Virginia Hairdressing Service Marketing Case Study

Situation Analysis
Virginia is a small, Asian owned hairdressing located in Melbourne's China Town. It has been providing hair care for customers since 1985. Over the past years, privately-owned hair salons have increased in the China Town area, threatening Virginia with direct competition. Furthermore, increases of Western hair salons around the CBD have intensified the market.
In recent years, hair salons have moved from the traditional sense of just providing the customers with hair related services. …