ALEX’SALEX’S BEAUTY SALON BEAUTY SALON

&&PROFFESIONAL HAIRSTYLESPROFFESIONAL HAIRSTYLES

STRATEGY ANALYSISSTRATEGY ANALYSIS

West Coast Presentation Project by Haryo

BackgroundBackground

ALEX’S Salon located at Jalan Ngagel Madya ALEX’S Salon located at Jalan Ngagel Madya 42 Surabaya. This salon was built and 42 Surabaya. This salon was built and maintenanced by mr.Alex (as customers maintenanced by mr.Alex (as customers known). This salon is known for mr.Alex’s known). This salon is known for mr.Alex’s good cutting and hairstyling technique, beside good cutting and hairstyling technique, beside the price rate is cheaper than other.the price rate is cheaper than other.

Stock Keeping UnitsStock Keeping Units

ALEX’S Salon hold about 60 items from ALEX’S Salon hold about 60 items from various product (Wella, L’oreal, etc). This various product (Wella, L’oreal, etc). This items used at some therapy services like hair items used at some therapy services like hair spa, hair coloring, hair curly/flattening service, spa, hair coloring, hair curly/flattening service, creambath, etc. creambath, etc.

ALEX’S SWOT MatrixALEX’S SWOT Matrix

STRENGTHS Known for Mr. Alex cutting & hairstyling technique. Known for cheap price. Known for good hairstyle (ladies).

WEAKNESSESo Lack of professional staff (capsters).o All main services handled by Mr. Alex self.o Simple room decorating & simple equipment.

OPPORTUNITIES Hold Cutting & Hairstyling trainings. Open new branch at other area. Join with other party at franchisee form business.

THREATS- Other with same level of ability will open the same service, since this business model is easy to replicate.- This salon cannot growth for everything is depending on Mr. Alex ability.- Capsters stealed by other salons.

ObjectiveObjective

STRENGTHS WEAKNESSES

OPPORTUNITIES

Create cutting & hairstyling class with ALEX’S certification.

Join Franchisee Exhibition to seek partnership.

Course student could train more as capsters at ALEX’S Salon.

Redesign room and standardizing for ALEX’S franchisee salon.

THREATS Standardizing ALEX’S cutting & hairstyling style.

Focusing market on young professional lady.

Training student to take position as first stylist on franchiser salon.

Reinventing new hair cutting & style, so capster get interest to learn again.

Retraining old capster as Mr. Alex’s replacement.

Action PlanAction Plan

S-O objective :S-O objective : Create training lesson.Create training lesson. Create student evaluation standard.Create student evaluation standard. Create ALEX’S standard certifications. Create ALEX’S standard certifications.

W-O objective :W-O objective : Redesign room & create standard for room and Redesign room & create standard for room and

equipment design, exclusive for ALEX’S.equipment design, exclusive for ALEX’S. Create training prolongation as capster at ALEX’S Create training prolongation as capster at ALEX’S

which will affect their training evaluation.which will affect their training evaluation.

Action Plan Action Plan

S-T objective :S-T objective : Create new hair cutting & style exclusive for ALEX’S.Create new hair cutting & style exclusive for ALEX’S. Create questionaire to know customer needs (especially Create questionaire to know customer needs (especially

on young professional lady as target customers).on young professional lady as target customers). W-T objective :W-T objective :

Retraining old-potential capster, configuring as Mr. Retraining old-potential capster, configuring as Mr. Alex replacement, also as Mr. Alex representative at Alex replacement, also as Mr. Alex representative at Franchiser salon.Franchiser salon.

Create ‘Mr. Alex replacement’ standard ability. Create ‘Mr. Alex replacement’ standard ability.

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