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M Image Hairdressing's vision is to be a salon where everyone feels comfortable and welcome. Their goal is to make sure their customers receive an outstanding service as soon as they come in until they walk out. M Image Hairdressing is a salon that will encourage and trains the next generation of excellent hairstylists and promise to promote the personal and professional growth of their team. They wish to maintain happiness among their customers and staff and want to inspire through giving back and serving the community.

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M Image Hairdressing provides friendly, personalised service through a team of highly skilled and creative professionals. Teamwork is their most valuable asset, which ensures M Image Hairdressings' customers are always number one, and they strive to exceed their expectations. M Image Hairdressing offers high-quality hair and services to make their customers' days, as hair is their signature, and they must feel great about it every day. The success of M Image Hairdressing's business has been and will always be based on paying attention to the details to ensure quality. Together as a team, M Image Hairdressing strives to achieve excellence and constantly improve their skills to satisfy the customer’s experience.

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This section focuses on the Strengths, Weaknesses, Opportunities and Threats (SWOT) of M Image Hairdressing. The purpose is to provide clarity for the advantages, disadvantages, opportunities for growth and limits to the growth of M Image Hairdressing moving forward.

Strength

• Extended opening hours

• Strategic location

• Offering a variety of services

Weakness

• Quite expensive

• Not enough facility

• Lack of workers

Opportunity

• Creating a better online booking system.

• Use safer products.

• Offer Wi-Fi for customers increase better experiences

Threat

• New salons opening in the same area

• Competitor salons offer better prices with

similar services and results

• Limited capacity in the salon forcing customers to go to other salons

One of M Image Hairdressing's business strengths is its extended operating hours. M Image Hairdressing business has flexible operating hours they work. M Image Hairdressing business has extended its operating hours from Monday to Saturday to Monday to Sunday. M Image Hairdressing business operates from 10.00 am to 8.00 pm every day. In addition,   M Image Hairdressing has a strategic location. The business location of M Image Hairdressing is The Summer Shopping Mall 94300, 1 St Floor, Parcel, NO69, 94300 Kota Samarahan, Sarawak. This location is a strategic location because the area is located inside the Shopping Mall known as Summer Mall. This location is a place for people to visit. Furthermore, the business location of M Image Hairdressing is close to two universities namely Universiti Malaysia Sarawak (UNIMAS) and Universiti Teknologi MARA (UiTM). The location close to the university will make it easier for students and lecturers to get haircuts and hairdressing. In addition, the business advantage of M Image Hairdressing is that it offers a variety of services. Among them are cutting services, hair wash, rebonding and hair colour/tinting. This variety of services will make it easier for customers to choose the services they need. The variety of services offered will give satisfaction to customers who come to their store.

However, there are several weaknesses faced by the M Image Hairdressing business. Among them, the weakness of the M Image Hairdressing business is that it is quite expensive. This is because the services offered by the M Image Hairdressing business are quite expensive compared to other competitors. For example, M Image Hairdressing's cutting services are more expensive at RM28 for men and RM38 for women. While the Snipzone Hairdressing business is quite affordable it costs RM 25 for men and women costs RM36. In addition, the M Image Hairdressing business is faced with the problem of not having enough facilities. This is because many pieces of equipment and machines are still insufficient due to the number of customers being too large. This situation has caused many customers to move to competitor stores. Sophisticated equipment and machines are essential to satisfy the customers who come to visit their business. Furthermore, the weakness of M Image Hairdressing's business is the lack of workers. This is because the M Image Hairdressing business needs skilled and professional workers in cutting and styling hair. This lack of workers has slowed business productivity. The lack of workers also causes many customers to move to other businesses because they have to wait a long time for their turn. This situation will cause M-Image Hairdressing's business operating profit to be severely affected.

Because of this, the M Image Hairdressing business has taken several opportunities to improve their business. Among them, the M Image Hairdressing business has taken the opportunity by creating a better online booking system. This is because the M Image Hairdressing business knows that improving the online booking system can make it easier for customers to book a service easily. For example, the M Image Hairdressing business can create an official business blog through a website to make it easier for customers who want to get booking services directly. Furthermore, the M Image Hairdressing business must ensure that online booking management does not face any problems when customers make any payment online. This is because payment problems will cause customers to lose trust in the business because they think the business is scammed to get money easily. In addition, the M Image Hairdressing business must ensure that the products they use are safe products. This is because products containing mercury will damage the customer's head. This situation will cause customers to be afraid to use their services. For example, the M Image Hairdressing business uses quality and safer organic products such as Frecia, Lumina Gentle Cleansing, Murumuru restoring Hair Mask and Mevita Gentle Cleansing. The purchase of this safe product will allow customers to have the confidence to get hair treatment. Furthermore, the M Image Hairdressing business takes the opportunity to offer Wi-Fi for customers to increase better experiences. This is because offering Wi-Fi services will attract customers to come to the business. Offering    Wi-Fi services will make it easier for customers to use the internet while receiving hair treatment. Customers will be able to watch videos without loading while making hair treatments that take 3 to 4 hours.

There are several threats faced by the M Image Hairdressing business. Among them, the threats faced are new salons opening in the same area. The opening of a salon in the same area, which is Kota Samarahan, has caused fierce competition between businesses. For example, Snipzone Hairdressing, Queen Hairstyle Beauty Image and Anggun Salon. In addition, the M Image Hairdressing business is faced with threats from competitor salons offering better prices with similar services and results. This is because offering affordable services compared to the business itself will cause customers to move to other stores. This situation will lead to business losses. Because of this, M Image Hairdressing needs to find an alternative to promote the service in a different way. The M Image Hairdressing business has threats, namely limited capacity in the salon forcing customers to go to other salons. Limited capacity gives inconvenience to customers who come. Limited capacity such as a narrow business space will make it difficult for employees and customers to move.

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The M Image Hairdressing business has several objectives to achieve business goals. Among them, the business marketing objective is specific. Specific goals are those that are clear and focused on one target. For example, the M Image Hairdressing business plans to increase sales. They plan to advertise the boots, incentivize sales, and achieve their goal by the end of the month. Setting specific goals can help the business achieve those goals. By drilling down into detail and getting specific about goals, we can develop a roadmap that'll help teams move from planning to implementation, all the way to success.

In addition, the marketing objective of the M Image Hairdressing business is measurable. The M Image Hairdressing business has set a goal to maximise profits in the short term, which is 10%. In addition, the M Image Hairdressing business wants to be a well-rounded service provider that is comparable to other competitors. In addition, the M Image Hairdressing business wants to be competitive at the local level in providing high-quality services. This is because the measurable setting can help the M Image Hairdressing business know the business goals that need to be achieved.

Lastly, the marketing objective of the M Image Hairdressing business is time-bound. Nothing gets moving like a little pressure, right? By creating a to-do list or job scope for each staff member so they can focus more, it can increase the pace of work and make sure the goals that have been set are achieved. Other than that, the M Image Hairdressing business can boost their brand awareness by increasing traffic by posting more on their social media platform in order to grow their presence and build a strong reputation as a trusted industry leader.

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Market segmentation is a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action. Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another. There are four types of market segmentation which is, geographic, demographic, psychographic and behavioural.

Geographic involves segmenting the audience based on the region they live or work in. This can be done in any number of ways, for example, by grouping customers by the country they live in or by smaller geographical divisions, from region to city, and right down to postal code. M Image Hairdressing is located at The Summer Shopping Mall, parcel no. F69, Kota Samarahan. Opening a salon in this area is quite strategic as the Kota Samarahan population here is larger. Kota Samarahan also has many educational institutions, such as UITM and Unimas. Students are also included as their target market.

Demographic is divides the market into segments based on variables such as age, family size, gender, income, occupation, religion and market growth. As for age, M Image Hairdressing targets customers in the range of 10 to 40 years old. They also target female customers because their services are more feminine. As for income, the company targets customers with quite stable incomes because their services are not that affordable.

Behavioral is dividing a market into segment based on consumer knowledge, attitudes, uses of a product, or responses to a product. Occasion segmentation can help M Image Hairdressing improve their business. For example, M Image Hairdressing advertises their services on social media sites such as Facebook and Instagram during the festive season.

A target market consists of a group of buyers who share common needs or characteristics that a company decides to serve. M Image Hairdressing's target market mostly consists of teenagers in the middle and upper classes of society. Their main target market is mostly female, middle and upper-class, as their services are quite expensive and trendy.

Their positioning of business is like a hair saloon in the shopping mall to supply their service to customers. Referring To the manager, their business usually comes from the internet because they do some advertising on public pages which will attract the customers to M Image Hairdressing. The manager also told us that most of the customers come from their regular customer, which means customer loyalty to M Image Highdressing is very important. For the payment method, M Image provides both online and manual payment, but usually customers nowadays prefer online payment over cash payment.

In my opinion, M Image Hairdressing offers a good service as well. It offers many types of services and packages for customers to choose from. Each package has its own price.

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As we know, our research process for this salon is within the Samarahan city area only. Therefore, we have tracked down some of the best competitors for these salons around the city of Samarahan. Among the salons in Samarahan that are competitors to this company are Hair Zone Samarahan, Quick Cut Salon, SZ Hair, and Beauty Salon, Fiqah Beauty, and Hair Salon (Muslimah), DY Saloon, Jin Jin Unisex Beauty Salon, Da.Di.Du Borneo and Anggun Salon. However, there are still many more salons in Kota Samarahan. But what is said is a famous salon in Kota Samarahan and a great competitor for M Image Salon. From the many competitors, we can know that the market structure for this company is perfect competition because in the city there are many salons that offer services comparable to M Image Salon and they compete to get customers and profits. From the various salons mentioned earlier, there are also some salons that have quite different services and are not easily found in other salons. For example, Jin Jin Unisex Beauty salon. This salon offers hair care and beauty services for men and women. In addition, there are also other salons such as Fiqah Beauty and Hair Salon (Muslimah). This salon offers services to hijab women by providing a special place for them to facilitate the hair care process. M Image salon can take this opportunity to increase its market by offering the same service as other salons but with more attractive facilities. This means that this salon has to provide unisex services and for those who wear hijab with more interesting services. Such as providing a place specifically for men and women and servers specifically for men and women. We also know that only this salon is operating in Summer Mall. Therefore, they can take the opportunity to increase their market and thus dominate the customers in Samarahan.

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Ansoff matrix is the process of some measure of the company to success. There are four types of strategy in the Ansoff Matrix that can be used to be as a strategy for some companies to get profit. The strategy is market penetration, market development, product development, and diversification. We did the interview with M Image salon to ask about some strategies that going on by these four strategies.

First of all, is Market Penetration. This strategy means existing products in existing markets. M Image Hairdressing has the potential to grow their market share in the present enviroment. Market penetration for this salon  can be achieved through improving their dealer network. For example, strengthen the relationship with the customers by understanding their needs and challenges, and regularly communicating with them on the social media by posting more information or services that provided

The second strategy is Product Development means new products in existing markets. As we know, this company is a salon. It means there are provided services which as hair care services. There are trying to develop a new service which is a service for Muslimah. They are in the process to provide some special places for Muslimah to enjoy their services. This is because there are many Muslimah customers who need these services. They took this advantage to increase their market.

The third strategy is Market Development means an existing product in the new markets. M Image salon can open a new branch at a new place but still in the same services. The place that has been targeted is Desa Ilmu. This I because that place is one of the famous places in Samarahan. We also know that Desa Ilmu is a focal point for residents in Samarahan to go shopping. That is why this company tries to appreciate this opportunity by opening a new branch.

Lastly, Diversification. This strategy means new products in a new market. This strategy is divided into three types: horizontal diversification, vertical diversification, and conglomerate diversification. The type that is suitable for this planning is horizontal diversification because their planning is still related to an existing product. M image Hairdressing can open the hair salon at night by extending the opening hours one day a week because, usually, other hair salons will not operate at night as they always close early. By doing so, this is going to be very advantageous for M Image Hairdressing since it will have fewer competitors.

My suggestion for this company to expand its business is by sustaining some promotion that has been provided there and adding on some new promotion that attracts customers to use your services. For example, some promotion that has right now is package gold, package olaplex, VIP package, pro package, and package for students. This package should be sustained in there because it can make sure your customer didn’t run away from your services. They also can add on some new promotions like price. They can decrease some prices from each promotion that has been provided there. We look at economics in the law of demands. If the price decrease, the demand will increase. So, this company can use this strategy to increase its revenue, and profit and dominate customers around Samarahan.

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M Image Hairdressing's promotion strategy is the use of social media sites like Facebook and Instagram. Most of the customers from M image hairdressing are come from these channels. They do the advertisement on Facebook and Instagram to attract the customers. They usually post the information so that customers can come to their shop. In order to contact with customers, they also use to show their ability and their result on Instagram.

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Pricing strategy is a method that help the businesses set or charge their service or product. Pricing strategy will help the businesses maximise their profits and value while considering the customer and market demand.

Evaluate the current pricing strategy & its suitability.
​For the current pricing strategy, M-Image Hairdressing use optional product pricing under product mix pricing strategies. Optional product pricing refer to the pricing strategy that require customers to make their own decision either they want to purchase the additional service or product that the company provide along with the package or not. For example, M-Image Hairdressing using this optional product pricing toward their customers when they offer additional service for hair cut on package gold and package olaplex that only cost RM 20.00 for the hair cut service. This refer to the optional product pricing because it is not compulsory for the customer to purchase the hair cut service, customer can only purchase to the package, the hair cut service refer to the optional service that M-Image Hairdressing provide. Optional product pricing one of the suitable current pricing strategy that M-Image Hairdressing use, this is because the optional product pricing help increase the salon’s sales by allowing customers to purchase to the additional service at a discounted price. For information, a normal price for the hair cut service that M-Image Hairdressing provide are RM 28.00 for male and RM 38.00 for female.

​Product bundle pricing also the current pricing strategy under product mix pricing strategies that M-Image Hairdressing use. Product bundle pricing refer to the several services or products that combine as a single integrated product or service at a lower price. Usually product bundle pricing refer to the package deal or buy one get one free discount. The package gold, package olaplex, pro package, VIP package and student package refer to product bundle pricing that M-Image Hairdressing use. All of the packages consider as product bundle pricing because there are numerous services that included in all of the package. Product bundle pricing also one of the suitable current pricing strategy that M-Image Hairdressing use, this strategy will bring benefit to the salon as it will help increase the profits and sales of M-Image Hairdressing salon. For example, by grouping the service together in one package, M-Image Hairdressing can make their customers buy more than one product during a single purchase and this will automatically increases their average order for the services.

​Beside that, psychological pricing also the current pricing strategy that M-Image Hairdressing use. Psychological pricing is based on the hypothesis of the psychological impact of specific prices on the customers. For example, M-Image Hairdressing set at a little less than a round number price, such as RM 299.00 for VIP package and RM 169.00 for package gold. Thus, the prices that M-Image Hairdressing charged for both of the package are also known as “odd prices.” This psychological pricing strategy is to make modest pricing modifications to make the customer think that the item costs are lesser. For instance, the amount that M-Image charged for both of VIP package and package gold which are RM 299.00 and RM 199.00 during an end-of-year sale will make the customers view this price as closer to 200 than 300 for VIP package and closer to RM 100 than RM 200 for package gold. This psychological pricing also consider as the suitable current pricing strategy that M-Image Hairdressing use. By using this current pricing strategy, M-Image Hairdressing can boost customers attention and this psychological pricing also can simplify customer’s decision-making process. Psychological pricing can create a sense of urgency for the purchase and this will increase returns of M-Image Hairdressing on one-time sales.

​Promotional pricing also the current pricing strategy that M-Image hairdressing use. Promotional pricing refer to a temporarily prices that businesses set. Usually promotional pricing will be set by the businesses during a special event, loss leader, cash rebates, low-interest financing, longer warrantees and free maintenance. So for M-Image Hairdressing, they usually set promotional pricing during special event such as end-of year, Gawai promotional and Chinese New Year promotional. During the end-of year, M-Image set the promotional pricing for VIP package, they charge RM 299.00 for all of single chemical service, hair wash and cut, scalp protective before, scalp treatment after, freecia shampoo and freecia mask. For information, VIP originally price is RM 538.00 during a normal day. Promotional pricing is the suitable current pricing strategy that M-Image use, this promotional pricing can help M-Image Hairdressing promote their service to customer. By doing promotional pricing, customer will be interested with the service they offer.

Propose a better pricing feasible pricing strategy
M-Image Hairdressing  can use value based pricing as a better pricing strategy. Value based pricing is a pricing strategy used by businesses to charge products and services at a rate which they believe that consumers are willing to pay for the product or service. Value based pricing opposite from calculating production costs and applying a standard markup, instead businesses will prioritise and perceived value to the customer and charge accordingly. By use value based pricing strategy, M-Image Hairdressing can improve their business as there will be constant feedback from their consumers that will helps M-Image Hairdressing identify what are a better future service developments that they can do to continue satisfying the needs and want of the market. Value-based pricing relies on consumer's perceived value, and perceived value depends on factors including quality. This provides a wealth of information not just on pricing, but also on how M-Image can improve their business.

Segmented pricing also a better pricing strategy that M-Image can use. By using this segmented pricing strategy M-Image will manage to practising customer segmentation. Price segmentation can help M-Image Hairdressing charge different prices to different types of customers based on their ability and willingness to pay and this will automatically avoid M-Image to use the same approach for a lot of their customer base. Thus, by using the price segmentation strategy M-Image can prioritise the fact that the value offered differs in different market segments for any product or service, this will help M-Image creates a positive image in customers’ mindsets.

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Type of distribution strategy used by the M Image hair saloon is direct distribution. Direct distribution is a strategy in which a producer or manufacturer delivers products directly to the consumers. M Image hair saloon considers this strategy to be the best strategy because it eliminates intermediary expenses, increase direct customer contact, and provides more control over how products are displayed, promoted, delivered and returned. This strategy will bring profit to the hair saloon in 5 years.

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1. Nursyazwina Binti Jamil (85314)

2. Nasa Anak Akam (86713)

3. Ha Yong Ai (83959)

4. Rebekah Juwit Anak James (86190)

5. Nur Afini Natasha Binti Mohd Wazir (84957)

6. Mohd Hafizee Bin Ibrahim (84600)

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There are many hairdressing services that M-Image offers to its customers. Their services include a hair cut, a combo service that provides a hair wash and cut, a hair wash, an evening style or restyle, a hair treatment, a hair dye or tint, a digital perm, and also rebonding and a relaxer. For the hair cut service, M-Image provides a hair cut for both the female and male genders. Beside that, M-Image Hairdressing also offered services such as the Pro Package, the VIP Package, the Package Gold, the Package Olaplex, and the Student Package. The pro package includes the rebonding service, the treatment, which is protein moisture balance hair repair, a hair wash, and a haircut. For the VIP package, M-Image Hairdressing includes a single chemical service, a hair wash and cut, a treatment that is scalp protective before and after, Freecia Shampoo, and Freecia Hair Mask. M-Image provides "package gold" by including a collagen treatment or scalp treatment. Package Gold provided the customers with a soft rebonding service, a digital perm, hair colouring or dyeing, and hair highlighting. From the Package Gold that M-Image provided, customers can choose what kind of service they want, and they can choose either the collagen treatment or scalp treatment. The main purpose of the package of Olaplex that M-Image Hairdressing offers its customers is to provide a treatment that can permanently rebuild the damaged and broken bonds of hair. This Olaplex treatment is the best solution and highly recommended for those customers who have dry and damaged hair. The package of Olaplex that M-Image Hairdressing offers to its customers includes a three-step Olaplex treatment. Other than that, this package offers services such as soft rebonding, digital perms, hair colouring or dyeing, and hair highlighting. M Image Hairdressing also provides a student package that includes hair cutting, hair treatment, and hair washing.

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M Image Hairdressing is a popular salon in Kota Samarahan. This hair salon was established in the year 2020. M Image Hairdressing is located on the first floor of The Summer Shopping Mall with parcel number F69, in the same row as A to Z, Kota Samarahan. M Image Hairdressing has a team of highly skilled and experienced stylists. With a team of highly sought-after stylists and colorists, the salon is known for its exceptional quality services. One of the striking features of M Image Hairdressing is its expert people and staff. The highly experienced and skilled hairstylists help the customers get the best haircut and hairstyle, personalised and suiting the customer's requirements. The salon is highly specialised in offering comprehensive hair care ranging from hair extensions, highlights, and colours to precision haircuts, smoothing and hair straightening treatments, perms, and many other services. They aim to offer these services using the best techniques and products to make their customers' hair look awesome. This salon offers a range of great services, and the hairstylists here also provide recommendations so that the customers can get the best-recommended hairstyles suiting their personalities. Whether they want to get a simple, classic hair cut or want to get a personalised look from the stylists To get further information, customers can go through M Image Hairdressing's Instagram account (under the username "mimage6656") and Facebook page.

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The average cost every month (including rent, supplies, license, etc) is estimated at roughly more than RM10,000.

The estimated profit cost every month is the same as the average cost which is roughly more than RM10,000

The cost that should be increased or decreased is nothing that should be increased or decreased since the owner of the establishment said that the prices of all things have become higher.

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There is a need for a full-service hair salon dedicated to consistently providing high customer satisfaction by rendering excellent service, offering quality products, and furnishing an enjoyable atmosphere at an acceptable price. M Image Hairdressing has the services and products that can enhance their clients’ physical appearance and mental relaxation. This salon is located at Kota Samarahan. With more than 10 years of experience, M Image Hairdressing can be guaranteed to be one of the best hair salons in Kota Samarahan. There are varieties of services that are provided by this hair salon, including hair cutting, hair colouring, hair treatments, and many more. With the touch of an experienced hand from the staff, M Image will make sure the customers are satisfied with their services. M Image Hairdressing is targeting consumers who want to look good, would like to acquire a certain hairstyle, and many more. Since M Image Hairdressing is located at Kota Samarahan, where there are many nearby educational institutions such as Unimas and Uitm, of course students are also included as one of the target markets for M Image Hairdressing. Basically, M Image Hairdressing targets females, students, and families. M Image Hairdressing competes with many competitors, who provide quite similar services to their consumers and have magnificent positioning strategies. As a result, M Image Hairdressing has used the most effective strategies in order to compete with and achieve comparable results to its competitors.

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M Image Hairdressing is undeniably one of the best hair salons in Kota Samarahan. M Image Hairdressing managed to win the hearts of a lot of people. Regardless of all of these emerging hair salons that want to compete with M Image Hairdressing, they will still be able to operate in the market. One of the most obvious aspects that we can see they did very well in is how they took advantage of technologies. This hair salon seems to be putting a lot of effort into social media marketing. From Facebook to Instagram, the postings are very frequent. This will help them increase their popularity among the public.