Abstract
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.
Extract
[...] The aim of this strategy is to have the monopoly on a market. It is a perfect strategy for a low cost company as Tchip, that's why we have chosen to keep this low cost strategy to be established in Australia. Indeed, the fact that Tchip will be the first salon using such prices could attract a lot of customers. Moreover the Australians are searching for novelty: such hair salon can be considered as a novelty in this country. To speak about prices concretely, for the packages, we will offer, more or less, the same prices than in France, (the same than in France: see V.1Recall of the products and services offered by Tchip in France.),but in dollars, so to spreak: ➢ First package at 25$ ➢ The second one at 39$ ➢ The third one at 50$ ➢ the last one at 67$ If we establish this student promotion, young people will be attracted by it, so we can hope for many young customers in our hair salon. [...]
[...] Indeed, communicate comes from the latin comunicare and underlines transmitting an opinion and whatever the way is used. To conclude this part, the anticipated results will be enough good, that is the reason why Tchip tried to penetrate the Australian market. One must not forget that Tchip comes from an American trip in Miami by its founder. So, the outcome should surely be very positive. In the Anglo-Saxon civilization, the dream is a right and we have the right to believe in it. [...]
[...] And the stability of the country makes it very attractive. Australia is a country which is also concerned by the issues of environment but there are not major laws which protect the environment. Some issues are raised and many intellectuals like Chris Mc Grath explain to raise people's awareness. IV.2 Economic factor Our work will focus on economic factors in Australia through main aspects like the capital growth, the currency exchange, the cost of living, the economic stabilities and mortgages. [...]
[...] The Last point that we would like to emphasize is on the size of the country and about that Australia is a young country with a recent history. These two elements are fundamental to better understand their relation to trade and the market. All the Australian territory may be explored and the market share is huge. That land is a land of hope, promises and wealth. That is why the Australian government aims at investing on the wealth that immigration is to push the country to thrive more. [...]
[...] 10 VII.2.3 Company taxes in Australia Corporate taxes 30% Fringe Benefit on the value of the fringe benefits Tax agreed to the employees Payroll Tax From 3,65% and 6,85% of the global company payroll The tax rate for foreign society: The resident society are taxed on the whole world result with a rate of 30%. The nonresident company are taxed in their original country. Tax relief and tax credit: In Australia, there is fiscal inventive measures on the equipment investment and on the investment of capital. [...]
