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“Marketing Communication involves enhancing or achieving awareness, better understanding, shared beliefs and meaning, and positive associations, attitudes and predispositions” (Adcock D. et al, 2001)

The general objectives of any marketing communication are:

Informing: giving information

Persuading: creating a favourable attitude

Reinforcing:  building support, loyalty, ensuring a good climate for future purchase

However, though the main objective of an Hair Salon’s…

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I have a previous experience in the hairdressing industry. In fact, for more than ten years I have been working as a hairdresser in various salons both in London and in Italy and over time with different positions.

Although I have thoroughly enjoyed been a hairdresser for the creativity involved, the social context of the job and the learning opportunities, I have always believed that my strength lied in the business side of the job.

Therefore, three years ago I began to study for an…

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“A theory of strategic management that focuses on relating a firm to the competitive environment within which it operates”. (The New Penguin Business Dictionary, 2003)



Competitive Rivalry

“If you forget the competitive environment in which you operate you could lose your business” (Adcock D. et al, 2001 p.63)

The Hair Beauty industry sector is mainly dominated by micro-businesses; actually, 62% of the operators are single salons with fewer than five employers (Habia, 2007)… Continue