The Ocean Beauty Center has been a low-cost, one-stop-shop for couples in Silicon Valley who require high-quality beauty products and services. The company’s products and services, such as wedding gowns, rings, accessories, shoes, and others for both selling and renting, had been performing well in the past. In fact, the business was running on a full-time basis with five full-time employees since we had many customers making orders.
The current marketing strategy of differentiating the business from current bridal salons by offering unique customized products and services to customers has seen a decline in the number of customers, despite the improvement in services. In fact, the number of customers visiting the saloon has decreased by 10% despite the improved customized services with very minimal changes in prices. At present, we are in a crisis since we cannot churn the numbers despite having invested heavily in the differentiation strategies.
Many customers complain of long queues and the inability to meet deadlines. Despite the quality of our services, many customers are complaining the some of the customized products do not meet their tastes. In addition, there are several complaints in the customer feedback site about the inability of the business to add a special touch to fit the lifestyle of each segment or category of customers. We need to draw turnaround strategies to move the business forward urgently.
We need to create a competitive advantage through quality products, service, and pricing by offering a wide range of wedding gowns and other accessories to match different tastes of our customers as opposed to just offering customized services. In addition, we could introduce products for rental to customers who cannot afford to buy customized products at our center. This would ensure that customers spend within their means and afford the best gowns and accessories at reasonably low prices.
Several current bridal shops have less competitive prices and, therefore, lockout young potential customers. In addition, bridal salons require exceptional customer experiences, which I believe the Ocean Beauty Center should provide. As mentioned previously, the Ocean Beauty Center should be packaged as a one-stop-shop solution for all wedding affairs by ensuring that customers will get all relevant solutions at the Salon.
We may also need to differentiate the Ocean Beauty Center through excellent customer service. This will be possible through meeting deadlines as scheduled by hiring additionally trained consultants when the demand increases to ensure that customers requiring services are served in a timely manner. This will ensure that no customer will experience delays at the Ocean Beauty Center.
Besides, customers will have the flexibility of booking appointments or providing their details through the Ocean Beauty Center’s website. In order to achieve this, the Ocean Beauty Center may rely on its employees and hired consultants to deliver the best products and services to its customers. Knowledgeable employees will guide clients and ensure that they get the best choices for weddings and celebrations.
These strategies will ensure that the Ocean Beauty Center achieves its goals and attracts customers from other states. Besides, the business will be able to open stores in high potential areas once it is well established.
The stores will be designed to appeal to customers who can legally marry irrespective of their ages. Therefore, promotional materials will target couples, including those who want to remarry and renew vows. In addition, the Ocean Beauty Center may attract more customers by offering pre-wedding counseling to couples at small fees.
We could also collaborate with new partners in the future. This approach would ensure the company achieves its strategic expansion goals. Consequently, the established business will also attract more business partners in the future. This approach would ensure the company expands its operations.
The current target market for the Ocean Beauty Center should be expanded to include clients in the segments such as young couples, couples intending to remarry, couples planning anniversaries, and special groups (gay couples).
We may appeal to these clients through a new place, pricing, products, people, and promotion strategies. For instance, we may introduce multiple-pricing strategy to meet the needs of customers who require products and services that range from low to medium price ranges. This will help the company to expand the demand by customers and act as an alternative for price-sensitive couples (Tynan and McKechnie 512).
We may also recognize the rising population of working, well-paid young people in Silicon Valley. These demographic characteristics are critical to the company’s growth.
Although some customers may travel to other regions to search for suitable gowns and accessories, many will visit the Ocean Beauty Center because it is strategically located. In order to accomplish this, the Ocean Beauty Center may employ five experienced wedding consultants to assist in finding the perfect style for couples for the entire wedding arrangement. This will ensure that we meet the deadlines set by our clients.
The Ocean Beauty Center should be branded as providing one-stop for its customers who seek designer wedding gowns, rings, accessories, headpieces, invitation cards, and tuxedos both for selling and renting. We could accomplish this by offering flexible schedules for all customers as part of the new mission statement of the Ocean Beauty Center.
The new promotional strategies should also be expanded to target couples, including gays who intend to get married or celebrate anniversaries. We could use local fashion magazines, Web sites, social media, and traditional media. We can also strive to sponsor some wedding events to promote the proposed improvements in products and services delivered to our clients (Kotler and Keller 34).
The Ocean Beauty Center can easily overcome many of its potential competitors through its business strategy of low pricing, appropriate location, and effective customer service.
I am concerned by the discomfort that has occurred because of this issue. We need to ensure that the concern is addressed in the shortest time possible to regain the confidence that our clients have always bestowed upon us. We may also act very fast to block any potential competitor that plans to benefit from our shortcoming. I am confident that you will take into account my observations and recommendation in creating a new marketing strategy for improving the Ocean Beauty Center’s business performance.
Our primary commitment is quality services to the clients through strategic and timely delivery of the demands of each client. With the above strategic suggestions, I am confident that the current state of the business will be transformed to restore the confidence of our clients.
Works Cited
Kotler, Philip, and Kevin Keller. Marketing management. 14th ed. 2012. New Jersey, NJ: Pearson Prentice Hall. Print.
Tynan, Caroline and Sandra McKechnie. “Experience Marketing: A Review and Reassessment.” Journal of Marketing Management 25.6 (2008): 501-527. Print.