Establishing commercial store for business expansion for Shortcuts Salon

• Main Author: Liu, Fang
• Format: text
• Language: English
• Published: Animo Repository 2018
• Subjects: Beauty shops—Philippines—Manila—Management; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6846
• Institution: De La Salle University

The purpose of this study is to explore the strategies that salon business owners used to succeed in developing business. The branch store of Shortcuts Salon in Manila has been in business more than one and half years. However, the existing way of private family hairdressing service in unit largely limited the business development. Due to the business operation mode, the salon does not certainly require lots of selling and promotions, and the customer group only focused on Chinese so that the salon lost the largest local market. This was found to be the main issue of the salon. To address the issue, I have undertaken an action research on commercial store establishment. During the action research, the first intervention focused on the selection of new commercial space. The second intervention focused on new international salon corporation registration. The high impact model of the four Ps marketing model is run through the whole action research, and not only used to the fist intervention to find suitable commercial space, but also used to the second intervention, which is processed based on long term strategy development. The findings from this study may contribute to the change by giving business owners the necessary opportunity and strategies needed to sustain and develop a successful business and increase profit.