International marketing for hairdressing

GCSE Business Studies

Content Page

1. Introduction P.2

2. Marketing Analysis of Japan P.3

3. Marketing Analysis of Russia P.5

4. Marketing Analysis of South Africa P.7

5. Marketing and Media Strategy P.9

6. Conclusion P.10

7. Reference P.11

8. Appendix P.12

Introduction

LOUIStylez, a well-established beauty enterprise was founded in 1989 in London as a small hairdressing salon in the heart of Soho. Over the years it grew to become one of the most respectable and recognised brand names in the world of hairdressing and beautification. Offering their state-of-the-art contemporary services to middle and upper-middle class individuals between 20 and 35 year old, LOUIStylez managed to open more than 35 salons in the UK. Through their dedicated franchising program and successful performance, LOUIStylez is constantly looking for opportunities to enter new markets. Unlike the majority of franchisees who provide only brand name, equipment and professional cosmetics, LOUIStylez offer in addition a design development, free of charge training on marketing, psychology, management and administration four times a year, web-site in the language of the country they operate in, intranet and corporative magazine, advertising assistance and discount system. Moreover, in order to promote the brand and increase consumer loyalty, LOUIStylez distribute the small bathes of their professional cosmetics through the major retail chains. The company’s managers strictly watch the quality of services offered in their franchised salons. Now with a strong brand image and considerable financial and informational resources, LOUIStylez is about to enter three absolutely diverse countries on different continents: Russia, Japan, and South African Republic.

Market Analysis of Japan

Japan has remained a major economic power in Asia and globally, their government-industry cooperation is working a strong ethic, mastery of high technology, and a comparatively small defense allocation help Japan advance with extraordinary rapidity to the rank of the third largest economy in the world after the US and China.

Japan is the largest technologically advanced producers in the world, they produce motor vehicles, electronic equipment, machine tools, steel and nonferrous metals, ships, chemicals, textiles and processed foods, etc.

Analysis

Age structure: 0-14 years : 14.3%

15-64 years : 66.2%

65 years and over : 19.5%

GDP - real growth rate: 2.1% (2005)

GDP - composition by sector: Agriculture: 1.3%

Industry : 25.3%

Services : 73.5% (2005)

Japan is a famous place where the trends are starting from; their Japanese fashion is a wide range of product that people can find it in some modern places.

There are many different chances for their designers to produce and built up their own brands.

Most of the Japanese thinks out looking are very important; therefore they are willing to spend lots of money on their clothing, make-up and hairstyle, etc. Basically, more than 90% of Japanese starts spending on their body after 20 years old.

Because of their fashion trend, many young Japanese would like to become to be a hairdresser, they have demonstrated that their creativity, quality and performance in this fashion market. Also, there are many international hairdressing competitions for their potential hairdressers to perform and promote their works.

As you know, Japanese technologically advanced products are very popular in world, they have also produced some new hair requirements for their people, such as straigtening system, style, colour, and permanently wave hair with chemical solutions, and provide clients with hair and scalp treatments.

To upgrade their hairdressing skills, many Japanese hairdressers study abroad in London and New York, at the same time, they can also improve their communication skills. Some of them have already opened their own shops in London after their study.

Japanese have a very good customer service; they care about all of their customers. Therefore, some of them work with a client from start to finish.

Because of the Japanese fashions are successfully attracted a lot of people, so many western people are very interested in their hair dressing and fashions in this 5 years. However, most of the Japanese cannot speak good English, it is the most difficult thing to communicate to their overseas customers and their hair condition is totally different between Japanese and western people. Therefore, not all the western people are willing to try and ...