Virginia Hairdressing Service Marketing Case Study

Situation Analysis Virginia is a small, Asian owned hairdressing located in Melbourne's China Town. It has been providing hair care for customers since 1985. Over the past years, privately-owned hair salons have increased in the China Town area, threatening Virginia with direct competition. Furthermore, increases of Western hair salons around the CBD have intensified the market. In recent years, hair salons have moved from the traditional sense of just providing the customers with hair related services. …

…manage the demand and supply for the service. It is recognised that a lot of customers do come in on a weekend rather than on a weekday. Given the limited floor space and facilities, Virginia cannot hire more staff during these peak periods, which leads to a high loss of customers. Virginia could consider implementing promotions such as 'happy hours', where the customer is given a discount to come in on a less busy period.