The objective of this report is to launch the hairdressing salon Tchip in Australia. In France, Tchip is directed by Franck François and is part of the VOG group. Franck Francois is the founder of the concept of low cost hair salons and nowadays, Tchip is the leader in its sector. Its success is due to a simple concept - four different packages offered to the customers at low prices. If Tchip can afford to offer such prices, it is because in the hair salons there is no extra (as coffee for instance).Because of its strategy, Tchip succeeded in increasing rapidly the number of hair salons in France (from 141 in 2000 to 451 in 2011).
To launch Tchip in Australia, we have to take into account some factors such as the way of consumption of Australian people, the standard of living there, the average age (because Tchip primarily targets young customers), identify the needs of the customers. Moreover, we have to adopt the strategy according to the country but retain the idea of low cost concept. Then, we have to analyze how we want our total offering to be seen by the targeted segment. After that, we need to establish the marketing mix decisions we will follow, that is to say, how we will establish the prices according to what the investment will cost us, if we will establish promotions or not, how we have to communicate (what are the main communication ways in Australia).Then, after having presented this, we have to process the financial projections , explaining all the investments we need to launch Tchip and how we can make profits and try to achieve the results planned.
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