marketing plan
Marketing Plan, First Draft
Oriental Beauty Salon Chain
DeVry University
Nov, 9, 2013
Table of Contents
1. Executive Summary 3
2. Situation analysis 3
2.1 Market Summary 4
2.2 SWOT Analysis 8
2.3 Competition 10
2.4 Service Offerings 10
2.5 Keys to Success 11
2.6 Critical Issues 12
3. Marketing Strategy 12
3.1. Mission 13
3.2. Marketing Objectives 13
3.3. Financial Objectives 13
3.4. Target Market 13
3.5. Positioning 15
3.6. Strategies 16
3.7. Marketing Research 17
References 18
1. Executive Summary
2. Situation analysis
Oriental Beauty Salon Company is in its first year of business as a start-up company, and it is preparing to launch an elite oriental beauty services for the Arab American female community living in USA. The Arab American population has been growing rapidly as a result of immigration, high birth rate, and conversions, it was estimated that in 2010 that Arab American community will form % 0.50 of total population of the USA (Asi& Beaulieu, 2013).The U.S. Census Bureau estimates the Arab American population to be approximately 1.4 million. However, the Arab American Institute (AAI) notes that this estimate is low as a result of a lack of comprehensive tracking. The AAI estimates the actual population of Arab Americans to be 3.4 million (AAI, 2008).The median household income for Arab Americans is $56,331 which is higher than the median income for all U.S. households (AAI, 2008). However, approximately 14% of the population lives below the poverty line with the figure increasing to over 28% for single mothers. The Arab American female community consists of many sub segments of varying nationalities including Lebanese, Syrian, Egyptian, Palestinian, Jordanian, Moroccan, Yemeni and others and who have diversity in culture, physical types and racial backgrounds, and aspiration. This niche market has never been served at the personal level before. The common need among this population is an
Oriental Beauty Salon Chain
DeVry University
Nov, 9, 2013
Table of Contents
1. Executive Summary 3
2. Situation analysis 3
2.1 Market Summary 4
2.2 SWOT Analysis 8
2.3 Competition 10
2.4 Service Offerings 10
2.5 Keys to Success 11
2.6 Critical Issues 12
3. Marketing Strategy 12
3.1. Mission 13
3.2. Marketing Objectives 13
3.3. Financial Objectives 13
3.4. Target Market 13
3.5. Positioning 15
3.6. Strategies 16
3.7. Marketing Research 17
References 18
1. Executive Summary
2. Situation analysis
Oriental Beauty Salon Company is in its first year of business as a start-up company, and it is preparing to launch an elite oriental beauty services for the Arab American female community living in USA. The Arab American population has been growing rapidly as a result of immigration, high birth rate, and conversions, it was estimated that in 2010 that Arab American community will form % 0.50 of total population of the USA (Asi& Beaulieu, 2013).The U.S. Census Bureau estimates the Arab American population to be approximately 1.4 million. However, the Arab American Institute (AAI) notes that this estimate is low as a result of a lack of comprehensive tracking. The AAI estimates the actual population of Arab Americans to be 3.4 million (AAI, 2008).The median household income for Arab Americans is $56,331 which is higher than the median income for all U.S. households (AAI, 2008). However, approximately 14% of the population lives below the poverty line with the figure increasing to over 28% for single mothers. The Arab American female community consists of many sub segments of varying nationalities including Lebanese, Syrian, Egyptian, Palestinian, Jordanian, Moroccan, Yemeni and others and who have diversity in culture, physical types and racial backgrounds, and aspiration. This niche market has never been served at the personal level before. The common need among this population is an
References: Asi,M&Beaulieu,D.(2013). Arab Households in the United States: 2006–2010.U.S. Census Bureau. Retrieved from http://www.census.gov/prod/2013pubs/acsbr10-20.pdf De la Cruz,P&Brittingham,A.(2003).The Arab Popultion:2000:Census 2000 Brief. Retrieved fromwww.books.google.com Profile America (Ed.). (2007). Beauty salons industry overview (Rep.). Retrieved November, 2013, from Immediate Media Marketing, Inc website: http://www.heraldtribune.com/assets/pdf/advtips/IQ_BeautySalons.pdf Soble, S. (2013). 2012 Study shows solid growth for salon services and retail. Retrieved from http://www.salontoday.com/news/salon-business/2012-Study-Shows-Solid-Growth-for-Salon-Services-and-Retail-192583731.html Erin, E. (2013). Hair Salon Owner: Job Duties and Education Requirements. Retrieved fromhttp://education-portal.com/articles/Hair_Salon_Owner_Job_Duties_and_Education_Requirements.html Arab American Institute (AAI). (2009-2013). demoghraphics.Retrived from http://www.aaiusa.org/pages/demographics/