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Location

Discuss about the Case study of Shaver Shop.

Shaver shop was founded in the year 1986 and has grown over the years to become Australia’s largest retailer shop for both men and women personal grooming products. The retailer targets becoming the market leader in the whole world when it comes to all things that are associated with hair removal. The company boasts of having the best knowledge about beauty products for both men and women all over Australia and the rest of the world. It has been able to understand the needs of its customers and offers its products at a low price and offers the best advice in using these products. They have customer friendly employees who have given them the advantage of winning the loyalty of their customers as these employees are always ready to answer and solve the questions asked by the customers about the beauty products (Pour, Nazari & Emami, 2013). The shop has enjoyed favorable market for over thirty years now due to their belief in providing the customers with the widest range of grooming solutions at favorable prices. The retailer has understood the best way new and the loyalty of old customers is by ensuring that the employees who interact with the customers are customer friendly and ensure that all the issues faced by the customer with the products they acquired from the retailer are solved well (Salehi, Mirzaei, Aghaei & Abyari, 2012).

Shaver shop has enjoyed a large audience of customers all over Australia and has been able to establish over a hundred shops in the two countries. As mentioned earlier, the company deals majorly with both male and female hair removal products. These products range from electric shavers, trimmers, clippers and wet shave products. The retailer also deals with other categories of products ranging from beauty, hair care, massage, air treatment and oral care. Women are the majority customers that shop at shaver shop. Shaver shop has taken this opportunity to introduce new beauty products that the women can use. Psychological shows that women are more concerned about their image compared to men and will always do a lot to ensure that they are always beautiful. Thus, when selling these beauty products to women, the retailer ensures that they provide advice and instructions about the products to their customers (Carbo-Valverde, Hannan & Rodriguez-Fernandez, 2011). This move has won the hearts of many female customers across Australia and New Zealand. They have also ensured that these products are sold at a pocket-friendly price to their customers (Mandhanya & Shah, 2010). Shaver shop wants to establish a new store in Australia. The report below gives the best recommendations for Shaver shop to select the best location for establishing this location. The reports also give various considerations that the retailer should consider when selecting the location. These factors include demographics of the area, the location of the existing Shaver shop and competition. The report also provides the retailer with the strategies to apply to customize its standard product to meet the needs of the target market in the new location and differentiate them from other offerings such as Amazon. The report finally gives a communication plan for the first a hundred days of the new location. It also explains the theory of priming the pump of the sales at the new location so as to attract new and first-time customers. Through this, they will be able to reduce risk and encourage trial.

Customization of Total Product

Business location is very important for any organization that aims at making lots of profits. Technology has taken over and the introduction of online shopping has swept across all organizations all over the world. Despite this factor, location still remains an important factor to consider when setting up a business. The demographics of the location are very important when selecting an area (Önüt Efendigil & Kara, 2010). One needs to understand first the target market such as kids, the retirement community or maybe the working community. The first factor to consider when selecting the location is the taxes and regulations set up. Selecting the best area means that one must consider first the income tax and sales tax required to be paid in the area (Armstrong, Kotler, Harker & Brennan, 2015). These taxes affect the business owner’s earnings. The zoning laws are also important as zoning laws to determine the size of the construction specifications of the buildings and also the use of signs. In some areas, zoning laws do allow industrial uses, retail uses, or residential areas. These rules affect the size of the organization’s parking lot and size of the business sign. Home businesses are also affected by zoning rules as they may ban home businesses if they are customers driving to the entrepreneur’s home (Hair Jr, Wolfinbarger, Money, Samouel & Page, 2015). Breaking these laws requires one to pay heavy fines. Another factor to consider when selecting the location of a business is competition. Areas with less competition are the best places to set up a business as they offer the opportunity to increase the number of customers thus increasing sales. Accessibility of the location is also an important factor to consider. Accessibility plays a major role especially in the urban areas as it attracts more customers. Businesses with a storefront on the busy streets and also have signs and storefront displays have the advantage of attracting more customers compared to those that are located in the busy streets. Demographics of the location is an important factor as it enables to identify the target market. Any organization needs to identify its target market either millennials or the old community so as to select the location (Zolfani, Aghdaie, Derakhti, Zavadskas & Varzandeh, 2013). Finding a location with the correct demographics is an important factor to consider.

Shaver shop needs to consider these factors when identifying the new location. The best location for Shaver shop to set up their new store in Market Street in Newcastle. Newcastle is city found in the Australian state of New South Wales. This is the second most populated city in the New South Wales state. The city is a harbor city made up of sandy beaches and various historic sites such as the Fort Scratchley and a viewpoint for viewing the migrating whales (Scullion & Collings, 2011). Most of the Australian population prefer living at the southeastern and the eastern parts of the country. This is the reason behind the increased population in the states found in the eastern part of the country. Newcastle has a population of about 330,000 people most of them being females (Osborne & Brown, 2013). Newcastle gives a perfect location for Shaver shop to set up a new store. As mentioned earlier, most of Shaver shop’s customers are females. This gives them a perfect opportunity to reach out to its target market as women are slightly more in the city. Another factor that gives them the advantage of selecting this location is the presence of sandy beaches (Mitchell, Obeidat & Bray, 2013). This means that there are a lot of tourists visiting the city every now and then. This may give them the perfect opportunity to win over new customers. The presence of beaches means that people will go out and sunbath a lot. This means that women are exposing their bodies a lot and there a need for them to care about their image. They will have to shave the hair on their armpits, legs, and hands. Thus there is a need for shaver’s products in this area. In terms of competition, there are few competitors that deal with hair removal products in Newcastle. They include Harvey Norman. This gives them the perfect opportunity of winning the loyalty of customers in Newcastle as there is less competition. The next store near Newcastle is located at Kotara that is about ten kilometers from Newcastle. The median income for the population in the New South Wales state is about 660 dollars per week. This is an added advantage as the population is made up of average income families which is a target market for Shaver shop. Newcastle would be the best location for Shaver shop to set up their new store in Australia.

There are various adjustments that Shaver retailer needs to do to its products so as to adjust to the new location. These adjustments will enable Shaver shop better meet the needs of the target market in the new location that is Newcastle. These adjustments will also differentiate them from other online offerings such as Amazon.  There is a need for them to reduce the prices of their products. The state of New South Wales is made up of the average income earners. This means that adjusting the prices of the products will enable them to attract more customers in the area. One of the goals of Shaver shop is to become the retailer in the world that offers their products at a pocket-friendly price. Such move will attract new customers in Newcastle and will help them stay competitive against their main competitors. Shaver shop needs to increase its product line of hair removal products (Shukla & Thömmes, 2010). This is because of the large population living in Newcastle. This population is made up of mostly females. This means that there will be high demand for the hair removal products since their majority of customers are females. Also, the presence of sandy beaches means that there will be an increased number of tourists who need to sunbath and swim. To look beautiful in their swimsuits, women need to shave the unwanted hair on their body parts. This means that there will be an increased demand for the hair removal products in the area. Increasing the production line of the company means that more products will be produced thus meeting the demand in the area. The employees that will be operating the store needs to be knowledgeable and well trained (Jones, 2010). There need to have full knowledge and clear skill on how to use the products as they will help the customers in using the products. Shaver shop needs to create a reward program for the customers that are loyal to the company. These customers should be awarded gifts such as free shopping vouchers, vacations, and other gifts. This will enable the customers to feel that the retailer appreciates them thus remain loyal to the company.

This will entail a launch communication plan for the retailer for the next a hundred days. This entails on the recommendations for the retailer to attract new customers which is an important task. The retailer needs to create a return policy that allows customers to return the product in case there is an issue. Some of the products sold by Shaver shop and thus needs a return policy in case they malfunction after purchase. The retailer also needs adequate stock levels in case that the stocks may run out at certain points. They will act as safety stock in case the supplier fails to deliver the products (Sarkar, Sana & Chaudhuri, 2010). when the customers purchase the products, there is a need for the retailer to communicate the safety standards as this will prevent any injuries and accidents when using the product. Letting the customer know the safety precautions to use when using this product is important as it may prevent any accidents. Appreciating the employees is important since they are the people who interact with the customers daily. Recruiting the right employees and carrying out a specialist goods training is an important factor to consider (Sivertzen, Nilsen & Olafsen, 2013). The retailer should encourage customer feedback as this will help them understand if they are meeting the needs of the customers and know what to improve. In case of any complains and faults from the customer, the retailer should be able to handle it properly. The retailer needs to actively use social media to market its products as there is a large audience of customers using social media (Stelzner, 2014). To show appreciation to the customer for purchasing their items, Shaver shop needs to send thank you emails to the customers and this will enable the customers to share experience about the product with them.

Conclusion

Market Street in Newcastle is the perfect location for Shaver shop to set up their new store. The city has a large population mostly who are women and it’s the target market for the retailer. The city has less competition which is favorable for Shaver shop to set up their store. To attract new customers in the area, Shaver shop needs to make various adjustments in their products and business. Increasing their product line for their hair removal products is important. Also, they will need to create programs that reward the loyal customers. A communication plan for the next a hundred days is important as it shows the various ways of attracting new customers in the new location.

References

Pour, B. S., Nazari, K., & Emami, M. (2013). The effect of marketing mix in attracting customers: Case study of Saderat Bank in Kermanshah Province. African Journal of Business Management, 7(34), 3272.

Salehi, M., Mirzaei, H., Aghaei, M., & Abyari, M. (2012). Dissimilarity of E-marketing VS traditional marketing. International journal of academic research in business and social sciences, 2(1), 510.

Carbo-Valverde, S., Hannan, T. H., & Rodriguez-Fernandez, F. (2011). Exploiting old customers and attracting new ones: The case of bank deposit pricing. European Economic Review, 55(7), 903-915.

Mandhanya, Y., & Shah, M. (2010). Employer branding-A tool for talent management. Global Management Review, 4(2).

Önüt, S., Efendigil, T., & Kara, S. S. (2010). A combined fuzzy MCDM approach for selecting shopping center site: An example from Istanbul, Turkey. Expert Systems with Applications, 37(3), 1973-1980.

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.

Hair Jr, J. F., Wolfinbarger, M., Money, A. H., Samouel, P., & Page, M. J. (2015). Essentials of business research methods. Routledge.

Zolfani, S. H., Aghdaie, M. H., Derakhti, A., Zavadskas, E. K., & Varzandeh, M. H. M. (2013). Decision making on business issues with foresight perspective; an application of new hybrid MCDM model in shopping mall locating. Expert systems with applications, 40(17), 7111-7121.

Scullion, H., & Collings, D. (2011). Global talent management. Routledge.

Osborne, S. P., & Brown, L. (Eds.). (2013). Handbook of innovation in public services. Edward Elgar Publishing.

Mitchell, R., Obeidat, S., & Bray, M. (2013). The Effect of Strategic Human Resource Management on Organizational Performance: The Mediating Role of High?Performance Human Resource Practices. Human Resource Management, 52(6), 899-921.

Shukla, A. A., & Thömmes, J. (2010). Recent advances in large-scale production of monoclonal antibodies and related proteins. Trends in biotechnology, 28(5), 253-261.

Jones, G. R. (2010). Organizational Theory, Design, and Change.

Sarkar, B., Sana, S. S., & Chaudhuri, K. (2010). Optimal reliability, production lotsize and safety stock: an economic manufacturing quantity model. International Journal of Management Science and Engineering Management, 5(3), 192-202.

Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473-483.

Stelzner, M. (2014). 2014 Social Media Marketing Industry Report. Social media examiner, 1-52.

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