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E xamining SUPERCUTS’s strategy across each of the 8Ps

E xamining SUPERCUTS’s strategy across each of the 8Ps. 1. Product Elements. Supercuts is a hair salon and hair-care franchise that focus on American male customers . Nevertheless, they also attend to women.

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E xamining SUPERCUTS’s strategy across each of the 8Ps

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  1. Examining SUPERCUTS’s strategy across each of the 8Ps

  2. 1. ProductElements Supercuts is a hair salon and hair-care franchise that focus on American male customers. Nevertheless, they also attend to women. Its service business is focused on people processing, as their business is to cut people's hair. That can be identified as their core product to respond to customer’s primary need. They have supplementary services as they allow their customers to create an online profile to: Schedule haircut reminders Get special haircut offers Save locations nearest to the customer They also offer Supercuts Gift card that customers can give to friends as a present. The Supercuts Card can be redeemed for products, haircuts, hair colour or other special services. In addition, they provide a Style Gallery where customers can look at different kinds of hairstyles to get an inspiration for theirown hair style.
  3. 2. Place and Time Place Supercuts has with over 2.000 locations across the U.S., Canada, Puerto Rico and the United Kingdom. Customers choose one of those stores where they have to go in order to get their hair cut. The company also uses the Internet as electronic channel to offer supplementary service elements to their customer. Time Supercuts opening hours are:Monday to Friday from 9am to 9pmSaturday from 9am to 8pmSunday 10am to 6pm. Supplementary Services, however can be acquired online and therefore anytime the customer wants.
  4. 3. Price and Other User Loutlays “affordable prices” belong to the business strategy of Supercuts. Supercuts has no fixed prices. Prices vary depending on the store and its location. The following graphic, however, provides an idea about what the prices look like: Supercuts constantly makes special offers to their customers: On the internet In the store itself Through customer profiles For its shampoos Supercuts constantly makes new offers:
  5. 4. Promotion and Education Supercuts constantly makes special offers to their customers through the internet, customer profiles and in the store itself. Supercuts promotes a wide range of videos to the customers so that they can get an impression how the service at Supercuts adds value to them. Click on the pictures to see some example videos: Also, for Supercuts a corporate design is important. The letters “super” of Supercuts must always be highlighted in bold:
  6. 5. Process Process to Open a Supercuts Franchise: Step1: Learning where the company came from allows to get a better idea of where it is going. Step2: General business and marketing experience & Net worth over $300,000 A franchise fee of $22,500 must be paid for each new Supercuts salon opened Each new owner must commit to opening at least three hair salons Salons can be opened in available exclusive territories within the United States, Canada, Puerto Rico or the United Kingdom Step3: Completing contact form available on the website Completing full application promo& renovating or constructing the salon Hiring and training staff member Advertising the new location in the area and holding grand opening.
  7. 6. Physical Environment At Supercuts hair salons must have the same Interior design and furnishings. Also, the staff must have special equipment and clothing It is specified that every Supercuts hair salonmust at least have 4-6 employees. At Supercuts always the same shampoo is used to have a unique smell and to assure a recognition value.
  8. 7. People Training and continuing education are key success factors at Supercuts: The training for the people is divided into 5. Each training category is designed for a special phases of the member’s growth and development: (source: http://www.supercutsla.com/continuing_education.htm)
  9. 8. Productivity and Quality The founders of Supercuts had the idea that with a combination of inexpensive services convenience selection of quality salon services they could attract a wide variety of men. Supercuts’ strategic locations make it convenient for customers and help to promote repeat business. The chain claim that they offer “a contemporary and comfortable atmosphere and appeals to men in search of a quality haircut, featuring current hairstyles at affordable prices”. (Source: http://www.regisfranchise.com/brands/supercuts/default.asp)
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