Stonewall’s barbershop
was established in the year 1972. The company has primarily catered to males in
the neighborhood. Due to changing dynamics in the business environment, there
is dire need to improve the business so as to remain competitive in the market.
The analysis the company carried out is very revealing. There are new players
in the market who have brought competition hence the need for Stonewall’s
management to come up with strategies to surmount the competition. Competition
is one of the things that any business can not avoid. External factors always
dictate the internal operations and organizational structure of a firm (Pearce
& Robinson, 2005).
For starters, salons
which have traditionally not catered for male clientele now are taking a new
tide. They are now offering services to male clientele too. On top of this, new
barbershops are coming into business in the environment. Stonewall’s has two
options, either beat the competition or be beat by it. Stonewalls will have to
come up with ways to beat the competition or they will be beat by it. Some
companies believe that they can’t grow without tearing their opponent into
pieces and this could be a threat to Stonewall. (Haris J, 2009). There are two
main strategies that can be used to make sure that Stonewall beats the looming
competition and remains to be the market leader namely cost leadership and
product differentiation strategies.
Cost Leadership strategy
This strategy
comes from the fact that a business has ability to produce and market the same
goods as her competitors but using less capital hence selling it at a lower
price that the competitors can not match. (Business Resource Software Inc.,
1994) Day Spa is one of the main competitors new in the market. That means they
have more overheads which mainly include setup costs and the need to break even
soon. This is an added advantage to Stonewall’s Barbershop since it has been in
business for a longer time. They don’t have to incur some costs. This can make
them come up with an attractive pricing package. People generally like to save
money and this can be a good incentive to attract new customers while retaining
the old ones. Let us look at the strengths and weaknesses of this strategy
- Strengths- Stonewall has been in business since 1972. The business has the benefit of clients who are loyal to the brand. The business also will not incur startup costs since it is already established. That will allow them to have lower prices as opposed to their competitors
- Weakness- the clientele of the shop have gotten used to the current pricing policy. Human beings are generally resistant to change and it may cause some customers to be suspicious. People tend to attach price to value.
Product Differentiation Strategy
Stonewall’s should take advantage of a change
in the views of his customers as the male clients now have more interest grooming
services and pampering. Currently Stonewall’s offers basic barbershop services
such as haircuts and shaves but it is high time the company thought of offering
additional services that may include manicures, pedicures, hair coloring,
hairstyling, and massages. New services could also include tattoos, aroma
therapy, a cigar room, Jacuzzi, tanning beds, and large screen TVs. This will
also reach out to new clients to increase incremental sales to current
customers.
The demographics
study reveled that the larger clientele of Stonewall’s were those males in
their prime years. The younger generation should be lured through such new
services. They are the ones that will guarantee the longevity of the business
since they are going to be here for a longer time. The enterprise should always
look out for gaps in the market and fill them by offering what the competitors
have left out or ignored. That way, Stonewall’s will always stay ahead of the
competition. This strategy has the following strengths and weaknesses.
- Strengths- It will be easy to come up with new products that will be relevant to the customers both new and old. This is because Stonewall has been in business for long and they have interacted more with the clients as opposed to the emerging competitors
- Weakness-the weakness of this strategy is that it will probably destabilize the organization culture. Stonewall has been offering only the traditional hair cuts and shaves. Introduction of new services will be shaky for it will be step in unfamiliar territory.
Conclusion
Competition is
actually good for business. If handled well, it can actually help the
organization to be more profitable than it was before. The strategies of
product differentiation and cost
leadership have been proved to work and they can work for Stonewall too.
References
Business Resource Software, Inc.
(1994). Marketing Plan. Retrieved
September 12,
2010 from http://www.businessplans.org/market.html
Haris, J (2009). Get To Know Your Competition. Retrieved
September 12, 2010 from
http://www.entrepreneur.com/marketing/marketresearch/article204092.html
Pearce. & Robinson (2005). Strategic Management. Chicago Irwin
Professional pub
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