Marketing - Final project

Marketing - Final project - Final project: Marketing Plan 1...

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Final project: Marketing Plan 1 Final Project: Marketing Plan Trang Fay Axia College of University of Phoenix
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Final project: Marketing Plan 2 The nail industry has been growing fast in the last two decades. Vietnamese nail techni- cians made up 43% of all technicians in America. Today, Vietnamese control most of market share of the nail business. Lacking of business skills and the barrier of language, Vietnamese nail shops mostly are unprofessional and inefficient. It even becomes a stereotype as Tran (2008) stated, “ And whether a slur or proof of acceptance, Vietnamese Americans have earned a classic American distinction: becoming a stereotype. In stand-up comedy or prime-time TV, the spoof of a manicurist trying to tack on extra services in broken English is nearly universal” ( 10). Reducing the price of services is a main issue which discredits their business. Moreover, 90% Vietnamese salons are not concerned working environment. This puts the employees in health risk and spreads bacteria among clients. For example, Pro Nail spa came up with its busi- ness ideas which are (1) becomes Vietnamese franchise nail salon; (2) change the Vietnamese salon image. To accomplish these goals, Pro Nail must have an efficient marketing strategy. Pro Nail will provide two kinds of service (1) nail care that includes three categories: pedicure, manicure, and nail enhancement; and (2) body waxing. The market size of the nail in- dustry is large. Total volume of all of the sales in the market was six billion dollar last year. However, the business is more competitive at the higher profit levels. Each time a new salon is opened, the price of services goes down. The problem is that even the customers understand the rule “you get what you paid for” but still, they tend to look for lower price salon especially in re- cession situations. It is because the customers are not aware of the different nail products. For ex- ample, the clients cannot tell the difference between EMA (Ethyl Methacrylate) and MMA (Methyl Methacrylate). Nail technicians are not supposed to use MMA products to enhance customers’ nails. It is not a dangerous toxic, however, there are four reasons why MMA should not be used (1) FDA
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Final project: Marketing Plan 3 bans this product in nail salons base on consumers’ complaints; (2) to make this product adhere, the nail technicians have to shred up the nail’s surface, this makes nails weaker; (3) it creates the hardest surface which is difficult to break. When the nail is jammed, the thin nail often breaks before the MMA enhancement, it damages the nail seriously; (4) it is hard to remove. The reason low price salons can reduce the price is because MMA costs 1/3 of EMA. Vietnamese represent 38% of nail technicians around America. 75% are female and 25%
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Marketing - Final project - Final project: Marketing Plan 1...

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