Strategic Marketing for a SME: The Northern Hair Company Case Study

This report provides a strategic marketing analysis for The Northern Hair Company Ltd, a hair care business operating in the salon industry. The report begins with an overview of the company, including its vision, mission, and key challenges. It then delves into the external environment using PESTLE and Porter's Five Forces analyses to assess political, economic, social, technological, legal, and environmental factors, as well as competitive dynamics. The internal environment is examined through a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats. Strategic capabilities are evaluated, followed by a VRIO analysis to assess the value, rarity, imitability, and organization of the company's resources and capabilities. The report also includes a strategic direction analysis and a SAFE analysis. The findings from these analyses are then used to formulate recommendations for the company's strategic marketing efforts, with the goal of enhancing its competitive advantage and market position within the salon industry.

Strategic marketing for
a SMEs

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................2
Overview of the company............................................................................................................2
External environment...................................................................................................................3
Internal Environment...................................................................................................................5
Strategic capabilities of the company..........................................................................................7
VRIO Analysis.............................................................................................................................8
Strategic direction......................................................................................................................10
SAFe analysis............................................................................................................................11
Findings.....................................................................................................................................11
RECOMMONDATIONS..............................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Strategic marketing is a method by which a business venture differentiates itself from its
competition by focusing on its strengths to offer better service and value to target audiences. It
can be an enterprise plan to target individual and convert them in to consumers of the
organisation’s products and services. It is an activity of planning, developing and implementing
plans to acquire a rivalry benefit in selected business area (Quinton and et. al., 2018). This
procedure is crucial and necessary to outline and simplify a direct map of the firm’s objectives
and how to accomplish them. An organisation wanting to secure a certain share of market,
should assure they clearly find out their mission survey the industry condition, describe
particular objectives and develop, implement and measure a plan to guarantee they can offer
their consumers with the commodities and service they require when they have requirement of
them. Although, the major objectives of any organisation will be customer fulfilment so they ay
dominate the market and become leaders in their sector and therefore offering substantial
business satisfaction. Basically the main motive of strategic marketing to fulfil uncovered
requirement that imply profitable economic opportunities for the firm. When marketing the
strategic part of marketing, the venture need to search new markets to target, determine the
attractiveness of those markets, measure the life cycle of the goods and services, examine rivals
and identify lasting competitive advantage over tm and of course hard to replicate by rivalry.
This assignment is supported to The Northern Hair Company Ltd which is a hair care
company that operate its business in Salon industry. Hair salon sector is a business industry that
consist salons that primarily provide hair care services like hair cutting, hair colouring and
hairstyling. Apart from this the organisation that are operating their business in this sector are
also offer facials and makeup applications and retail beauty products (Bocconcelli and et. al.,
2018). This business sector is highly growing industry so the firms that are running in this sector
have high chances of growth and development. This written document will cover information
about the brief explanation of the company in term of its aims, objectives, mission and vision.
Further, will describe about changes and growth option regarding respective organisation in
particular business sector. Moreover, internal analysis, strategic capabilities, findings and
recommendations will also define.
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MAIN BODY
Overview of the company
The Northern Hair Company Ltd is an active organisation which was established in 2017
in Lancashire, UK. This firm has been operating its business for 2 years. There are currently 2
active directors and they make contribution in running the business of this firm. This venture
running its business in salon sector which is growing business sector (Nyuur, Brecic and Debrah,
2018). There are high chances of growth and development that can be beneficial for the success
of the firm and improving its brand image. The company operating its business with the help of
10 employees and annual turnover is £2 million.
Vision- The vision statement of the respective company is to be a salon where everyone
feels comfortable and welcome.
Mission- This mission of the organization is that to offer an outstanding service from the
time they walk in to the time they walk out.
Or the accomplishment of these set vision and mission the firm also frame and design
some plan of action like us quality products that are hygienic so that clients have not any fear of
infection etc. By using effective tools and channels of marketing, the enterprise can promote its
services. For this they can create Facebook page, post images and videos on Instagram etc. With
help of it, the firm can retain number of customers till long term.
Key challenges- There are several challenges that can be faced by a salon in specific
business industry. In reference to The Northern hair company ltd, there several challenge and
issues that are faced and suffered by respective venture. Competitive market, Employee
motivation, getting new clients, salon maintenance and product sales are main issues that are
faced by respective hair venture. There are number of small and large salon organisation that
operating their business in this particular sector. They offer quality and effective services at
affordable prices which generate competition to others (Sadiku-Dushi, Dana and Ramadani,
2019). Apart from this attracting new customers very difficult in this sector because once they
take service of a form and get satisfaction they do not switch to another. So it another issue that
can be faced by The Northern hair company Ltd in salon sector.
Resources- It refers to those origins and sources that are crucial for running and operating
the business of a company. In The Northern Hair Company Ltd, the venture require different
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resources that are needed this company are fund, furniture, equipments, employees and may
others which help in running the business of this enterprise.
External environment
PESTLE analysis
PESTLE analysis, which is sometimes referred as PEST analysis, is a concept in
marketing principles. Moreover, this concept is used as a tool by companies to track the
environment they’re operating in or are planning to launch a new project/product/service etc.
PESTLE is a mnemonic which in its expanded form denotes P for Political, E for Economic, S
for Social, T for Technological, L for Legal and E for Environmental (Quaye and Mensah,
2019). It gives a bird’s eye view of the whole environment from many different angles that one
wants to check and keep a track of while contemplating on a certain idea/plan.
Political Factors- Product safety is a hot topic in the United States. It’s more openly
discussed in the cosmetic segment of the salon industry since these products are designed for
skin-to-skin contact. A bill called the Personal Care Product Safety Act allows the FDA to have a
more “hands-on” approach to ensuring product safety. Companies will need to report ingredient
statements, recalls, and register manufacturers. The main factor that affect salon industry are
changes in polices of national; authorities and stability & instability of politics. This affect the
way of working as salons and when policies are modified these businesses also make changes in
their business as per them.
Economic factors- Unlike many others, the beauty industry is quite resistant to economic
recessions. It even survived the Great Recession of 2008. Sure, customers became more price
conscious, deciding to buy only what they need for survival, but that’s the thing. Beauty products
have become a necessity like eating or having a roof over their head. People will always feel the
need to have shampoo and soap in their bathroom. The main economic component that affects
the business of salon industry and company like The Northern Hair Company Ltd is Brexit.
Because due to this, inflation is arise and the suppliers and the hair and beauty care company
raise the prices of material and commodities (Yusfiarto and Pambekti, 2019). This unfavourably
affect the economic condition of salon sector businesses.
Social factors- Hair removal, skin care, nail salons, hair styling, plastic surgery clinics,
massage salons, medical spas, and perfume bottles are all relevant to the beauty industry. And if
people walk up into any of these aisles, Individual will find dozens of brands offering nearly the
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same product. The main social factor highly affects business of salon Industry Company are
demographic factor. Because when these components are changed taste & preferences of people
also changed and they demand services as per their them. Like when income factor fluctuate in
term of high, people take services from better salons.
Technological factors- Individual can buy almost any product and get it delivered home
in a day or two. That’s good and bad for big name brands like L’Oreal and Dove. It can be says
because they’ve been in the beauty game for decades. And once upon a time, they were only
fighting amongst similar brands to keep their products on the shelves (INDONESIA, 2018). The
Northern hair company Ltd can use effective technology in its business in term of promotion
thorough social media and in payment through net banking. This will create positive impact over
company.
Legal factors- Ingredients in the beauty industry are tricky. They can be FDA-regulated
without also being FDA-approved. There are the leading laws in which the salon industry must
follow. The FD&C monitors ingredients based on their use while the FD&C ensures there’s
misinformation branded on the products. If there are issues, the product may not reach shelves.
They may even require a recall. In context of The Northern Hair Company Ltd, the firm also
follow hygiene law so that they can offer secure and healthy services to its target audiences.
Environmental factors- The salon industry is focusing more than ever to try and go
“green.” Their packaging is becoming increasingly eco-friendly for less stress on the
environment. But there’s still a growing issue with heavy plastic usage within the cosmetic and
skin care segments. In skin care, an ingredient called “microbeads” were sweeping headlines for
a while. These beads exfoliated dead skin cells from the face. But, they’re made of plastic and
horrid for the environment. Now these days the business of salon industry highly influenced in
negative term due to COVID19. Because due this, people maintaining social distance and they
are consider to take hair care services form salons (O’Dwyer and Gilmore, 2019). This
unfavourably affect the business and financial situation these kind of businesses as well
economic system of nations.
Porter’s five forces
This theory is developed by Michael porter in 1979. This theory is based on the five
forces which determine the competitive intensity and attractiveness of market. The description of
this analysis is about The Northern hair company ltd.
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Threats of new entrants- There are many hair companies in the market and this venture
is required less capital so the potential for new entrants is high. The main factor of the northern
hair salon is brand loyalty. If the customer has developed brand loyalty, it would be a barrier for
potential new entrants to break into the industry and compete for current customers (Mathews
and et. al., 20190. Government regulations affect entry to the industry. Laws require industry
personnel to be licensed for practice.
Bargaining power of suppliers- The factor of bargaining power less affect the business
of respective company. Suppliers in this industry provides the hair products only in includes
sheets, shampoos, conditioner, hair spa cream and machines like hair dryer, straightened and so
on. There are many supplier offering same products with similar prices.
Bargaining power of buyers- This factor of porter’s five force analysis is low because
The Northern hair company ltd gives the complete satisfaction of their customers. All the
employees of this company are much trained and skilful.
Threats of substitute products- Threats of substitute products is low because customers
can purchase the products in the market but cannot purchase the satisfaction and relaxation is
similar with the northern hair company ltd.
Rivalry among existing competitors- The rivalry among existing customers is high
because the hair and wellness industry is small to medium firms. These firms have low to
medium market share. Hair Company gives the services of their customers and they hope to
desired result and find that service effective. And conclusion is growth in demand is not too high
that’s why there is more competition.
Internal Environment
SWOT analysis
It is a strategic tools and techniques which used by a company to determine the
capability, weaknesses, growth options and threats. It helps businesses, consisting hair salons to
find out the areas in which they excel while categorising area that need developments and
adjustments (Thrassou, Vrontis and Bresciani, 2018). The brief description of this analysis in
context of The Northern Hair Company ltd as under:
Strengths- The organisation has good operations and strong client management. Apart
from this the venture also has a range of customers which help in running the business of this
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firm in effective manner. Components like a well trained team are the core capability of this
venture.
Weaknesses- The main factor that affect the company in term of weaknesses are lack of
inventory, limited space and parking (Brooksbank, Subhan and Miller, 2018). This influence the
business of this salon company in unfavourable manner.
Opportunities- There is different growth options that can be adopted by this business
venture in term of growth. By offering other services like spa etc., respective firm can make
development. By opening other branches to different locations in UK, the firm can also get
growth option.
Threats- The main threat and risk that is suffered by The Northern Hair company ltd is
competition. There are number of small and large hair care companies that are operating their
business in salon sector and generate competition for this firm.
7S Model
The McKinsey 7S model is a framework for organisational effectiveness that postulates
that there are seven inner components of a company that require be supporting and armouring in
order for it to be successful. By implementing this concept the Northern Hair Company Ltd can
assess and determine modifications in the inner condition of the company. The description of this
concept in context of respective organisation is as below:
Strategy- It refers to plan of actions that are devised a firm to deal with issues and
accomplish constant rivalry benefits. In The Northern Hair company Ltd, the venture formulate
effective strategies so that they can accomplish their set vision and mission, gain competitive and
sustain in competitive marketplace till long term. For example, the venture can also create plan
of action to retain its target audiences by offering quality services at affordable price like using
low and competitive pricing strategies.
Structure- It mentions the way and manner business divisions and units are categorized and
consist the information of who is responsible to whom. In context of respective firm, this factor
mentions management configuration and accountability of employees (Donkor, Donkor and
Kwarteng, 2018)
. It is one of the visible an easy change factor of this model. These factors briefly define
the organisational chart and responsibilities of each individual of the firm.
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Systems- It is an activity and process of the enterprise which mention day to day
activities and operation of firm and how decision is made. In The Northern Hair Company ltd,
systems are the area of venture that analyse how business operated and it should be the major
concentrate for administrators during organisational modifications (Quinton and et. al., 2018).
Apart from this, they mention daily activities, workflow and determinations that make up the
criterion manoeuvre in organisation.
Skills- This factor refers to abilities and competencies of employees that are used by them
to execute their task and work. In Respective firm, skills refer to capabilities and talent of the
company’s staff and management which used in term of attaining and accomplishing the set
business objectives and rivals advantages. When the company make change in its way of
working and others then skills and ability of employees and administration help in implementing
change in venture.
Staff- This element indicate to all the people of a company who use this skills and
knowledge to run and operate the business activities and operations of the firm. In The Northern
Hair Company Ltd, this factor of this model states to personnel of the firm in term of number and
how they are trained and motivated to execute their tasks effectively.
Style- It mention to the way and manner the organisation is administrated by senior
management. In respective company, Style mention to the approach that venture consider in
business environment to influence performance, productiveness and corporate culture.
Shared values- It indicates to common adopted standards and norms of the company that
lead workforce behaviour and organization’s action. Basically, shared values are the foundation
of venture. In The Northern Hair Company Ltd, shared values mention to the culture and ethics
of the firm that guide employees to perform their duties in ethical manner.
Strategic capabilities of the company
Stakeholder analysis
In below analysis, it will be described about importance of various stake holders of the
company, expectations of stakeholders from the company and various steps and strategies to be
adopted by the company to meet those expectations (Bocconcelli and et. al., 2018). Various
stakeholders to the salon industry are its customers, investors, employees, promoters, suppliers
and the government authorities.
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Customers: Customer is the heart of any business in today’s world. All strategies/
policies formation will revolve around the customer or keeping the customer into centre. To
grow any business, it is critical to understand, analyze and fulfil the customer expectations from
the business (Nyuur, Brecic and Debrah, 2018). In saloon industry customer expects joyful
service experience from the company comprise of quality of service, politeness from the staff,
use of quality products and at a reasonable price. To ensure these The Northern Hair Company
Ltd must have a beautiful ambience attracts customers to the salon. Regular staff training is
another key factor which ensures the quality of service provided to the customer. Regular
marketing campaign and loyalty programs to be run for retention and repeat visits of customer to
the salon.
Employees- Employees are the key pillars for running an organization. To take care of
expectation of all the stake holders company must take care of its employees by providing them a
safe work culture. Continuous training for employee would help better service quality. Timely
payment of salaries, increments, performance linked incentives will boost employee’s morale.
Suppliers-To ensure the supply of product at salons company must ensure timely
payments to suppliers. Also, company should engage with suppliers for procurement of quality
products in the market. Engagement with supplier will help new products development in the
market.
Investors-Investors including promoters are the key stakeholders investing money into
the business. Major expectation of investor and promoters is return on their investment. To
provide higher returns on their investment company should earn health profits. These will come
from satisfying the customer expectation resulting into the higher profits for the company.
Government Authorities –Government policies and its compliance is very critical for an
organization for being a going concern (Sadiku-Dushi, Dana and Ramadani, 2019). Violation of
local laws will attract financial penalties as well as reputational loss for the organization.
Company shall abide by all local laws prevailing in the country to meet the regulatory
requirements.
VRIO Analysis
It is an analytical technique that uses to determine and evaluate the resources and origins of an
organisation. This framework can also use in term of determining competition by monitoring
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value, rareness, inimitability and origination of resources of the company (Quaye and Mensah,
2019). The description of this concept in context of The Northern Hair company Ltd s as
beneath:
Resources Valuable Rare Inimitable Organisable
Brand image Yes No No No
Financial
resources
Yes Yes No Yes
Technical
resources
Yes No No Yes
Human resource Yes Yes Yes Yes
Valuable- in the Northern Hair company ltd, the brand of the company is valuable which is
devised and improved by offering quality services to its target audiences as per their
requirement. Financial resources of the firm are also valuable because without monetary fund no
business can run and take place in specific business sector. Human resource of the company is
important because they help in running business activities and operations in term of perform their
assigned work. Technical resource of the company also valuable because now these days, several
technical equipments used in hair care services.
Rare- Brand image of the firm is not rare because each firm has its own image in specific
business sector cause their own product and services. Financial resource of this firm rare because
each organisation use different origins to raise fund to run business. Like, some borrow money
from bank, angle investors and others. The cost which is invests by this firm in its business also
rare. Employees of this company are rare as each person has different skills and competencies
(Yusfiarto and Pambekti, 2019). Technical resources of the firm are not rare because these kinds
of equipments are also used by number of other salons and hair care organisations.
Inimitable- The brand image of The Northern Hair Company ltd is inimitable because it is
a factor that cannot be able to manage. The financial resources of the firm are not inimitable
because they can be control and manage by company by using different techniques and strategies
of finance. Human resource of enterprise is inimitable as they can be managed by framing
strategies and polices of employee management. Technical resources of The Northern Company
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Ltd are not imitable because they can be easily copy by others. As they are selling by different
firms for hair care services to salons.
Organisable- Brand images a component that can be control and organise by the firm. The
fiscal resources of this firm also organisable because by creating budget, the venture can manage
this origin. By allocating roles and responsibilities as per employees, the establishment can
organise human resource of the company (INDONESIA, 2018). Technical resources of
respective firm are organisable as they administrate by enterprise though good look after.
Strategic direction
Strategies which are formed by the company consider as a major part as it will decide the
profit and growth for the company. The strategies are futuristic as all the activities are planned
for the future which the organization would follow to achieve a desired or set goal. It is an action
plan which company decides and follows it. The direction for the strategy is for the long term
purpose. Similarly is the case with The Northern Hair Salon. In this the company or the salon
had made a strategy through which aligns to their mission and vision of the salon. The strategy
which works for a long time for salon. The Northern Hair Salon had a goal to open its branches
at various parts of country and it must be so popular that the people prefer this salon whenever
they think about going salon.
The salon set its strategies and tactic as:
 Employing the best hair dresser from the town. All the employees hire by the company
are so trained and professional that ultimately helps the company in generating a good goodwill
into the market. With the skilled and professional performance the company would be able to
deliver quality service to their customers towards it (Thrassou, Vrontis and Bresciani, 2018).
The salon mostly gives the discounts or the offers at the festive seasons or in the winter season
where it feel low rush into the salon. Its strategic discount tactics and planning also has proven to
be a great use for the company. A proper and strong strategy needs to get set for the company,
otherwise it would let to the failure or loss to the company. Offers need to set with good
calculations which benefit both the customers and the organization.
 Giving quality service does play a major role into strategic direction. Quality service here
refers to providing the top notch services like using branded and quality products, skilled and
professional employees which treats and greets the customers very well, comfortable ambiance
and very nice décor which is neat and clean. The systems or the work should be done in a proper
flow which does not create any sort of confusion into the tasks and any misunderstanding in
work.
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SAFe analysis
SAFe analysis, which has its full form as Scaled Agile Framework is a methodology which is
build for development of teams at 3 pillars. These 3 pillars namely are team, program, and
portfolio. This framework build flexibility into the team and helps the team in managing the
larger challenges. This framework helps the cross functional teams to work and collaborate
effectively. It also helps the organization in achieving the greater transparency in their work.
Apart from this it also helps in aligning all the task towards the organizational major goals. As in
the case with The Northern Salon, the organization can use this approach through delivering the
goals of whole organization to all the people or employees. According to this, when the people of
organization would know about its mission or objectives then they will contribute more to
achieve it. And when they are aware about company’s goal they might come up with new
innovative and creative idea. This would be a benefit factor for the organization itself. Second,
the team should be made properly according to the function or the roles they have into the
organization. Making teams and defining their objectives can help the organization very much.
When the teams are made properly, they know about their department target and the work they
have to perform into the organization. Apart from this portfolio is also a pillar in this approach.
In this the portfolio is the work or department from which an employee does belong, does he
belongs to finance department, does he belongs to marketing department or from operational
department. The department along with the responsibility which the employee has must be very
much clear to that individual. This will create more confident and motivated behavior into the
minds of that individual.
The SAFe is the filtrations of the strategies and choose that strategy which gives more
growth and profitability to the organization. Here the strategy which is selected should also
accomplish all the 3 pillars of this approach.
Findings
In this the appropriate strategy which suits best to the company’s goals or objectives is
selected. Here the salon from all the available strategies choose the one which suits best to the
company and which helps it 8in growth and yields profit. From the above presented analysis like
Pestel, SWOT and etc, it is been clear that the company is very known and famous for its work.
The salon provides best services to its customers which have makes its customer very much
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happy from their services (Brooksbank, Subhan and Miller, 2018). The company from its work
also gets successful in opening up the new branches, and due to the good goodwill it has helps
them in expansion. Expansion is business is very much necessary for a company’s growth, it
helps it yielding profits and growth. Growth only could be possible when the business expands
itself. The vision and mission which the company has sets for itself are seems to be promising
and the value the company would going to generate would be very much good and significant.
From the above report, it also has been found that the company burden’s increased when there is
an increase in competition and to eliminate the burden, the salon has to come up with some
competitive advantage which helps the salon of get different from all other salons.
RECOMMONDATIONS
As know very well, the competition in the salon industries has been increasing very fast.
Here every day some new salon gets open into the state which creates burden upon the present
companies. To minimize the burden and to force the customers to be stick to their salon, the
northern salon has to come up with new innovative and creative ideas to serve to their customers.
When they will bring new and creative services their present customers would be stick to them
and by this the company might gain competitive advantage. Gaining competitive advantage is
very much important for an organization as it differentiates the company from all the available
competition. The Northern salon also should set its services according to the trends, preferences
and taste of the customers. For this purpose they have to perform some market research activities
and keep a chose eyes on customers preferences and taste. The outdated and obsolete services
should get eliminated by the organization and new and trendy services should be adopted. Apart
from this, the salon can bring training and development programs for its employees so that it
could teach their employees about the new and trendy services. Teaching or coaching the
employees is quite a fair deal to the organization as compared with hiring a new employee every
time into the organization. And when the organization provides required training and
development programs to the employees, they develop a sense of security in themselves which
also motivates them to work best into the organization. Also the company should adopt good and
appropriate supply chain into their system. The appropriate supply chain helps the company in
bringing the materials at time with the organization, which does not create any kind of shortages
to the company (Donkor, Donkor and Kwarteng, 2018.). Proper supply chain also saves the cost
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which helps the organization in cutting the prices or costs for itself. The salon also should use
advanced technology in their services. The advance technology can help the salon in giving the
good treatment to their customers and it also saves time of the salon also. Technology does the
task in speed and with efficiency. Advancement in skin care and beauty products is in boom.
There has been a lot of research work in this industry as they people are more keen and worried
about their skin and health care, this proves to be a good sign for the organization to adopt
advanced skin care technology.
CONCLUSION
Form the report discuss above, the northern salon business strategies has been mentioned.
As a medium sized salon, the business has sets its mission and vision which helps it to grow for a
long period of time. The report includes SWOT, PESTEL, five force porter’s model, VRIO and
much more. All these models and strategies has helped the organization in forming the better
objectives and goals for the company. it also helps in better decision making. The report also
includes the strategic direction and SAFe approach which the organization can adopt into its
system.
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The Northern Hair Company Ltd. 2020. [Online]. Available Through:
<https://suite.endole.co.uk/insight/company/11086741-the-northern-hair-company-ltd?
page=overview >.
Challenges of owning a salon. 2020. [Online]. Available Through : <
https://www.completecontroller.com/top-five-challenges-of-owning-a-beauty-salon/>.
SWOT Analysis for Hair Salons. 2019. [Online]. Available Through:
<https://smallbusiness.chron.com/swot-analysis-hair-salons-11715.html >.
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