4
Opportunities..........................................................................................................................6
Advertisements.......................................................................................................................8
PESTLE......................................................................................................................................9
Political factor........................................................................................................................9
Economic factor.....................................................................................................................9
Social factor.........................................................................................................................10
Technological.......................................................................................................................10
Legal.....................................................................................................................................10
Environmental......................................................................................................................11
SWOT......................................................................................................................................11
Strength................................................................................................................................11
Weakness..............................................................................................................................11
BCG Matrix:.........................................................................................................................13
Reference:................................................................................................................................15
Appendices:..............................................................................................................................18
Appendix 1:..........................................................................................................................18

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Introduction
In the present scenario, efficient management of strategies and plans has become vital
for the success of businesses (Aghazadeh, 2015). Strategic marketing can be defined as the
process of planning, implementation, monitoring, evaluation of various policies and plans to
accomplish the goals and objectives of an organization. Further, strategic management is
considered as a continuous process and companies are required to carry out changes in
process and strategies at regular intervals (Aghazadeh, 2015).
The present report is based on Edwards and Co. which is one of the most famous
salon located in Melbourne. The company offers various types of hair salon related services
to all its customers and clients. This study explores detailed internal and external
environmental analysis of Edwards and Co. Apart from this; the competitor analysis of
selected business enterprise is also mentioned in the present study.
3. Internal environmental analysis
Edwards and Co. is very popular in Australia, and the business has its presence in
different locations of the country. Further, the company was founded 11 years ago by Jaye
Edwards who was a freelancer hairstylist(Co, 2017). Edwards was having no money when he
moved to Sydney, and he was looking forward to developing a modern and satisfactory hair
salon in the country. The mission of Edwards and Co. is
“To be truly creative hair agency by providing personalized services to customers and
tailor-made education to other hair salons.”
The corporate objectives of Edwards and Co.are mentioned below as:
1) To provide best salon services in Australia through a network of freelance hairstylists and
colorists.

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2) To provide salon education to other hair salons in Australia in terms of technique, business
and people.
3)To expand operations in other beautiful locations of Australia (Co, 2017) regarding brand
identity, it can be expressed that Edwards and Co. are presently operating in the five different
locations within the country and all these salon shops operate under a single brand name. The
selected business enterprise has developed an efficient network of qualified and skilled
freelancer stylists. Apart from this, Edwards and Co. brand mantra is to develop and operate
as hair agency which is entirely creative and innovative.
The key product and service offered by Edwards and Co. include hair salon services
such as hair styling, weeding, makeup, etc. In addition to this, it also provides educational
services to other salons located in the country (Armstrong, Kotler, Harker, & Brennan,
2015).Here, the brand emphasizes on providing consultancy and knowledge to other business
regarding how to achieve operational efficiency and run a successful salon. Edwards and Co.
assists other companies in skill development of other salons operating within Australia. To
sustain in the highly competitive marketplace, Edwards and Co. carries out changes in its
products and services at regular intervals according to the changing need and demand of
customers.
The scope of the marketing plan is that it will help the company to carry out analysis
of its internal and external environment (Baker, 2014).The plan is also going to support in
developing potential business and marketing strategies which will result in attracting more
and more customers. The marketing plan is going to assist in creating demand among people
in the market and will also help in getting a competitive advantage.

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Edwards and Co. management and operational capabilities are also effective as the
company can acquire higher degree of customer satisfaction by delivering fast, satisfactory
and accurate services to all clients.
Opportunities
The organization has expanded to some other parts of the country and that is a very
good sign for the management. In this way, the salon will get popular in very short time and it
can be seen that this can positively influence the productivity and profitability of the
organization
Salt n Pepper salon is working on a marketing strategy, that would allow the company
to regain the control of their hair treatments market globally. In addition to that, the business
is working towards reviving and rejuvenating operational the New South Wales Branch that
has not been performing well for years. The association has set aside $ 4000000 for the
processes in this marketing strategy.
The traditional, limited marketing budget will stretch among such activities as
marketing efforts renting showrooms in the high-traffic localities in the cities where there
will not only be more visibility of the Salt n Pepper products, but also its professionally
trained employees will offer hair treatment services at subsidized pricing, and showcase the
organization’s products and various services. Apart from the existing outlets, these activities
will be conducted in the selected well-travelled, popular shopping malls located in high
human traffic areas. Although, it will be expensive to lease these locations for the time being,
as they are charged above the normal pricing, part of the elevated cost of rents will be
counterbalance the sales made during the exercise. The other procedures will be used to
finance more visibility through the sponsored marketing events and activities like road shows
and other activities. The marketing strategy consists of the following activities:

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Marketing mix
Products and services – Services linked with Haircut, Styling, Hair Colour, highlighting,
bleach, keratin, make-up, styling, Services-Education for other hair salons, renting of salon
space are being offered by Edwards and Co. The core strength of these services is that they
are highly creative and innovative (Chernev, 2014).On the other hand, weakness can be
termed as lack of permanent workers as the staff members are working on the freelancer
basis. It restricts the company to accomplish its long term objectives of acquiring high market
share and growth.
Price – The pricing strategy which has been adopted by Edwards and Co. can be termed as
high price strategy. For example the business charges -$100-$250, Hair colour- Re growth-
$110-$150Short-$130-$180. The strength of this pricing strategy is that it has helped the
business to earn satisfactory profits. On the contrary (Frow, Nenonen, Payne, & Storbacka,
2015), high price strategy results in restricting people in middle and low-income group to
make use of Edwards and Co. services, and this can be termed as the major weakness of the
selected strategy.
Place – The Company is offering services to customers through stores located in five
different areas of Australia. The stores are located in Melbourne, Alexandria, Budds Beach,
Byron Bay and Surry hills.
Promotion – It can be stated that promotion of products and services offered by Edwards and
Co. is not so much useful. The company is making use of some in-house promotional
techniques such as door to door advertisement and promotion would be taken into
consideration. This has supported in managing the cost of operations (David & David, 2017).
However, it can be argued that promotion techniques used by Edwards and Co. is ineffective
and this is a major weakness which needs to be overcome. The business can emphasize on

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making use of modern marketing tools such as social media and emails to create awareness
among people in the market. Apart from this, techniques such as offering discounts and
loyalty cards can also be taken into consideration to attract more customers and enhance the
volume of profitability (Galliers & Leidner, 2014).
Advertisements
There will be Advertisements in realm specific and international magazines, journals,
newspapers and other publications. Those publications that have wide readerships among
men and youth will be given precedence since these groups are the biggest portion of the
targeted market segments. As not all the target markets may be reached by advertisements in
publications, some alternative resources of reaching them will need to be decided. One way
might be using large billboards in some major roads feeding the major world cities. The
electronic mediums such as Television Commercials, radio and Internet Sponsored events
and roads shows might be another marketing strategy that can be used. Building trust and
loyalty among the customers requires full commitment and devotion from the workforce and
the top management. The success or failure of the organization’s services can be measured
based on the purchaser increase or decrease in numbers, profits, and remarks from the
customers about the organization’s services and products. If the numbers of customers are
growing, then, the firm is flourishing and vice versa.
The set goals, targets, and objectives of the organization can be used to gauge the
firm's success and failure. The company should open quite a few branches in strategic
locations that the clients can easily locate and are served according to their expectations. The
management and especially the human resource department should employ permanent staffs
with the required skills, knowledge, competencies, and experience. The workers should be

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continuously trained to provide them with new technology and any changes as per in the
industry, which are very important.
PESTLE
It is seen that this particular tool projects the varieties of factors that somehow
influences the business operations and it is very necessary for a business to run efficiently in
the ever-changing market. It is a matter of fact that, various factors, which are present that
affects the operations of Salt n Pepper and those, are mentioned in this section of this report.
Political factor
Political factors are one of the most important and significant factors that influence
the operations of any business in today’s market. The ever-changing government policies and
laws for business sector can directly affect the activities of Salt and Pepper. The latest
schemes that were introduced by the government, regarding issuing loans for small scale
businesses and it is effective for meeting all the financial requirement of the new
organizations. It is seen that the political groups have imposed higher taxes for the
organizations and that is putting in adverse effects for the businesses like Salt n Pepper.
These huge taxes are applicable on the cosmetic products used in the salon and for these
reasons; the salon is getting affected day by day.
Economic factor
In today’s market, the economic condition of Australia is stable and it has influenced
positively the purchasing power of the average middleclass citizens of the nation. In this
current scenario, the people of Australia are naturally inclined towards spending money on
cosmetic products and for luxury in salon, spas. Thus, if Salt n Pepper slightly increases the

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pricings, people would still buy products from their shop and this is how they can expect
some extra benefit. The people of Australia would definitely be able to afford those products
in the contemporary economic scenario.
Social factor
The social factors associated with the business of Salt n Pepper are obvious in the
ever-changing market of Australia. The latest hairstyles those are trending in the market due
to the expertise of Salt n Pepper has modified their product range to meet up with the
expectation of the targeted market of Australia. Thus, it will be necessary for Salt n Pepper to
meet all the social requirements of the customers of Australia with the intention to pull up the
general performance in the market, as a developmental tool for the organization.
Technological
In a hairdressing salon, the employees need to use latest machines to cope up with the
needs of the customers. They will be needing to upgrade their tools to provide the best
service in town in order to sustain their business for a longer time in the highly competitive
market of Australia. Thus improving the tools, the management of the organization can
expect a higher sale of productivity and profitability in their organization.
Legal
There are various laws implemented by the federal government of Australia, which
are influencing al the small-scale businesses there, and Salt n Pepper is one of them. The
cleanness and safety measure are required to be taken where the organization has to make
sure that their internal workplace is clean and it can be used for providing service to the
customers. On the other hand, the management has to be aware regarding the fact that, they
have to take actions regarding the safety issues of the employees as well as for the customers
of the salon. They need to double check whether they are equipped enough for the workplace

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hazards that they may have to face any given day. If these basic requirements are not met,
then the salon can face any legal issues in no time.
Environmental
The environmental factors are directly related with the business of Salt n Pepper. The
management needs to stress on the factors like where to dispose the waste products to lower
the burden of the nature and they should follow the rules and regulations implemented by the
federal government for this issue. If the organization abides by the simple rules and
regulations regarding the environment, already set by the government, they would not have to
face any issues.
SWOT
Strength
The strength of the organization may be the educational services they provide
regarding styling and hair care that not many other hair salons provide. The organization has
both online and offline operations for some services. The organization has some extremely
talented stylists who invent trendy hair styles on a regyla basis making the organization
immensely successful.
Weakness
The organization has a very limited number of weaknesses and those are mentioned in
this section. It is seen that the pricing is not that great in the organization at this point of time,
though they are working on it according to one official of the organization. In many cases, the
talented employees of the organization choose to work as freelancers and that is directly
affecting the reputation of the organization, as some of the customers are getting the same
hairstyle from the same stylist in a comparatively lower price, and that is unacceptable.

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Strength Opportunity
i) The educational services they
provide regarding styling.
ii) The organization has both online
and offline operations for some
services.
iii) The organization has some
extremely talented stylists who
invent trendy hair styles on a
regyla basis making the
organization immensely
successful.
i) With strong employee
base it has the opportunity
to address to the greater
number of the customers
ii) Due to market growth the
company has the
opportunity grow
effectively
Weakness Threat
I) The pricing is not that
great in the organization at
this point of time, though
they are working on it
according to one official
of the organization.
II) The talented employees of
the organization choose to
work as freelancers and
that is directly affecting
the reputation of the
i) The most effective threat
is the existing market
competition
ii) The other threats are the
new entries in the
business.